Keyword Intelligence Keyword Research for Search, Social and Beyond

Ron Jones Search Evangelist

Symetri Internet Marketing

9/25/2011

Summary

• Important Keyword Research Principles

• Understanding the Keyword Research Process

• Keyword Research Tools

• Using Keyword Research – SEO, PPC, Mobile/Local

– Social Media

– Web Design

– Traditional Advertising

– International Keyword Research

Pick the Right Keywords

• The Wrong Keywords:

– Waste significant resources

– May not reach the right audience

– May attract visitors who will not convert

• Pick the “Right” Keywords

Relevant Destination Content

• When we use “keywords” we set/reinforce searchers

expectations

• As marketers we then have the responsibility to deliver on

that expectation

Keyword Success Formula

Right Keywords

Relevant Destination

Content Conversion

For the Right Channel

Understand The Buying Cycle

Initial Research

Refine Search

Content Research

Decision /

Conversion

Broad Search Terms

Specific Search Terms

What is the buying cycle for your product or service?

Understanding Broad vs Narrow

• Long tail vs short tail

• Branding vs acquisition strategy

• Compare: – bicycle (651,465 searches)

– bicycle shop (27,926 searches)

• To – trek madone 6.9 (89 searches)

– bicycle shop denver co (82 searches)

Keyword Relevance

Social Media Sites

SEO

Pay Per Click

Your Website

Keyword Relevance

Think Outside Your Industry

• Understand your target audience

– Speak customers language rather

than your own

– “Couch” instead of “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

• Computer Automated Keyword Research

• Mindset Should be “Computer Aided”

• Build in a qualitative (interpretive) layer

for your keyword research processes

• Know where the data comes from

Keyword Tools

• Suggestion Tools – Google AdWords Keyword Tool

– YouTube Keyword Tool

– Keyword Discovery • Paid

• Free

– Wordtracker • Paid

• Free

– Wordstream • Paid

• Free

• Forecast / Trend Tools – Google Traffic Estimator

– Google Search Insights

– Google Trends

– Google Sets

• Other Keyword Tools – Local Keyword Lists

– SEO Book Keyword Tools

– Wordze

Google Keyword Tool

Analytics

Keyword Discovery

Seasonality and Trends

• Holidays, Special Events, Seasons, Economic Trends

Competition

• Analyze your known competition – Visit their web site (check metadata)

– What terms are they trying to optimize – did they miss anything?

• Keyword Competition – What is the average CPC?

– How popular are the keywords?

• Resources – www.compete.com

– www.ispionage.com

– www.spyfu.com

– www.keywordspy.com

– www.semrush.com

SpyFu

Refining Your Keyword List

• Look at all keywords and weight them by various

factors:

– Popularity

– Relevance

– Specificity

– Competition

Keyword Categories

Slip and Fall slip and fall lawyers

slip and fall attorneys

slip and fall accident

slip and fall accidents

slip and fall attorney

slip and fall lawyer

slip and fall cases

slip and fall injury

slip and fall

slip and fall lawsuit

motorcycle personal injury

motorcycle accident lawyer

motorcycle injury lawyer

motorcycle accident attorney

motorcycle accident lawyers

motorcycle accident law firm

motorcycle accident attorneys

motorcycle injury

motorcycle injury attorney

Motorcycle bicycle accident lawyer

bicycle accident attorney

bike accident attorney

bicycle accident claim

bike injury

trucking accident lawyer

truck accident lawyer

trucking accident attorney

truck accident attorney

truck accident lawyers

truck accident law firm

truck accident claim

truck accident

truck accident attorneys

traumatic brain injury lawyer

brain injury law firm

brain injury law firms

brain injury lawyers

Brain Injury

Bicycle

Truck

work injury attorneys

construction lawyer

construction accident lawyer

workman comp attorney

workman comp attorneys

Work Injury

Each Category should have an associated Ad group and landing page

Keywords are Foundational to all

Marketing Channels

• Fundamental Building block for all online and offline marketing campaigns – SEO

– PPC

– Mobile

– Local

– Social

– Video / Image

– Traditional Marketing

– Website

SEO

• SEO

– Core or Foundational Keywords

– Title Tags

– URL’s (file names)

– Links

– Page Content • 1-3 keywords per page

• Image and Video Tags

PPC

• PPC

– As many keywords you want

– Use long tail keywords

– Use in Ad Copy

– Use your categorization • 10-20 keywords per ad group

Negative Keywords

• Words and phrases that should not be associated with your PPC campaign

– You sell high-end leather furniture • repair, cleaning, discount, bargain, clearance

– You are a regional bank / financial services company • advice, employment, school, bailout

– You sell designer handbags • cheap, imitation, wallet, luggage, any brand you don't sell

– You own a car dealership: • auction, classifieds, racing, pixar, any brand you don't sell

When should you use negative

keywords?

• Branding Strategy – May or may not use Negative Keywords

• Conversion Strategy – Use Negative Keywords

• Broad and Phrase Match Types

Broad Match – tennis racquet

tennis

racquet

buy tennis racquet

tennis racquet photos

tennis balls

Phrase Match – “tennis racquet”

graphite tennis racquet

tennis racquets

buy tennis racquet

Exact Match – [tennis racquet]

tennis racquet

Benefits of adding a negative

keyword list

Quality Score

Ad Position

Max Cost Per Click (CPC)

Conversion Rate

Qualified Leads

Cost Per Conversion

Profit

Quality Score Conversion/Leads

Relevancy

Bounce Rate

Brand Association

Conversion Rate

Visitor Experience

Tips for finding negative

keywords

• Google Keyword Tool or other keyword tools – Paste your URL into “Website Content” box

– Check for “synonyms” (also use a Thesaurus)

• Google Analytics or other Web analytics tools – Search Queries

– Monthly Keyword Report

• PPC Reports – Search Query Performance Report

• Wordstream Negative Keyword Tool

Mobile/Local

• City and County names

• Zip Codes

• Local Search Listings

• Local Keyword Tool

• SMS vs Mobile App vs Mobile

Web Search

Social Media

• Keyword research for social media helps determine needs/wants of your social community by:

– Tracking popular and trending topics

– Determining search/query frequency

– Gauging market interest for products or services

– Identifying demand for keywords

– Better understanding user intent

– Learn language being used

– Discovering relevant points of engagement

Social Media and Blogs

• Collective voice of consumers opinion, fact and consumer thought

• Follow conversations (threads) that have frequent, fresh posts

– Starting Points • http://groups.google.com

• ttp://groups.yahoo.com

• Blog Lists and Ratings

– Resource: www.technorati.com

Social Tagging

• Social Media Tag pages – http://delicious.com/tag

– www.stumbleupon.com/tag/

– www.technorati.com/tag/

Other Social Keyword Tools

Twitter Tools

• Advanced Twitter Search: http://search.twitter.com/advanced

• Tweetbeep: http://tweetbeep.com/

• PostRank: http://www.postrank.com/main

• CommentLuv: http://comluv.com/search-results/

• Board Reader: http://boardreader.com/

• Twazzup: http://www.twazzup.com/

• TweekQA: http://www.tweetqa.com/

• Topsy: http://topsy.com/

• Kurrently: http://www.kurrently.com/

• Openbook: http://youropenbook.org

• Buzzy: http://buzzzy.com/

• Social Mention: http://socialmention.com/

• Surchur: http://surchur.com/

Video

• YouTube:

https://ads.youtube.com/keywo

rd_tool

• Blinkx: http://www.blinkx.com/

• MetaTube:

http://www.metatube.net/

Web Design

• Information Architecture

– Creative Design

– Technical Design

– Behavioral Design

• Use Categorization Map

– Persona Design – User Intent

– Site Maps vs Behavioral

Paths

Planned

Information Architecture Framework

Employees Interested

Public

All Content Objects

The sum of all published content:

Web, Lotus Notes, Databases,

Microsoft Office, Etc.

Suppliers

Customers

Partners

All Content Objects

The sum of all published content:

Web, Lotus Notes, Databases,

Microsoft Office, Etc.

Users

Unplanned

Information Environment

Users access the

right information

at the right time.

Users cannot find

the information

they need.

Traditional Advertising

• Keywords in media content

– TV, Radio, Print

• Branding Campaigns

• Positioning Statements

• Copywriting

• Integrated Media Campaigns (offline and online)

Setup your Campaigns, Test and

Refine

• PPC as a tool for testing

– Quick results for keyword performance

– Are you getting the “right” audience?

• Setup your Campaigns for Analytics

– SEO – Core keywords

– PPC – Ad groups

– Social - Conversations

• Wash, Rinse, Repeat

International Keyword Research

• Problems

– Common approach across all markets

– Getting a linguist who understands the culture

– Translation Issues • Dialects

• Colloquialisms

• Special Characters and Spellings

• Work With A Specialist

Keyword Success Formula

Right Keywords

Relevant Destination

Content Conversion

For the Right Channel

Thank You

Keyword Research for Search, Social and Beyond

Ron Jones Search Evangelist

Symetri Internet Marketing

Author: Keyword Intelligence

Keyword Intelligence

rjones@symetri.com twitter.com/Ron_Jones linkedin.com/in/ronjonesjr