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Ed Coburn, Chief Content Officer Kim Mateus, Digital Marketing Strategist
Getting the Most from Google Keywords
PPC vs. SEO Factors to Consider
Benefits - Instant visibility on keywords of
your choice - Immediate data on what’s working Considerations - Need dedicated in-house team or
an agency - Landing page optimization
Bs and Cs of Paid Search
Benefits - Long term play, “gift that keeps on
giving” - Credibility and competition Considerations - Takes time, commitment and
dedication to free content strategy
Bs and Cs of Organic Search
Organic Wins 90+% of the Time
Sources: http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time and Google.com Investor Relations
of Users Click on Paid Search Results
Organic Search Wins
http://searchengineland.com/seotable
“On-the-Page” SEO Success Factors
Content Quality | Research | Keywords | Engagement | Freshness
HTML <Title> Tags | Description | Header Tags | Data Structure
Architecture Crawlability | Duplication | Site Speed | Descriptive URLs
http://searchengineland.com/seotable
“Off-the-Page” SEO Success Factors
Link Building Link Quality | Anchor Text| Link Quantity
Social Reputation| Shares
Trust Authority Signals | Site History
Personalization Country| Region | Signed-In/Preferences | Social Influence
http://searchengineland.com/seotable
Research Keyword Universe
Research Keyword Universe
ORGANIZE
BENCHMARK
Gardens Daily Case Study
Exploring the Online Environment
• Content • Keywords • Site architecture • Competitor or affiliate?
Brainstorming
Perennials
Annuals
Bulbs
Shrubs
Gardening
House Plants
Viburnum
Hardy Geraniums
Clematis Daylilies
Coneflowers
Chrysanthemum
Zinnias
Pansies
Marigolds
Geraniums
Begonias
Tulips
Hyacinths
Dahlias
Daffodils
Crocus
Asters
Rhododendrons
Lilacs
Hydrangeas
Azaleas how to grow hydrangeas
growing hydrangeas
dwarf azaleas varieties
hydrangea paniculata
pruning hydrangeas
how to grow azalea plants
planting hydrangeas
azalea bushes azalea care
azalea colors
Keyword Taxonomy
Researched 159 categories – selected 48
Ubers
Primaries
Google Keyword Planner
Must sign in to a Google account
Search for Keywords
Research Keyword Popularity
Choose location
Choose language Choose closely related
or broad
Enter keyword
Refine results by excluding words or phrases
Geo-Targeting
Geo-Targeting Options • City • County • State • Country • Nielson Region
Broadly Related vs. Closely Related Broad Close
Keyword Planner Results
Competition for Adwords bidding
Find the Keyword Competition
Google each phrase in
“Quotation Marks”
Why Exact Match Counts Are Best
“azalea care” 8,150 Results
azalea care 8,420,000 Results
Organize Your Keyword Research
Start with Keyword Planner Download
Annual Searches = Monthly x 12
Add Google Listing Google Listing = Keyword Competition
Keyword Competitive Index (KCI) Google KCI = Annual Searches / Google Listing
What’s a Good KCI?
Mequoda’s KCI Grading Scale
A: KCI >= 1.0 B: KCI = .5-.99 C: KCI < .5
SEO Strategy
“I’m not looking for a fair fight, I’m looking for a fight I can win.”
Source: http://www.mequoda.com/articles/keyword-strategy-articles/the-best-seo-keyword-strategy-how-to-pick-seo-keyword-fights-you-can-win/
Benchmarking
Google Visibility Report (GVR) Import Keyword Clusters into the GVR
Google Position Use AWR to “Google” the position of each keyword
Advanced Web Ranking
Cost $199-$799 •Upload keywords •Choose search engine •Enter website url •Track positions 1-50
BONUS!!! Track your competitors’ ranking
Advanced Web Ranking Keyword Rank Report
Google Visibility Index (GVI) GVI is determined by SERP position
Calculating GVI
Google Position 1-10 (Page 1) = 100% visibility Google Position 11-20 (Page 2) = 5% visibility Google Position 21-30 (Page 3) = 1% visibility
Source: http://info.chitika.com/insights-2013-google-result-positioning?hsCtaTracking=4360d438 -5a3c-4904-b461-2831ea2a22e8%7Ca65278ff-5e6c-4897-9275-500e5e077679
Annual Impressions Annual Impressions = % of Annual Searches
Cluster Summary
Benchmarking Timeline
Annually: Update search volume and Google listings for all keywords
Monthly: Update Google position for all keywords Daily: Check individual search volume, Google listing and Google position for keywords
Ed Coburn Partner & Lead Consultant Mequoda Group, LLC [email protected] (781) 697-8387 www.mequoda.com Kim Mateus Digital Marketing Strategist Real Magnet [email protected] (774) 201-1301 www.realmagnet.com
Thank You
Keyword Research Definitions • Keyword Universe – all known keywords for a given website
• Keyword Cluster – group of related keywords defined by a single
primary keyword and all its secondary keywords
Primary Keyword – keyword phrase used to define and label a keyword cluster
Secondary Keyword – individual keyword phrases that are not primaries. Secondary keywords are often used as article tags
• Keyword Competitive Index (KCI) – mathematical relationship for a
given keyword phrase where annual keyword search volume is the numerator and the number of competitor listings is the denominator
Keyword Research Definitions
• Google Position– position ranking in Google
• Annual Impressions – based on Google Position If Page 1 (position 1-10) assume 100% visibility If Page 2 (position 11-20) assume 5% visibility If Page 3 (position 21-30) assume 1% visibility
• Google Visibility Index (GVI) – annual impressions divided by
annual searches