advanced keyword research - smx london
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Locations Roseville & San Francisco, CA - New York, NY
Email sales@blastam.com Web www.blastam.com Phone (888) 252-7866 Twitter @blastam
SMX London 2013 Advanced Keyword Research
Kayden Kelly CEO, Managing Director
@kaydenkelly
Advanced Keyword Research
( +Bonus Tips )
kkelly@blastam.com
Agenda - 01 -
Keys to Success
- 02 -
Silo Strategy – How to Manage Keywords
- 05 -
Adwords Keyword Research Mistakes & Tips
- 04 -
Analytics Research – How to Mine your Analytics Data
- 07 -
Bonus: Keyword Research Process
- 06 -
Competitor Analysis
- 03 -
Find New Keywords
- 01 -
Keys to Success
Start with “Why”
Understand User Intent
Identify Content to Create
Best Answers/Most Value >> Leadership & Affinity
Prioritize Efforts
Structure Process
Lifecycle Understand User Journey
Map to Entire Customer Lifecycle
Customer Lifecycle
Awareness Interest
Decision Affinity
Potential Customer Potential Customer Potential Customer Potential Customer Potential Customer Customer Repeat Customer Loyal Customer Customer Advocate Customer
Awareness Research Interest Evaluation Justify /Decide Buy Repeat Retention Support Referral
Awareness Consideration Decision Phase
50%
40%
30%
20%
10%
0%
% o
f se
arch
phr
ases
fea
turing
thi
s ty
pe o
f ke
ywor
d issue / opportunity
issue / opportunity
issue / opportunity
brand
brand
brand
solution
solution
solution
comparison / review comparison /
review
comparison / review
Keyword Usage Pattern through the Buying Process
Customer Lifecycle
Clear Goals
Mistake #1 No Success Metrics
You can’t improve, what
you don’t measure"
Mistake #2 Don’t focus only on
the decide stage
Not all visitors are ready to buy"
Measurement Model What does success look like
across the lifecycle?
- 02 -
Silo Strategy How to Manage Keywords
Content Structure (Silos)
Create Photo Books! Sell Your Book! Bookmaking
Tools! ...!Tier 2!
Travel Photo Books!
Baby Photo Books!
Sports Photo Books! ...!Tier 3!
Football Photo Book!
Soccer Photo Book!
Gymnastic Photo Book!
Tier 4!
Make Books!Tier 1! Head/Broad Term
Mid-Tail Terms
Long-Tail/Specific Terms
Sub Sub-Page
Sub Sub-Page
Sub Sub-Page
Sub Sub-Page
Page 1
Page 2
Page 3
Page 4
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Page 5
Home
Centralized Silos
Hierarchy of Multi-Layered
Related Content
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Sub Sub-Page
Sub Sub-Page
Sub Sub-Page
Sub Sub-Page
Home
Page 1
Page 2
Page 3
Page 4
Sub-Page
Sub-Page
Sub-Page
Sub-Page
Page 5
Created by links
Examples: Product Templates, Product Ideas They can live in multiple categories, but they are all one theme
De-centralized Silos
Strategic vs.
Tactical
Keyword Research
Creating Silos
Search engines reward sites with
relevant, focused themes
Strategic Keyword Research builds
out those themes
5-12 Silos With Top 35 Keywords for Each Silo
Seasonality
Tactical Keyword Research Using the right keywords for each specific page
optimal keyword
sub-optimal keyword
Silo Content Coverage
Silo Content Coverage
Silo Content Coverage
- 03 -
Find New Keywords
Adwords Keyword Tool Analytics Competitors Website Search Results
Find New Keywords
Matching Keywords to Content
Map Keywords: - Primary - Secondary - Tertiary
Create new content -or-
Update existing pages
- 04 -
Analytics Research
Google Analytics Analysis
Review Web Analytics
1
2
3
In Google Analytics 1. Login to Google Analytics 2. Go to Traffic Sources > Search >
Organic (or Paid) 3. Set date range for 30-90 Days 4. Filter out branded keywords with
advanced segments 5. Examine current keywords
driving traffic to site 6. Filter by potential keywords
found in previous steps 7. Find keywords that provide
traffic that convert 8. Add keywords to you list
Make it easier to find the keywords you are looking for
Filter by Potential Keywords Find Long-Tail
Keyword Combinations
Filter Results
Filter by: - Advanced Segments - Keyword (Include/Exclude)
Remove Branded Keywords
See how that keyword is performing on that
specific page
How is a Keyword Performing? Add a secondary dimension: Landing Page
If keyword not performing well for a page, check to see how well page is optimized for it
Check Bounce Rate for that Page/Keyword
GA Word Cloud Identify clusters/top keywords
1
Change # in URL to 1500
Tableau Analysis Grouping
Keyword Group colored and sized by number of current visits
Keyword Group CPC ranking
Keyword groups sized by search volume and colored by share. Red means we have low share (<10%), Green more than 10%. Red & Big = Opportunity
Keyword Groups colored and sized by Share. Where do we have better visibility? Darker Blue = More Traffic
Keyword Groups by visits. What currently brings traffic to website and in what groups? Darker Blue = More Traffic
- 05 -
Adwords Research
Mistake #1 Not Logging In
Login to Google Adwords Keyword Tool
Log-in to View More Features
(create account without setting up AdWords)
Mistake #2 Broad Match
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Keyword Match Types
Match Type Definition Results
Broad Match are synonyms, related searches, and other relevant variations
photo books, photobooks, photo albums, books,
photo box
“Phrase Match” is a phrase, and close variations of that phrase
photo books, custom photo books, create
photo books
[Exact Match] is an exact term photo books
Example Keyword = photo books
How are they different?
Start with Phrase Match to allow you to find additional
long-tailed keywords
If Exact Match has no/low volume, use Phrase Match
instead
Match Types Examples
Search Options
Filter by location, language, device type
Click columns to see additional keyword data
Column Definitions
Default columns
Click to add these columns
Competition - Level of competition for paid search
Global Monthly Searches - Worldwide searches (12 Month Average)
Local Monthly Searches - US searches (12 Month Average)
Approximate CPC (Search) - Estimated cost per click
Local Search Trends - Monthly Search Trends
Add Your Keywords
wedding photo books wedding photo albums wedding photobooks make a wedding photo book create a wedding photo book wedding photo guest book honeymoon photo album wedding album templates
Mistake #3 Exclude High
Competition/CPC Keywords
Keyword Results Evaluate keyword volume and potential based on
level of competition
HIGHER CPC
= HIGHER
conversion potential
Mistake #4 Overlooking Seasonality
Keyword Results This gives you an
average of US search traffic Keywords are
seasonal
Look at the Search Trends
480 average
880 in July
Keyword Seasonality
Average May Exact Match for: [unique mothers day gifts] 14,800 135,000
+120,200
Keyword Grouping
Automatically creates keyword groups based on your keywords
Groups Similar Keywords
If anything triggers new keyword ideas add them to your list and re-submit
Mistake #5 Missing Ad Group
Expansion
Click on “Show more ad groups” to view
more groups
Wait, There’s More
Narrow Your Search
Add an Include Term “wedding”
All keyword results now include the term “wedding”
Download Keyword Data
1
2
Download Keyword Data
Average Search Volume
Ad Groups
Keywords
Search Volume by Month
Evaluate Keyword Research
13
Mistake #6 Not Manually
Generating Lists
Keyword List Generator
Mistake #7 Trusting Adwords (Sampled) Data
- 06 -
Competitor Analysis
Keyword Rank Monitoring (Reactive) Don’t wait for ranking to change – watch what competitors are doing on and off-site. Take action proactively!
• Screaming Frog: Analyze site for keyword usage and content changes
• Linkdex: Monitor competitor link building
Be Proactive
Screaming Frog Analysis
Screaming Frog Analysis
Screaming Frog Analysis
Screaming Frog Analysis
Screaming Frog Analysis
80 www.BLASTAM.com
Thanks for listening!
Any Questions?
Kayden Kelly CEO, Managing Director
Roseville Office 950 Reserve Drive, Suite 150
Roseville, CA 95678
San Francisco Office 156 Second Street
San Francisco, CA 94107
New York Office 261 Madison Ave, 9th Floor
New York, NY 10016
Phone (888) 252-7866 Email sales@blastam.com Web www.blastam.com
- 07 -
Bonus: Research Process • Understanding keyword types
• How to avoid personalization and keyword chaining
• How to audit the SERP
• How to analyze competitor listings to mine top keywords & differentiators
• How to mine search suggestions and related keywords
Types of Keywords Primary Keyword
• Most important keyword on the page • Higher search traffic (generally) • Used the most on the page
Make a yearbook
How to make a yearbook
yearbook publishing, yearbook maker, family photo yearbook, elementary school yearbooks, middle school yearbooks, high school yearbooks, yearbook templates, photo yearbooks
Secondary Keyword • Supports the primary keyword • Related to primary keyword • Usually more specific • Used less often than primary keyword
Tertiary Keywords • Supports the other keywords • Related to other keywords • Offers more variations • Helps sync with user intent when you use
variations of keywords they are thinking of • Each tertiary keyword is used less than
primary & secondary keywords
Use Keywords to Optimize Page Content
Each page should be focused on one primary keyword Part of the Page! Primary Keyword! Secondary Keyword! Tertiary Keyword!
File Name! 1
Page Title! 1
Meta Description! 1
Heading - H1! 1
Headings - H2-H3!
Body Content! 2-6 times 1-4 times 1-2 times
Links - To the page 1
Images!
Secondary & Tertiary keywords should be used less
2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process
88
Before You Search
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Prevent Personalization from Skewing your Results
Search Results are effected by: - Search History - Social Accounts - Localization - Account Settings Chrome:
File -> New Incognito Window Firefox: Tools -> Start Private Browsing Use Incognito (Chrome) or
Private Browsing (Firefox)
Search Anonymously
89
Localization
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Set a more general location (like USA)
- Use the country specific search engine - Set the correct location
1
2
90
STEP 1: Perform Searches
90
Look for new keywords in SERPs
How do your competitors write their title and meta description?
What other keywords are they using?
91
Create a List of Keywords
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Add your keywords to a spreadsheet as you go
Add variations: - Plurals - Rearrange the phrase - Combine Keywords to make new phrases
Don’t leave anything out, this is brainstorming
92
Review Sites Yours & Competitors
92
What keywords are used on the page?
Look at: - File names - Headings - Links - Body Content - CTAs - Page Titles and Meta Tags
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Pay Attention to Paid Search Ads
Competition: How many ads are there?
Are they relevant?
Take a look at how they are writing their ads and what keywords they are using
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Look at Universal Search Results What Type or Universal results are showing up? - Images - Videos - MP3s - News - Social Sites - Local Listings
Are these universal results pushing down listings?
95
Don’t Hit Enter!
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Look at Google Suggest Results
Start typing and see what Google suggests
Good way to find longtail keywords
These are good, quality keywords that Google is suggesting to everyone
96
Google Suggest Tool
www.BLASTAM.com
http://ubersuggest.org/
Übersuggest
Allows you to see the Google Suggest results for the entire alphabet
Lets you drill down on certain keywords and get further information
97
Related Searches
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Easily find new keywords that are related
Follow these related keywords to find even more relevant searches and keywords
2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process
99
Step 2: Review Web Analytics
1
2
3
In Google Analytics 1. Login to Google Analytics 2. Go to Traffic Sources > Search >
Organic (or Paid) 3. Set date range for 30-90 Days 4. Filter out branded keywords with
advanced segments 5. Examine current keywords
driving traffic to site 6. Filter by potential keywords
found in previous steps 7. Find keywords that provide
traffic that convert 8. Add keywords to you list
Make it easier to find the keywords you are looking for
Filter by Potential Keywords Find Long-Tail
Keyword Combinations
Filter Results
Filter by: - Advanced Segments - Keyword (Include/Exclude)
Remove Branded Keywords
101
See how that keyword is performing on that
specific page
How is a Keyword Performing? Add a secondary dimension: Landing Page
If a keyword is not performing well on the page, check to see how well that page is optimized for it
Check Bounce Rate for that Page/Keyword
2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process
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STEP 3: Use Google Adwords Keyword Tool
Log-in to View More Features
(create account without setting up AdWords)
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Keyword Match Types
Match Type Definition Results
Broad Match are synonyms, related searches, and other relevant variations
photo books, photobooks, photo albums, books,
photo box
“Phrase Match” is a phrase, and close variations of that phrase
photo books, custom photo books, create
photo books
[Exact Match] is an exact term photo books
Example Keyword = photo books
How are they different?
Start with Phrase Match to allow you to find additional
long-tailed keywords
If Exact Match has no/low volume, use Phrase Match
instead
105 www.BLASTAM.com
Match Types Examples
106
Search Options
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Filter Results Include or Exclude
Terms
Choose a related category
Filter by location, language, device type
Click columns to see additional keyword data
107
Column Definitions
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Default columns
Click to add these columns
Competition - Level of competition for paid search
Global Monthly Searches - Worldwide searches (12 Month Average)
Local Monthly Searches - US searches (12 Month Average)
Approximate CPC (Search) - Estimated cost per click
Local Search Trends - Monthly Search Trends
108
Add Your Keywords
www.BLASTAM.com
wedding photo books wedding photo albums wedding photobooks make a wedding photo book create a wedding photo book wedding photo guest book honeymoon photo album wedding album templates
109
Keyword Results Evaluate keyword volume and potential based on
level of competition
The HIGHER the competition,
the HIGHER the
conversion potential
110
Keyword Results This gives you an average of US search traffic Keywords are
seasonal
Look at the Search Trends
480 average
880 in July
111
Keyword Grouping
www.BLASTAM.com
Automatically creates keyword groups based on your keywords
112
Groups Similar Keywords
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If anything triggers new keyword ideas add them to your list and re-submit
113
Wait, There’s More
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Click on “Show more ad groups” to view
more groups
114
Narrow Your Search
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Add an Include Term “wedding”
All keyword results now include the term “wedding”
115
Download Keyword Data
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1
2
Download either your original keyword ideas
-or- keywords from the
ad group ideas
116
Download Keyword Data
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Choose what file format you would like
117
Download Keyword Data
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Average Search Volume
Ad Groups
Keywords
Search Volume by Month
2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process
119
Step 4: Evaluate Keyword Research
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We will be creating sheets for both Exact &
Phrase match types
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Evaluate Keyword Research: Step 1
Step 1: Rename Spreadsheet to “Organization-SEO-kw-research-#keyword#-v1.0.xls”
1
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Evaluate Keyword Research: Steps 2-5
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Step 2: Rename worksheet tab to “Phrase”
2
Step 3: Select Entire Top Row
3 Step 4: Bold
4
Step 5: Hide “Global Monthly Searches” column
5
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Evaluate Keyword Research: Step 6
Step 6: Select Top Row and Click “Sort/Filter” Icon
6
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Evaluate Keyword Research: Step 7 Step 7: • Click Sort Down
Arrow on Approx. CPC (Cost Per Click) Column
• Click “Descending” 7
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Evaluate Keyword Research: Step 8 Step 8: Select Competition, Local Monthly Searches, and CPC fields for all rows with dashes “-” and clear contents for proper sorting.
8
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Evaluate Keyword Research: Step 9 Step 9: • Sort Descending again
by CPC.
• Highlight top CPC values in green.
• Typically CPC values greater than $1.50, but it depends on the quality and volume of keywords returned.
9
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Evaluate Keyword Research: Step 10 Step 10: • Sort Descending by “Competition”
• Highlight values greater than or equal to 0.90
10
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Evaluate Keyword Research: Step 11 Step 11: • Sort Descending by “Local Monthly Searches”
• Highlight values greater than or equal to 70 (or higher if volume is strong for these keyword variations)
11
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Evaluate Keyword Research: Step 12 Step 12: Highlight keywords with: • Good volume • Higher CPC • Higher Competition
(which indicates keyword quality and better conversion, commercial intent)
12
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Evaluate Keyword Research: Step 13 Step 13: Highlight month(s) in green that have the highest keyword volume to identify seasonal trends
13 You are now DONE with the Phrase match type sheet. NEXT you need to create a sheet for the Exact match type keywords.
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Evaluate Keyword Research: Step 14 Step 14: • Copy keywords from
Phrase tab to New tab
• Perform a Find/Replace on quotation marks (“) and replace with blanks ( )
This allows you to copy clean keywords without match type back into the Adwords keyword tool
14
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Evaluate Keyword Research: Step 15-17 Step 15: Clear out previously saved keywords
15
Step 16: Select Exact Match Type
16 Step 17: Paste your keywords into the Word or Phrase textbox
17
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Evaluate Keyword Research: Step 18-19
18
Step 18: Save All “My Keywords”
19
Step 19: Download “My Keywords ideas”
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Evaluate Keyword Research: Step 20 Step 20: Copy and Paste all rows to new “Exact” tab in existing spreadsheet
20
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Evaluate Keyword Research: Step 21 Step 21: Repeat Steps 3-13 used for Phrase keyword research
21
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Evaluate Keyword Research: Finalized
Save your file and share it with others
2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process
137
Step 5: Apply Keyword Research
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Primary Keyword
Secondary Keyword Tertiary Keywords
hardcover photo books
hardcover photo book
custom hardcover photo books, hard cover photo books
softcover photo books
custom softcover photo books photo books
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Use your findings to create content recommendations
Add your keywords to the content recommendations
Add seasonality information (good info when planning priorities)
top related