keyword research - tools, strategies & methods

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Keyword Research:

Tools, Strategies & Methods

www.c1-partners.com

On The Agenda…

Why Keyword Research?

Keyword Research Tools

Getting Started-Developing Your “Core”

Local vs. Non Local

Tools For Finding The Nuggets & “Low Hanging Fruit”

Organizing & Refining Your List

Analyze Your Competitors

Application

Keyword Research Tools, Strategies & Methods

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Why keyword research?

Market Research

Contributes to All Marketing Activity Pay Per Click

Search Engine Optimization Short tail

Long tail

Social Media

Email Marketing

Naming Your Business

Offline Marketing Efforts

How You Talk About Your Business


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What to look for in a keyword tool:

• Can you enter in more than one keyword at a time?

• Where do they get their data?

• How “deep” do they go?

• Is there a free version or free trial period?

• Can they extract keywords from websites?

• Do they suggest competitors’ and their keywords?

• Do they tell you how competitive the search terms are?


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Keyword Research Tools

• Name a few…

• Google

• Google Adwords

• Bing/Yahoo!

• Wordtracker

• SEOBook

• Spyfu

• SEOMoz

• SEMRush

• Keyword Discovery

• Ispionage

• Majestic SEO

• Hubspot


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Today We Will Use…

• Google/Google Adwords

• Spyfu

• SEOBook

• iSpionage

We will refer to…

• The Best Keyword Research Tool

• Wordtracker

• SEOMoz

• SEMRush

• Ispionage

• Majestic SEO


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The Best Keyword Research Tool

• Google Adwords

– Exact Volume

– Exact Search Terms

– Long Tail

Other Long Tail Tool

• Google Analytics


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Getting Started – Developing Your “Core”

Build in a spreadsheet

What is your product or service called?

How would you search for your products and services?

How might others search for your products and services? ***Buyer Persona

How are people finding your website now? Site analytics

What search terms do your competitors seem to be targeting?

Do you need to bucket them into different products & services?

Do you need to consider local qualifiers?

Plug List Into Research Tool


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Refining Your List to 2 Word search terms:

• Examples

– marketing to internet marketing & digital

marketing

– Massage to massage therapy & massage

therapist

– chiropractic to doctor chiropractic

– chiropractic to chiropractic denver

– software to accounting software

– Lawyer to divorce lawyer

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Bucketing Your Search Terms:

Services provided

JKJ

Sprinklers

Landscaping

Snow removal

Live Well Health Center

Chiropractors

Massage therapy

Acupuncture


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Specificity

JKJ General: Sprinklers

Specific: Sprinkler companies

More Specific: Sprinkler repair

Niche: Sprinkler system design and installation

Live Well Health Center General: Chiropractors

Specific: Back pain chiropractors

Niche: Traumatic brain injury chiropractors


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Specificity

C1 Partners General: marketing

Specific: digital marketing

More Specific: search engine optimization

Niche: search engine optimization for attorneys

C and J Lighting General: lighting

Specific: commercial lighting

More Specific: parking lot lighting services

Niche: converting parking lot lighting to LED


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Local vs. Non Local

Local Businesses: (Attorneys, Restaurants, Electricians, Chiropractors, Salons)

If you are a local business start with phrases + nearest big city: “electrician denver”

Also use micro local terms: “electrician parker”

Consider non-localized terms Especially if there is no local data

For expanding your reach

Different cities may use different search terms

Potential Challenge: Not enough preliminary search data

Solution: Use bigger city and/or national terms


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Non-Local Businesses:

If you are a local business start with 1 & 2 word search terms Example

Local running shoe store Shoes Boulder

National: Running Shoes

Look for specific qualifiers

Build more specific lists

May be some national niche opportunities Example: Forefoot Running Shoes


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Google Adwords

• Login > Tools & Analysis > Keyword

Tool

• Leave Broad

• Run search

• Change Columns

• Export Keywords


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Sorting The Exported List

• Add a Column to the left you can add numbers to, so you can rate each term.

• Sort the search terms in Local Monthly Searches column from highest to lowest.

• Read the list from the top down – Number 1: General Search Term

– Number 2: Targeted Search Term

– Number 3: Very Targeted/Niche Search Terms

– Leave Blank: All Other Search Terms.

• Too many results? – Refine to 2 Word search terms

Let’s go live…

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Finding Nuggets The Key To Winning Against Giants:

1. Compete where you can in the short run with “long tail” search terms.

2. Keep an eye on the more competitive terms down the road.

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Finding the Low Hanging Fruit

Relatively high search volume and

low competition

Niche Terms

Google Adwords

Google Analytics

Wordtracker

Competitors

Let’s go live…

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Competitive Research

Search Your Most Competitive Terms

Write Down Competitors

Plug The Into Tools

Google Adwords

iSpionage

Spyfu

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Application Applying to Your Website Architecture for SEO

& User Friendly Experience

Navigation

“Landing” Pages

Internal links

URLs, Titles, H1s

Page Content

Blog posts

Find blog topics

Applying to Social Media

Blogs

Tweets/Facebook/LinkedIn Posts

Applying to Pay Per Click…

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Applying to PPC Change to “Phrase Match”

Assumptions

2 % Click Through Rate

3% Conversion Rate

Discover Estimates For

Budget

Traffic

Conversions

Cost per Conversion

Ads

Landing Pages

Implement Broad

Use Negatives

Add “Exact” & “Phrase”

keyword research - tools, strategies & methods

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