keyword research and selection

© Copyright 2008 Stoney deGeyter

Keyword Research

and SelectionThe Definitive Guide to Gathering,

Sorting and Organizing Your Keywords into a High-Performance SEO Campaign

From this

To this


Introduction Why is it so darn important? Helps you know where your audience is

How do they search?

What words do they use?

What’s their intent?

Helps you know who your audience is

Right keyword, wrong audience

Right audience, different keyword searches

Helps you target your audience properly


Introduction Keywords are foundational Essential for all marketing Before you begin…

Research, research,research

Take the timeto do it right


Introduction Not all keywords are equal Low volume keywords

Produce little or no search traffic No traffic = no sales

Poorly targeted keywords May produce lots of traffic Non-targeted traffic = fewer sales

Smaller amounts of targeted traffic

vs.Larger amounts of untargeted traffic


Introduction It ain’t easy doing it right Quality keyword research is:

Sometimes difficult Usually time-consuming Always important

Stay focused Research thoroughly Analyze carefully Target thoughtfully


Phase I

Finding Core Terms


Phase I: Finding Core TermsWhat is a core term? Represent page topic Two words (sometimes three) Broad but still on target Few qualifiers

Keep term from being too broad Stay within niche

BagSports bagBaby beddingGarage plansSchool suppliesKids ski clothingCost segmentationBatteryMotorcycle batteryBattery chargersFlowmetersSnowmobile clothingPlastic key cards


Words that are too broad What are they searching for?

Won’t produce targeted traffic Doesn’t provide ROI

bag

Phase I: Finding Core Terms What’s not a core term?


Phase I: Finding Core Terms How to find core terms Step 1: Pour through the website


Step 2: Brainstorm What can I find in thesauri, taxonomies and ontologies?

Phase I: Finding Core Terms How to find core terms

What is the average customer searching for?

What are my visitors trying to accomplish? What terms are used

in industry glossaries and reference materials?

What solutions do I provide?

Are there any geographical phrases that are relevant?

What terminology describes problems I solve?

What related categories can I find in search directories?

What questions are my visitors asking?


Phase I: Finding Core Terms How to find core terms Step 3: Comb through competitors websites

Ignore what you don’t offer Avoid trademarked terms

TM


Step 4: Use keyword research tools Search out other core terms Scan results for something new Look for new core terms

New words not previously found

Phase I: Finding Core Terms How to find core terms


Phase I: Finding Core Terms How to find core terms Step 5: Analytics & server logs


teacher supplies

teaching supplies

free teacher supplies

teacher supply stores

teacher supply

free teaching supplies

teacher supply store

elementary teacher supplies

Phase I: Finding Core Terms How much is enough? There is no magic number

Might have 10 or 10,000!

Terms may change over time Some added some removed

Not all will be valuable Will know more during

analysis phase


Phase I: Finding Core Terms Four factors of prioritization


Phase I: Finding Core Terms Look beyond “right now” Current exposure factors into current sales


Phase II

Researching Search Phrases


Phase II: Researching Search Phrases What is a search phrase? Stemmed variation of the core term Core term with attached modifiers Stemmed variation of the core

term with modifiers Any group of words that

contain the core term


Phase II: Researching Search Phrases How to find search phrases The time factor


Phase II: Researching Search Phrases How to find search phrases The research factor


Phase II: Researching Search Phrases How to find search phrases The deletion factor

Remove phrases with bogus words

Eliminate phrases that change meaning of intent

Delete unrelated terms Keep if unsure


Phase II: Researching Search Phrases How to find search phrases The split / combo factor


Phase II: Researching Search Phrases Combining core terms When to combine

Fewer than 10 good phrases Exception for niche industries

All phrases are low search volume How to combine

Group most similar together Avoid inconsistent spellings Verify on-page unity


Phase II: Researching Search Phrases Splitting into sub-core groups When to split

Over 150 phrases See dozens of similar qualifiers Qualifiers with similar meaning

Split as often as makes sense 10-15 similar qualifiers


Researching Search Phrases Search phrase spreadsheet


Phase III

Analyzing and Eliminating Keywords


Analyzing and Eliminating Keywords Phrase types


Analyzing and Eliminating Keywords Single word phrases High volume, low targeted traffic

Pre-refined searches Haven’t qualified search yet Searchers re-do searches Produces poor results

Low ROI Traffic does not equal sales Effort too great for results


Analyzing and Eliminating Keywords Multi-word phrases Lower search volume,

Higher targeting More conversions than

higher searched terms

More opportunities for exposure Multiple word

combinations means more visibility


Analyzing and Eliminating Keywords Multiple phrase variations Plurals, singulars and stems

“s,” “es,” “ing,” “ed,”

Changed word order pontiac used car used pontiac car

Don’t focus on word order Use exact core phrase Use additional words

independently Make sure copy flows


Analyzing and Eliminating Keywords Localized phrases Geo-targeting improves

conversions Eliminates calls and emails

from non-local customers

Focuses your time ontarget audience

Add geo-qualifiers as necessary Specific market segments

City, county, state, zip, etc.


Analyzing and Eliminating Keywords Keywords that convert Analyze for convertability

Searcher intent

Meet searcher need

Offer that specificproduct or service? Adidas should not

optimize for “air jordan”

Don’t target “discount” if you don’t offer it

Don’t optimize “cheap” if you’re not

Eliminate phrases that don’t convert


Analyzing and Eliminating Keywords Measurable search volume Actively searched phrases

No searches = no traffic = no sales

When is no volume OK Different tools produce different

results Inaccurate data in niche

industries Geo targeted terms

Start with lower-hanging fruit Easier for newer sites Quicker results on less competitive phrases Add competitive phrases as site strength builds


Analyzing and Eliminating Keywords Informational queries Answers “about” type questions

“How to create a gift basket” “Best digital camera” “Where to board in Nevada”

Target as secondary Draws additional traffic Builds loyalty

Researchers turn to shoppers

Provides opportunity for links Product reviews Product comparisons How-to articles


Analyzing and Eliminating Keywords Analyzing phrases for quality What is the customer looking for?

Is the query clear?

Future / seasonal trends? What’s missing in SERPs? Where’s the ROI?


Analyzing and Eliminating KeywordsDon’t rely on your own analysis Seek out additional opinions

Colleagues Assistants Managers Outside experts Clients


Researching Search Phrases Search phrase spreadsheet


Phase IV

Organizing Keywords for Success


Keywords are just the parts

Organizing Keywords for SuccessMaking SEO successful


Organizing Keywords for SuccessOrganize for performance


Organizing Keywords for Success Assigning core terms to pages Analyze each page

Leave out product pages

Write down page topics Wedding rings

Men’s wedding rings Women’s wedding rings

Duffel bags Wheeled duffel bags Large duffel bags

Assign core terms as appropriate


Organizing Keywords for Success Build additional content pages When more keywords than content…

Create more entry points!


Organizing Keywords for Success Segmenting keywords

•Looking for general information•Don’t know what they really

want•Optimize on higher-level

category pages and articles

•Have narrowed down to product type

•Comparing features•Optimize on category

and comparison pages

•Have specific product in mind•Looking for trustworthy

place to buy•Optimize on specific

product pages


Organizing Keywords for Success Search phrase spreadsheet


Organizing Keywords for Success Grouping phrases for on-page SEO Each page can target 5-15 phrases

Group qualifiers with similar meaning

Group qualifiers that are related

cheapdiscountbargain

elegantdesignermodern

vintageantique

old

baseballbasketball

football

14 volt18 volt24 volt


Organizing Keywords for Success Let the content guide keywords


Organizing Keywords for Success Search phrase spreadsheet


Conclusion


Conclusion Don’t rush Keyword research is an important process

Take your time to do it thoroughly Rushing leads to mistakes

Mistakes mean poor SEO performance

Lay the foundation with the best keywords Greater chance for SEO success Less cluttered pages Better audience targeting Improved conversion rates

All good?All good?

Or…?Or…?


Thank You!

www.PolePositionMarketing.com

keyword research and selection

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