smx advanced keyword research tools

Add Macaroni: Non-Traditional Uses for Traditional Keyword Tools

Advanced Keyword Research Tools

Bryson MeunierDirector, Content Solutions

Resolution Media@brysonmeunier

ESTIMATE LOCAL SEARCH VOLUME WITHGOOGLE KEYWORD TOOL, INSIGHTS FOR SEARCH AND CENSUS DATA

Why Estimate Local Search Demand?

• Small Businesses only interested in opportunity within a certain mile-radius

• Big business with local presence needs to assign resources based on demand

• Google Keyword Tool or Traffic Estimator does not give search volume by DMA or City

The Tools

http://factfinder.census.gov/servlet/SAFFPopulationhttp://www.google.com/insights/search

Forecast Local Opportunity

In only four steps…

1. Use Census Data to Find Population % Relative to Country

2. Estimate Local Search Volume Based on Population

3. Understand Local Variations in Search Demand with Google Insights

4. Calculate Volume

UNDERSTANDING ORGANIC KEYWORD OPPORTUNITY BY BUILDING A POOR MAN’S SEO X RAY WITH SEMRUSH

Why Understand Organic Keyword Opportunity?

• Increase share of voice against competitors• Target most qualified keywords and increase

revenue from search

BrightEdge SEO XRay

http://www.brightedge.com

The Tools

http://www.semrush.com

Quickly Identify Potential Keyword Targets

In two basic steps…

1. Port SEMRush Organic Data into Excel and Name Position Range

2. VLOOKUP Rankings to Find Potential Keyword Targets

FORECASTING MOBILE OPPORTUNITIES WITH GOOGLE KEYWORD TOOL, GOOGLE WEBMASTER TOOLS AND ANALYTICS

Why Target Mobile Searchers?

• More mobile devices activated today than there are babies being born

• Mobile web is growing 8x faster than the desktop did in 1990s

• Mobile will likely eclipse desktop web usage by 2015 (IDC)

• 1 in 7 Google queries are from mobile devices; 30% in the restaurant industry

Source: Google Webinar: Are You Mobile Ready?, May 3, 2011: http://youtu.be/j-xh-lNpNhs

The Tools

https://adwords.google.com/select/KeywordToolExternalhttp://www.google.com/webmasters/

Demonstrate Mobile Opportunity

• Find keywords that have as much or more volume in mobile search than they have in desktop search

• Demonstrate that people do search on your target keywords on mobile devices

• Create mobile-focused information architecture for mobile site

• Product research for app development• Calculate ROI for mobile site development

Assess Mobile Opportunity in Excel

Add Macaroni

• Find city-level demand using US Census data, Google Insights for Search and the Google Keyword Tool

• Mine competitor keywords with Bright Edge or SEMRush

• Find Mobile Opportunity with Google Keyword Tool, Google Webmaster Tools and Excel

Bryson MeunierDirector, Content Solutions

Resolution Mediabmeunier@resolutionmedia.com

Twitter: @brysonmeunierhttp://www.brysonmeunier.com