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Larry & Will’s Proven Keyword Strategy
&
Brought to you by:
www.wordstream.com/learn
Everything You Need to Know About Keywords
for Search Engine Success
www.wordstream.com/learn
Want to get smart in paid search?
@wordstream @distilled
Larry Kim
Founder & CTO
@larrykim
Meet The Experts
Will Critchlow
Founder
@willcritchlow
@wordstream @distilled
What is
KEYWORD RESEARCH?
@willcritchlow
Real people telling us what they want
Modern Market Research
@willcritchlow
DISCOVER GROUP UNDERSTAND VALUE USE
@willcritchlow
Keyword Research is
MARKET RESEARCH
@willcritchlow
Keyword Research is
CREATIVE PLANNING
Keyword Research Has
CHANGED
@willcritchlow
The Data is Messy (see: Conductor Study)
@willcritchlow
The Tail Remains Long
@willcritchlow
We Need to
UNDERSTAND
@willcritchlow
Search Suggest = Inventory
@willcritchlow
Don’t Forget Wildcards
@willcritchlow
Related Searches = Volume
@willcritchlow
HAT-TIP: @joshbachynski & @dan_shure (link)
Related to Site = Exploration
@willcritchlow
Site Search = Unfulfilled Need
@willcritchlow
Trends = Insight
@willcritchlow
Regional = Differences
@willcritchlow
Actions
@willcritchlow
FREE module:
www.distilled.net/u/search-operators
Competitor Research
@willcritchlow
Website Structure
@willcritchlow
Content Strategy
@willcritchlow
My Take on Keyword Research
@larrykim
Welcome to My Blog!
@larrykim
 Over 600k visitors / month!!
 Compound Monthly Growth Rate = 8%. HOW?!
What Effective Keyword Research Looks Like
@larrykim
•Larry’s Proven Keyword Strategy
• Review of Keyword Grouping & Organization Concepts
• How I Prioritize Keyword Research
• Acting on Keyword Research to Get Mad Hits and $$$
Today’s Agenda
@larrykim
 Dominate your Search Category
 To do this you need a plan!!!
Global Domination Strategy
@larrykim
 Figure exactly how people
are searching for your
products/services
 Be Specific, be Relevant, be
Exhaustive.
 Group your keywords into
focused Keyword Niches
 Organize your big list of keywords
into smaller lists (“keyword niches”).
 Prioritize Your Work
 Take action!
 It’s important to balance
“researching” with “doing”
Keyword Research Game Plan
@larrykim
Keyword Planner Demo
@larrykim
Priority = (Estimated Volume)*(Estimated CPC)
----------------------------------
----------------
Keyword Competition
Larry’s Keyword Prioritization Formula
@larrykim
• EstimatedVolume ~ Opportunity
• Estimated CPC ~ CommercialValue
• Keyword Competition ~ Likelihood of Success
• Author content…
• Specifically themed
• One page per
Keyword Niche.
• Organize content
with relevant
intelligent
information
architecture
• Repeat!
Step 3: Act – Apply Keyword Niches to On-Page SEO
@larrykim
• In Paid Search a Key Metric is Quality Score. A higher Quality Score yield
• Better Ad Exposure (Higher Ad Position)
• Lower Cost per click
• Better Conversion Rate
• To Optimize your PPC Campaign’s Quality Score:
• Use specific keywords and negative keywords
• Group together closely related keywords
• Write relevant text ads and destination pages
Use Same Keyword Niches in PPC Campaign Creation
@larrykim
A Note on Keyword Intent
@larrykim
Keywords With Commercial Intent
@larrykim
Keywords With Informational Intent
@larrykim
Google Expects WAY More of Your Ads!
@larrykim
Quality Score Based on Beating Expected CTR
@larrykim
 Today, average score is 5/10. Previously was 7/10
Google Has Changed How the Ad Auction Works
@larrykim
 Build Taxonomy, Organize & Prioritize
Keywords
 Act on Keyword Research according to
Keyword intent, using Both PPC & SEO
 Repeat for Years …
Summary
@larrykim
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@wordstream @distilled
@wordstream @distilled
www.distilled.net/u
Master Search Marketing at Distilled’s Online University
Join today and get 25% off – We’ll send you a link!

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