Keyword Intelligence
Ron JonesSymetri Internet Marketing
Twitter: @ron_jones
Download at www.symetri.com/presentations
ConsultingStrategy - Consulting - Training
Drive to SiteSEO – PPC – Social Media – Local - Mobile
Site Design and Conversion TuningTechnical – Visual - Behavioral
Pick the Right Keywords
Relevant Destination Content
Keyword Success Formula
Picking the Right Keywords + Relevant Destination Content = Conversions
Keyword Research helps determine the needs and wants of
your Social Community
Strategy
Branding – Volume of ImpressionsConversion – Volume of Conversions
Hybrid – Combination of both
Keyword RelevancyM
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Keyword Relevancy
Central to all channels
Keyword Research – SES NY 2011
Keyword Research
SEO
PPC
Social Media
Marketing
Local and Mobile
Video and Image Search
Display & Banner
Ads
Real Time Search
Print, TV and Radio
Positioning and
Branding
Think Outside Your Industry
couch vs sofa
Keyword Research Process
• Find all possible keywords
Brainstorm
• Identify best performing keywords
Refine• Break down
into categories or themes
Categorize
• Test performance
Test
Tools: Automation vs Aided
Mindset should be “Computer Aided”
Build a qualitative layer into your processes
Keyword ToolsSuggestion Tools
Google AdWords Keyword ToolYouTube Keyword Tool
Keyword DiscoveryPaidFree
WordtrackerPaidFree
WordstreamPaidFree
Forecast / Trend ToolsGoogle Traffic EstimatorGoogle Search InsightsGoogle TrendsGoogle Sets
Other Keyword ToolsLocal Keyword ListsSEO Book Keyword ToolsWordze
Analytics
Track Popular and Trending Topics
Keyword Cloud generated from TweetStats.com
Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.
Gauging Market Interest
Dell’s IdeaStorm.com Site Gauges Market Interest
Understand User Intent & SentimentLearn about top keyword, user intent and sentiment
Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.
Buying Cycle and Keyword Intent
Initial Research
Refine Search
Content Research
Decision /Conversion
Broad Search Termsie camera, digital camera, orange camera
More Specific Termsie affordable digital camera orange, black digital slr camera zoom
In the buying cycle for your product or service, how long does it take on average for someone to start their information gathering and then to make a purchase.
Very Specific Search Termsie canon eos mark III, nikon d700, f2.8 24-70 zoom lens
Relevant Points of Engagement
Companies have the privilege of listening in. What they decide to do with the information is what actually influences users and potential customers.
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Keyword Tools like tweetbeep.com and
socialoomph.com provide alerts for specific keywords
Keyword Intelligence
Ron JonesSymetri Internet Marketing
Twitter: @ron_jones
Download at www.symetri.com/presentations
Thank You
