keyword intelligence 2011 - ron jones
DESCRIPTION
Go beyond the basics of general keyword research and see how that knowledge can be used to inform all online and offline marketing channels. This session will teach you systematically how to conduct keyword research and harness the power of those identified keywords to enable greater marketing success and campaign performace across your PPC, SEO, Social Media, mobile, video and traditional media channels.TRANSCRIPT
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Keyword Intelligence Keyword Research for Search, Social and Beyond
Ron Jones Search Evangelist
Symetri Internet Marketing
9/25/2011
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Summary
• Important Keyword Research Principles
• Understanding the Keyword Research Process
• Keyword Research Tools
• Using Keyword Research – SEO, PPC, Mobile/Local
– Social Media
– Web Design
– Traditional Advertising
– International Keyword Research
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Pick the Right Keywords
• The Wrong Keywords:
– Waste significant resources
– May not reach the right audience
– May attract visitors who will not convert
• Pick the “Right” Keywords
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Relevant Destination Content
• When we use “keywords” we set/reinforce searchers
expectations
• As marketers we then have the responsibility to deliver on
that expectation
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Keyword Success Formula
Right Keywords
Relevant Destination
Content Conversion
For the Right Channel
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Understand The Buying Cycle
Initial Research
Refine Search
Content Research
Decision /
Conversion
Broad Search Terms
Specific Search Terms
What is the buying cycle for your product or service?
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Understanding Broad vs Narrow
• Long tail vs short tail
• Branding vs acquisition strategy
• Compare: – bicycle (651,465 searches)
– bicycle shop (27,926 searches)
• To – trek madone 6.9 (89 searches)
– bicycle shop denver co (82 searches)
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Keyword Relevance
Social Media Sites
SEO
Pay Per Click
Your Website
Keyword Relevance
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Think Outside Your Industry
• Understand your target audience
– Speak customers language rather
than your own
– “Couch” instead of “Sofa”
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Keyword Research Process
• Find all possible keywords
Brainstorm
• Identify best performing keywords
Refine • Break down
into categories or themes
Categorize
• Test performance
Test
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Tools: Automation vs Aided
• Computer Automated Keyword Research
• Mindset Should be “Computer Aided”
• Build in a qualitative (interpretive) layer
for your keyword research processes
• Know where the data comes from
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Keyword Tools
• Suggestion Tools – Google AdWords Keyword Tool
– YouTube Keyword Tool
– Keyword Discovery • Paid
• Free
– Wordtracker • Paid
• Free
– Wordstream • Paid
• Free
• Forecast / Trend Tools – Google Traffic Estimator
– Google Search Insights
– Google Trends
– Google Sets
• Other Keyword Tools – Local Keyword Lists
– SEO Book Keyword Tools
– Wordze
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Google Keyword Tool
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Analytics
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Keyword Discovery
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Seasonality and Trends
• Holidays, Special Events, Seasons, Economic Trends
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Competition
• Analyze your known competition – Visit their web site (check metadata)
– What terms are they trying to optimize – did they miss anything?
• Keyword Competition – What is the average CPC?
– How popular are the keywords?
• Resources – www.compete.com
– www.ispionage.com
– www.spyfu.com
– www.keywordspy.com
– www.semrush.com
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SpyFu
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Refining Your Keyword List
• Look at all keywords and weight them by various
factors:
– Popularity
– Relevance
– Specificity
– Competition
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Keyword Categories
Slip and Fall slip and fall lawyers
slip and fall attorneys
slip and fall accident
slip and fall accidents
slip and fall attorney
slip and fall lawyer
slip and fall cases
slip and fall injury
slip and fall
slip and fall lawsuit
motorcycle personal injury
motorcycle accident lawyer
motorcycle injury lawyer
motorcycle accident attorney
motorcycle accident lawyers
motorcycle accident law firm
motorcycle accident attorneys
motorcycle injury
motorcycle injury attorney
Motorcycle bicycle accident lawyer
bicycle accident attorney
bike accident attorney
bicycle accident claim
bike injury
trucking accident lawyer
truck accident lawyer
trucking accident attorney
truck accident attorney
truck accident lawyers
truck accident law firm
truck accident claim
truck accident
truck accident attorneys
traumatic brain injury lawyer
brain injury law firm
brain injury law firms
brain injury lawyers
Brain Injury
Bicycle
Truck
work injury attorneys
construction lawyer
construction accident lawyer
workman comp attorney
workman comp attorneys
Work Injury
Each Category should have an associated Ad group and landing page
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Keywords are Foundational to all
Marketing Channels
• Fundamental Building block for all online and offline marketing campaigns – SEO
– PPC
– Mobile
– Local
– Social
– Video / Image
– Traditional Marketing
– Website
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SEO
• SEO
– Core or Foundational Keywords
– Title Tags
– URL’s (file names)
– Links
– Page Content • 1-3 keywords per page
• Image and Video Tags
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PPC
• PPC
– As many keywords you want
– Use long tail keywords
– Use in Ad Copy
– Use your categorization • 10-20 keywords per ad group
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Negative Keywords
• Words and phrases that should not be associated with your PPC campaign
– You sell high-end leather furniture • repair, cleaning, discount, bargain, clearance
– You are a regional bank / financial services company • advice, employment, school, bailout
– You sell designer handbags • cheap, imitation, wallet, luggage, any brand you don't sell
– You own a car dealership: • auction, classifieds, racing, pixar, any brand you don't sell
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When should you use negative
keywords?
• Branding Strategy – May or may not use Negative Keywords
• Conversion Strategy – Use Negative Keywords
• Broad and Phrase Match Types
Broad Match – tennis racquet
tennis
racquet
buy tennis racquet
tennis racquet photos
tennis balls
Phrase Match – “tennis racquet”
graphite tennis racquet
tennis racquets
buy tennis racquet
Exact Match – [tennis racquet]
tennis racquet
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Benefits of adding a negative
keyword list
Quality Score
Ad Position
Max Cost Per Click (CPC)
Conversion Rate
Qualified Leads
Cost Per Conversion
Profit
Quality Score Conversion/Leads
Relevancy
Bounce Rate
Brand Association
Conversion Rate
Visitor Experience
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Tips for finding negative
keywords
• Google Keyword Tool or other keyword tools – Paste your URL into “Website Content” box
– Check for “synonyms” (also use a Thesaurus)
• Google Analytics or other Web analytics tools – Search Queries
– Monthly Keyword Report
• PPC Reports – Search Query Performance Report
• Wordstream Negative Keyword Tool
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Mobile/Local
• City and County names
• Zip Codes
• Local Search Listings
• Local Keyword Tool
• SMS vs Mobile App vs Mobile
Web Search
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Social Media
• Keyword research for social media helps determine needs/wants of your social community by:
– Tracking popular and trending topics
– Determining search/query frequency
– Gauging market interest for products or services
– Identifying demand for keywords
– Better understanding user intent
– Learn language being used
– Discovering relevant points of engagement
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Social Media and Blogs
• Collective voice of consumers opinion, fact and consumer thought
• Follow conversations (threads) that have frequent, fresh posts
– Starting Points • http://groups.google.com
• ttp://groups.yahoo.com
• Blog Lists and Ratings
– Resource: www.technorati.com
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Social Tagging
• Social Media Tag pages – http://delicious.com/tag
– www.stumbleupon.com/tag/
– www.technorati.com/tag/
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Other Social Keyword Tools
Twitter Tools
• Advanced Twitter Search: http://search.twitter.com/advanced
• Tweetbeep: http://tweetbeep.com/
• PostRank: http://www.postrank.com/main
• CommentLuv: http://comluv.com/search-results/
• Board Reader: http://boardreader.com/
• Twazzup: http://www.twazzup.com/
• TweekQA: http://www.tweetqa.com/
• Topsy: http://topsy.com/
• Kurrently: http://www.kurrently.com/
• Openbook: http://youropenbook.org
• Buzzy: http://buzzzy.com/
• Social Mention: http://socialmention.com/
• Surchur: http://surchur.com/
Video
• YouTube:
https://ads.youtube.com/keywo
rd_tool
• Blinkx: http://www.blinkx.com/
• MetaTube:
http://www.metatube.net/
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Web Design
• Information Architecture
– Creative Design
– Technical Design
– Behavioral Design
• Use Categorization Map
– Persona Design – User Intent
– Site Maps vs Behavioral
Paths
Planned
Information Architecture Framework
Employees Interested
Public
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
Suppliers
Customers
Partners
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
Users
Unplanned
Information Environment
Users access the
right information
at the right time.
Users cannot find
the information
they need.
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Traditional Advertising
• Keywords in media content
– TV, Radio, Print
• Branding Campaigns
• Positioning Statements
• Copywriting
• Integrated Media Campaigns (offline and online)
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Setup your Campaigns, Test and
Refine
• PPC as a tool for testing
– Quick results for keyword performance
– Are you getting the “right” audience?
• Setup your Campaigns for Analytics
– SEO – Core keywords
– PPC – Ad groups
– Social - Conversations
• Wash, Rinse, Repeat
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International Keyword Research
• Problems
– Common approach across all markets
– Getting a linguist who understands the culture
– Translation Issues • Dialects
• Colloquialisms
• Special Characters and Spellings
• Work With A Specialist
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Keyword Success Formula
Right Keywords
Relevant Destination
Content Conversion
For the Right Channel
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Thank You
Keyword Research for Search, Social and Beyond
Ron Jones Search Evangelist
Symetri Internet Marketing
Author: Keyword Intelligence
Keyword Intelligence
[email protected] twitter.com/Ron_Jones linkedin.com/in/ronjonesjr