THESE AREN’T
THE

KEYWORD
S
YOU’RE LOOKING
FOR
Move along. Move along.
Stoney G deGeyter

stoneyd

1
NOT ALL KEYWORDS ARE CREATED EQUAL
Stoney G deGeyter

stoneyd

2
NOT ALL KEYWORDS ARE CREATED EQUAL

What do these keywords have in common?

Bag
Lady

Bag of
Worms

Sandwich
Bag

Sleeping...
NOT ALL KEYWORDS ARE CREATED EQUAL

What does this searcher want?
car

wash

supplies

THESE AREN’T THE KEYWORDS YOU’RE LO...
NOT ALL KEYWORDS ARE CREATED EQUAL

What does this searcher want?
illegal

alien

invasion

THESE AREN’T THE KEYWORDS YOU’...
NOT ALL KEYWORDS ARE CREATED EQUAL

What does this searcher want?
hot

air

balloon

THESE AREN’T THE KEYWORDS YOU’RE LOOK...
NOT ALL KEYWORDS ARE CREATED EQUAL

Same phrase - different intent

“cordless
telephone”
headset?

THESE AREN’T THE KEYWOR...
LESSONS IN KEYWORD STUPIDITY
Stoney GWhat to
aka: deGeyter

Avoid

stoneyd

8
LESSONS IN KEYWORD STUPIDITY

Single word “phrases”
laptop

watch

batteries

cell
phone

motorcycle

THESE AREN’T THE KEY...
LESSONS IN KEYWORD STUPIDITY

Broad phrases

Products?

Environmentally
Friendly

Political
Issues?

Facts?

THESE AREN’T ...
LESSONS IN KEYWORD STUPIDITY

False descriptors
designer
discount
kids

clothing

Do you
offer
these?

big and tall

THESE...
LESSONS IN KEYWORD STUPIDITY

Insanely competitive phrases
small
business
merchant
accounts

Merchant
Accounts

retail
mer...
LESSONS IN KEYWORD STUPIDITY

Competitor brand names
(except PPC)

THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR

@PolePosi...
LESSONS IN KEYWORD STUPIDITY

Inappropriately geo-targeted

DUI Lawyer

Ski Gear UK
Florida Merchant
Account
THESE AREN’T ...
LESSONS IN KEYWORD STUPIDITY

Doesn’t represent intent
How to information
Buy now when you don’t
sell
Lists you don’t prov...
LESSONS IN KEYWORD STUPIDITY

These are the keywords you’re looking for

Search
volume

Target
Audience

Profit
Margin

Me...
THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR

@PolePositionMkg
Ben AssFlake is Not Batman!

THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR

@PolePositionMkg
Thank You!
Stoney G deGeyter

stoneyd
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These Aren't the Keywords You're Looking For

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Despite all the education on keyword research, businesses still find themselves choosing keywords that are no good. They spend time, energy and money optimizing for these keywords only to find them to be a total loss. This helps you avoid these catastrophies so you can focus on the keywords that will help you grow your business, not suck you dry!

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These Aren't the Keywords You're Looking For

  1. 1. THESE AREN’T THE KEYWORD S YOU’RE LOOKING FOR Move along. Move along. Stoney G deGeyter stoneyd 1
  2. 2. NOT ALL KEYWORDS ARE CREATED EQUAL Stoney G deGeyter stoneyd 2
  3. 3. NOT ALL KEYWORDS ARE CREATED EQUAL What do these keywords have in common? Bag Lady Bag of Worms Sandwich Bag Sleeping Bag THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR Bean Bag Duffel Bag @PolePositionMkg
  4. 4. NOT ALL KEYWORDS ARE CREATED EQUAL What does this searcher want? car wash supplies THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR environment harm @PolePositionMkg
  5. 5. NOT ALL KEYWORDS ARE CREATED EQUAL What does this searcher want? illegal alien invasion THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR movie roles @PolePositionMkg
  6. 6. NOT ALL KEYWORDS ARE CREATED EQUAL What does this searcher want? hot air balloon THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR pilot accidents @PolePositionMkg
  7. 7. NOT ALL KEYWORDS ARE CREATED EQUAL Same phrase - different intent “cordless telephone” headset? THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR cordless “telephone headset” @PolePositionMkg
  8. 8. LESSONS IN KEYWORD STUPIDITY Stoney GWhat to aka: deGeyter Avoid stoneyd 8
  9. 9. LESSONS IN KEYWORD STUPIDITY Single word “phrases” laptop watch batteries cell phone motorcycle THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  10. 10. LESSONS IN KEYWORD STUPIDITY Broad phrases Products? Environmentally Friendly Political Issues? Facts? THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  11. 11. LESSONS IN KEYWORD STUPIDITY False descriptors designer discount kids clothing Do you offer these? big and tall THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  12. 12. LESSONS IN KEYWORD STUPIDITY Insanely competitive phrases small business merchant accounts Merchant Accounts retail merchant accounts restaurant merchant accounts THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  13. 13. LESSONS IN KEYWORD STUPIDITY Competitor brand names (except PPC) THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  14. 14. LESSONS IN KEYWORD STUPIDITY Inappropriately geo-targeted DUI Lawyer Ski Gear UK Florida Merchant Account THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  15. 15. LESSONS IN KEYWORD STUPIDITY Doesn’t represent intent How to information Buy now when you don’t sell Lists you don’t provide Products you don’t sell Brands you don’t carry THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  16. 16. LESSONS IN KEYWORD STUPIDITY These are the keywords you’re looking for Search volume Target Audience Profit Margin Meet Demand • How often? • Low volume = low results • Better conversions • Better targeted = lower volume • Better conversions • Higher markup • More demand • Avoid driving traffic where expected demand cannot be met THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  17. 17. THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  18. 18. Ben AssFlake is Not Batman! THESE AREN’T THE KEYWORDS YOU’RE LOOKING FOR @PolePositionMkg
  19. 19. Thank You! Stoney G deGeyter stoneyd

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