Advanced Keyword Strategy &amp; Tactics

Advanced Keyword Strategy & Tactics Presented @ Think Tank Live! 2010 Advanced SEO Workshop October 28, 2010

Marketing

Advanced Keyword Strategy Think Tank Live!
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SEO Elements

Advanced Keyword Strategy Think Tank Live!
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Keyword Roadmap

Advanced Keyword Strategy Think Tank Live!
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Your Basic Toolbox
1. Google Keyword Tool
2. Google Wonder Wheel
3. Excel Spreadsheet
4. Google Trends
5. Wordtracker
6. Raven Tools

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
What are
Your SEO goals?

Advanced Keyword Strategy Think Tank Live!
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3 Stages of Online Buying

Advanced Keyword Strategy Think Tank Live!
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Borrow from Your Competition
• Who are your competition?
• Why are they ranking ?
• What are their top keywords?

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Opposition Research Tools
• Spyfu
• Compete
• SEOmoz
• SEM Rush
• Raven Tools

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor Keywords
Start with your basic products

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor Keywords
Research your search arena

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor Keywords
Identify your competition

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor Keywords

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulate Keywords
1. Competitor keywords
2. Google Analytics keywords

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulate Keywords
1. Your basic products
2. Identify your competition
3. Accumulate keywords

Advanced Keyword Strategy Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulation Tips
1. Re-run main words alone
2. Run localized variations
3. Run shopping modifiers
4. Run negative keywords
5. Use Wordtracker

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Organize Keywords

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Analyze Keywords
1. Look for opportunities
2. Check difficulty levels
3. Identify problem keywords

Advanced Keyword Strategy Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Keyword Analysis Tools
1. Google Trends
2. Google Advanced Search
3. SEOmoz

Advanced Keyword Strategy Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Trends

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Advanced Search

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEOmoz Keyword Difficulty Tool

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Prioritize
• Prioritize best opportunities
• Combine low-volume keywords
• 3-5 Home page keywords
• 100 Internal keyword pages

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Plan
• Match keywords to existing pages
• Internal keyword “hub” pages
• Keyword content calendar
• Keyword link-building campaign

Advanced Keyword Strategy Think Tank Live!
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@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Monitor & Track
1. Rank tracker
2. Google Analytics
3. Keyword manager

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At its core, Excel is a problem-solving tool. Using these simple principles involving nested functions, we'll discuss how to transform actual data into actionable data and empower our team to be more efficient and effective problem-solvers. Includes examples for identify Striking Distance Keywords for SEO, a Bid Management Tool for PPC, and a means for testing assumptions about keyword data in a world of (not provided).

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Having an engaged audience of followers on Facebook does not guarantee getting conversions from the social network. Sometimes users liking your content on the social network are not the same ones who convert to your business goals, and when this audience misalignment happens, your social media marketing efforts could be useless. However, it is possible to use Google Analytics to re-align your social media audience, thus having not only engaged followers but also business leads and prospects.

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