Expert Panel Session - Killer Keyword Research - ionSearch 2012

ionSearch 2012 - Expert Panel Suite
Killer Keyword Research

Matt Roberts – VP of Product, Linkdex - Moderator

Jimmy McCann – Head of Search, Search Laboratory

Mal Darwen – Product Manager, Wordtracker

Roland Dunn – Refined Practice/Cloud Shapes

ionSearch 2012

Jimmy McCann

Search Laboratory

5 Tips and Tools
Jimmy McCann – Head of SEO @ Search Laboratory

#1 – Know the Market

• How does offering compare?
– Ask yourself.. will it convert?
• Range
• Pricing
• USP’s

Source - http://lukachtaengleman.blogspot.co.uk


• Use right terminology on your site
Reflect what users search for!

• B2B
– Avoid in house jargon
– Sector specific navigation

• Ecommerce


• Seasonality

• Adapt focus / strategy
– Ahead of peaks

#2 – Use your Loaf

• Be logical

• Assess keyword potential
– i) Search volume
– ii) Search intention
– iii) Relevance / ability to convert

img source flickr - betterbrandagency

i) Search Volume
• Use wordtracker / Adwords KW tool
– Adwords not 100% accurate
• Especially on low volumes

• However
– Good barometer for prioritisation

ii) Search Intention
• What does a user want to find from their query?
– Think about it

• Head terms
– Offer large amounts traffic
– Not all traffic is 100% relevant

• Not specified, could be a host of things
eg
– How does solar energy produce
electricity?

– What is solar energy?

– I want to find out more about solar
energy because I’m thinking about
getting some solar panels for my house

Search Intention
• Very specific to the service site offers
– Conversion rate higher

• Less difficult to rank for this term
– Than ‘solar energy’ That’s what we do!!!

iii) Relevance
• Is keyword relevant to company’s products / services?
– Are they competitive in this area?

I need a solar We are solar
search - ‘solar panel
panel panel
installers’
installer! installers!

User Company

#3 -
• PPC data to test the water
– Especially in emerging / ultra niche
markets

• Conversion rate data key

• Exact match data only

img source – Leftcoastcowboys.com

#3 -
• Can be used to find actual search
volumes

• Setup campaign
– Handful exact match keywords only Accuracy!
– Put exact negatives on other campaigns

• Make sure 100% impression share

#4 – SERP’s
• What does Google think is suitable?
• Helps assess intention
• Categorise competing listings
– Direct competitors
– Research
– Blended results

• ‘solar energy’ SERP

#4 – SERP’s

Research

Research

Research

#4 – SERP’s Research

News

Competitor

Images

#4 – SERP’s Research

Research

Research

Research

#5 –
• Organic traffic / conversions
– Not from page one

• Identifies easy keyword wins
– Traffic / conversions coming via page 2

Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/

Key Tips – Show ROI
• Show return early in campaign
– Logical approach from ground up

Key Tips – Be Realistic

• Don’t aim above your station
– …(just yet)

Key Tips – Long Tail!
• Long tail keywords first
– Easier to optimise
– Will convert better
– Allows reinvestment into campaign / less
risk

• Build up to head terms
– Naturally over time

Summary
• #1 – Know the Market

• #2 – Use your Loaf

• #3 – Test using PPC

• #4 – Analyse SERP’s

• #5 – Refine using analytics

Any Questions?:
www.searchlaboratory.com

jimmy@searchlaboratory.com

@jimmymccann

JIMMY MCCANN /in/jimmymccann1982

Head of SEO

ionSearch 2012

Mal Darwen

Wordtracker

Wordtracker
Keyword Modifiers
Keyword Anatomy
Content and Intent

Let’s talk about tools for a
moment…

Let’s talk about tools for a
moment…
•Finding Keywords
•Site structuring with Keyword Research
•Site Auditing
•Rank Tracking
•Easy export of Keywords + data

We’ll talk about tools in the
Tools Suite later on.

Your Brain. The best tool you have
available. Ever.

http://www.flickr.com/photos/perpetualplum/

Understand your Market

http://www.flickr.com/photos/pigalleworld/


Define your Strategy

http://www.flickr.com/photos/hikingartist/


Define your Strategy

Target Effectively

http://www.flickr.com/photos/7994528@N03/

Keyword Modifiers….

They can help you attract better
traffic

Keyword Modifier
Restaurant In Chicago
Restaurant In New York
Restaurant In Tuscon

Restaurant In Seattle

Modifiers make keywords
flexible…

Keyword Modifier
Shirts Men’s
Women’s
Children’s

Large
Small

Modifier Keyword
Mountain Bike Tyres
BMX Tyres
Road Bike Tyres

Racing Bike tyres

Keyword Modifier
Mountain Bike Tyres
BMX Bike Tyres
Road Bike Tyres

Racing Bike Tyres

Keyword Modifier
Product/Primary Buy
Get
Purchase

find

Keyword Modifier
Product/Primary Quality
Bargain
Cheap

Free

Your content needs to
match your Keywords!

…no, really.

SEO can not live

on keywords alone…

Thank you!

www.wordtracker.com
mal@wordtracker.com
@wordtracker

ionSearch 2012

Roland Dunn

Refined Practice

Keyword Research =


Keyword Research = Relevance Analysis =


Keyword Research = Relevance Analysis = Digital Market Research


2007: Google not seen 1 in 4 search queries


2011 (March): Google not seen 1 in 5 search queries


March 2011: Google has never seen 20% of queries before


March 2011: Google has never seen 20% of queries before

(yes, really)

It’s very long


pearl wedding jewellery
cheap laptops
wedding jewellery pearls cheap laptops uk
wedding pearls cheapest laptops
wedding pearl jewellery laptops cheap
pearl jewellery wedding cheap laptop computers
wedding jewellery pearl cheap laptops online
pearl wedding jewelry cheapest laptops uk
pearl wedding jewelery cheap good laptops
wedding jewelry pearls
wedding pearls jewellery

(and many, many more)

Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?


Key Question:

Answer:
1. Understand the concepts, objects, things behind the queries


Key Question:

Answer:
2. Understand the relationships between these things


Key Question:

Answer:
2. Understand the relationships between these things
3. Structure your digital presence around that demand


Eight different search queries


Eight different search queries
All for the same thing: “outdoor clothing”


ski jackets 41,195
ski jacket 9,999
skiing jackets
Ski Jackets 2,391

mens ski jackets 1,539
Mens Ski Jackets
men ski jackets 1,012

ladies ski jackets 2,840
ladies ski jacket Ladies and Womens Ski Jackets 1,445
women's ski jackets 1,409


Outdoor Clothing

Four types of “demand” (clusters of demand)
Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets


Demand-Driven Structure (IA)

Home Page

Outdoor Clothing Ski Jackets

Mens Ski Jackets Ladies and Womens Ski Jackets



Home Page



• Landing pages directly matches specific “demand”



Home Page



• Each page naturally targets multiple search queries



Home Page



• Each page naturally targets multiple search queries
• Structure itself matches demand


Relevance Analysis can go to the core of your organisation


Relevance Analysis can require significant change ...


Relevance Analysis can require significant change ...
And therefore need real commitment from senior management


Sources of Search Data


Experian Hitwise:
• More than 8 million UK internet users


Experian Hitwise:
• Terrific data: significant volumes of queries, qualified queries


Experian Hitwise:
• Terrific data: significant volumes of queries, qualified queries
• Expensive, but ...


Google Adwords Keyword Tool:


• Free


• Free
• Adwords focused data


• Free
• Adwords focused data
• Time-consuming extracting significant volumes


What’s Coming?


What’s Coming?

Loss of understanding what we are relevant to?


What’s Coming?

Will impact Experian Hitwise


What’s Coming?

Will impact Experian Hitwise
Leave us with just Google Adwords Keyword Tool?


Need to develop other approaches to analyse Relevance?


Online Branding: Natural Search:
http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/
T: @RefinedPractice T: @roland_dunn

Slides Available At:
http://www.cloudshapes.co.uk/talks/


Expert Panel Session - Killer Keyword Research - ionSearch 2012

Expert Panel Session - Killer Keyword Research - ionSearch 2012

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