Keyword Research

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

0

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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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US Volume API

GKWT External Tool (US)

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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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http://suggest.thinkpragmatic.net/

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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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THE PROCESS

Photo by: chargrillkiller

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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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THANK YOU

richard@seogadget.co.uk

http://seogadget.co.uk/beta/