Perfecting your keyword list

By

Julien RabyDirector – Search Marketing

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COSSETTE COMMUNICATION GROUP

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SUMMARY

1. Gather an exhaustive keyword list

• Seobook keyword tool

• Adwords keyword tool

• Excel

2. Refine your keyword list

• Google Analytics

3. How?

• Specific Google Analytics filters

How to efficiently create a long keyword list and refine it using very simple free tools.

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FIRST – SEGMENT YOUR PRODUCTSCampaign 1(Ontario) Tier 1

Tier 2Tier 3

Campaign 2(Quebec)

Campaign 3(BC)

Product 1

Tier 1Tier 2Tier 3

Product 2

Tier 1Tier 2Tier 3

Product 3

Tier 1Tier 2Tier 3

Product 1

Tier 1Tier 2Tier 3

Product 2

Tier 1Tier 2Tier 3

Product 3

Tier 1Tier 2Tier 3

Product 1

Tier 1Tier 2Tier 3

Product 2

Tier 1Tier 2Tier 3

Product 3

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GATHER A HUUUUGE LIST OF KEYWORDS- Yourself (client)- Dictionaries- Competitors1SEO Book KeywordSuggestion Tool2Google AdWordsKeyword Tool3

For the first phase:

- Focus on the productname only

- Don’t gather any verbs,adjectives and regionalterms … yet!

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GATHER A HUUUUGE LIST OF KEYWORDS- Yourself- Dictionaries- Competitors1 Focus on very

generic keywords

ex: laser printers, multifunction centers, faxes

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GATHER A HUUUUGE LIST OF KEYWORDSSEO Book KeywordSuggestion Tool2 Focus on

keyword variationsex: color laser printer, monochrome laser printer

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GATHER A HUUUUGE LIST OF KEYWORDSGoogle AdWordsKeyword Tool3 Fine tuned your

keyword listex: plurals, mispellings, etc, but also to find terms specific toyour region (ex: char in Quebec)

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GATHER A HUUUUGE LIST OF KEYWORDS

Now that we have a clean list of product-only related keywords, let’sconcatenate!

a b a b

A1 B1 C1

=CONCATENATE(A1;B1)

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GATHER A HUUUUGE LIST OF KEYWORDS

compare

suggestion

comparison

advice

guide

info

information

review

resource

resources

price

purchase

get

acquire

buying

onlines

selling

buys

sales

shopping

Calgary

Halifax

London

Ottawa-Gatineau

Saint John

St. Catharines-Niagara

Thunder Bay

Vancouver

Winnipeg

Chicoutimi-Jonquiere

Comparisonkeywords

Buyingkeywords

Regionalkeywords

laser printer

laser printers

color laser printer

color laser printers

monochrome laser printer

monochrome laser printers

black and white laser printer

black and white laser printers

business laser printer

business laser printers

Generickeywords

For an excel sample, visit www.marketinginteractif.ca (one of the latest post)

Awareness Interest Consider Purchase

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REFINE YOUR KEYWORDS

- Free

- Reliable

- Complimentary to your other Web analytics software

Google Analytics is:

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REFINE YOUR KEYWORDS- Micro-manage your keywords

- Put emphasis on the best converting ones

- Lower emphasis or delete non-converting ones

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FIND THE EXACT TERMS

… But more importantly, find the exact termsconsumers are using in order to:

-Find new keywordsex:Brother all-in-one printer with fax

-Expand your negative keyword listex: Brother intellifax 4750e manual, Brother printer driver

-Create your rationale on exact and phrase match.

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FIND THE EXACT TERMS

Create your rationale on exact and phrase match.

brother mfc-240cmfc-240c

Keyword Avg. Time on Site % New Visits Bounce Ratebrother mfc-240c 00:02:37 83.33% 22.22%mfc-240c 00:03:47 6.25% 25.00%

Put “brother mfc-240c” on phrase match

Put “mfc-240c” in negative exact match

“-[mfc-240c]”

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BUT HOW?

http://www.ga-experts.co.uk/blog/2006/11/how-to-get-detailed-ppc-keyword-data.htm

http://www.roirevolution.com/blog/2007/04/exact_keyword_tracking_with_google_analytics_revis.html

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BUT HOW?

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BUT HOW?

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BUT HOW?

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THANK YOU!

Julien RabyDirector – Search Marketing

Julien.Raby@cossette.com514-282-4899