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How to find, organize and use keywords for effective inbound marketing.
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@PolePositionMkg #SearchRankCC
SEARCH RANKING CRASH COURSE
2
@PolePositionMkg #SearchRankCC
KEYWORD TUNE-UP FIND, ORGANIZE AND USE KEYWORDS FOR EFFECTIVE INBOUND
MARKETING
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Keyword research is…
Confusing… Frustrating… Annoying Perplexing Baffling Cumbersome Discouraging Perturbing Burdensome All research and no play
makes Jack a dull boy.
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Keywords are your foundation
Shopping
Price Trust Policies Shipping
Education
How to Ways to Ideas for News about
Recent events
Questions
Who What How When Where Why
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Every keyword search starts with a desire
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Searcher Interest Need Business
Students
Hobbyists
Education
Information
Ideas
Strategy
Direction
Community
Every SEARCHER has an INTEREST in a specific NEED
Keywords help you know your audience
Speak your audience’s language content development search engine optimization
What your audience wants important terminology searcher intent
How your audience searches words they use search volume
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Keywords help you target your audience
20%
23%
22%
15%
9%
5% 6%
How People Search
1 word 2 words 3 words 4 words
5 words 6 words 7 + words
Source: Onestat
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How we search with keywords
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SEARCHES start with
an idea
SEARCH RESULTS provide answers
SEARCHER gains
knowledge
SEARCHER Learns and Searches
Again
Until GOALS
achieved
Cycle of search activity
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
•High volume, low targeted traffic • Low ROI
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
• Lower search volume, Higher targeting
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
• Plurals, singulars and stems • Changed word order
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
•Geo-targeting improves conversions •Add geo-qualifiers as necessary
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
•Analyze for convertability • Eliminate phrases that don’t convert
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
•Actively searched phrases • Start with lower-hanging fruit
Single-word
Multi-word
Phrase variations
Localized Convert-
ability
Search volume
Info queries
•Answers “about” type questions • Target as secondary
Not all keywords are the same K
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: INTR
OD
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TION
Keyword Tune-Up, Step 1
Find Your Core Terms
ski Water bottle Baby bedding Garage plans School supplies Ski gear Cost segmentation Battery Motorcycle battery Battery charger Flowmeters Snowmobile clothing Plastic key cards
Are Are Not
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What are core terms?
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Why single words don’t work
Bean Lady Worms
Sandwich Sleeping Duffel
What do these words have in common?
Bag
Bag Bag of
Bag Bag Bag
What can I find in thesauri, taxonomies and ontologies?
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?
What terminology describes problems I solve?
What related categories can I find in search directories?
What questions are my visitors asking?
Start to brainstorm KEYW
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Are there any geographical phrases that are relevant?
Title tags
Meta keywords
Meta description
Text
Navigation
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Learn from your competition
Wordtracker
Google Adwords
Keyword Discovery
Use research tools K
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ERM
S
Traffic
Variations Conversions
Investigate server logs K
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Wholesale Rolling Honda Large Waterproof
No qualifiers
supply supplies
teach teacher teaching
No stems
Just the facts core terms, ma’am!
No trademark infringement!
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Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design
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Map core terms to site content
Keyword Tune-Up, Step 2
Uncover Valuable Search Phrases
Wholesale Rolling Honda Large Waterproof
core +
qualifiers
supplies
teacher teaching
core +
stems
What a core term isn’t a search phase is
KEYW
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PH
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SES
school supply
school supplies
discount school supply
home school
supplies
school store
supplies
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PH
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Core vs. phrases
Keyword Tools
In-Site Search
Search Suggest
Competitors
AdWords
Make crap up
Wh
ere
to
fin
d s
earc
h p
hra
ses K
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H P
HR
ASES
HO
W M
UC
H IS EN
OU
GH
?
Can you have too many?
Elimination
Evaluation
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PH
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Good keywords float to the top
free
uk
cheap
Take out the garbage
unrelated untargeted inaccurate
ridiculously long
changed context
bad grammar
search operators
nonsensical
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Search volume •How often?
•Low volume = low results
Target Audience •Better conversions
•Better targeted = lower volume
Profit Margin •Better conversions
•Higher markup
•More demand
Meet Demand •Avoid driving
traffic where expected demand cannot be met
Four prioritization factors K
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HR
ASES
• Intent
• Desire
Searcher
• Seasonal
• Future
Trends • Gaps
• Profits
ROI
Look for ROI phrases K
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HR
ASES
increases traffic & sales
deceptively makes keywords look poor M
ore
Exp
osu
re
Low
Expo
sure
Performance matters
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PH
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SES
@PolePositionMkg #WebDriveEd
“cordless telephone”
headset?
cordless “telephone
headset”
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PH
RA
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Don’t assume you know searcher intent
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Organizing Keywords Into Targeted Groups Keyword Tune-Up, Step 3
Interest
Gather
Research Exclude
Purchase
The search cycle K
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Broad Topics
Immediate Concerns
Specific Desires
How we search using keywords
• reduce irritation
• environmentally friendly
• all natural
• reduce irritation
• environmentally friendly
• all natural
• beauty products
• facial cleansers
• hair styles
• dry skin remedy
• organic shower gel
• look younger
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Researchers Shoppers Buyers
Research
Purpose: Deciding on
Needs
Shop
Purpose: Comparing
Aspects
Buy
Purpose: Looking at Specifics
Info
Purpose: Seeking
Knowledge
Pass visitors through each of the stages
Searcher shopping phases K
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Determine which pages work best
Research (main
category)
Shop (sub
category)
Buy (products)
Core Term
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The one-keyword-per-page myth
Head vs. long-tail targeting K
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More volume
More conversions
Cheap
• discount
• bargain
Organic
• natural
• raw
Present
• gift
• surprise
by
mea
nin
g…
b
y re
lati
on
…
Basketball
• baseball
• football
Foxtrot
• Waltz
• Tango
Oscars
• Grammys
• Emmys
It’s all in how you group them K
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Travel bags
Wheeled travel bags
Wheeled leather travel bag
Overnight travel bag on wheels
Wheeled sports travel bag
Weekend travel bags
Leather weekend travel bag
Durable weekend travel bag
Heavy duty weekend travel
bag
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There’s more than one way to group keywords
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Keyword organization spreadsheet
You can combine keyword groups K
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Single Group
Small groups (<10)
Low search volume
All fit the page
You can split keyword groups K
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Original Group
Too many phrases
Differing qualifiers
Tighter focus
Keyword Tune-Up, Step 4
Putting Keywords Into Action
Achievable
Quickest results
Most profitable
All these keywords… where do you start? K
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What is it you really want?
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Traffic Sales
Answer questions
Provide expert advice
Review products
Expand on benefits
Write information
articles
Add Content
The not-enough-pages myth KEYW
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The paid search test K
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Poorly Targeted
High Bounce Rates
Low Conversions
Sometimes you get it wrong K
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Get over it
Keyword tool numbers rarely measure up K
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Keyword Tune-Up: Wrap up
Keyword research isn’t easy, but it is important
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Research
Analyze
Eliminate
Evaluate
Document
Don’t rush! Right is right. K
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Keyword research is…
Cool!
Thank You! Next Up Website Rebuild
Creating a friendly site structure to improve search presence