KWBP book 1010cb2media.s3.amazonaws.com/english-kwb-manual.pdf · Search Engine Optimization Determining the SEO value of keywords is a two-phase process. In the first phase, you

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Copyright© 2009 Blueprint Information Products. All Rights Reserved.

No part of this documentation or the associated product may be reproduced, processed, duplicated or published in any form by photocopying, microfilming, reprinting or other process, in particular electronic means, without the written agreement of Blueprint Information Products.

Third-Party AcknowledgementsMicrosoft and Windows are registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Mac is a trademark of Apple Inc., registered in the U.S. and other countries. Google and AdWords are trademarks of Google Inc. in the United States and/or other countries. Other brands and their products are trademarks or registered trademarks of their respective holders and should be noted as such.

DisclaimerThe information contained herein is considered accurate at the time of publication. Blueprint Information Products reserves the right to make changes to the documentation or associated product at anytime without notice.

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ContentsIntroduction ............................................................................................................1

AdWords Pay Per Click .............................................................................................. 1Search Engine Optimization ...................................................................................... 1The basics .................................................................................................................. 2

Project Settings tab ............................................................................................ 2AdWords Pay Per Click Keyword Phrase tab .................................................... 6Search Engine Optimization Keyword Phrase tab ............................................ 8

AdWords Pay Per Click .......................................................................................10Project Settings ........................................................................................................ 10Keywords .................................................................................................................. 12

Search Engine Optimization ..............................................................................18Project Settings ........................................................................................................ 18Keywords .................................................................................................................. 20

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Introduction

IntroductionKeywordBlueprint is the simplest and most effective tool you can use to select keywords for your advertising campaigns and Search Engine Optimization (SEO). It combines the wide range data gathering capabilities of Google with proprietary analysis algorithms that interpret the data to create a concise selection list with no duplication. The evaluation modules in KeywordBlueprint — AdWords Pay Per Click and SEO — enable you to analyze keywords to select those that are the most effective and rewarding.

KeywordBlueprint works natively on both Windows™ and Mac operating systems. The screen shots in this manual were created on a Windows-based PC and will vary slightly from the screens you will see on a Mac.

AdWords Pay Per ClickIn this module, KeywordBlueprint will help you select AdWord keywords that will bring in traffic and meet your commission requirements. You will identify keywords that other companies are using and your customers are looking for. The focus is to assist you with analyzing the daily click volume and the cost to achieve that volume in order to select the keywords that will bring the highest return.

Search Engine Optimization Determining the SEO value of keywords is a two-phase process. In the first phase, you search for keywords that are relevant to the people you want to attract, review the search volume and analyze the keywords to determine which ones have the best commercial value for you. In the second phase, you determine the level of competition for each keyword. You identify the keywords that are most likely to place your web site in the highest positions in the search engine listings.

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Introduction

The basicsBefore you get started, let’s take a minute to get familiar with the tabs, commands, buttons and options that you will be using.

The Project Settings tab is the Home page for KeywordBlueprint. This is the tab you will use to set up your project whether you are using the AdWords Pay Per Click module or the SEO module. Inside the modules, the Keyword Phrase tab is specific to the project type. We will give you a quick overview of all three tab types in this section. Further explanation is included in the AdWords Pay Per Click and SEO sections of this manual.

Project Settings tabThis is the Home page for KeywordBlueprint. As you can see, there are tabs, a tool bar with an option and four buttons, an icon that opens a command box and a status bar. We will discuss the Project Settings options in the AdWords Pay Per Click and SEO sections of this manual.

Double-click the KeywordBlueprint icon on your desktop to launch the application.

Tool bar

Status bar

Tabs

Opens command box

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Introduction

Command boxClicking the KeywordBlueprint icon opens a command box that enables you to Restore, Move, Size, Minimize, Maximize and Close the application.

Below the KeywordBlueprint header are two tabs: the left tab is for the Home page (the Project Settings tab) and the right tab is the Add Keyword tab. Additional tabs will display as you add keywords to your project.

Tool barThe tool bar contains the Reduce Bandwidth option and the SAVE PROJECT, NEW PROJECT, LOAD PROJECT and CONFIGURE USER PREFERENCES buttons.

Reduce Bandwidth - Configures the application to use less than half the normal number of concurrent HTTP requests. If your connection is relatively slow, use this option to improve application performance.

Project Settings tab Add Keyword tab


Introduction

Save Project - Saves your current project.

1. Click the SAVE PROJECT button to open a Save File dialog box.

2. Navigate to the directory where you want to save your project, enter the file name, then click SAVE.

New Project - Refreshes the home screen and provides a blank slate ready for you to start your new project.

Load Project - Loads a saved project.

1. Click the LOAD PROJECT button to open a browser box.

2. Navigate to the directory where the project is located, then click OPEN.


Introduction

Configure User Preferences - Enables you to customize the language for the KeywordBlueprint windows (English, French, German or Spanish) and enter a new email address or password.

1. Click the CONFIGURE USER PREFERENCES button.

2. Click on the arrow on the right side of the Language box to display the languages. Click on the desired language to select it.

3. To change your email address, click in the Email Address field and type in the new information.

4. To change your password, click in the Password field and type in the new information.

5. Click SAVE to save your changes and close the box.

OR ...

Click CANCEL to close the box without saving changes.

Status bar

The status bar displays the progress and system status messages.


Introduction

AdWords Pay Per Click Keyword Phrase tabThe buttons and options at the top of this tab, and the status bar at the bottom, are the same as those on the Project Settings tab. A KEYWORD PHRASE TAB DELETE button has been added directly below the tabs. Be careful not to accidentally click this button when navigating between tabs as it will delete the current Keyword Phrase tab from your project.

There are two sections in the tab: the Keyword Phrase table and the My Keywords list. The Keyword Phrase table contains the keywords that KeywordBlueprint retrieved along with Expected Daily Clicks and Expected CPC data for each as determined by the algorithms in KeywordBlueprint. The My Keywords list contains the keyword phrases that you choose from the Keyword Phrase table.


Introduction

The data in the Keyword Phrase table can be sorted in ascending or descending order by clicking on the column headings.

• Keyword Phrase. This is the list of keywords that Google retrieves.

• Expected Daily Clicks. This is an average number of clicks for that keyword per day.

• Expected CPC ($). This is an approximate cost per click.

The My Keywords list is the location where you save the keyword phrases that you choose from the Keyword Phrase table.

There are two buttons at the top of the list: COPY TO CLIPBOARD and DELETE ALL. The COPY TO CLIPBOARD button copies all of your keywords to the clipboard. The DELETE ALL button removes all of the keywords from My Keywords.

When you hover the cursor over a keyword in the My Keywords list, a DELETE button will appear next to the keyword and the keyword attributes will display. Use this DELETE button to remove a single keyword from the list.

Keyword Phrase

Sort in ascending (A-Z) or descending (Z-A) order.

Expected Daily Clicks

Sort in ascending (low to high) or descending (high to low) order.

Expected CPC ($)


Hover the cursor over a keyword in My Keywords to display details about the keyword and a DELETE button.


Introduction

Search Engine Optimization Keyword Phrase tabThe buttons and options at the top of this tab, and the status bar at the bottom, are the same as those on the Project Settings tab. A KEYWORD PHRASE TAB DELETE button has been added directly below the tabs. Be careful not to accidentally click this button when navigating between tabs as it will delete the current Keyword Phrase tab from your project.

There are two sections in the tab: the Keyword Phrase table and the My Keywords list. The Keyword Phrase table contains the keywords that KeywordBlueprint retrieved along with an average daily search count and an AdWord usage value for each keyword as determined by the algorithms in KeywordBlueprint. You will use the volume and value information to select keywords to evaluate further using the Evaluation Filter.

The Keyword Phrase table is divided into five columns. The data in the table can be sorted in ascending or descending order by clicking on the column headings.

• Keyword Phrase. This is the list of keywords that Google retrieves.

• Daily Searches. This is the approximate number of searches each keyword receives in a day.

• Value. This is the value of a keyword based on the amount spent on that keyword in Google AdWords.

• Evaluation. Clicking the check box for a keyword selects the keyword for evaluation. Clicking the EVALUATION FILTER button initiates the evaluation process.

• Score. Keywords with a green checkmark in the Evaluation column are assigned a level of competition rating from 1-20. The higher the score, the better your ability to compete.

Keyword Phrase

Sort in ascending (A-Z) or descending (Z-A) order.

Daily Searches


Value

Sort by color:Green = HighOrange = MediumRed= Low

Score


Evaluation

Sort the Score column to arrange the results in this column.


Introduction

The My Keywords list is the location where you save the keyword phrases that you choose from the Keyword Phrase table.

There are two buttons at the top of the list: COPY TO CLIPBOARD and DELETE ALL. The COPY TO CLIPBOARD button copies all of your keywords to the clipboard. The DELETE ALL button removes all of the keywords from My Keywords.

When you hover the cursor over a keyword in the My Keywords list, a DELETE button will appear next to the keyword and the keyword attributes will display. Use this DELETE button to remove a single keyword from the list.

Hover the cursor over a keyword in My Keywords to display details about the keyword and a DELETE button.


AdWords Pay Per Click

AdWords Pay Per ClickThis module assists you with analyzing AdWords to determine which ones are affordable, which are effective and which have the highest click rate. Successful AdWords have all three characteristics.

Project SettingsNow that we have gone over the basics, let’s start a project.

The first step is to enter the Project Settings.

1. Click in the Name box and enter a name for your project.

2. Click the option button next to AdWords Pay Per Click. This opens the Product Commission Amount field.

3. Enter your target commission earned per sale. AdWords Pay Per Click uses the commission entered to identify bid amounts and determine position and click-through rates.

4. Click the arrow on the right side of the Regional field to open a drop-down list of countries. Select the country that you are targeting.



5. Click the arrow on the right side of the Language field to open a drop-down list. Select the language you are targeting.



KeywordsNow, let’s identify and analyze the keywords for your project.

1. Click the Add Keyword tab to display the Add a New Keyword Phrase dialog box.

2. Enter the seed keyword in the Keyword Phrase field and click ADD KEYWORD.

NOTE In KeywordBlueprint, a seed keyword is the word or phrase you use to initiate a search.

3. Click the arrow on the right side of the Regional field to open a drop-down list of countries. Select the country that you are targeting for this keyword.

NOTE You can specify different regions for keywords within a project.

4. Click the arrow on the right side of the Language field to open a drop-down list. Select the language you are targeting for this keyword.

NOTE You can specify different languages for keywords within a project.



5. An anti-spam box will open. Type the characters displayed in the field and click GO.

KeywordBlueprint will connect with Google and initiate the keyword search. The search progress will display in the status bar at the bottom left corner of the window.

NOTE To cancel the Google keyword search, click the red X in the status bar.



A Keyword Phrase tab will open. It will be labeled with the keyword that you added to the project.

A gold key icon will appear next to the keyword that you based the search on.

6. To review the keywords in the Keyword Phrase table, use the scroll bars to navigate up and down the list or sort the columns in ascending or descending order.

7. To fine tune your search, you may want to add new keywords to the search or select a keyword and start a new tab.

• To add new keywords to the list, click on a keyword in the list. KeywordBlueprint will initiate a new search and add new keywords it finds to your list, without duplicating any of the keywords. The number of new keywords added will display in the status bar and a green arrow icon will appear next to the keyword that you selected to indicate that it was searched.

Hovering the cursor over a keyword will bring up a help box.

This icon indicates that you have searched this keyword. This keyword is now a seed.



• To start a new tab based on a keyword in the list, right-click on the keyword.

NOTE Additional tabs are not required for your project. If you choose to use them, they are effective organization tools.

NOTE Because you are initiating a new search when you start a new tab, this keyword will also be a seed keyword.

8. In addition to creating new tabs from the keywords in the Keyword Phrase table, you may also want to enter a new keyword to research. This will also open a new tab. Follow these steps to search the keyword:

a. Click the Add Keyword tab to display the Add a New Keyword Phrase dialog box.

b. Enter the seed keyword in the Keyword Phrase field and click ADD KEYWORD.

c. In the anti-spam box, type the characters displayed in the field and click GO.

9. Use the information in the Expected Daily Clicks and Expected CPC columns to evaluate the keywords and determine which ones to add to your My Keywords list.

Refer to the Strategy Guide that comes with this software for more information on keyword analysis.

• Expected Daily Clicks. This is an average number of clicks for that keyword per day.

• Expected CPC ($). This is an approximate cost per click.

New tab



10. When you identify a keyword that meets your criteria, click on it and drag it to the My Keywords list. A gold star will display next to each word in the Keyword Phase table that you include in My Keywords.

• To delete a single keyword from the My Keywords list, hover the cursor over the keyword and click on the DELETE button that appears next to the keyword.

• To delete all keywords from the My Keywords list, click the DELETE ALL button next to My Keywords.

• The COPY TO CLIPBOARD button copies all of the keywords and the information about them to the clipboard. To import this information into a spreadsheet application:

(1) Click the COPY TO CLIPBOARD button.

(2) Open Notepad.

(3) Select Edit > Paste.

(4) Save the file.

(5) Launch the spreadsheet application and open the file.

(6) Follow the instructions to import the file as delimited data.

11. When you have finished making your selections, or anytime during the process, save your project.

a. Click the SAVE PROJECT button.

DELETE ALL button

COPY TO CLIPBOARD button

Keyword information

Drag a keyword from the table to the My Keywords list. DELETE button



b. In the Save File dialog box, navigate to the directory where you want to save your project.

c. Enter the file name.

d. Click SAVE.


Search Engine Optimization

Search Engine OptimizationThere are some great keyword phrases out there getting a lot of traffic. But, as you would expect, some are better than others. The SEO analysis is a two-phase process that enables you to determine which keywords best suit your purpose.

In the first phase, you search for keywords that are relevant, have a high search volume and are purchased frequently. In the second phase, you determine how much competition there is for the keyword. You identify the keywords that are most likely to place your web site in the highest position in the search engine listings.

Project Settings When you start a new project, Search Engine Optimization is the default module option in KeywordBlueprint.

1. Click in the Name box and enter a name for your project.

2. Verify that the project type is Search Engine Optimization.

3. Click the arrow on the right side of the Regional field to open a drop-down list of countries. Select the country that you are targeting.



4. Click the arrow on the right side of the Language field to open a drop-down list. Select the language you are targeting.



Keywords

It is time to select the keywords for your project.

1. Click the Add Keyword tab to display the Add a New Keyword Phrase dialog box.

2. Enter the seed keyword in the Keyword Phrase field. Click ADD KEYWORD.

NOTE In KeywordBlueprint, a seed keyword is the word or phrase you use to initiate a search.

3. Click the arrow on the right side of the Regional field to open a drop-down list of countries. Select the country that you are targeting for this keyword.


4. Click the arrow on the right side of the Language field to open a drop-down list. Select the language you are targeting for this keyword.




5. An anti-spam box will open. Type the characters displayed in the field and click GO.

KeywordBlueprint will connect with Google and initiate the keyword search. The search progress will display in the status bar at the bottom left corner of the window.

NOTE To cancel the Google keyword search, click the red X in the status bar.



A Keyword Phrase tab will open. It will be labeled with the keyword that you added to the project.

A gold key icon will appear next to the keyword that you based the search on.

6. To review the keywords in the Keyword Phrase table, use the scroll bars to navigate up and down the list or sort the columns in ascending or descending order.

7. To fine tune your search, you may want to add new keywords to the search or select a keyword and start a new tab.

• To add new keywords to the list, click on a keyword in the list. KeywordBlueprint will initiate a new search and add new keywords it finds to your list, without duplicating any of the keywords. The number of new keywords added will display in the status bar and a green arrow icon will appear next to the keyword that you selected to indicate that it was searched.

Hovering the cursor over a keyword will bring up a help box.

This icon indicates that you have searched this keyword. This keyword is now a seed.



• To start a new tab based on a keyword in the list, right-click on the keyword.

NOTE Additional tabs are not required for your project. If you choose to use them, they are effective organization tools.

NOTE Because you are initiating a new search when you start a new tab, this keyword will also be a seed keyword.

8. In addition to creating new tabs from the keywords in the list, you may also want to enter a new keyword to research. This will also open a new tab. Follow these steps to search the keyword:

a. Click the Add Keyword tab to display the Add a New Keyword Phrase dialog box.

b. Enter the seed keyword in the Keyword Phrase field and click ADD KEYWORD.

c. In the anti-spam box, type the characters displayed in the field and click GO.

9. Use the information in the Daily Searches, Value and Score columns to analyze the keywords and determine which ones to research further with the Evaluation Filter.


• Daily Searches is the average number of times that the keyword is used in a Google search.

• Value is based on the amount of money spent on the keyword in Google AdWords. The more often a keyword is utilized, the more value it has. Value is indicated by colored bullets: green, red and orange. Green indicates that the keyword has a high use. Orange indicates medium usage, and red indicates that not many people are paying for the keyword.

New tab



10. Select the keywords that you would like to analyze with the Evaluation Filter. You can select as many keywords as you like, however only 10 will be evaluated at a time.

A checkmark in the box indicates that the item is selected.

• To select individual keywords, click in the box next to each keyword you want to evaluate.

• To remove individual keywords from the Evaluation Filter, click the checked box next to each keyword you do not want to evaluate. The checkmark will be removed from the box.

• To select all keywords, click the check box for the first keyword on in the list. A “Select all keywords?” message box will open, click YES.

• To remove all keywords from the Evaluation Filter, click the check box for the first keyword on in the list. A “Deselect all keywords?” message box will open, click YES.



11. When you have made your selections, click the EVALUATION FILTER button.

• The evaluation process will begin and the evaluation progress will display in the status bar.

• When the process begins, the Evaluation Filter check box is automatically selected. This specifies that only evaluated keywords will be displayed when the process completes. When the process completes, you can toggle between displaying the entire keyword list and the evaluated keywords by clicking the Evaluation Filter check box to select or deselect it.

12. The first 10 keywords in the list will be evaluated and one of four icons will display in the Evaluation column.

NOTE Status bars will also display in the Evaluation column.

Gold star. Keywords with this icon are very good choices.

Green checkmark with a Score value. Keywords with green check marks are good choices. These keywords are rated on a scale of 1 to 20, with 20 being the best. The rating is listed in the Score column.

Red X. This indicates that there are so many competing pages that this is not a good choice.

Check box. This indicates that the keyword has been selected for evaluation but has not been processed.



13. Click the EVALUATION FILTER button to analyze the next 10 keywords.

NOTE Clicking the EVALUATION FILTER button at a rapid pace can cause Google to think that your PC is automatically running searches. When this happens the message below will display. Follow the instructions in the message to resolve the problem.

14. Analyze the keywords based on the data provided by the Evaluation Filter. To sort the results in the Evaluation column, click on the Score column heading. Both columns will sort.


15. When you identify a keyword that meets your criteria, click on it and drag it to the My Keywords list. A gold star will display next to each word in the Keyword Phase table that you include in My Keywords.

• To delete a single keyword from the My Keywords list, hover the cursor over the keyword and click on the DELETE button that appears next to the keyword.

• To delete all keywords from the My Keywords list, click the DELETE ALL button next to My Keywords.

• The COPY TO CLIPBOARD button copies all of the keywords and the information about them to the clipboard. To import this information into a spreadsheet application:

(1) Click the COPY TO CLIPBOARD button.

(2) Open Notepad.

(3) Select Edit > Paste.

(4) Save the file.

(5) Launch the spreadsheet application and open the file.

(6) Follow the instructions to import the file as delimited data.

DELETE ALL button

COPY TO CLIPBOARD button

Keyword information

Drag a keyword from the table to the My Keywords list. DELETE button



16. When you have finished making your selections, or anytime during the process, save your project.

a. Click the SAVE PROJECT button.

b. In the Save File dialog box, navigate to the directory where you want to save your project.

c. Enter the file name.

d. Click SAVE.




Documents

KWBP book 1010cb2media.s3.amazonaws.com/english-kwb-manual.pdf · Search Engine Optimization Determining the SEO value of keywords is a two-phase process. In the first phase, you