organic keyword research
DESCRIPTION
PubCon Austin 2011 Presentation on Creative Keyword Research ideas - how and where to find the keywords you might want to focus on with content on your site.TRANSCRIPT
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Organic Keyword Selection
Presented by: Kate Morris
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Key Word Tools
• Others will review …• Google Keyword Tool is highly
inaccurate for traffic numbers• Good for Trends• Good for closely related ideas
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Google Key Word Tool Test
• Key phrase: “it management”• Google: 3600• Webmaster Tools: 1600• Actual: 1294
– (per exact keyword in single AdWords campaign, accounting for impression loss)
– Numbers from August 2010
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Key Phrase Research
• Organic• Paid• Social• Email• Competitive Research• Site Architecture
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So where do you get ideas?
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The Box
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Internal Site Search
• Only for expanding/existing sites• Great for eCommerce sites• Easy setup in Google Analytics• Ideas for new content• What customers actually want• Get a list of queries that returned
nothing
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ISS Example
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ISS Example
• Top specific search is for “flower”• This is an image site.• Checking rank for flower images,
they rank no where. • Good idea to build out a keyword list
based on flowers and focus on those landing pages to rank.
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Yahoo Answers
• Enter the topic as a search• Troll for actual keywords used• Also can inspire content
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Yahoo Answers Example
• Business: Cupcake Baker
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Keywords Found
• Cupcake baking tips - 73• Cupcake liners - 8100• Cupcake pans - 1000• Wedding cupcakes - 8100• Wedding cupcake stands - 390• Domed cupcakes – 16
– Numbers are GKWT Exact Match Local US
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Yahoo Answers Example• Business: Executive Car Company
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Keywords Found
• How much is a cab ride …• How much does a taxi ride cost …• Cab ride [insert airport name]• Ride to [insert airport name]
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Competitive Research
• Two Way Street• Custom Scraper
– http://dis.tl/dHghsQ• Find Keywords in:
– Titles– Descriptions– Keywords Meta Tag
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Open Site Explorer
• Enter competitors site• Look at Anchor Text Distribution• Download CSV• Remove Branded Terms
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For Sprinkles.com
red velvet 6600yummy cupcakes 4400custom cakes 2900red velvet cupcake 2900cupcake bakeries 1900cupcake bakery 1600best cupcakes 1600cupcake truck 1300cupcake shop 1000cupcake mix 590cupcake shoppe 260cupcake website 140wedding bakery 110mobile cupcakes 73
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Wonder Wheel• Found in the Google SERPs• Automatic Mind Mapping
– Using User’s Minds• Good for brainstorming• Can Scrape if Needed
– Shhh, don’t tell Google– http://dxjones.com/
wonder/wheel.php
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Wonder Wheel Example
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Expanded Area
17” laptop cases– 13”, 15”, 18”– Women’s– Inch vs ”– Backpack– Sleeve(s)– Bag(s)
