keyword research
DESCRIPTION
Richard Baxter presents Keyword Research - an SEOgadget presentation archive deck from 2010.TRANSCRIPT
SEOgadget.co.uk
KEYWORD RESEARCH – THE ULTIMATE PROCESS
Pro Training
Richard Baxter – SEOgadget.co.uk
SEOgadget.co.uk
ABOUT
Large site architecture, keyword research, technical SEO and link building in high competition industries...
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HI DAVE
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QUESTIONS
“How do people search for products in my industry?”
“What terms are most important to my site?”
“Where are the quick wins? [Low hanging fruit]”
“Are there any new types of search I didn’t know about?”
“What are my search priorities for traffic generation?”
“How do I group keywords into meaningful segments?”
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GIVING UP THE WHAT?!
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THE PROCESS
Gather Keywords
Capture Search Volumes
Capture RankingsCategorise Data
Make Observations + Sense
Check!
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UNDERSTANDING HOW PEOPLE SEARCH
• How do people search for automotive products?
“Black BMW 5 Series
Cardiff” “BMW Servicing in
Coventry”
“New BMW X5”
“Test drive Z4
Coventry”
“New BMW 1 Series
in Suffolk”
“Test drive new BMW 3 Series Convertible Red in Nottingham”
“BMW Glasgow”
Action Condition Brand Colour Product Model Location
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THE SEARCH DEMAND CURVE
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TOOLS
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meaning of educa
tion
meaning of inte
grity
meaning of dude
meaning of freak
meaning of sere
ndipity
meaning of busin
ess
meaning of equity
meaning of karm
a
meaning of path
etic
meaning of work
meaning of enviro
nment
meaning of intro
vert
meaning of theory
meaning of data
meaning of irony
meaning of language
meaning of cute
meaning of idle
meaning of persp
ective
meaning of the
meaning of fag
meaning of mean
meaning of disc
reet
meaning of sophisti
cate
d
meaning of divine
meaning of power
meaning of adjecti
ve
meaning of bird
s
meaning of fatigue
meaning of hosp
italit
y
meaning of infatu
ation
meaning of rendezv
ous
meaning of sta
te
meaning of affect
meaning of effect
meaning of sic
meaning of anxio
us
meaning of disc
ipline
meaning of white
meaning of biodiversi
ty
meaning of faggot
meaning of maveric
k
meaning of revolution
meaning of influence
meaning of org
anization
meaning of coura
ge
meaning of shre
wd
meaning of conte
mpt
meaning of mora
l
meaning of radica
l
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Global Monthly API
External Global
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meaning of educa
tion
meaning of inte
grity
meaning of dude
meaning of freak
meaning of sere
ndipity
meaning of busin
ess
meaning of equity
meaning of karm
a
meaning of path
etic
meaning of work
meaning of enviro
nment
meaning of intro
vert
meaning of theory
meaning of data
meaning of irony
meaning of language
meaning of cute
meaning of idle
meaning of persp
ective
meaning of the
meaning of fag
meaning of mean
meaning of disc
reet
meaning of sophisti
cate
d
meaning of divine
meaning of power
meaning of adjecti
ve
meaning of bird
s
meaning of fatigue
meaning of hosp
italit
y
meaning of infatu
ation
meaning of rendezv
ous
meaning of sta
te
meaning of affect
meaning of effect
meaning of sic
meaning of anxio
us
meaning of disc
ipline
meaning of white
meaning of biodiversi
ty
meaning of faggot
meaning of maveric
k
meaning of revolution
meaning of influence
meaning of org
anization
meaning of coura
ge
meaning of shre
wd
meaning of conte
mpt
meaning of mora
l
meaning of radica
l
0
100
200
300
400
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600
700
US Volume API
GKWT External Tool (US)
SEOgadget.co.uk WIN
WEAPONS
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GROW YOUR KEYWORDS
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=CONCATENATE([KEYWORD1], [KEYWORD2])
Think:
Product names
Category names
Tag names
Locations
Advertisers
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ALCHEMY
=importxml(concatenate("http://access.alchemyapi.com/calls/url/URLGetRankedKeywords?apikey=[my-api-key]&url=",A2);"//text")
http://docs.google.com/support/bin/answer.py?hl=en&answer=75507 (importXML, importData, importHTML, importFeed)
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Easiest way to mine your competitor’s keywords:
1) Crawl with XENU
2) Extract KW’s from the <title>
3) Play around with LEFT, MID, RIGHT and FIND
KEYWORD1 “=LEFT(SiteCrawl[[#This Row],[Title]],FIND(" -",SiteCrawl[[#This Row],[Title]],1))”
KEYWORD2 “=MID(SiteCrawl[[#This Row],[Title]],(FIND("- ",SiteCrawl[[#This Row],[Title]],1)+2),25)”
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And don’t forget:
Internal site search data
Analytics Keywords
Google AdPlanner
Hitwise
PPC
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GRAISING SEARCH VOLUME
Photo by: PasuKaru76
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WEAPONS
$250
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FREELANCER.COM
https://adwords.google.com/api/adwords/o/v201008/TargetingIdeaService
AVERAGE_TARGETED_MONTHLY_SEARCHES
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1 IP 60,000 Rankings: 7-10 days
150 IPs 60,000 Rankings: not long
http://www.trustedproxies.com/
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ARRAY FORMULAS
“An array formula is a formula that works with an array, or series, of data values rather than a single data
value”
My Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
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CREATE CATEGORIES AND MARKERS
Category
Markers
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CREATE MASTER DATA TABLE
=VLOOKUP([@Keywords],Rankings,5,0)
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CREATE CATEGORY COLUMNS
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AN EXCEL FORMULA
=SUM(1*NOT(ISERROR(SEARCH('KW Types'!$A$2:$A$39,Master[[#This
Row],[Keywords]]))))
=SUM(1*NOT(ISERROR(SEARCH([FIND-TEXT],[IN-TEXT]))))
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STEP 1 – IDENTIFY YOUR KEYWORD
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STEP 2 – IDENTIFY YOUR CATEGORY MARKER
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CTRL + SHIFT + ENTER
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YOU KNEW I’D MENTION PIVOT CHARTS, RIGHT?
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