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A primer on how to do Keyword Research from our recent Meetup Group - Denver Digital Marketing For Small Business.
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www.c1-partners.com
Keyword Research:
Tools, Strategies & Methods
www.c1-partners.com
On The Agenda…
Why Keyword Research?
Keyword Research Tools
Getting Started-Developing Your “Core”
Local vs. Non Local
Tools For Finding The Nuggets & “Low Hanging Fruit”
Organizing & Refining Your List
Analyze Your Competitors
Application
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Why keyword research?
Market Research
Contributes to All Marketing Activity Pay Per Click
Search Engine Optimization Short tail
Long tail
Social Media
Email Marketing
Naming Your Business
Offline Marketing Efforts
How You Talk About Your Business
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
What to look for in a keyword tool:
• Can you enter in more than one keyword at a time?
• Where do they get their data?
• How “deep” do they go?
• Is there a free version or free trial period?
• Can they extract keywords from websites?
• Do they suggest competitors’ and their keywords?
• Do they tell you how competitive the search terms are?
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Keyword Research Tools
• Name a few…
• Google Adwords
• Bing/Yahoo!
• Wordtracker
• SEOBook
• Spyfu
• SEOMoz
• SEMRush
• Keyword Discovery
• Ispionage
• Majestic SEO
• Hubspot
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Today We Will Use…
• Google/Google Adwords
• Spyfu
• SEOBook
• iSpionage
We will refer to…
• The Best Keyword Research Tool
• Wordtracker
• SEOMoz
• SEMRush
• Ispionage
• Majestic SEO
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
The Best Keyword Research Tool
• Google Adwords
– Exact Volume
– Exact Search Terms
– Long Tail
Other Long Tail Tool
• Google Analytics
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Getting Started – Developing Your “Core”
Build in a spreadsheet
What is your product or service called?
How would you search for your products and services?
How might others search for your products and services? ***Buyer Persona
How are people finding your website now? Site analytics
What search terms do your competitors seem to be targeting?
Do you need to bucket them into different products & services?
Do you need to consider local qualifiers?
Plug List Into Research Tool
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Refining Your List to 2 Word search terms:
• Examples
– marketing to internet marketing & digital
marketing
– Massage to massage therapy & massage
therapist
– chiropractic to doctor chiropractic
– chiropractic to chiropractic denver
– software to accounting software
– Lawyer to divorce lawyer
www.c1-partners.com
Bucketing Your Search Terms:
Services provided
JKJ
Sprinklers
Landscaping
Snow removal
Live Well Health Center
Chiropractors
Massage therapy
Acupuncture
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Bucketing Your Search Terms:
Specificity
JKJ General: Sprinklers
Specific: Sprinkler companies
More Specific: Sprinkler repair
Niche: Sprinkler system design and installation
Live Well Health Center General: Chiropractors
Specific: Back pain chiropractors
Niche: Traumatic brain injury chiropractors
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Bucketing Your Search Terms:
Specificity
C1 Partners General: marketing
Specific: digital marketing
More Specific: search engine optimization
Niche: search engine optimization for attorneys
C and J Lighting General: lighting
Specific: commercial lighting
More Specific: parking lot lighting services
Niche: converting parking lot lighting to LED
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Local vs. Non Local
Local Businesses: (Attorneys, Restaurants, Electricians, Chiropractors, Salons)
If you are a local business start with phrases + nearest big city: “electrician denver”
Also use micro local terms: “electrician parker”
Consider non-localized terms Especially if there is no local data
For expanding your reach
Different cities may use different search terms
Potential Challenge: Not enough preliminary search data
Solution: Use bigger city and/or national terms
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Non-Local Businesses:
If you are a local business start with 1 & 2 word search terms Example
Local running shoe store Shoes Boulder
National: Running Shoes
Look for specific qualifiers
Build more specific lists
May be some national niche opportunities Example: Forefoot Running Shoes
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Google Adwords
• Login > Tools & Analysis > Keyword
Tool
• Leave Broad
• Run search
• Change Columns
• Export Keywords
Keyword Research Tools, Strategies & Methods
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Sorting The Exported List
• Add a Column to the left you can add numbers to, so you can rate each term.
• Sort the search terms in Local Monthly Searches column from highest to lowest.
• Read the list from the top down – Number 1: General Search Term
– Number 2: Targeted Search Term
– Number 3: Very Targeted/Niche Search Terms
– Leave Blank: All Other Search Terms.
• Too many results? – Refine to 2 Word search terms
Let’s go live…
www.c1-partners.com
Finding Nuggets The Key To Winning Against Giants:
1. Compete where you can in the short run with “long tail” search terms.
2. Keep an eye on the more competitive terms down the road.
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Finding the Low Hanging Fruit
Relatively high search volume and
low competition
Niche Terms
Google Adwords
Google Analytics
Wordtracker
Competitors
Let’s go live…
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Competitive Research
Search Your Most Competitive Terms
Write Down Competitors
Plug The Into Tools
Google Adwords
iSpionage
Spyfu
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Application Applying to Your Website Architecture for SEO
& User Friendly Experience
Navigation
“Landing” Pages
Internal links
URLs, Titles, H1s
Page Content
Blog posts
Find blog topics
Applying to Social Media
Blogs
Tweets/Facebook/LinkedIn Posts
Applying to Pay Per Click…
www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Applying to PPC Change to “Phrase Match”
Assumptions
2 % Click Through Rate
3% Conversion Rate
Discover Estimates For
Budget
Traffic
Conversions
Cost per Conversion
Ads
Landing Pages
Implement Broad
Use Negatives
Add “Exact” & “Phrase”