This document provides an overview of keyword research and analysis (KRA) for SEO purposes. It discusses collecting keywords from sources like analytics, tools, and competitors; analyzing keywords for relevance, competition, and popularity; and filtering keywords. The presenter's experience includes SEO, PPC, and social media marketing. KRA is important for off-page SEO, advertising, blogging topics, and social media. The stages involve collecting, searching, analyzing, and filtering keywords. Tools discussed include Google Keyword Tool, KeywordSpy, and SEMRush.

1. SEO Fundamentals Keyword Research and Analysis Presented by: Asif Anwar

2. About the Presenter SEM Account Manager for Blueliner Marketing, LLC Learning about SEO since the meta age, i.e. 2001 Started Professional SEO in 2003 Started Multilingual SEO in 2005 Started PPC in 2008 Started Social Media Marketing in 2007 ASIF ANWAR @SEOExpertBD /asifanwarpathik www.seoppcsmm.com

3. Why KRA? To plan Offpage SEO and Link Building Strategy To find the best keyword to advertise To understand competition To find topics for blogging To find the best keyword for SEO For planning your social media marketing

4. Stages of KRA Collect Search Analyze Filter

5. Collect Keywords

6. Sources of Keywords Web Analytics Historic Keywords Tools: AdWords KW Tool, SEMRush, KeywordSpy, Spyfu Google Webmaster Search Queries Competitors’ Organic and PPC Keywords Keyword Combination AdWords or PPC Campaign Keywords

7. Before You Start Identify your products and service Identify your brand value Identify your competition Identify your target markets (B2C vs. B2B) Identify you potential products (Verticals)

8. Practice Product/Service Brands Competition Target Markets Verticals

9. Keyword Types Product or Service Keywords (MP3 Player) Brand Keywords (Sony MP3 Player) Modifier Keywords (Portable MP3 Player) Entity Keywords (MP3 Player Shop) Geographic Keywords (MP3 Player Shop in Dhaka) Demographic Segmented Keywords (Pink MP3 Player for Women) Call to Action Keywords (Buy MP3 Player) Educational Keywords (How to buy MP3 Player) B2B Keywords (MP3 Player Wholesale)

11. Major Service

12. B2B Keywords

13. Entity (Shop)

14. Geographic (Dhaka)

15. Demographic (Men’s)

16. Call to action (Buy)

17. Leather Bag

18. Ladies Leather Bag

19. Ladies Leather Bag Shop

20. Ladies Leather Bag Shop in Dhaka

21. Gucci Leather Bag Company in Dhaka

23. Generate Keyword Combination Use http://bit.ly/3colkwcomgen or http://www.rolbe.com/keyword_combiner.htm Or use IBP 9.X’s Keyword Combination Generator Tool

24. Google Webmaster Keywords Go to next page Go below the table and download it Go below the table and download it Keep going along as long as there are at least 2 impressions Go to Google Webmaster’s Search Queries Download Tables as long as there are at least 2 impressions

25. Google Analytics Historic Keywords Sort by Visits Click Export and then CSV for Excel Change period to start day to today Go to next page and more pages as long as there in at least 2 visits for a keyword Go to Google Keyword Report Download CSV for each table as long as there is at 2 visits for a keyword

26. Find Your Keywords Generate a list of most important pages on your site (for existing site) Use those URLs in Google Keyword Tool (Search by URL) Search competitors’ URL in KeywordSpy (Search by Domain) Search competitors’ URL in SEMRush (Search by Domain)

27. Competitors’ Keywords Search in Google with important keywords to find competitors Search for local, near-shore, and global competitors Use competitors’ URL in Google Keyword Tool (Search by URL) Search competitors’ URL in KeywordSpy (Search by Domain) Search competitors’ URL in SEMRush (Search by Domain)

28. Related and Peripheral Keywords Google Keyword Tool Suggest Related Keywords Microsoft adCenter Keyword Search tool suggests related keywords You can find synonyms at http://www.thesaurus.com WordTracker also suggests related keywords based on meta search In keyword search for competitors, you will find related keywords Google, Yahoo, Alexa, and Bing Suggest feature also refer related and peripheral keywords Google Wheel used to suggest peripheral keywords http://www.quintura.com also suggests related and peripheral keywords

29. Search Keywords and Parameters

30. Tools for Searching Keywords Google Keyword Tool MicroSoftadCenter Keyword Tool SEO Book Keyword Suggestion Tool Keyword Discovery Free Search Term Suggestion Tool Wordstream Keyword Search Tool WordTracker SEMRush SpyFu Keyword Spy

31. Google Keyword Tool Hit Search Select appropriate category if required Select your desired target audience Shows results of exact keywords used Paste <100 keywords here Shows related and peripheral keywords

32. Interpret Results Average Number of searches done locally in a month Average Number of searches done worldwide in a month Relative Index on how competitive is the keyword More search value = Worldwide popular keyword More index value = more competitive or more effective keyword More search value = Locally popular keyword

33. Other Intelligence You May Need The PPC Bid Price of the Keyword from Traffic Estimator of Google Keyword Tool)https://adwords.google.com/select/TrafficEstimatorSandboxShows you the estimated price per click, daily click & cost, etc. Keyword Difficulty Level Tool by SEOMozhttp://pro.seomoz.org/tools/keyword-difficulty/Shows you a % index on how tough a keyword is for SEO Keyword Effectiveness Index (KEI) by Sumantra Roy (most probably Indian Bengali) provided by WordTrackerhttp://www.wordtracker.com/find-the-best-keywordsShows you a value that tells you how effective and the keyword is, in terms of the competition

34. Analyze Keywords

35. Things You Should Consider Popular Keywords have high competition (not always) Popular Keywords don’t sell or convert well Popular keywords are very good for reputation and branding Highly competitive keywords are hard to beat Highly competitive keywords are also those keywords that sells, assuming that the industry is mature enough Trying to beat global competition can take you years of efforts Finding the best match for your identity is a good option, even if it is a long keyphrase or belong to long tail keyword category B2B Keywords are the ones that businesses will use, not general public. So, they might be less popular than other similar keywords

36. Further Keyword Analysis Assess if the found keywords are relevant to your core-words using the excel formula “=IF(ISERROR(FIND(I$3,$B4,1)),"Not Relevant","Relevant")” Do a word count to filter out Long Tail Keywords into separate sheet using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)” Finally sort your results by Relevance, then by Competition (highly effective keywords) and then by Global Monthly Searches (highly popular keywords)

37. Filtering Keywords Analyze

38. Removing Irrelevant Keywords Using the excel formula “=IF(ISERROR(FIND(I$3,$B4,1)),"Not Relevant","Relevant")” find the relevant keywords that matches your core-words Sort the keywords according to relevance, so that the irrelevant keywords are shown together Go through the irrelevant keywords and delete them Keep the keywords that are not relevant, but may be related

39. Long Tail & Phrase Keywords Using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)” find the word count in a keyword If the word count is more than 3 or 4 (use your judgement), then separate them to another sheet for long tail keywords You can use them as topics to generate contents for blogging, link building, and social media content distribution Keep highly relevant long keyphrases in important keyword list if required

40. Score Your Keywords Use 10 score scale for either Global or Local Popularity (whichever target market is important for you), Competition, and Keyword Difficulty Determine your best weight for Global or Local Popularity, Competition, and Keyword Difficulty (use personal judgment or monitor output) Find weighted average of the keyword and sort keyword accordingly

41. Extras

42. Dealing with Conflicting Keywords Google Keyword Tool shows same popularity and competition result for broad match keywords like: web design company, company design web, design web company, etc. You can see similar keywords like this when you sort by popularity and competition. But the keywords show different bid price. Choose the keyword with highest bid. When you collect keywords from various sources, you also get duplicate keywords. Remove them from excel with remove duplicate tool. The popularity does not tell you if it will fall in future, while other’s popularity will rise. Use Google Trend to understand this.

44. http://babelfish.yahoo.com

45. http://www.worldlingo.com/products_services/worldlingo_translator.html

46. http://www.appliedlanguage.com/free_translation.shtml

47. http://www.freetranslation.com

48. http://translation2.paralink.com

49. http://freetranslation.imtranslator.com

50. http://www.tranexp.com:2000/Translate/index.shtml

51. http://en.wikipedia.com

52. Image SearchFind the keyword in Wikipedia and find various versions Translate English keywords into desired language with various online machine translation tools Retranslate the translated keywords with various online machine translation tools Verify keyword with image search Find the popularity of the translated keyword in Google Keyword Tool

53. Additional Resources KRA on Search Engine Guide: http://www.searchengineguide.com/stoney-degeyter/comprehensive-guide-to-keyword-research.php KRA on SEOMoz: http://www.seomoz.org/blog/10-steps-to-advanced-keyword-research BASIS Group in Facebook: https://www.facebook.com/groups/basis.bangladesh/ BIMPA Group in Facebook: https://www.facebook.com/groups/bimpa/ Microsoft Ad Intelligence for MS Excel http://advertising.microsoft.com/small-business/adcenter-downloads/advertising-intelligence/overview

54. Thank You for Your Time Now, go and have a struggling time, because prosperity brings more struggles