This document discusses keyword research and summarization tools. It explains that keyword research is important to understand what potential customers are searching for online and drive traffic to a website. It recommends defining relevant keyword tiers and utilizing existing website content and internal search queries to identify important keywords. The document also distinguishes between head keywords which drive most traffic and long tail keywords which drive more qualified traffic. Finally, it promotes Trellian's keyword discovery software for competitive keyword analysis and identifying new opportunities.

1. UNDERSTANDING KEYWORD RESEARCH Presented by: Greg Meyers

2. OVERVIEW Why is it important? How to best define what keywords work for you Best Practices for Research Head vs. the Tail Search Term vs. Search Query Where Are Keywords Useful Keyword Research: SEO vs. PPC Keyword Tools – Simple Process It’s a long term process “In-depth” review of Trellian’sKeywordDiscovery Software 2

3. WHY IS IT IMPORTANT It’s how people can find you. It defines your business or cause It identifies both new and existing customers It’s the driving force behind website traffic It’s the method by which society uses to find what they want 3

4. WHAT KEYWORDS WORK FOR YOU? The first step in finding keywords is understanding what you are offering and what people are searching on to find your product Keywords can be broken down in Tiers Broad BUSINESS category Broad PRODUCT category Product/service MODEL category Product/service STYLE category Product/service FEATURES category Misspellings RELATED keywords 4

5. BEST PRACTICES THE BEST KEYWORDS COME FROM YOUR OWN CONTENT 5

6. BEST PRACTICES Find “goldmine” keywords from existing website content Site Navigation structure helps define distinct PPC Campaigns, Adgroups and Keywords. Utilize for you internal site search results. See what people are searching for on your site. Most likely they will use that to type in Google Use SKUs and Model Numbers of products as keywords, as searches often search specifically for that. 6

7. HEAD VS. TAIL What’s the difference? Length of the word or phrase of what a human types into a search engine . Head Terms usually: Drive most of your traffic Most expensive for PPC Most competitive (all search) Hardest to win (all search) Drive most traffic but not best performers Long Tail usually: Drives least amount of traffic Least expensive for PPC Less competitive (all search) Easier to win (all search) Drives less but more qualified traffic to website 7

8. HEAD VS. TAIL Mature Smooth Haired Dachshund Dachshund 8

9. SEARCH TERM vs. QUERY SEARCH TERM A keyword or group of keywords that you have already defined in your PPC Adgroup. SEARCH QUERY: What the “actual” word or group of words the user typed into the search engine. WHERE CAN I SEE THIS? Most Web Analytics software and Google Reporting. (however, Google reporting is not very reliable) 9

10. WHERE ARE THEY USEFUL? Keywords are all around us on the Web <TITLE> <H1> Content <a href> Anchor Text Domain/URLs Image files names Social Network Account Names In what we twitter PPC Ads 10

11. SEO VS. PPC Similarities: PPC Campaigns and Adgroups require tightly relevant keywords just like a webpage within a site for a particular product or service. Differences: The competitive saturations of the two are different In PPC you negative keywords to filter traffic In Keyword Matching Option 11

12. A CONTINUOUS PROCESS Search Trends change DAILY Maintaining and creating good results in all of search marketing requires constant tweaking. Find what works and keep improving it Put a plan in place for future products/servics Perform audit of all Image File Names and Optimize Perform audit of all URL Names and Optimize 12

13. KEYWORD TOOLS/SOFTWARE They help us identify the terms people are searching on. FREE & PAID tools are not always 100% accurate. Can be more accurate than Google Keyword tool Pure Benefits: They help you identify what is already proven to “searchable” Head (Short Tail) Terms Long Tail Terms Negative Keywords Misspelling Indirect Keywords 13

14. TOOLS/SOFTWARE AVAILABLE Trellian’s Keyword Discovery offers some great tools such as Seasonality trends Search engine market share Easy to identify negative keywords Easy to identify misspellings Ability to create projects for multiple team members. FREE TOOLS 14

15. TRELLIAN’S KEYWORD DISCOVERY 15

16. TRELLIAN’S KEYWORD DISCOVERY 16

17. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITIVE SUMMARY 17

18. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR SUBDOMAINS 18

19. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR REFERRERS 19

20. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR ORGANIC SEARCH QUERIES 20

21. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR PPC SEARCH TERMS 21

22. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR ORGANIC SEARCH RANK (SERP) 22

23. VALUE OF PAID KEYWORD TOOLS TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE COMPETITOR “CREATE YOUR OWN REPORT” 23

24. Thank You! Trellian Keyword Discovery OFFER! Get 20% OFF Discount & FREE 20 Minute Tutorial www.igesso.com/KeywordDiscovery Greg Meyers– Founder, iGESSOInternet Marketing Phone: (610) 827-0121, Email: greg@igesso.com Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp