keyword research - moving beyond adwords - smx israel 2013
DESCRIPTION
Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.TRANSCRIPT
Keyword Research – Moving Beyond Adwords
Mark Ginsberg
SMX Israel 2013
January 6, 2013- Inbal Hotel, Jerusalem
Traditional KW Research
Problems - Reliance on Adwords
● Imprecise Data● Geared towards a PPC centric world
Supplementing Data
● Alternatives from the Search Engines○ Bing
■ Keyword Research Tool – Webmaster Tools■ Bing Ads
● Paid Supplements○ SEM Rush○ Keyword Spy○ Search Metrics○ Wordtracker○ Keyword Discovery
Lots of other tools out there
Problems – Reliance on Rankings
Problems with This Model
Doesn’t take into account major shifts and focuses of Algorithm●
How do we replace this?
Courtesy of:https://twitter.com/kwang82/status/251210463327682562/photo/1
By your powers combined!
Don't Throw Her Out Too!
Courtesy:Flickr
Keywords are still important, but… Look at the Long Tail
Image courtesy of LeftClick Blog - http://bit.ly/RcEMg7
Long Tail Potential of Keywords● Broad Match vs Exact Match Ratio● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS
Keyword Match Ratio
● Determine Keyword Intent● Low ratio – uniform syntax that maps to uniform intent >> fewer
variations● High ratio – less uniform syntax – more fractured intent >> more
variations
● Identify content opprotunities● High keyword match ratio – potential for more modifiers and
more relevant phrases for keyword● Indications that higher keyword match is accompanied by higher
keyword difficulty scores● Find specific intents behind high kw match ratio and produce
relevant content that satisfies and engages
Long Tail / Content Creation Tips & Tools
Where does this leave us moving forward?
Expanded KW Research + Content Ideas +
On Site SEO
● Courte
Courtesy of:Flickr
Expanded KW Research + Content Ideas + Onsite +
Comp Analysis – Social Style
Open Site Explorer – Top Pages
Takeaways
● Adwords Based KW Research (w/ a focus on Head Terms) – ☹
● Long Tail Keyword Research - ☺
● Content Strategy and Research - ☺
● Competitive Analysis of Successful Content - ☺
● Staying Ahead of the Algo - $$$ (in the long run)
About Me
● Mark Ginsberg● Independent SEO Consultant /
Inbound Marketer
(whatever you want to call us ☺)
● @markginsberg● Google+● Skype – msginsberg● Email – [email protected]● www.marksginsberg.com