The document provides an overview of keyword research and methodology. It discusses analyzing competition, finding keywords with the right balance of search volume and competitiveness, and forming a content strategy around targeted long-tail keywords and modifiers. The speaker recommends using tools like Long Tail Pro and SEMRush to research keywords more efficiently than doing it manually. Different methodologies are presented, such as using the tools to brainstorm keywords, analyze competitors, and conduct high-volume research.

1. Keyword Research
with Perrin Carrell

2. Quick Background
• I work for Long Tail Media (NichePursuits.com)
• Manage a portfolio of Web properties
• I’m responsible for creating, acquiring and growing our sites
• Since I’ve come on, I’ve increased traffic 50%
• I also run my own business
• Including my flagship property, apennyshaved.com
• Took it from 0 to 50,000 visitors/mo
Keyword research is mission-critical for most of this stuff.

3. Modules for this lesson
• Keyword Research Overview & Business Case
• Analyzing the Competition & Good Keyword Metrics
• Research & Keyword Strategy
• Tools, Methodology & Live Examples

4. Terminology
• PA (Page Authority): a metric created by Moz, which can be found on
Open Site Explorer. As far as we know, this is the most accuarate
measure of authority for any single page. Most of the time, we use
this metric instead of PR (Google Page Rank).
• DA (Domain Authority): same as PA but for the domain as a whole.
• SERPs: Search Engine Results Page, or the results you see in Google
after typing in a keyword

5. Keyword Research Overview
Module 1

6. What is keyword research?
• First, what’s a keyword?

7. Not all keywords are created equal
• Some are more/less valuable
• Some are more/less difficult
• Some will yield more/less traffic
Keyword research is the process of finding a set of keywords that:
• Are possible (or easy) to rank for
• Will yield targeted traffic
• Will product some sort of ROI and/or drive an action

8. Quick Refesher on SEO
• SEO, or Search Engine Optimization, is the art of ranking for certain
keywords in google
• At its most basic level, that requires two things:
• Links pointing to your site from other sites
• Good content

9. Why is keyword research important?
• Makes everything else more powerful by reducing the required input
• Never-ending supply of ideas
• Puts a finger on the pulse of your competitors

10. Why is keyword research hard?
• Most people don’t understand it
• We don’t know enough about Google (and probably never will)
• It’s very subjective
• There’s a learning curve

11. Analyzing the Competition &
Good Keyword Metrics
Module 2

12. Who is your competition?
• Not every website on the Web
• Not necessarily your business competitors
• Not every search result
Your competition is ONLY the top 10 results for any given keyword.

13. What makes a good keyword?
• KC (keyword competitiveness) under 35 – the lower the better
• Good balance between search volume and competitiveness
• Targets a specific type of visitor
• Worthy of a piece of content
• Already competitors in the SERPs (competition is good!)
• Very little SERP ‘lean’ unless your site fits the lean

14. What I like to see from competitors in the SERPs
• PAs below 35
• Fewer than 10 juice links
• Few exact-match titles
• Few root domains
• Relatively young pages

15. Forming a Strategy
Module 3

16. What kinds of keywords to target: The
incredible power of long-tails…
Should you go after one amazing keyword or a bunch of easier ones?
Go after the easy ones!
• The majority of traffic almost never comes from one, gigantic
keyword (they can even be a waste of time)
• A mature website typically gets over 90% of its traffic from long-tail
keywords
• The key, then, is to build a content strategy around long-tail keywords
• Target one or two big ones as a gamble, but don’t count on them
• Build a great set of keywords

17. Finding a primary target
• If you’re just starting a campaign, finding a primary keyword (or
several) is a good idea. You can even build a site around it.
• Benefit: It takes longer to find, but the reward is more traffic quicker
• What’s it look like?
• More volume
• Still low competition
• Very targeted question/problem/intent
• Those things are usually really hard to find all in one keyword… but
it’s possible!

18. Using modifiers
• Using modifiers can help you laser-target user intent
• Examples of informational modifiers
• Best…
• Top…
• …Reviews
• Examples of eCommerce modifiers
• …For sale
• Cheap…
• Buy…
The most important thing is to choose modifiers that jive with your
site!

19. Merge your keywords with content!
• Your keyword strategy should be nearly inseparable from your
content strategy
• If they don’t directly drive each other, they should at least be
informing each other
Examples of types of content strategies:
• 100% keyword-driven
• Mostly keyword-driven + problem-solving content
• 50% keyword-driven, 25% social, 25% industry news
• There are lots more!

20. Tools & Methodology
Module 4

21. Do you really need to use tools?
• Yes!
• Doing keyword research without tools takes 100x longer
• There are no free tools that do what you need
• And no, Google AdWords keyword tool won’t cut it!

22. My preferred tools
• Long Tail Pro
• SEM Rush
Here’s what they look like…
Remember, there are plenty of other tools out there!

23. Methodology 1: Long Tail Pro Brainstorm
Good for: finding primary keywords, finding a strong initial set of
secondary keywords
• Brainstorm seed keywords
• Scout some good ones using the KC metric as a rough estimate
• Detailed analysis of the keywords that look promising
• Export and organize
Here’s an example…

24. Methodology 2: Long Tail Pro + SEM Rush
Good for: competitor keyword research, high-volume research, finding
stuff you would have never found otherwise
• Find several blogs/sites similar to yours (ideally your competitors)
• Plug them into SEM Rush & look at their positions
• Plug promising keywords into Long Tail Pro to do detailed analysis
Here’s an example of this one…

25. Q&A

26. Q&A
• What is the best way to separate search volume into intent? Example: knowing how many of
those searching for 'cat' are looking for animals vs. the industrial company.
• How can I identify search volumes for keyword queries on Amazon.com? How do these trends
differ from normal Google searches?
• Does keyword search provide insights on conversion rates too?
• High search volume is a positive thing when determining which keywords to target, but how do
you determine the searcher intent. We want paying customers!
• What is the methodology behind determining what keywords people will use to search for a
certain product?
• What are the resources for a company that wants to engage in keyword research in order to
increase its website visits and what is the cost?
• How does the use of keywords help attracting the right kind of visitors?
• How do I optimally bring together my product benefits with the keyword rankings and how my
target searches for problem solutions?