2009 philly search camp keyword research

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  • 1.UNDERSTANDING KEYWORD RESEARCH
    Presented by: Greg Meyers

2. OVERVIEW
Why is it important?
How to best define what keywords work for you
Best Practices for Research
Head vs. the Tail
Search Term vs. Search Query
Where Are Keywords Useful
Keyword Research: SEO vs. PPC
Keyword Tools Simple Process
Its a long term process
In-depth review of TrelliansKeywordDiscovery Software
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3. WHY IS IT IMPORTANT
Its how people can find you.
It defines your business or cause
It identifies both new and existing customers
Its the driving force behind website traffic
Its the method by which society uses to find what they want
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4. WHAT KEYWORDS WORK FOR YOU?
The first step in finding keywords is understanding what you are offering and what people are searching on to find your product
Keywords can be broken down in Tiers
Broad BUSINESS category
Broad PRODUCT category
Product/service MODEL category
Product/service STYLE category
Product/service FEATURES category
Misspellings
RELATED keywords
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5. BEST PRACTICES
THE BEST KEYWORDS COME FROM YOUR OWN CONTENT
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6. BEST PRACTICES
Find goldmine keywords from existing website content
Site Navigation structure helps define distinct PPC Campaigns, Adgroups and Keywords.
Utilize for you internal site search results. See what people are searching for on your site. Most likely they will use that to type in Google
Use SKUs and Model Numbers of products as keywords, as searches often search specifically for that.
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7. HEAD VS. TAIL
Whats the difference?
Length of the word or phrase of what a human types into a search engine .
Head Terms usually:
Drive most of your traffic
Most expensive for PPC
Most competitive (all search)
Hardest to win (all search)
Drive most traffic but not best performers
Long Tail usually:
Drives least amount of traffic
Least expensive for PPC
Less competitive (all search)
Easier to win (all search)
Drives less but more qualified traffic to website
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8. HEAD VS. TAIL
Mature Smooth Haired Dachshund
Dachshund
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9. SEARCH TERM vs. QUERY
SEARCH TERM
A keyword or group of keywords that you have already defined in your PPC Adgroup.
SEARCH QUERY:
What the actual word or group of words the user typed into the search engine.
WHERE CAN I SEE THIS?
Most Web Analytics software and Google Reporting. (however, Google reporting is not very reliable)
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10. WHERE ARE THEY USEFUL?
Keywords are all around us on the Web


Content

Anchor Text
Domain/URLs
Image files names
Social Network Account Names
In what we twitter
PPC Ads
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11. SEO VS. PPC
Similarities:
PPC Campaigns and Adgroups require tightly relevant keywords just like a webpage within a site for a particular product or service.
Differences:
The competitive saturations of the two are different
In PPC you negative keywords to filter traffic
In Keyword Matching Option
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12. A CONTINUOUS PROCESS
Search Trends change DAILY
Maintaining and creating good results in all of search marketing requires constant tweaking.
Find what works and keep improving it
Put a plan in place for future products/servics
Perform audit of all Image File Names and Optimize
Perform audit of all URL Names and Optimize
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13. KEYWORD TOOLS/SOFTWARE
They help us identify the terms people are searching on.
FREE & PAID tools are not always 100% accurate.
Can be more accurate than Google Keyword tool
Pure Benefits: They help you identify what is already proven to searchable
Head (Short Tail) Terms
Long Tail Terms
Negative Keywords
Misspelling
Indirect Keywords
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14. TOOLS/SOFTWARE AVAILABLE
Trellians Keyword Discovery offers some great tools such as
Seasonality trends
Search engine market share
Easy to identify negative keywords
Easy to identify misspellings
Ability to create projects for multiple team members.
FREE TOOLS
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15. TRELLIANS KEYWORD DISCOVERY
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16. TRELLIANS KEYWORD DISCOVERY
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17. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITIVE SUMMARY
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18. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR SUBDOMAINS
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19. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR REFERRERS
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20. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR ORGANIC SEARCH QUERIES
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21. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR PPC SEARCH TERMS
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22. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR ORGANIC SEARCH RANK (SERP)
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23. VALUE OF PAID KEYWORD TOOLS
TRELLIANS COMPETITIVE INTELLIGENCE SOFTWARE
COMPETITOR CREATE YOUR OWN REPORT
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24. Thank You!
Trellian Keyword Discovery OFFER!
Get 20% OFF Discount & FREE 20 Minute Tutorial
www.igesso.com/KeywordDiscovery
Greg Meyers Founder, iGESSOInternet Marketing
Phone: (610) 827-0121, Email: [email protected]
Website: http://www.igesso.com
Blog: http://www.semgeek.com
DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp