Keyword Research

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Richard Baxter presents Keyword Research - an SEOgadget presentation archive deck from 2010.

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  • Introduction
  • Introduction
  • Keyword Research

    1. 1. KEYWORD RESEARCH – THE ULTIMATE PROCESS Pro Training Richard Baxter – SEOgadget.co.uk SEOgadget.co.uk
    2. 2. Large site architecture, keyword research, technical SEO and link building in high competition industries... ABOUT SEOgadget.co.uk
    3. 3. HI DAVE SEOgadget.co.uk
    4. 4. QUESTIONS “How do people search for products in my industry?” “What terms are most important to my site?” “Where are the quick wins? *Low hanging fruit+” “Are there any new types of search I didn’t know about?” “What are my search priorities for traffic generation?” “How do I group keywords into meaningful segments?” SEOgadget.co.uk
    5. 5. GIVING UP THE WHAT?! SEOgadget.co.uk
    6. 6. THE PROCESS Gather Keywords Make Observations + Sense Check! Categorise Data SEOgadget.co.uk Capture Search Volumes Capture Rankings
    7. 7. UNDERSTANDING HOW PEOPLE SEARCH • How do people search for automotive products? Action Condition Brand Colour Product Model Location “Test drive new BMW 3 Series Convertible Red in Nottingham” “Black BMW 5 Series Cardiff” “Test drive Z4 Coventry” “BMW Servicing in Coventry” “New BMW X5” SEOgadget.co.uk “BMW Glasgow” “New BMW 1 Series in Suffolk”
    8. 8. THE SEARCH DEMAND CURVE SEOgadget.co.uk
    9. 9. TOOLS SEOgadget.co.uk
    10. 10. SEOgadget.co.uk
    11. 11. 1800 1600 1400 1200 1000 800 600 400 200 0 SEOgadget.co.uk Global Monthly API External Global
    12. 12. 700 600 500 400 US Volume API 300 200 100 0 SEOgadget.co.uk GKWT External Tool (US)
    13. 13. WEAPONS WIN SEOgadget.co.uk
    14. 14. GROW YOUR KEYWORDS SEOgadget.co.uk
    15. 15. SEOgadget.co.uk
    16. 16. Think: Product names Category names Tag names Locations Advertisers =CONCATENATE([KEYWORD1], [KEYWORD2]) SEOgadget.co.uk
    17. 17. ALCHEMY =importxml(concatenate("http://access.alchemyapi.com/calls/url/URLGetRankedKeywords?apikey=[my-api-key]&url=",A2);"//text") http://docs.google.com/support/bin/answer.py?hl=en&answer=75507 (importXML, importData, importHTML, importFeed) SEOgadget.co.uk
    18. 18. Easiest way to mine your competitor’s keywords: 1) Crawl with XENU 2) Extract KW’s from the <title> 3) Play around with LEFT, MID, RIGHT and FIND KEYWORD1 “=LEFT(SiteCrawl[[#This Row],[Title]],FIND(" -",SiteCrawl**#This Row+,*Title++,1))” KEYWORD2 “=MID(SiteCrawl[[#This Row],[Title]],(FIND("- ",SiteCrawl**#This Row+,*Title++,1)+2),25)” SEOgadget.co.uk
    19. 19. http://suggest.thinkpragmatic.net/ SEOgadget.co.uk
    20. 20. And don’t forget: Internal site search data Analytics Keywords Google AdPlanner Hitwise PPC SEOgadget.co.uk
    21. 21. GRAISING SEARCH VOLUME SEOgadget.co.uk Photo by: PasuKaru76
    22. 22. SEOgadget.co.uk
    23. 23. WEAPONS $250 SEOgadget.co.uk
    24. 24. FREELANCER.COM https://adwords.google.com/api/adwords/o/v201008/TargetingIdeaService AVERAGE_TARGETED_MONTHLY_SEARCHES SEOgadget.co.uk
    25. 25. SEOgadget.co.uk
    26. 26. SEOgadget.co.uk
    27. 27. SEOgadget.co.uk
    28. 28. SEOgadget.co.uk
    29. 29. http://www.trustedproxies.com/ 1 IP 60,000 Rankings: 7-10 days 150 IPs 60,000 Rankings: not long SEOgadget.co.uk
    30. 30. THE PROCESS SEOgadget.co.uk Photo by: chargrillkiller
    31. 31. ARRAY FORMULAS “An array formula is a formula that works with an array, or series, of data values rather than a single data value” My Keyword SEOgadget.co.uk Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword
    32. 32. CREATE CATEGORIES AND MARKERS Category Markers SEOgadget.co.uk
    33. 33. CREATE MASTER DATA TABLE =VLOOKUP([@Keywords],Rankings,5,0) SEOgadget.co.uk
    34. 34. CREATE CATEGORY COLUMNS SEOgadget.co.uk
    35. 35. AN EXCEL FORMULA =SUM(1*NOT(ISERROR(SEARCH([FIND-TEXT],[IN-TEXT])))) =SUM(1*NOT(ISERROR(SEARCH('KW Types'!$A$2:$A$39,Master[[#This Row],[Keywords]])))) SEOgadget.co.uk
    36. 36. STEP 1 – IDENTIFY YOUR KEYWORD SEOgadget.co.uk
    37. 37. STEP 2 – IDENTIFY YOUR CATEGORY MARKER SEOgadget.co.uk
    38. 38. CTRL + SHIFT + ENTER SEOgadget.co.uk
    39. 39. YOU KNEW I’D MENTION PIVOT CHARTS, RIGHT? SEOgadget.co.uk
    40. 40. 3000 1 2500 6 2000 11 1500 16 1000 500 0 SEOgadget.co.uk 21 26
    41. 41. http://seogadget.co.uk/beta/ SEOgadget.co.uk
    42. 42. SEOgadget.co.uk 42
    43. 43. SEOgadget.co.uk
    44. 44. THANK YOU richard@seogadget.co.uk http://seogadget.co.uk/beta/ SEOgadget.co.uk

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