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Keyword ResearchThinking Beyond the Phrase
Ken JurinaPresident & CEO, Top Draw Inc.
@kenjurina
www.topdraw.com
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Keyword Research Sucks
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Keyword Research Sucks
• No magic bullet
– Keyword research tools are inaccurate.
– At best “the numbers are just guides as to
the popularity of terms relative to each
other.” – Danny Sullivan
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Keyword Research Sucks
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Keyword Research Sucks
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Let’s think beyond the phrase
• Word Patterns
• Word Co-occurrences
• Niches
• Tools
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• How many keyphrases does your
website get traffic on?
– How do you determine patterns?
Let’s start with your site…
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You could…
Option 1: Pattern match on keyphrases
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Or, you could…
Option 2: Pattern Match on WordsWhat would tip you off that you’re reading a Bush
speech vs an Obama speech?
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• Bush: security,freedom, liberty
• Obama: our timeand now
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Obama
Romney
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Keyword Co-occurrences
Insight into phrase
variances via breaking
them down to their
component words.
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Wholesale Candles
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Fookes: NoteTab
Fookes.com
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Keyword Co-occurrences
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Keyword Co-occurrences
• Full article by Tom Schmitz
• Compile a master table
• Sort keyword: # of words, then by # of searches
=LEN(TRIM(A1))-LEN(SUBSTITUTE(TRIM(A1),” “,””))+(LEN(A1)>1)
• Set aside relevant 1, 2 & 3 word phrases
• Isolate optimization & Content Marketing opportunities
• Automating & Scaling Keyword Research
By Richard Baxtor
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Google Suggest
Remove Suggest Personalization (pws=0)
http://www.makeuseof.com/tag/disable-googles-personalization-
search-results/
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Product Suggesthttp://www.google.com/shopping
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Suggest – Expanded
• Expand Google Suggest term by adding
a, b, c…
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Ubersuggest.org
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Keyword Expanderhttp://www.rob-millard.com/keyword-expander/
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Top 10 Google Suggest
phrases for up to 100
keywords
Keyword Expanderhttp://www.rob-millard.com/keyword-expander/
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Google Suggest API
• Access via simple HTTP REST command:• http://google.com/complete/search?output=
toolbar&q=pubcon
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Soovle.com
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Soovle.com
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Keyword Research Tools
�Tools for brainstorming a seed list
- Quintura - Yahoo Search Assist
�Keyword popularity
– Wordtracker - Trellian’s Keyword Discovery
– Google Trends - Hitwise
�Competitive Intelligence
– SEMrush - KeyCompete
– Keywordspy - iSpionage
- SearchMetrics - Spyfu
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Thank You!
Ken JurinaPresident & CEO, Top Draw Inc.
@kenjurina
Download Presentation at:
www.topdraw.com/presentations
