Keyword Research and Online Copywriting: A New Perspective By Christine Churchill

Keyword Research And

Online Copywriting: A New Perspective

SMX East Christine Churchill

President, KeyRelevance @KeyRelevance @ChrisChurchill

@ChrisChurchill

•  President of KeyRelevance, LLC •  Member of Founding Board of Directors of

Search Engine Marketing Professional Organization (SEMPO)

•  Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM)

•  Author at Search Engine Land & Web Marketing Today

•  Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences

•  Masters degree and over 15 years online marketing experience

Speaker: Christine Churchill

Keywords = Dead

SEO = Dead (but some of the rules have changed and

we have to be better MARKETERS!)

@ChrisChurchill

•  Keyword Research – What is it? Why do it?

•  Knowledge Graph •  Hummingbird Algorithm •  How to do KW Research •  Keyword Tools •  How to use Keywords to

Optimize Content •  Online Copywriting Tips

What We’ll Cover

@ChrisChurchill

Keyword Research

Fundamental step to all search marketing

Keyword Research is the

process of researching to identify the keyword terms customers use to find your products and services

Keyword Research helps you

get inside the mind of customers

@ChrisChurchill

•  People use search engines to find you on the web •  Engines use text to categorize pages •  Research unveils terms people actually use •  KW Research improves performance of online

marketing

Why Do Keyword Research?

@ChrisChurchill

Who Benefits from Keyword Research? •  Everyone in publishing •  Marketing staff and Search Marketers – both paid and organic •  PR – Better pickup if use keywords in articles & in press releases •  Content writers

–  a way to keep content fresh and relevant –  Inspires topics readers are interested in

•  Your targeted audience –  By using the phrases readers are using in search, your audience

can find your great content •  Your Company – targeting the phrases people actually use brings

motivated customers to your site which improves conversions and user experience

Knowing the best words to target helps you plan your content marketing strategy

Knowledge Graph

Announced in May 2012 “The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. “ Source: http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html

@ChrisChurchill

How the Knowledge Graph Changed Search

•  Critical first step towards building the next generation of search –  taps into the collective

intelligence of the web and understands the world a bit more like people do

–  A step toward artificial intelligence

@ChrisChurchill

Sources of the Graph

•  Google’s Knowledge Graph –  contains more than 500

million objects, as well as more than 3.5 billion facts about and relationships between these different objects

–  Sources include Freebase, Wikipedia and the CIA World Factbook.

Important

The launch of the Knowledge Graph and Google’s Hummingbird Algorithm changed forever how we do keyword research and online copywriting.

What is Hummingbird?

Hummingbird is the name of the search algorithm that Google announced in Sept 2013. According to Google the new algo delivers better results that are "precise and fast" - like a hummingbird. It’s Google trying to figure out user intent and improve conversational search. Google wants to match the meaning, rather than pages matching just a few words. Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than a few exact terms.

@ChrisChurchill

Do We Still Need to Worry About Keywords?

Yes, for several reasons: Keep in mind that although Hummingbird is an overhaul of Google’s algorithm, many of the old parts are still used. Google’s semantic analysis considers the language in your content

- so you still need to use keywords and related phrases on the page to communicate to users and Google what the page is about

- means some on-page optimization still is needed

Exact phrase matching for SEO is a thing of the past.

@ChrisChurchill

Tips on Surviving Online After Hummingbird and the Knowledge Graph

Marketers now need to: -  Create high quality longer content that establishes your site as the place to go for answers

-  Develop ways to increase the authority of the site

-  Become a leader in your vertical

-  Consider multiple ways to show leadership: social media, links, user metrics, online relationships

Google has made it harder for “fake” authority to win. Going forward you have to earn your position.

@ChrisChurchill

How KW Research Changed

The New Approach: •  Focus on the intent behind the search term

Ø  Try to develop content that delivers answers to what the searcher wants

•  Stop focusing on exact match phrases

Ø  Look more to long tail and related phrases. Ø  Build a vocabulary of terms that are related to the phrase

•  When doing KW research now, research core phrases plus related, synonyms, and words that frequently occur with your main terms (co-occurrence)

@ChrisChurchill

New Ways to Do Keyword Research

@ChrisChurchill

Keyword Research is an Iterative Process

Brainstorming &

Discovery

Keyword Expansion

Keyword Evaluation

@ChrisChurchill

Keyword Brainstorming and Discovery Phase

Create Keyword List Using Diverse Sources

•  Brainstorming session – no judging words at this stage. Goal

is to cast your net widely and generate broad list.

•  Keyword lists from within company –  Review company web site and print collateral –  Press Releases –  Often too much insider jargon –  May or may not be customer’s lingo

@ChrisChurchill

Learn the Lingo of the Customer

–  Customer interviews

–  Customer Surveys and Focus Groups

–  Talk to support or sales

personnel who talk directly to customers

–  Review discussion forums,

user generated content, blogs, social media

The best keywords come straight from the customer’s mouth.

@ChrisChurchill

@ChrisChurchill 21

Speak the Language of Customer

Increase conversion by speaking the customer’s language

Correct bad keyword choices

–  Missing traffic –  Missing sales

Discover new keyword

opportunities - Find overlooked or new keywords

- Take advantage of longer tail phrases

“Duplicate a CD” vs “Burn a CD”

The Long Tail Finding New Opportunities

•  Based on frequency graph

•  Chris Anderson wrote book about it

–  Describes it as new economic model

–  Unlimited selection – Amazon books, iTunes

–  Idea is that non-hits can make money based on sheer volume

•  Popular phrases on left – highly

competitive and expensive. Less popular on right – lower volume

“20 to 25% of the queries that Google sees today have never been seen before.” – Udi Manber, Google VP of Engineering

@ChrisChurchill

Example Head-Tail Keywords

Camera, digital camera, Sony

Nikon D7000 digital SLR camera

compare digital cameras

buy digital slr camera

Create Keyword List Using Diverse Sources

•  Online and Traditional Print Magazines

•  Company and Product Reviews

•  Online Thesaurus

•  Search in Google with tilde ~ for synonyms

@ChrisChurchill

Create Keyword List Using Diverse Sources (cont)

Competitors –  Review their web site and collateral for keywords

–  Look at words they are buying in PPC

–  What terms are they –  targeting in SEO

–  Can give you competitive insights and ideas on overlooked terms

@ChrisChurchill

Use Site Search Data

Site Search Box •  Reveals keywords and

expressions that visitors are actually using / wanting

•  Acts as a direct feed from the visitors brain

•  Make sure you collect site search data – can tie it to your analytics for easy viewing

Downside is data is limited and site search is usually a fall back when users can’t find what they are looking for on your site.

@ChrisChurchill

Site Search

@ChrisChurchill

Keyword Research

Benefits of Keyword Tools

•  Saves money and time •  Provides insight outside of your site •  Identifies keyword opportunities you might miss •  Offers popularity numbers you can’t get from your own analytics •  Moves you beyond keyword assumptions •  Allows you to compare phrases

Keyword Research Tools Free •  Google Keyword Planner Tool •  Google Webmaster Tools •  Google Trends •  Google Display Planner •  Google Instant •  Bing Keyword Tool •  Bing Ads Intelligence Excel Plug-In Fee Based •  WordTracker •  Searchmetrics •  Trellian Keyword Discovery •  Hitwise •  WordStream •  SEMRush •  ComScore •  SpyFu •  Keyword Studio

A couple of things to remember…

No one tool has all the answers. Don’t just extract keywords from a tool and run with them…review them for relevancy You need several tools in your toolbox. Combining the tools synergistically works well. Some tools are better for certain functions. For instance, Google Instant is used for discovering new keyword phrases and Google Trends is good for comparing or identifying cycles.

New Google Keyword Planner

- Combines old Google Keyword Tool and Traffic Estimator Tool -  Oriented for Paid Search

-  Must be Logged Into AdWords to Use

-  No device filtering (no mobile vs desktop filtering)

-  Numbers shown are average search volume numbers for ALL devices (old tool defaulted to desktop) so numbers may look higher

@ChrisChurchill

Google Trends

Google Trends provides trends from web searches, images, news, shopping and YouTube

@ChrisChurchill

Google Hot Trends

Google Webmaster Tools shows top search queries

Sort by Clicks to see the terms that actually

brought the most traffic to the site

If you click on the query,

it shows which pages appear for the term

Using Filters can separate brand/non-brand and core

terms, plus sources from web, image, mobile, & video

Shows up to 2000 top queries for the last 90 days Not affected by the Not Provided – this is limited but actual keyword data Provides Impression, Clicks, and CTR, but no conversion data

@ChrisChurchill

GWT KW Data

Advantages: –  Shows KW, impressions, and click data –  Impressions w/out clicks might indicate a Title/Meta

Description/Snippet issue Disadvantages:

–  Cannot break out data by other segments (KW leading to conversions, for example) so data is not highly actionable

–  Mapping KW to landing page is tedious 1-at-a-time process – not useful for large scale KW analysis

–  Requires you to download reports regularly since GWT data expires in 90 days

Google Display Planner (replaced Contextual Targeting Tool, Placement Tool, and the Google Ad Planner)

Adwords Search Term Report Great for new keyword discovery, but have to be running PPC

Query People Actually Typed

Shows you how customers are finding your ad. With the Search terms report, you can see the actual searches people entered on Google Search and other Search Network sites that triggered your ad and led to a click. Identifies new search terms with high potential so you can add them to your keyword list. Allows you to look for search terms that aren't as relevant to your business, so you can add them as negative keywords.

@ChrisChurchill

Keywords Versus Search Term

•  A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. (Search Term is the query people type in at a search engine.)

•  A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.

Search Term Report Doesn’t Show All Terms

That’s a lot of terms Google doesn’t show!

Bing Keyword Tool

- Shows actual queries numbers (not rounded) - Has 6 months of data - Drill down by Country

@ChrisChurchill

Bing’s Ad Intelligence

•  Plug-in with Excel

•  Data source Live.com and adCenter

•  Provides related keywords

•  Extracts keywords from a URL

•  Gives insights on seasonal “spiky” keywords

•  Shows geographic and demographic info on keywords

@ChrisChurchill

Keyword Discovery Suite of Tools Includes Keyword Density Tool

@ChrisChurchill

WordTracker.com

•  Data pulled from meta search engines •  Eliminates most skewing issues caused by robots •  Differentiates between singular & plural •  Offer Free Tool for trial

Wordstream http://www.wordstream.com/keywords

Useful for developing your vocabulary of related terms for Hummingbird

@ChrisChurchill

Google Instant

Shows suggestions as you type

@ChrisChurchill

Google Instant – Shopping Search

Different set of keywords on

Shopping search from regular web

search

@ChrisChurchill

Soovle.com Gives suggestions from different perspectives

Provides suggestions from Google Wikipedia Answers YouTube Bing Yahoo Amazon Plus option for15 other sites

Ubersuggest http://ubersuggest.org/

YouTube Keyword Suggestions

YouTube Keyword Tool

Twitter Search Provides real time search results and trending topics

Keyword Research and Online Copywriting: A New Perspective By Christine Churchill

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