SEO$1/3$Keyword$Research$

Rodney$Cullen$5$de$Febrero$de$2015$

SEO$

Search$Engine$Op@miza@on$

SEO$

•  Search$Engines$•  Op@miza@ons$– Keyword$research$– OnCsite$– OffCsite$

Search$Engine$

Op@miza@on$

Rodney$Cullen$

•  +12$years$studying$SEO$•  SEO$consultant/speaker$•  2009C2013$+7$M$visitors/day$(30%$organic)$

twiOer:$@rodcul$rodcul@gmail.com$

Search$Engines$

Google$Revenue$Breakdown$

Revenue$Source:$Ads$

Google$Data$Center$

Components$Search$Engine$

Google$Ranking$Algorithm$

Original$Google$Idea$

“SEO”$

Google$Updates$

SEO$vs.$F1$

Google$Webmaster$Guidelines$

•  Make$pages$primarily$for$users,$not$for$search$engines.$

•  Don't$deceive$your$users.$•  Avoid$tricks$intended$to$improve$search$engine$rankings.$$

•  Think$about$what$makes$your$website$unique,$valuable,$or$engaging.$

Avoid:$•  Automa@cally$generated$content$•  Par@cipa@ng$in$link$schemes$•  Crea@ng$pages$with$liOle$or$no$original$content$•  Cloaking$•  Sneaky$redirects$•  Hidden$text$or$links$•  Doorway$pages$•  Scraped$content$•  Par@cipa@ng$in$affiliate$programs$without$adding$sufficient$value$•  Loading$pages$with$irrelevant$keywords$•  Crea@ng$pages$with$malicious$behavior,$such$as$phishing$or$installing$viruses,$trojans,$or$

other$badware$•  Abusing$rich$snippets$markup$•  Sending$automated$queries$to$Google$

White$Hat$vs.$Black$Hat$

Impact$Penguin$Update$

SEO$Subjec@ve$

hOp://moz.com/searchCrankingCfactors/survey$

Marke@ng$Channels$

How$to$make$money$online$

$$$$=$#$visitors$*$CR%$*$$$per$sale$

SEO$Objec@ve$

SEO$Process$

SERP$(Search$Engine$Results$Page)$

•  Personalized$Search$•  Desktop/Mobile$•  Country$•  Local$Results$•  Adwords$•  Images$•  Videos$•  …$

Disable$Personalized$Search$

hOps://www.google.com/search?q=%s&pws=0$

Keyword$Research$

Demand$$x$$Supply$$x$$Business$Logic$

Long$Tail$SEO$

Sample$site$Architecture$

Keyword$Research$

High$demand$&$high$supply$

Medium$demand$&$high$supply$

Medium$demand$&$low$supply$

Low$demand$/$low$supply$

Demand$&$Supply$

Branded$vs.$NonCbranded$

Proranktracker.com$

(not$provided)$

SEO$Entrenar.me$

Site$Architecture$

•  Homepage$•  List$personal$trainers$by:$– City$– Sport$

•  Profile$personal$trainers$•  Blog$posts$

Analyse$current$organic$traffic$

Keyword$Research$

•  Short(tail(“entrenador$personal”$$

•  Medium(tail:(Ciudad,(Deporte$“entrenador$personal$madrid”$“entrenador$personal$yoga”$“preparar$triatlón”$

•  Long(tail(“entrenador$personal$yoga$madrid”$“entrenador$personal$a$domicilio”$“cuanto$cuesta$entrenador$personal”$“ejercicios$espalda$en$casa”$…$

2$sided$Marketplace:$capture$clients$for$personal$training$&$personal$trainers$

Keywords$•  Homepage:$“entrenador$personal”$/$“personal$trainer”$•  List$personal$trainers$by:$–  City:$“entrenador$personal$valencia”$–  Sport:$“entrenador$running”,$$“clase$privada$yoga”,$“padel$coach”$

•  Profile$personal$trainers$–$complicated$“eduardo$b.”$•  Blog$posts:$“ejercicios$espalda”,$“pisada$al$correr”,…$

SEO$strategy$Entrenar.me$1.  Implement$Google$Analy@cs/mixpanel/kissmetrics$to$log$key$

events$by$source$(organic,$referral,$social,$etc.)$2.  Create$lists$page$by$city/sport.$Check$that$we$have$personal$

trainers$for$the$most$in$demand$categories$&$subcategories$3.  Create$blog$posts$for$targeted$keywords$4.  Wait$4C6$weeks,$then$check$GWT.$See$what$is$ranking,$

crea@ng$traffic$and$most$importnantly$CONVERTING$and$try$and$improve$rankings$of$those$pages$

5.  (Op@onal:$create$adwords$campaigns$around$keywords$to$see$what$is$conver@ng$specifically)$

SEO$Process$

Keyword$Research$exercise$“gafas$de$sol”$(spain/spanish)$$•  Top$5$most$popular$brands$•  Top$5$most$popular$ray$ban$models$•  Top$5$most$popular$categories$•  Most$popular$month$

Keyword$Research$exercise$Evaluate$a$business$oportunity$example$from$class$$•  Is$there$a$demand$for$this$product/service?$•  How$much$compe@@on$is$there?$•  Is$there$a$viable$business$opportunity?$

SEO$Challenge$•  New$domain$or$exis@ng$domain$(only$increase$in$SEO$traffic$

counts).$•  Most$SEO$traffic$from$today$un@l$the$end$of$the$Master$(30$

June$2015)$as$measured$by$Google$Analy@cs$(screenshots)$•  hOp://groups.google.com/d/forum/seoCmmd$

seoCmmd@googlegroups.com$•  Teams$of$1C2$people$•  50€$Amazon$giw$cer@ficate$to$the$winner!$(minimum$3$teams$

par@cipa@ng)$

Muchas$gracias$!$

rodcul@gmail.com$