Ron jones - Keyword Intelligence: Keyword Research for Search, Social and Beyond

Keyword Intelligence

Ron JonesSymetri Internet Marketing

Twitter: @ron_jones

Download at www.symetri.com/presentations

ConsultingStrategy - Consulting - Training

Drive to SiteSEO – PPC – Social Media – Local - Mobile

Site Design and Conversion TuningTechnical – Visual - Behavioral

Pick the Right Keywords

Relevant Destination Content

Keyword Success Formula

Picking the Right Keywords + Relevant Destination Content = Conversions

Keyword Research helps determine the needs and wants of

your Social Community

Strategy

Branding – Volume of ImpressionsConversion – Volume of Conversions

Hybrid – Combination of both

Keyword RelevancyM

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Keyword Relevancy

Central to all channels

Keyword Research – SES NY 2011

Keyword Research

SEO

PPC

Social Media

Marketing

Local and Mobile

Video and Image Search

Display & Banner

Ads

Real Time Search

Print, TV and Radio

Positioning and

Branding

Think Outside Your Industry

couch vs sofa

Keyword Research Process

• Find all possible keywords

Brainstorm

• Identify best performing keywords

Refine• Break down

into categories or themes

Categorize

• Test performance

Test

Tools: Automation vs Aided

Mindset should be “Computer Aided”

Build a qualitative layer into your processes

Keyword ToolsSuggestion Tools

Google AdWords Keyword ToolYouTube Keyword Tool

Keyword DiscoveryPaidFree

WordtrackerPaidFree

WordstreamPaidFree

Forecast / Trend ToolsGoogle Traffic EstimatorGoogle Search InsightsGoogle TrendsGoogle Sets

Other Keyword ToolsLocal Keyword ListsSEO Book Keyword ToolsWordze

Analytics

Track Popular and Trending Topics

Keyword Cloud generated from TweetStats.com

Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.

Gauging Market Interest

Dell’s IdeaStorm.com Site Gauges Market Interest

Understand User Intent & SentimentLearn about top keyword, user intent and sentiment

Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.

Buying Cycle and Keyword Intent

Initial Research

Refine Search

Content Research

Decision /Conversion

Broad Search Termsie camera, digital camera, orange camera

More Specific Termsie affordable digital camera orange, black digital slr camera zoom

In the buying cycle for your product or service, how long does it take on average for someone to start their information gathering and then to make a purchase.

Very Specific Search Termsie canon eos mark III, nikon d700, f2.8 24-70 zoom lens

Relevant Points of Engagement

Companies have the privilege of listening in. What they decide to do with the information is what actually influences users and potential customers.

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Keyword Tools like tweetbeep.com and

socialoomph.com provide alerts for specific keywords

Keyword Intelligence

Ron JonesSymetri Internet Marketing

Twitter: @ron_jones

Download at www.symetri.com/presentations

Thank You