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 RESEARCHPresented by: Greg Meyers

2. OVERVIEWWhy is it important?How to best define what keywords work for youBest Practices for ResearchHead vs. the TailSearch Term vs. Search QueryWhere Are Keywords UsefulKeyword Research: SEO vs. PPCKeyword Tools – Simple ProcessIt’s a long term process“In-depth” review of Trellian’sKeywordDiscovery Software2

3. WHY IS IT IMPORTANTIt’s how people can find you.It defines your business or causeIt identifies both new and existing customers It’s the driving force behind website trafficIt’s the method by which society uses to find what they want3

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 productKeywords can be broken down in TiersBroad BUSINESS categoryBroad PRODUCT categoryProduct/service MODEL categoryProduct/service STYLE categoryProduct/service FEATURES categoryMisspellingsRELATED keywords4

5. BEST PRACTICESTHE BEST KEYWORDS COME FROM YOUR OWN CONTENT5

6. BEST PRACTICESFind “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 GoogleUse SKUs and Model Numbers of products as keywords, as searches often search specifically for that.6

7. HEAD VS. TAILWhat’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 trafficMost expensive for PPCMost competitive (all search)Hardest to win (all search)Drive most traffic but not best performers Long Tail usually:Drives least amount of trafficLeast expensive for PPCLess competitive (all search)Easier to win (all search)Drives less but more qualified traffic to website7

8. HEAD VS. TAILMature Smooth Haired DachshundDachshund8

9. SEARCH TERM vs. QUERYSEARCH TERMA 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 TextDomain/URLsImage files names Social Network Account NamesIn what we twitterPPC Ads10

11. SEO VS. PPCSimilarities: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 differentIn PPC you negative keywords to filter trafficIn Keyword Matching Option11

12. A CONTINUOUS PROCESSSearch Trends change DAILYMaintaining and creating good results in all of search marketing requires constant tweaking.Find what works and keep improving itPut a plan in place for future products/servicsPerform audit of all Image File Names and OptimizePerform audit of all URL Names and Optimize12

13. KEYWORD TOOLS/SOFTWAREThey help us identify the terms people are searching on.FREE & PAID tools are not always 100% accurate.Can be more accurate than Google Keyword toolPure Benefits: They help you identify what is already proven to “searchable”Head (Short Tail) TermsLong Tail TermsNegative KeywordsMisspellingIndirect Keywords13

14. TOOLS/SOFTWARE AVAILABLETrellian’s Keyword Discovery offers some great tools such asSeasonality trendsSearch engine market shareEasy to identify negative keywordsEasy to identify misspellingsAbility to create projects for multiple team members.FREE TOOLS14

15. TRELLIAN’S KEYWORD DISCOVERY15

16. TRELLIAN’S KEYWORD DISCOVERY16

17. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITIVE SUMMARY17

18. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR SUBDOMAINS18

19. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR REFERRERS19

20. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR ORGANIC SEARCH QUERIES20

21. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR PPC SEARCH TERMS21

22. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR ORGANIC SEARCH RANK (SERP)22

23. VALUE OF PAID KEYWORD TOOLSTRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARECOMPETITOR “CREATE YOUR OWN REPORT”23

24. Thank You!Trellian Keyword Discovery OFFER!Get 20% OFF Discount & FREE 20 Minute Tutorialwww.igesso.com/KeywordDiscoveryGreg Meyers– Founder, iGESSOInternet MarketingPhone: (610) 827-0121, Email: greg@igesso.comWebsite: http://www.igesso.comBlog: http://www.semgeek.comDOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp