This document discusses search engine optimization and keyword research. It notes that there are over 100 billion searches per month and that organic, unpaid search makes up 90% of clicks while paid search accounts for 10%. Different types of search results are covered such as image, video, news, shopping and instant answers. The main topics are the search landscape, conducting keyword research to find high volume, high value keywords that require less effort to rank for. Tools mentioned for keyword research include Google AdWords Keyword Tool, Google Trends, and analyzing keywords on competitor websites. The process involves starting with a seed keyword list, tracking search volumes and estimated conversions, and prioritizing high volume, high value, lower difficulty keywords.

1. Search Engine OptimizationSearch Engine Optimization
Understanding the Search Engines LandscapeUnderstanding the Search Engines Landscape

2. Content in This Presentation
• The Search Landscape
• Conducting Keyword Research

3. The Search Marketing Landscape

4. 100 Billion
Searches
Each Month!

7. Organic vs. Paid Search
Organic
Paid

8. Organic vs. Paid Search
90% of Clicks
10% of Clicks

9. Click-Through Rates

10. Vertical Search

11. Local Results
Probably doesn’t get traffic
like most “#1” results
Completely different ranking
algorithm than standard
search results

12. Image Results

13. Video Results

14. News & Blog Results

15. Shopping Results

16. Instant Answers

17. Instant Answers

18. Instant Answers
News Results
Real Time Results
Local Results
Image Results

19. This Presentation Focuses onThis Presentation Focuses on

20. The Goals of Keyword Research

21. Determine Relative Volume Levels

22. Identify High Value Keywords

23. Predict the Effort Required to Rank Well

24. Choose the “Best”
Words/Phrases to Target

25. The Keyword Demand Landscape

26. The Long Tail of Keyword Demand

31. Tools & Tactics for Brainstorming
& Refining Your Seed List

32. Salespeople & Customers

33. Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal

34. Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers

35. Competitive Keyword Research
Restrict query
to competitor’s
domain

36. The Keyword Research Process

37. Start with Your Seed List

38. Create Spreadsheet w/ these Columns

39. Get Google Search Demand Numbers

40. Guesstimate Conversion Rate Numbers

41. Or Use PPC Campaign Data

42. Add Keyword Difficulty Data for Top Terms
We like using a weighted average of
the Page Authority metric

43. Target High Volume, High Value,
Low Difficulty Terms First

44. Thanks !!Thanks !!
Sujay Khandge (MBA, BE)
Blog: http://www.ksujay.blogspot.com
SujayKhandge@Gmail.com
Cell: +91 -9766654355