Larry Kim introduces himself as the founder and CTO of WordStream, a company that provides keyword research tools and PPC management platforms. He presents a formula for winning at keyword research, SEO, and PPC that involves: 1) Figuring out how people search for products and services exhaustively; 2) Breaking large keyword lists into smaller, targeted "keyword niches"; and 3) Taking action by creating targeted PPC campaigns and SEO content for each niche through continuous optimization. The presentation concludes with a live demonstration of WordStream's new keyword research product suite.

1. Winning at Keyword Research Larry Kim, Founder, CTO April 26, 2011

2. My Take on Keyword Research! A formula for winning at Keyword Research, SEO and PPC Understanding Keyword Niches Introducing the WordStream Keyword Research Suite Questions & Answers Today’s Agenda 2

3. But First, Let me to Introduce Myself :) 3 I’ve been doing PPC & SEO for 10 Years! Both In-house and as a consultant Worked for companies like Adobe, Progress Software, Altova 3 Years ago, I started WordStream! Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools We help people get their website found on the internet!

4. My Take on Keyword Research 4 I think of Keyword Research, SEO and PPC as a Game! Every Month People Search for Billions of things on Google, so… Our Job as search marketers is to anticipate what people are searching for, and come up with something relevant to say.

5. My Take on Keyword Research (Con’t) 5 So… What’s the Goal of this game? To show up in as many relevant, popular searches as possible (in paid & organic listings), preferably somewhere in the top 5 results. This is known as “dominating a search category”. And why should I care? Everyone uses Search Engines! Drive awareness of your Company / Brand Generate a stream of highly qualified leads & sales All at the expense of your competitors!

6. Winning the Keyword Research Game 6 Figure exactly how people are searching for your products/services Be Specific, be Relevant, be Exhaustive. Come up with a plan of action Break up your big list of keywords into smaller lists (“keyword niches”). Prioritize the list. Take action! It’s important to balance “researching” with “doing” Create PPC Campaigns & SEO content creation (corresponding to your plan in Step 2) Continuous optimization of your PPC campaigns and SEO content

7. Step 1: Figure out how people are searchingfor your stuff Brainstorming Books, Articles, People, etc. Your own Web Site Google Analytics, Omniture, Google AdWords, etc. How people have found you in the past Keyword Suggestion Tools Google Keyword Tool Other Keyword Tools (like WordStream!) 7 Tip: Be specific, relevant, and exhaustive.

8. Step 2: Break up your big list of keywords into smaller lists (“keyword niches”), then prioritize. Our big list of keywords is just too huge. Since many of the keywords on our big keyword list will contain similar words and phrases we can group together similar keywords to form smaller, more targeted keyword lists (called “keyword niches”). Let’s see an example of this. 8

10. Over 130k different ways of searching for “Xbox 360”!!

11. This principle is known as the “Long Tail of Search”

13. It should be something relevant to your business It should be small & specific Try breaking it up big keyword niches into smaller ones. Think of the intent of the user’s search (what were they looking for when they ran the search?) – make sure that the keywords in your niche have similar intent. Try to target “Mid-Tail” Keywords (words that aren’t excessively broad/un-specific like “xbox”, yet aren’t too specific either). Like “buy xbox 360 games” What Makes a Good Keyword Niche? 11

14. Think back to the objectives of the game: To show up in as many relevant searches as possible (in paid & organic listings), preferably somewhere in the top 5 results. Since your list of keyword niches represents relevant categories of stuff that people are searching for, we need to: Publish SEO Web content that targets each keyword niche. Create a PPC ad for each keyword niche. Note: This is Step 3 of my keyword research process. The process of compiling your list of keywords and categorizing them into keyword niches is also known as creating your Taxonomy. Why Keyword Niches Matter 12

16. Group together closely related keywords

17. Write relevant text ads and destination pages

19. One page per Keyword Niche.

20. Organize content with relevant intelligent information architecture

21. Repeat!Step 3: Act – Apply Keyword Niches to On-Page SEO 14

22. WordStream Keyword Research Suite – Live Product Demonstration! New Product released April, 2011 Product Demo 15

23. Figure exactly how people are searching for your products/services Be Specific, be Relevant, be Exhaustive. Come up with a plan of action Break up your big list of keywords into smaller lists (“keyword niches”). Prioritize the list. Take action! It’s important to balance “researching” with “doing” Create PPC Campaigns & SEO content creation (corresponding to your plan in Step 2) Continuous optimization Summary: Winning the Keyword Research Game 16

24. Your Questions 17 Thank you for attending WordStream’s webinar on Winning the Keyword Research game. Don’t forget to sign up for a Keyword Research Suite: www.wordstream.com/try Learn more about Keyword Research at: www.wordstream.com/blog Or contact me directly: lkim@wordstream.com http://twitter.com/larrykim