Keyword Research

Misbah Jalal SiddiquiDigital Marketing

Topics

Introduction

Keyword Research

Questions

Discussion what you learn in future.

Definition of Keyword Research

What are keywords?

Search queries.

Definition of Keyword Research

Keywords & Search Queries

The words or phrases that

members of a market type

into a search engine, in order to explore a particular

niche. They are also known

as search queries.

Types of Keywords / Queries

Navigational Query

Transactional Query

Informational Query

For a website

To buy something

To earn something

Keywords / Queries

Why are they used?

To experience the need of an answer, solution, or a piece of information.

How these queries are used?

Formulate that need in a string of words and phrases (query). Most people formulate their

queries in one to three words. ComScore data from March 2009 shows an average query length of 2.9 words.

Execute the query, check the results, see whether you got what you wanted, and if not,

try a refined query.

Keyword Research

When it comes to keyword research, all we’re really trying to do is to figure out three

things:

1. The keywords that people most commonly use in their search queries

2. Whether these people are likely to spend money or to seek just a piece of information.

3. Whether there is strong competition for the keywords being targeted.

Understanding your Target Market

What is Market in an online world?

A community of people who share a common interest in a particular subject or activity.

Often the community has its own language made-up of terms or acronyms.

Understanding your Target Market

What is Market in an online world?

A community of people who share a common interest in a particular subject or activity.

Often the community has its own language made-up of terms or acronyms.

Understanding your target market

Example Market: Brides-to-be

Market: Brides-to-be Area of Interest Market Language

Weddings

FH – Future Husband

FMIL – Future Mother-in-

Law

MOH – Maid/Matron of

Honor

Understanding the Niche Market

What is Niche?

A niche is a subset of a market that relates to a specific topic.

Market: “Brides to be”

Weddings

Wedding Rings

Wedding Photography

Wedding Dresses

Market

Niches

The Theory Behind Keyword Research

Search Engine Query Demand

Thousands of queries

per day

< 1 query per week

The “Long Tail”

The “Head” of the search demand

curve

Popular Queries “Long Tail” queries

Types of Keywords / Queries

Navigational Query

Transactional Query

Informational Query

For a website

To buy something

To earn something

Keyword Research Examples

Sarah’s Query

Wedding

Photography

Tips

Wedding

Photography

Pricing

Karen’s Query

Karen’s Results

will be transactional

Sarah’s Results

will be informationalSarah

Karen

Kay’s

Jewelers

Michelle’s Query

Michelle’s Results

will be navigationalMichelle

Winning point

Biggest Success Factor:1. The Keywords You Target

2. The Keywords You Target

3. The Keywords You Target

Keyword Research Process

Define Keyword list

Refine Keyword list

Competition & Keyword Relevance

Using Metrics to choose Best keywords

Integrating Keywords onto your website / blog / article / post etc.

Keyword Research Tools

Your competitor’s website!

Google AdWords

Keyword Research Tools

Google’s related searches

Keyword Research Tools

More free keyword research tools:

Google AdWords External Tool

WordTracker

SEOBook Keyword Research Tool

Digital Point Keyword Suggestion Tool

Keyword Discovery by Trellian

AdCenter Keyword Forecast

Evaluation

Look and analyze carefully, it means everything for a successful campaign.

Competition & Relevance

Exact match

Search your Top 10 keywords

– Most descriptive

– Highest Traffic

• Note websites that reappear

• Search their sites for common keywords

Places to review

Places to Review

Site Content (Yeah, I know, duh)

• Title Tag

• H1s

• Keywords Meta Tag

Tip: Insert site's products pages and homepage into the Google Keyword Tool reviewer, quick and dirty

Tip 2: Those key phrases your competitor is using are not always the best. The research is to spark ideas,

not to copy.

The Right Keyword

Defining the “Right” Keywords

Not always what you use in-house

How your customer describes your product/service

Not Generic Shoes

Product Focused

Those key phrases you came up with may and may

not be the best, explore all avenues. You want to

focus on what your clients are searching for.

What is your mission?

Finding the best keyword!

What is a ‘best keyword’?

High searches / less competition

Get a mix of both

Finding the best keyword

Use your preferred tool. (Use as many as you can)

Google AdWords – Keyword Planner (Recommended)

Choose the metrics to evaluate which is the ‘Best Keyword’

Keyword Competition Metrics

How keyword competition metrics work?

Search Demand Volume – The total number of searches users are

performing for a particular keyword.

KW Local Search Volume > 2,000 searches/month

KW Global Search Volume < 200,000 searches/month

SEO Competition - The total number of web pages that mention a specific

keyword term, in the same (phrase) word order, in Google's index.

KW SEO Comp < 200,000

Title Competition - The total number of web pages that mention all of the

words in a keyword term in the title of the page.

KW Title Comp < 200,000

Keyword Competition Metrics

How keyword competition metrics work?

o For Pay-Per-Click (PPC) campaigns

o OCI – (Online Commercial Intent) - An indicator of the chances that

someone searching for a keyword is looking to buy something – as

opposed to browsing for information. The higher the figure, the more

likely they are desiring to buy something.

o OCI > 50

o CPC– (Cost Per Click) – The bidding price according to the search

engines for that particular keyword. Higher CPCs are indicators that the

KWs market is competitive.

o $ 0.50 <CPC < $5.50

The Real Strength of Competition

Recall the process?

Enter your chosen search terms into Google (In Quotes)

Analyze the numbers

What you need to look for?

Ranking game

Timeline for ranking first in the search engine’s result pages is the real game.

You need to understand how it works.

Or at least have an assumption (Since ALGO keep changing)

Timeline for Ranking in the first Search Engine Result Page (SERP)

< 5,000 Competitors (1-2 Weeks Ranking)

5,000 – 75,000 Competitors (Few weeks to a Month)

75,000 – 500,000 Competitors (A Month to a Several Months)

500,000 – 200,000,000 Competitors (Several Months or longer)

Handy tips

Don’t use all your keywords on just one page!

Optimize every page for no more than 2 – 3 keywords / Phrases, which should be

absolutely relevant to the content of the page.

Always maintain a spreadsheet that lists each page you want to create along with their

respective targeted keywords.

The next step is actually creating keyword-rich & optimized content for the websites / blog

/ articles / posts etc

Handy Tips: Reminder

Do everything imaginable

– Insert keywords from internal research

– Search your site

• Use Exact Match for best numbers

• Export Lists into Excel

• Use common sense to parse down

These lists include everything but the kitchen sink. Review

them for accuracy to your product/service. Don't just go

for the words with the biggest traffic numbers.

Handy Tips: Reminder

Internal References

– Review internally

– Make a priority, all search marketing relies on this list

Keyword Research Tools

– Focus on those phrases with traffic

Competitors

– New sites appear all the time

– Keep up with trends

These lists include everything but the kitchen sink. Review them for accuracy to your product/service. Don't just go for

the words with the biggest traffic numbers.

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