Keyword Research for Organic Search Marketing


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Keyword research is very important when it comes to developing content for landing pages on a website. SEO.coms Shawn Barrington breaks down how businesses should go about their keyword research in this new era of search engine marketing. Be sure to not only share this powerpoint but we would like to hear your questions and feedback. Enjoy!

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  • What are things to consider when you choose keywords?
  • Change this to be head keywords and long tail keywords
  • Keyword Research for Organic Search Marketing

    1. 1. Keyword Research For SEO & Content Marketing
    2. 2. Share Away #SEOBYU @ShawnBarrington @SEOcom
    3. 3. What Is Keyword Research?
    4. 4. What is Keyword Research • Keyword research is performed to identify the keyword phrases that we will be targeting for your SEO and marketing campaigns. • “Keyword research is one of the most important valuable and high return activities in the search marketing field. Ranking for the “right” keywords can make or break your website” – #SEOBYU
    5. 5. Purpose • Identify the right keyword phrases to increase rankings, traffic and ROI – Informational Keywords – Buyer Intent Keywords • Define the ultimate goal of your website • Research keywords that describe the purpose and goal of each page on your site. • Establish keyword/Topic focus • Unify company marketing goals. #SEOBYU
    6. 6. Effects Of A Proper Keyword Research 3 Main Effects of Proper Keyword Research
    7. 7. Increase In Organic Rankings 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00 100.00 Average Rankings at December 2011 – 88.29 Keywords Driving Traffic - 984 Average Rankings January of 2013 – 7.23 Keywords Driving Traffic- 1698 #SEOBYU
    8. 8. Increase In Organic Traffic #SEOBYU
    9. 9. Leads/Sales From Organic Traffic Total Events in December 2011 – 0 Total Events In December 2012 - 230 #SEOBYU
    10. 10. Strategy Of Choosing Keywords Things to consider when deciding on keywords to target.
    11. 11. Factors To Choosing A Keyword/Phrase • Relevance To The Website – If you did this search does the website provide what you are looking for? • Demand – Are people searching for this term now? – What is the trend of this phrase? • Difficulty – How much competition is there? • Ranking – Where are you currently ranking for this term? #SEOBYU
    12. 12. 2 Types of Keywords 1. Head Term Keywords – Short Phrases of 1-2 words 2. Long Tail Keywords – Typically phrases of 3–6 words #SEOBYU
    13. 13. Factors of Head Term Keywords • • • • • Very Broad Brand Awareness Boost in traffic for website Low Conversion Best when mapped to home page of a Website • Harder to rank for #SEOBYU
    14. 14. Factors of Long Tail Keywords • Descriptive Phrases of products and services. • Best when mapped to a deeper page on the site. • Conversion for these terms are much higher. • Easier to rank • Search Engines are evolving and are relying more on long tail keywords over exact match head term keywords, to determine relevance of sites on different topics. #SEOBYU
    15. 15. User Intent Keywords • • Informational Keywords Buying Keywords #SEOBYU
    16. 16. Informational Keywords • Broad Phrases that imply research, or that contain questions or phrases such as: – “How”, “What”, “Why“, “Best”, “Reviews”, etc. – Examples: • • • • • SEO What is SEO Shoes Steel Buildings How to build a Steel Building #SEOBYU
    17. 17. Buying Keywords • Specific long tail keywords that contain things like part/model numbers, or phrases such as: – “Purchase”, “Buy”, “Order”, “Cheap”, Etc. – Examples: • • • • SEO Services for Small Businesses Steel buildings in Oregon for Churches Pre-order Apple I-phone 6 Online Purchase BYU Text Books online #SEOBYU
    18. 18. Abbreviations • Be careful of going after abbreviations that can mean different things in different industries. – Examples • CPE – – – – #SEOBYU Continuing Professional Education Customer Premises Equipment Canine Performance Events Clinical Pastoral Education
    19. 19. How To Do Keyword Research Putting the Theory In Action
    20. 20. Summary Of Steps 1. Identify Potential Keywords 2. Group Like Terms Together 3. Map Keywords To Relevant Pages #SEOBYU
    21. 21. Keyword Identification How To Identify Potential Keywords
    22. 22. Keyword Identification • Build a initial list of keywords based on the website and its goals. – Start Building Your List by: • Looking for possible keywords to target from your site structure – – – – – – Heading Tags Title Tags Content On The Page Internal links Navigation menu etc • Look at Industry competitors sites and determine potential keywords based on their site. • Find Similar Terms Using the Google AdWords Planner #SEOBYU
    23. 23. Keyword Identification • Review Related Search Usage #SEOBYU
    24. 24. Keyword Identification • Review Keywords Driving Traffic In Analytics and webmaster tools if available. #SEOBYU
    25. 25. Keyword Identification • Gather Search Volume / Expand Initial List – Paste terms in the Google AdWords Planner Home • Using the “Exact Match” feature and checking the box for “search volume for like terms”. • Use Keyword Suggestion tool to expand your list #SEOBYU
    26. 26. Keyword Grouping Grouping Like Terms
    27. 27. Keyword Grouping • Eliminate Keywords/Phrases that don’t apply or have low demand. • Identify like terms that are valuable and support each other and group together. • Analyze Searcher Intent and eliminate those that don’t apply – Informational vs Buyer #SEOBYU
    28. 28. Keyword Grouping • Identify head (main) phrases • Identify tightly related mid-level (long tail) phrases #SEOBYU
    29. 29. Keyword Mapping Identifying Relevant Pages
    30. 30. Keyword Mapping #SEOBYU
    31. 31. Keyword Mapping High Traffic - Head Terms Example: Steel Buildings Long Tail Variations of Main Keywords Example: Industrial Steel Buildings Descriptive Long Tail Variations Example: Industrial Steel Building Kits Product Describing Keywords Example: Industrial steel building kit 58234 #SEOBYU
    32. 32. Keyword Mapping • The Idea in mapping keywords, is to map a given keyword/phrase to the deepest page with in the site, to the page that is the most relevant. #SEOBYU
    33. 33. Keyword Mapping • What page is relevant for a what term? – Does the keyword describe the information found on that page? • Look at current heading tags / URL Structure – Do they include or could they be easily changed to include the main term for that page? • What page does Google see as most relevant for that keyword? #SEOBYU
    34. 34. Keywords & Mapped URLs #SEOBYU
    35. 35. Keyword Research In Action Rubber Meets The Road
    36. 36. Questions
    37. 37. Contact Information • • • • Shawn Barrington Google + Twitter @ShawnBarrington LinkedIn #SEOBYU