The document serves as a comprehensive guide to keyword research and selection for effective SEO campaigns, emphasizing the importance of targeting the right keywords to reach the intended audience. It details various phases of research, including identifying core terms, analyzing search phrases, and organizing keywords for better performance. The guide stresses thoroughness in research to avoid mistakes that can lead to poor SEO outcomes and highlights the need for ongoing keyword analysis and optimization.

1. Keyword Research and Selection The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaign

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3. Introduction Why is it so darn important? Helps you know where your audience is How do they search? What words do they use? What’s their intent? Helps you know who your audience is Right keyword, wrong audience Right audience, different keyword searches Helps you target your audience properly SEARCH

4. Introduction Keywords are foundational Essential for all marketing Before you begin… Research, research, research Take the time to do it right

5. Introduction Not all keywords are equal Low volume keywords Produce little or no search traffic No traffic = no sales Poorly targeted keywords May produce lots of traffic Non-targeted traffic = fewer sales Smaller amounts of targeted traffic vs. Larger amounts of untargeted traffic

6. Introduction It ain’t easy doing it right Quality keyword research is: Sometimes difficult Usually time-consuming Always important Stay focused Research thoroughly Analyze carefully Target thoughtfully

7. Phase I Finding Core Terms

8. Phase I: Finding Core Terms What is a core term? Represent page topic Two words (sometimes three) Broad but still on target Few qualifiers Keep term from being too broad Stay within niche Bag Sports bag Baby bedding Garage plans School supplies Kids ski clothing Cost segmentation Battery Motorcycle battery Battery chargers Flowmeters Snowmobile clothing Plastic key cards

9. Words that are too broad What are they searching for? Won’t produce targeted traffic Doesn’t provide ROI Phase I: Finding Core Terms What’s not a core term? bag

10. Phase I: Finding Core Terms How to find core terms Step 1: Pour through the website

11. Step 2: Brainstorm Phase I: Finding Core Terms How to find core terms What can I find in thesauri, taxonomies and ontologies? What is the average customer searching for? What are my visitors trying to accomplish? What terms are used in industry glossaries and reference materials? What solutions do I provide? Are there any geographical phrases that are relevant? What terminology describes problems I solve? What related categories can I find in search directories? What questions are my visitors asking?

12. Phase I: Finding Core Terms How to find core terms Step 3: Comb through competitors websites Ignore what you don’t offer Avoid trademarked terms TM

13. Step 4: Use keyword research tools Search out other core terms Scan results for something new Look for new core terms New words not previously found Phase I: Finding Core Terms How to find core terms

14. Phase I: Finding Core Terms How to find core terms Step 5: Analytics & server logs

15. Phase I: Finding Core Terms How much is enough? There is no magic number Might have 10 or 10,000! Terms may change over time Some added some removed Not all will be valuable Will know more during analysis phase teacher supplies teaching supplies free teacher supplies teacher supply stores teacher supply free teaching supplies teacher supply store elementary teacher supplies

16. Phase I: Finding Core Terms Four factors of prioritization

17. Phase I: Finding Core Terms Look beyond “right now” Current exposure factors into current sales

19. Phase II Researching Search Phrases

20. Phase II: Researching Search Phrases What is a search phrase? Stemmed variation of the core term Core term with attached modifiers Stemmed variation of the core term with modifiers Any group of words that contain the core term

21. Phase II: Researching Search Phrases How to find search phrases The time factor

22. Phase II: Researching Search Phrases How to find search phrases The research factor

23. Phase II: Researching Search Phrases How to find search phrases The deletion factor Remove phrases with bogus words Eliminate phrases that change meaning of intent Delete unrelated terms Keep if unsure

24. Phase II: Researching Search Phrases How to find search phrases The split / combo factor

25. Phase II: Researching Search Phrases Combining core terms When to combine Fewer than 10 good phrases Exception for niche industries All phrases are low search volume How to combine Group most similar together Avoid inconsistent spellings Verify on-page unity

26. Phase II: Researching Search Phrases Splitting into sub-core groups When to split Over 150 phrases See dozens of similar qualifiers Qualifiers with similar meaning Split as often as makes sense 10-15 similar qualifiers

27. Researching Search Phrases Search phrase spreadsheet

28. Phase III Analyzing and Eliminating Keywords

29. Analyzing and Eliminating Keywords Phrase types

30. Analyzing and Eliminating Keywords Single word phrases High volume, low targeted traffic Pre-refined searches Haven’t qualified search yet Searchers re-do searches Produces poor results Low ROI Traffic does not equal sales Effort too great for results

31. Analyzing and Eliminating Keywords Multi-word phrases Lower search volume, Higher targeting More conversions than higher searched terms More opportunities for exposure Multiple word combinations means more visibility

32. Analyzing and Eliminating Keywords Multiple phrase variations Plurals, singulars and stems “ s,” “es,” “ing,” “ed,” Changed word order pontiac used car used pontiac car Don’t focus on word order Use exact core phrase Use additional words independently Make sure copy flows

33. Analyzing and Eliminating Keywords Localized phrases Geo-targeting improves conversions Eliminates calls and emails from non-local customers Focuses your time on target audience Add geo-qualifiers as necessary Specific market segments City, county, state, zip, etc.

34. Analyzing and Eliminating Keywords Keywords that convert Analyze for convertability Searcher intent Meet searcher need Offer that specific product or service? Adidas should not optimize for “air jordan” Don’t target “discount” if you don’t offer it Don’t optimize “cheap” if you’re not Eliminate phrases that don’t convert

35. Analyzing and Eliminating Keywords Measurable search volume Actively searched phrases No searches = no traffic = no sales When is no volume OK Different tools produce different results Inaccurate data in niche industries Geo targeted terms Start with lower-hanging fruit Easier for newer sites Quicker results on less competitive phrases Add competitive phrases as site strength builds

36. Analyzing and Eliminating Keywords Informational queries Answers “about” type questions “ How to create a gift basket” “ Best digital camera” “ Where to board in Nevada” Target as secondary Draws additional traffic Builds loyalty Researchers turn to shoppers Provides opportunity for links Product reviews Product comparisons How-to articles

37. Analyzing and Eliminating Keywords Analyzing phrases for quality What is the customer looking for? Is the query clear? Future / seasonal trends? What’s missing in SERPs? Where’s the ROI?

39. Analyzing and Eliminating Keywords Don’t rely on your own analysis Seek out additional opinions Colleagues Assistants Managers Outside experts Clients

40. Researching Search Phrases Search phrase spreadsheet

41. Phase IV Organizing Keywords for Success

42. Keywords are just the parts Organizing Keywords for Success Making SEO successful

43. Organizing Keywords for Success Organize for performance

44. Organizing Keywords for Success Assigning core terms to pages Analyze each page Leave out product pages Write down page topics Wedding rings Men’s wedding rings Women’s wedding rings Duffel bags Wheeled duffel bags Large duffel bags Assign core terms as appropriate

45. Organizing Keywords for Success Build additional content pages When more keywords than content… Create more entry points!

46. Organizing Keywords for Success Segmenting keywords Looking for general information Don’t know what they really want Optimize on higher-level category pages and articles Have narrowed down to product type Comparing features Optimize on category and comparison pages Have specific product in mind Looking for trustworthy place to buy Optimize on specific product pages

47. Organizing Keywords for Success Search phrase spreadsheet

48. Organizing Keywords for Success Grouping phrases for on-page SEO Each page can target 5-15 phrases Group qualifiers with similar meaning Group qualifiers that are related cheap discount bargain elegant designer modern vintage antique old baseball basketball football 14 volt 18 volt 24 volt

49. Organizing Keywords for Success Let the content guide keywords

50. Organizing Keywords for Success Search phrase spreadsheet

51. Conclusion

52. Conclusion Don’t rush Keyword research is an important process Take your time to do it thoroughly Rushing leads to mistakes Mistakes mean poor SEO performance Lay the foundation with the best keywords Greater chance for SEO success Less cluttered pages Better audience targeting Improved conversion rates

53. All good? Or…?

54. Thank You! www.PolePositionMarketing.com