© Copyright 2008 Stoney deGeyter
Keyword Research
and SelectionThe Definitive Guide to Gathering,
Sorting and Organizing Your Keywords into a High-Performance SEO Campaign
© Copyright 2008 Stoney deGeyter
Introduction Why is it so darn important? Helps you know where your audience is
How do they search?
What words do they use?
What’s their intent?
Helps you know who your audience is
Right keyword, wrong audience
Right audience, different keyword searches
Helps you target your audience properly
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Introduction Keywords are foundational Essential for all marketing Before you begin…
Research, research,research
Take the timeto do it right
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Introduction Not all keywords are equal Low volume keywords
Produce little or no search traffic No traffic = no sales
Poorly targeted keywords May produce lots of traffic Non-targeted traffic = fewer sales
Smaller amounts of targeted traffic
vs.Larger amounts of untargeted traffic
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Introduction It ain’t easy doing it right Quality keyword research is:
Sometimes difficult Usually time-consuming Always important
Stay focused Research thoroughly Analyze carefully Target thoughtfully
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Phase I: Finding Core TermsWhat is a core term? Represent page topic Two words (sometimes three) Broad but still on target Few qualifiers
Keep term from being too broad Stay within niche
BagSports bagBaby beddingGarage plansSchool suppliesKids ski clothingCost segmentationBatteryMotorcycle batteryBattery chargersFlowmetersSnowmobile clothingPlastic key cards
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Words that are too broad What are they searching for?
Won’t produce targeted traffic Doesn’t provide ROI
bag
Phase I: Finding Core Terms What’s not a core term?
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Phase I: Finding Core Terms How to find core terms Step 1: Pour through the website
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Step 2: Brainstorm What can I find in thesauri, taxonomies and ontologies?
Phase I: Finding Core Terms How to find core terms
What is the average customer searching for?
What are my visitors trying to accomplish? What terms are used
in industry glossaries and reference materials?
What solutions do I provide?
Are there any geographical phrases that are relevant?
What terminology describes problems I solve?
What related categories can I find in search directories?
What questions are my visitors asking?
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Phase I: Finding Core Terms How to find core terms Step 3: Comb through competitors websites
Ignore what you don’t offer Avoid trademarked terms
TM
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Step 4: Use keyword research tools Search out other core terms Scan results for something new Look for new core terms
New words not previously found
Phase I: Finding Core Terms How to find core terms
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Phase I: Finding Core Terms How to find core terms Step 5: Analytics & server logs
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teacher supplies
teaching supplies
free teacher supplies
teacher supply stores
teacher supply
free teaching supplies
teacher supply store
elementary teacher supplies
Phase I: Finding Core Terms How much is enough? There is no magic number
Might have 10 or 10,000!
Terms may change over time Some added some removed
Not all will be valuable Will know more during
analysis phase
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Phase I: Finding Core Terms Look beyond “right now” Current exposure factors into current sales
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Phase II: Researching Search Phrases What is a search phrase? Stemmed variation of the core term Core term with attached modifiers Stemmed variation of the core
term with modifiers Any group of words that
contain the core term
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Phase II: Researching Search Phrases How to find search phrases The time factor
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Phase II: Researching Search Phrases How to find search phrases The research factor
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Phase II: Researching Search Phrases How to find search phrases The deletion factor
Remove phrases with bogus words
Eliminate phrases that change meaning of intent
Delete unrelated terms Keep if unsure
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Phase II: Researching Search Phrases How to find search phrases The split / combo factor
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Phase II: Researching Search Phrases Combining core terms When to combine
Fewer than 10 good phrases Exception for niche industries
All phrases are low search volume How to combine
Group most similar together Avoid inconsistent spellings Verify on-page unity
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Phase II: Researching Search Phrases Splitting into sub-core groups When to split
Over 150 phrases See dozens of similar qualifiers Qualifiers with similar meaning
Split as often as makes sense 10-15 similar qualifiers
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Analyzing and Eliminating Keywords Single word phrases High volume, low targeted traffic
Pre-refined searches Haven’t qualified search yet Searchers re-do searches Produces poor results
Low ROI Traffic does not equal sales Effort too great for results
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Analyzing and Eliminating Keywords Multi-word phrases Lower search volume,
Higher targeting More conversions than
higher searched terms
More opportunities for exposure Multiple word
combinations means more visibility
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Analyzing and Eliminating Keywords Multiple phrase variations Plurals, singulars and stems
“s,” “es,” “ing,” “ed,”
Changed word order pontiac used car used pontiac car
Don’t focus on word order Use exact core phrase Use additional words
independently Make sure copy flows
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Analyzing and Eliminating Keywords Localized phrases Geo-targeting improves
conversions Eliminates calls and emails
from non-local customers
Focuses your time ontarget audience
Add geo-qualifiers as necessary Specific market segments
City, county, state, zip, etc.
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Analyzing and Eliminating Keywords Keywords that convert Analyze for convertability
Searcher intent
Meet searcher need
Offer that specificproduct or service? Adidas should not
optimize for “air jordan”
Don’t target “discount” if you don’t offer it
Don’t optimize “cheap” if you’re not
Eliminate phrases that don’t convert
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Analyzing and Eliminating Keywords Measurable search volume Actively searched phrases
No searches = no traffic = no sales
When is no volume OK Different tools produce different
results Inaccurate data in niche
industries Geo targeted terms
Start with lower-hanging fruit Easier for newer sites Quicker results on less competitive phrases Add competitive phrases as site strength builds
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Analyzing and Eliminating Keywords Informational queries Answers “about” type questions
“How to create a gift basket” “Best digital camera” “Where to board in Nevada”
Target as secondary Draws additional traffic Builds loyalty
Researchers turn to shoppers
Provides opportunity for links Product reviews Product comparisons How-to articles
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Analyzing and Eliminating Keywords Analyzing phrases for quality What is the customer looking for?
Is the query clear?
Future / seasonal trends? What’s missing in SERPs? Where’s the ROI?
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Analyzing and Eliminating KeywordsDon’t rely on your own analysis Seek out additional opinions
Colleagues Assistants Managers Outside experts Clients
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Keywords are just the parts
Organizing Keywords for SuccessMaking SEO successful
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Organizing Keywords for Success Assigning core terms to pages Analyze each page
Leave out product pages
Write down page topics Wedding rings
Men’s wedding rings Women’s wedding rings
Duffel bags Wheeled duffel bags Large duffel bags
Assign core terms as appropriate
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Organizing Keywords for Success Build additional content pages When more keywords than content…
Create more entry points!
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Organizing Keywords for Success Segmenting keywords
•Looking for general information•Don’t know what they really
want•Optimize on higher-level
category pages and articles
•Have narrowed down to product type
•Comparing features•Optimize on category
and comparison pages
•Have specific product in mind•Looking for trustworthy
place to buy•Optimize on specific
product pages
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Organizing Keywords for Success Grouping phrases for on-page SEO Each page can target 5-15 phrases
Group qualifiers with similar meaning
Group qualifiers that are related
cheapdiscountbargain
elegantdesignermodern
vintageantique
old
baseballbasketball
football
14 volt18 volt24 volt
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Conclusion Don’t rush Keyword research is an important process
Take your time to do it thoroughly Rushing leads to mistakes
Mistakes mean poor SEO performance
Lay the foundation with the best keywords Greater chance for SEO success Less cluttered pages Better audience targeting Improved conversion rates