Ken Jurina - Keyword Research - PubCon 2012

Keyword ResearchThinking Beyond the Phrase

Ken JurinaPresident & CEO, Top Draw Inc.

@kenjurinawww.topdraw.com

Keyword Research Sucks

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

Keyword Research Sucks

Keyword Research Sucks

Let’s think beyond the phrase

• Word Patterns• Word Co-occurrences• Niches• Tools

• How many keyphrases does your website get traffic on?– How do you determine patterns?

Let’s start with your site…

You could…Option 1: Pattern match on keyphrases

Or, you could…Option 2: Pattern Match on Words

What would tip you off that you’re reading a Bush speech vs an Obama speech?

• Bush: security, freedom, liberty

• Obama: our time and now

Obama

Romney

Keyword Co-occurrences

Insight into phrase variances via breaking

them down to their component words.

Wholesale Candles

Fookes: NoteTab

Fookes.com

Keyword Co-occurrences

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

Google Suggest

Remove Suggest Personalization (pws=0)

http://www.makeuseof.com/tag/disable-googles-personalization-search-results/

Product Suggesthttp://www.google.com/shopping

Suggest – Expanded

• Expand Google Suggest term by adding a, b, c…

Ubersuggest.org

Keyword Expanderhttp://www.rob-millard.com/keyword-expander/

Top 10 Google Suggest phrases for up to 100 keywords

Keyword Expanderhttp://www.rob-millard.com/keyword-expander/

Google Suggest API

• Access via simple HTTP REST command:• http://google.com/complete/search?output=

toolbar&q=pubcon

Soovle.com

Soovle.com

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.

@kenjurinaken@topdraw.com

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www.topdraw.com/presetations