5 steps to successful keyword research - search marketing

Keyword ResearchSMX Melbourne 2012

Andy Jamieson

5 steps for Keyword Research

1. Diagnostic questions to ask

2. What are the types of keywords to consider

3. Some helpful tools

4. Get your Competitors to do the work

5. Being smart… negative keywords

1: 3 Quick questions to ask…

• Does that Keyword “make sense”

• What would I search for?

• What do others search for?

2: Type of Keywords

• Rock star

• Research

• Qualified

Used Cars, Accommodation, Real Estate

Compare Credit Cards, Canon 650d Review

Buy Apple iPad,Book Hotel Sydney

Relationship: Volume vs Stage

# of monthly searches

# of Keywords

Rockstar

ResearchQualified

Relationship: Value vs ROI

# of monthly searches

# of Keywords

Rockstar

ResearchQualified

Revenue $$$

ROI

3: Tools help me to know how other search?

• Google AdWords keyword tool

• Experian Hitwise

• Online suppliers:– Wordstorm– Wordtracker

https://adwords.google.com/o/Targeting/Explorer

http://www.experian.com.au/hitwise/index.html

http://www.wordstream.com/ $300-$1200/mth

http://www.wordtracker.com/ $70/mth

4: Let your competitors do the work…

• Page titles

• Keywords

• Site hierarchy

• Other areas of focus…

Travel is highly competitive…

4: Let your competitors do the work…

5: Being smart – use negative keywords

5: Being smart – use negative keywords

5 steps for Keyword Research

1. Diagnostic questions to ask

2. What are the types of keywords to consider

3. Some helpful tools

4. Get your Competitors to do the work

5. Being smart… negative keywords

Questions/ThanksAndy Jamieson

@AndyJamo@SwitchedonMedia