Keyword Research Short

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The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaign. Condensed version.

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Keyword Research Short

  1. 1. Achieving SEM Success Through Keyword Research Comprehensive Guide to Keyword Research, Selection & Organization © Copyright 2008 Stoney deGeyter
  2. 2. From this To this
  3. 3. Phase I Finding Core Terms © Copyright 2008 Stoney deGeyter
  4. 4. Phase I: Finding Core Terms Defining core terms Bag A core term is a unique two- or Sports bag three-word phrase that accurately Baby bedding represents a page’s focus. Garage plans School supplies Kids ski clothing Battery chargers sleeping Flowmeters bag Plastic key cards A core term is NOT a non-specific garbage sand bag bag bag word that doesn’t indicate specific intent to the searchers desires. lunch bag © Copyright 2008 Stoney deGeyter
  5. 5. Phase I: Finding Core Terms How to find core terms 1. Website Meta Meta Product Product Title tags Text Navigation keywords description names descriptions <meta data> 4. Tools & 2. Brainstorm 3. Competitors 5. Server logs © Copyright 2008 Stoney deGeyter
  6. 6. Phase I: Finding Core Terms Four factors of prioritization © Copyright 2008 Stoney deGeyter
  7. 7. Phase II Researching Search Phrases © Copyright 2008 Stoney deGeyter
  8. 8. Phase II: Researching Search Phrases Defining a search phrase A search phrases is a core terms with added qualifiers or stemmed variations. school supplies School Discount school store school supply supplies supply Home school supplies © Copyright 2008 Stoney deGeyter
  9. 9. Phase II: Researching Search Phrases Factors in finding search phrases Time Research Core term Qualifiers Stems Modifiers Split/Combine Elimination © Copyright 2008 Stoney deGeyter
  10. 10. Phase II: Researching Search Phrases Combining & splitting core terms  Group most similar together  Avoid inconsistent spellings  Verify on-page unity  Over 150 phrases  Dozens of similar qualifiers  Qualifiers with similar meaning © Copyright 2008 Stoney deGeyter
  11. 11. Phase III Analyzing and Eliminating Keywords © Copyright 2008 Stoney deGeyter
  12. 12. Analyzing and Eliminating Keywords Phrase types • High volume, low targeted traffic Single- • Low ROI • Answers “about” type questions word • Target as secondary Multi- Info queries word • Lower search volume, Higher targeting • Actively searched phrases • Start with lower-hanging fruit • Plurals, singulars and stems • Changed word order Phrase Search volume variations • Analyze for convertability • Geo-targeting improves conversions • Eliminate phrases that don’t convert • Add geo-qualifiers as necessary Convert- Localized ability © Copyright 2008 Stoney deGeyter
  13. 13. Phase IV Organizing Keywords for Success © Copyright 2008 Stoney deGeyter
  14. 14. 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 Shop Research Keywords Keywords • Have specific product in mind • Looking for trustworthy place to buy Buy • Optimize on specific Keywords product pages © Copyright 2008 Stoney deGeyter
  15. 15. Organizing Keywords for Success Grouping phrases for on-page SEO  Each page can target 5-15 phrases  Group qualifiers with similar meaning cheap elegant vintage discount designer antique bargain modern old  Group qualifiers that are related baseball 14 volt basketball 18 volt football 24 volt © Copyright 2008 Stoney deGeyter
  16. 16. Organizing Keywords for Success Let the content guide keywords © Copyright 2008 Stoney deGeyter
  17. 17. Conclusion © Copyright 2008 Stoney deGeyter
  18. 18. 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 © Copyright 2008 Stoney deGeyter
  19. 19. Or…? All good?
  20. 20. Thank You! www.PolePositionMarketing.com Free Download… www.EMarketingPerformance.com/ download/Keyword Research.pdf © Copyright 2008 Stoney deGeyter

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