The document discusses keyword research for websites. It defines keywords as the words or phrases people use in search queries. Keyword research identifies lucrative keywords by determining popular search terms related to a target market, whether those searching would spend money, and the level of competition. The document outlines brainstorming keywords, refining lists using tools like Google's AdWords and related search, analyzing search volume and competition levels, and integrating top keywords into a website. The goal is to choose keywords with sufficient search demand but low competition for SEO or PPC campaigns.

1.  www.HighlyRelevant.com
The Los Angeles
Keyword Small Business
 Research: Internet
Marketing
‘Secrets’ to Identifying
Lucrative Keywords for
Meetup Group
Your Website!
July 8, 2010
Q1 2010 Edition 1

2. Welcome!
The Los Angeles Small Business Internet Marketing Meetup:
• Introductions
• Presentation: “Keyword Research: „Secrets‟ to Identifying Lucrative
Keywords for Your Website!”
• Our special offer for our Keyword Research bootcamp
• Questions
• Discussion about what you want to learn in the future
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© 2010 Highly Relevant Inc., Confidential & Proprietary

3. Definition of Keywords for Search
Keywords: The words or
phrases that members of a
market type into a search
engine in order to explore a
particular niche. They are also
known as search queries.
© 2010 Highly Relevant Inc., Confidential & Proprietary

4. What is Keyword Research?
When it comes to keyword research, all we‟re
really trying to do is to figure out three things:
1. The keywords that people most commonly use in
their search queries
2. Whether these people are likely to spend money
3. Whether there is strong competition for the
keywords being targeted
© 2010 Highly Relevant Inc., Confidential & Proprietary

5. Understanding Your Target Market
Market: A community of people
who share a common interest in a
particular subject or activity.
Often the community has its own
language of made-up of terms or
acronyms.
© 2010 Highly Relevant Inc., Confidential & Proprietary

6. Understanding Your Target Market
Example Market: Brides-to-be
Market: Brides-to-be Area of Interest Market Language
FH – Future Husband
FMIL – Future Mother-in-Law
Weddings
MOH – Maid/Matron of
Honor
© 2010 Highly Relevant Inc., Confidential & Proprietary

7. Niche Market
Niche: A niche is a subset of a market that
relates to a specific topic.
Market: “Brides to be”
Wedding
Rings
Wedding
Dresses
Weddings
Wedding Market
Photography
Niches
© 2010 Highly Relevant Inc., Confidential & Proprietary

8. The Theory Behind Keyword Research
Search Engine Query Demand
Thousands The “Head” of the
of queries search demand
per day curve
The “Long Tail”
< 1 query
per week
Popular Queries “Long Tail” queries
© 2010 Highly Relevant Inc., Confidential & Proprietary

9. Three Types of Keywords
Experience the need for an answer, solution, or piece of information.
For example, the user may be looking:
1. For a website (navigational query)
2. To buy something (transactional query)
3. To earn something (informational query).
Formulate that need in a string of words and phrases (query). Most
people formulate their queries in one to three words. ComScore data
from March 2009 shows an average query length of 2.9 words.
Execute the query, check the results, see whether you got what you
wanted, and if not, try a refined query.
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© 2010 Highly Relevant Inc., Confidential & Proprietary

10. Keyword Research Examples
Wedding
Sarah‟s Results
Sarah Photography
will be informational
Tips
Sarah‟s Query
Wedding
Photography Karen‟s Results
Karen will be transactional
Pricing
Karen‟s Query
Kay’s Jewelers
Michelle‟s Results
Michelle will be navigational
Michelle‟s Query
© 2010 Highly Relevant Inc., Confidential & Proprietary

11. Success Factors
Biggest Success Factor:
1. The Keywords You Target
2. The Keywords You Target
3. The Keywords You Target
© 2010 Highly Relevant Inc., Confidential & Proprietary

12. The Keyword Research Process
• Define Keyword List
• Refine Keyword List
• Competition & Keyword Relevance
• Using Metrics to Choose Best Keywords
• Integrating Keywords onto Your Site
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© 2010 Highly Relevant Inc., Confidential & Proprietary

13. Keyword Brainstorming
– Brainstorm a list of all possible keywords a user
might input related to your business.
• Ask family and friends what words they associate with
your business.
– Utilize Keyword tools to assess which keywords
you should research more.
• Google‟s Adwords Tool
• Google‟s Wonder Wheel function
• Google Related Search function
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© 2010 Highly Relevant Inc., Confidential & Proprietary

14. Keyword Brainstorming Tools
1. Your Competition‟s Websites
2. Google AdWords Keyword Tool:
(https://adwords.google.com/select/KeywordToolExternal)
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© 2010 Highly Relevant Inc., Confidential & Proprietary

15. Google‟s Related Search & Wonder Wheel Function
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© 2010 Highly Relevant Inc., Confidential & Proprietary

16. Google AdWords Keyword Tool
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© 2010 Highly Relevant Inc., Confidential & Proprietary

17. Choosing Core Terms
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© 2010 Highly Relevant Inc., Confidential & Proprietary

18. Competition & Keyword Relevance
Indexed pages of content in
Google
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© 2010 Highly Relevant Inc., Confidential & Proprietary

19. Finding The Best Keyword
• Using Google AdWords Tool
• Choosing the metrics to Determine the best
Keyword
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© 2010 Highly Relevant Inc., Confidential & Proprietary

20. Keyword Competition Metrics
– Search Demand Volume – The total number of searches users are performing for a particular keyword.
• KW Local Search Volume > 2,000 searches/month
• KW Global Search Volume < 200,000 searches/month
– SEO Competition - The total number of web pages that mention a specific keyword term, in the same (phrase) word
order, in Google's index.
• KW SEO Comp < 200,000
– Title Competition - The total number of web pages that mention all of the words in a keyword term in the title of the
page.
• KW Title Comp < 200,000
 For Pay-Per-Click (PPC) campaigns
- OCI – (Online Commercial Intent) - An indicator of the chances that someone searching for a keyword is looking to
buy something – as opposed to browsing for information. The higher the figure, the more likely they are desiring to
buy something.
• OCI > 50
- CPC– (Cost Per Click) – The bidding price according to the search engines for that particular keyword. Higher CPCs
are indicators that the KWs market is competitive.
• $ 0.50 <CPC < $5.50
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© 2010 Highly Relevant Inc., Confidential & Proprietary

21. Strength of Competition
– The Process
• Enter Search Terms into Google (in quotes)
• Analyze number of search results
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© 2010 Highly Relevant Inc., Confidential & Proprietary

22. Timeline for Ranking Process
– Timeline for Ranking in the first Search Engine Result Page (SERP)
• < 5,000 Competitors (1-2 Weeks Ranking)
• 5,000 – 75,000 Competitors (Few weeks to a Month)
• 75,000 – 500,000 Competitors (A Month to a Several Months)
• 500,000 – 200,000,000 Competitors (Several Months or longer)
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© 2010 Highly Relevant Inc., Confidential & Proprietary

23. Tips for Breaking Keywords Onto Your Site
1. Don‟t use all your keywords on just one page.
2. Optimize every page for no more than 2-3 keywords/ keyword
phrases, which should be absolutely relevant to the content
of the page.
3. Create a spreadsheet that lists each page you want to create
along with their respective targeted keywords.
4. The Next step is actually creating keyword-rich & optimized
content for the websites…<cough> <cough> Outsourcing,
which we can gladly provide more information on should you
all express enough interest.
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24. Thank You!
Thanks for showing up!
Here‟s what you get for doing so:
• Free 30 minute Consultation ($250 value)
• 10% Discount on Future Services
• PDF of this Presentation Sent via E-mail
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© 2010 Highly Relevant Inc., Confidential & Proprietary

25. Keyword & Competitor Research Bootcamp
In conjunction with BLANKSPACES, we will be holding a series of
“bootcamps” where we will “hand-hold” you to get your web marketing on the
right track.
Our first bootcamp is the “Keyword & Competitor Research Bootcamp”
on Saturday, July 17 from 1 – 6 PM at BLANKSPACES. At this
bootcamp, we will walk you through the entire Keyword & Competitor
Research process for your particular business.
You can sign up to attend at http://www.highlyrelevant.com/keyword-
research-bootcamp.html .
for $197…
OR…
You can contact Justin at Highly Relevant (justin@highlyrelevant.com)
directly for a $50 discount. That’s a great deal of $147!!!
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