2014 06-17-distilled-wordstream-proven-keyword-strategy-140617124229-phpapp01
DESCRIPTION
Excellent webinar by Will Critchlow (PPC University) & Larry Kim (Wordstream) on Keyword ResearchTRANSCRIPT
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Larry & Will’s Proven Keyword Strategy
&
Brought to you by:
www.wordstream.com/learn
Everything You Need to Know About Keywords for Search Engine Success
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www.wordstream.com/learn
Want to get smart in paid search?
@wordstream @distilled
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Larry KimFounder & CTO
@larrykim
Meet The Experts
Will CritchlowFounder
@willcritchlow
@wordstream @distilled
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What is
KEYWORD RESEARCH?
@willcritchlow
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Real people telling us what they want
Modern Market Research
@willcritchlow
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DISCOVER GROUP UNDERSTAND VALUE USE
@willcritchlow
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Keyword Research is
MARKET RESEARCH
@willcritchlow
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Keyword Research is
CREATIVE PLANNING
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Keyword Research Has
CHANGED
@willcritchlow
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The Data is Messy (see: Conductor Study)
@willcritchlow
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The Tail Remains Long
@willcritchlow
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We Need to
UNDERSTAND
@willcritchlow
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Search Suggest = Inventory
@willcritchlow
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Don’t Forget Wildcards
@willcritchlow
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Related Searches = Volume
@willcritchlow
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HAT-TIP: @joshbachynski & @dan_shure (link)
Related to Site = Exploration
@willcritchlow
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Site Search = Unfulfilled Need
@willcritchlow
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Trends = Insight
@willcritchlow
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Regional = Differences
@willcritchlow
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Actions
@willcritchlow
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FREE module:www.distilled.net/u/search-operators
Competitor Research
@willcritchlow
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Website Structure
@willcritchlow
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Content Strategy
@willcritchlow
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My Take on Keyword Research
@larrykim
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Welcome to My Blog!
@larrykim
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Over 600k visitors / month!!
Compound Monthly Growth Rate = 8%. HOW?!
What Effective Keyword Research Looks Like
@larrykim
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•Larry’s Proven Keyword Strategy
• Review of Keyword Grouping & Organization Concepts
• How I Prioritize Keyword Research
• Acting on Keyword Research to Get Mad Hits and $$$
Today’s Agenda
@larrykim
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Dominate your Search Category
To do this you need a plan!!!
Global Domination Strategy
@larrykim
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Figure exactly how people are searching for your products/services Be Specific, be Relevant, be
Exhaustive.
Group your keywords into focused Keyword Niches Organize your big list of keywords
into smaller lists (“keyword niches”).
Prioritize Your Work
Take action! It’s important to balance
“researching” with “doing”
Keyword Research Game Plan
@larrykim
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Keyword Planner Demo
@larrykim
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Priority = (Estimated Volume)*(Estimated CPC)----------------------------------
----------------Keyword Competition
Larry’s Keyword Prioritization Formula
@larrykim
• Estimated Volume ~ Opportunity• Estimated CPC ~ Commercial Value• Keyword Competition ~ Likelihood of Success
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• Author content…
• Specifically themed
• One page per Keyword Niche.
• Organize content with relevant intelligent information architecture
• Repeat!
Step 3: Act – Apply Keyword Niches to On-Page SEO
@larrykim
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• In Paid Search a Key Metric is Quality Score. A higher Quality Score yields:
• Better Ad Exposure (Higher Ad Position)
• Lower Cost per click
• Better Conversion Rate
• To Optimize your PPC Campaign’s Quality Score:
• Use specific keywords and negative keywords
• Group together closely related keywords
• Write relevant text ads and destination pages
Use Same Keyword Niches in PPC Campaign Creation
@larrykim
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A Note on Keyword Intent
@larrykim
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Keywords With Commercial Intent
@larrykim
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Keywords With Informational Intent
@larrykim
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Google Expects WAY More of Your Ads!
@larrykim
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Quality Score Based on Beating Expected CTR
@larrykim
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Today, average score is 5/10. Previously was 7/10
Google Has Changed How the Ad Auction Works
@larrykim
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Build Taxonomy, Organize & Prioritize Keywords
Act on Keyword Research according to Keyword intent, using Both PPC & SEO
Repeat for Years …
Summary
@larrykim
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www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@wordstream @distilled
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@wordstream @distilled
www.distilled.net/u
Master Search Marketing at Distilled’s Online University
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