A quick and easy way to perfect your keyword list using an excel keyword phrase list generator.

1. Perfecting your keyword list
By
Julien Raby
Director – Search Marketing

2. COSSETTE COMMUNICATION GROUP
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3. SUMMARY
How to efficiently create a long keyword list and refine
it using very simple free tools.
1. Gather an exhaustive keyword list
• Seobook keyword tool
• Adwords keyword tool
• Excel
2. Refine your keyword list
• Google Analytics
3. How?
• Specific Google Analytics filters
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4. FIRST – SEGMENT YOUR PRODUCTS
Campaign 1 Product 1 Product 2 Product 3
(Ontario) Tier 1 Tier 1 Tier 1
Tier 2 Tier 2 Tier 2
Tier 3 Tier 3 Tier 3
Campaign 2 Product 1 Product 2 Product 3
(Quebec) Tier 1 Tier 1 Tier 1
Tier 2 Tier 2 Tier 2
Tier 3 Tier 3 Tier 3
Campaign 3 Product 1 Product 2 Product 3
(BC) Tier 1 Tier 1 Tier 1
Tier 2 Tier 2 Tier 2
Tier 3 Tier 3 Tier 3
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5. GATHER A HUUUUGE LIST OF KEYWORDS
- Yourself (client)
1 - Dictionaries
- Competitors
For the first phase:
SEO Book Keyword
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- Focus on the product
Suggestion Tool name only
- Don’t gather any verbs,
adjectives and regional
terms … yet!
Google AdWords
3 Keyword Tool
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6. GATHER A HUUUUGE LIST OF KEYWORDS
- Yourself
1 Focus on very
- Dictionaries
generic keywords
- Competitors
ex: laser printers,
multifunction centers, faxes
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7. GATHER A HUUUUGE LIST OF KEYWORDS
2 SEO Book Keyword Focus on
Suggestion Tool
keyword variations
ex: color laser printer,
monochrome laser printer
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8. GATHER A HUUUUGE LIST OF KEYWORDS
Google AdWords
3 Fine tuned your
Keyword Tool
keyword list
ex: plurals, mispellings, etc,
but also to find terms specific to
your region (ex: char in Quebec)
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9. GATHER A HUUUUGE LIST OF KEYWORDS
Now that we have a clean list of
product-only related keywords, let’s
concatenate!
=CONCATENATE(A1;B1)
A1 B1 C1
a b ab
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10. GATHER A HUUUUGE LIST OF KEYWORDS
Interest Purchase
Awareness Consider
Generic Buying Regional
Comparison
keywords keywords keywords
keywords
price
compare
laser printer Calgary
purchase
suggestion Halifax
laser printers
get
comparison
color laser printer London
acquire
advice Ottawa-Gatineau
color laser printers
buying
guide Saint John
monochrome laser printer
onlines
info St. Catharines-Niagara
monochrome laser printers
selling
information Thunder Bay
black and white laser printer
buys
review Vancouver
black and white laser printers
sales
resource
business laser printer Winnipeg
shopping
resources Chicoutimi-Jonquiere
business laser printers
For an excel sample, visit www.marketinginteractif.ca (one of the latest post)
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11. REFINE YOUR KEYWORDS
Google Analytics is:
- Free
- Reliable
- Complimentary to your
other Web analytics software
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12. REFINE YOUR KEYWORDS
- Micro-manage your keywords
- Put emphasis on the best converting ones
- Lower emphasis or delete non-converting ones
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13. FIND THE EXACT TERMS
… But more importantly, find the exact terms
consumers are using in order to:
-Find new keywords
ex:Brother all-in-one printer with fax
-Expand your negative keyword list
ex: Brother intellifax 4750e manual, Brother printer driver
-Create your rationale on exact and phrase match.
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14. FIND THE EXACT TERMS
Create your rationale on exact and phrase match.
brother mfc-240c
mfc-240c
Keyword Avg. Time on Site % New Visits Bounce Rate
brother mfc-240c 00:02:37 83.33% 22.22%
mfc-240c 00:03:47 6.25% 25.00%
Put “brother mfc-240c” on phrase match
Put “mfc-240c” in negative exact match
“-[mfc-240c]”
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15. BUT HOW?
http://www.ga- http://www.roirevolution.com/blog/2007/04
experts.co.uk/blog/2006/11/how-to- /exact_keyword_tracking_with_google_an
get-detailed-ppc-keyword-data.htm alytics_revis.html
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16. BUT HOW?
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17. BUT HOW?
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18. BUT HOW?
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19. THANK YOU!
Julien Raby
Director – Search Marketing
Julien.Raby@cossette.com
514-282-4899
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