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KEYWORD & MARKET RESEARCHIf you aim at nothing, you’re sure to hit.
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KNOW YOUR SEARCHER
• Are more searches better?
• Browsing vs. buying
• Camera vs. Sony Handycam HDR-SR11
• Meet the searcher’s intent
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SITE STRUCTURE
• 1st tier (magic phrase)
• 2nd tier (categories) x 10
• 3rd tier (longer tail) x 20
• SEO is a game of lasers
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KEYWORD ART & SCIENCE
• Start general brainstorming
• Analyse your competition
• Google free keyword tool (suggest + website)
• Build a big list
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HOW MANY SEARCHES?
• High searches vs. low competition
• # searches Google provides is wrong
• No hard and fast - varies from market to market
• 1st (5000+), 2nd (2000+), 3rd (50+)
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1ST TIER
• Money phrase - typically 2-3 words
• High traffic, high converting, good competition
• Eg. “band merch” or “SEO services”
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2ND TIER
• Categories/services or money phrase (10)
• High competition and even higher competition
• Eg. “band t-shirts, band stickers, band buttons”or “seo company, seo training, seo experts”
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3RD TIER
• Drill down deeper into 2nd tier
• Longer tail - product names, geographic locations
• Keep building this list
• Eg. “metallica sticker, metallica back t-shirt” or“guide to selling a website, video marketing seo, wordpress onpage seo”
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MAP OUT SITE STRUCTURE
• The easy way to sort keywords - <500,000 competition & highest searched
• Map structure from scratch or where do keywords go easily?
• Copy www.planet13.com.au or www.melbourneSEOservices.com
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1ST & 2ND TIER ANALYSIS
• Basic onpage optimisation - unique titles?
• Domain age (whois.domaintools.com)
• Page rank (search status)
• Pages indexed (yahoo site explorer)
• # backlinks
• Anchor text of backlinks (market samurai)
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DOMAINS
• Let it age
• .com . net .org
• Avoid hyphens
• 1-3 words
• Keyword rich (exception if it’s your brand)
• Why www.melbourneSEOservices.com
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YOUR OWN GOLDMINE
• Install google analytics
• Setup goal tracking
• What keywords do people use to find you?
• Ecommerce? create your own search box (www.planet13.com.au)
• Identify easy/quick wins - on page #1, not position #1
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DAVE’S HOT TIP
• Using Ebay for keyword research
• Test keywords with PPC to ensure they convert
• Onpage optimise as many as you can
• Local business small traffic increase = big conversions
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80/20 RULE
• Create a keyword plan
• Target buying phrases
• Install google analytics
• Retarget based on results