KEYWORD & MARKET RESEARCHIf you aim at nothing, you’re sure to hit.

KNOW YOUR SEARCHER

• Are more searches better?

• Browsing vs. buying

• Camera vs. Sony Handycam HDR-SR11

• Meet the searcher’s intent

SITE STRUCTURE

• 1st tier (magic phrase)

• 2nd tier (categories) x 10

• 3rd tier (longer tail) x 20

• SEO is a game of lasers

KEYWORD ART & SCIENCE

• Start general brainstorming

• Analyse your competition

• Google free keyword tool (suggest + website)

• Build a big list

HOW MANY SEARCHES?

• High searches vs. low competition

• # searches Google provides is wrong

• No hard and fast - varies from market to market

• 1st (5000+), 2nd (2000+), 3rd (50+)

1ST TIER

• Money phrase - typically 2-3 words

• High traffic, high converting, good competition

• Eg. “band merch” or “SEO services”

2ND TIER

• Categories/services or money phrase (10)

• High competition and even higher competition

• Eg. “band t-shirts, band stickers, band buttons”or “seo company, seo training, seo experts”

3RD TIER

• Drill down deeper into 2nd tier

• Longer tail - product names, geographic locations

• Keep building this list

• Eg. “metallica sticker, metallica back t-shirt” or“guide to selling a website, video marketing seo, wordpress onpage seo”

MAP OUT SITE STRUCTURE

• The easy way to sort keywords - <500,000 competition & highest searched

• Map structure from scratch or where do keywords go easily?

• Copy www.planet13.com.au or www.melbourneSEOservices.com

1ST & 2ND TIER ANALYSIS

• Basic onpage optimisation - unique titles?

• Domain age (whois.domaintools.com)

• Page rank (search status)

• Pages indexed (yahoo site explorer)

• # backlinks

• Anchor text of backlinks (market samurai)

DOMAINS

• Let it age

• .com . net .org

• Avoid hyphens

• 1-3 words

• Keyword rich (exception if it’s your brand)

• Why www.melbourneSEOservices.com

YOUR OWN GOLDMINE

• Install google analytics

• Setup goal tracking

• What keywords do people use to find you?

• Ecommerce? create your own search box (www.planet13.com.au)

• Identify easy/quick wins - on page #1, not position #1

DAVE’S HOT TIP

• Using Ebay for keyword research

• Test keywords with PPC to ensure they convert

• Onpage optimise as many as you can

• Local business small traffic increase = big conversions

80/20 RULE

• Create a keyword plan

• Target buying phrases

• Install google analytics

• Retarget based on results