Getting the Most from Google Keywords - SIIA · 2014-11-08 · •Choose search engine ... Google...

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 ed@mequoda.com (781) 697-8387 www.mequoda.com Kim Mateus Digital Marketing Strategist Real Magnet kmateus@realmagnet.com (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