keyword research without tools

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Tips from Real World KWR Kate Morris Lead SEO

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Page 1: Keyword Research without Tools

Tips from Real World KWR

Kate MorrisLead SEO

Page 2: Keyword Research without Tools

BEST TOOLS ARE THE THINGS YOU ALREADY HAVE

I’ll be giving you tips, they are not just for the kind of sites in each section. If you see one useful to you, use it.

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E-COMMERCEProducts and Hierarchy

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Tip #1: Automate Unique Titles, then edit.Best for product pages in ecommerce shops. Content on the page still needs to be unique and therefore automating is hard.

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Tip #2: Choose User Experience over Ranking

With product pages, you should expect long tail traffic. Make it easy for them to find the product through your navigation first.

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Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter and Facebook, or ask Mechanical Turk (last resort)

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Tip #4: Use User Generated Content

Click icon to add picture

This is great to find out what users call your products, best for long tail terms. Think Yelp, Twitter, Facebook, and reviews!

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Tip #5: Use Analytics to Identify Key Pages Input conversions, order totals if possible (eCommerce in GA). Identify pages that you should be making more money and revisit those.

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Greenwell Farms: Kona, HIGood place to automate the title and rely on reviews to refine content and title.

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Greenwell Farmshttp://www.greenwellfarms.com/

• Product: Greenwell’s Private Reserve– Greenwell Farms Private Reserve– Greenwell’s Private Reserve– Private Estate Reserve– Premium Reserve– Reserve Roast

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Greenwell Farmshttp://www.greenwellfarms.com/Category: Gourmet Food• User Experience versus

Ranking• From Yelp review: “In

addition to coffee, they also sell farm fresh roasted mac nuts, chocolates, and other items.”

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SERVICESMultiple Keywords

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Tip #6: For Service Businesses: Local Search is more important.

Click icon to add picture

Sadly, this means that “proving” your ranking is harder, track your traffic when doing optimization and keyword research.

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Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter and Facebook, or ask Mechanical Turk (last resort)

DUPLICATE

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Tip #4: Use User Generated Content

Click icon to add picture

This is great to find out what users call your products, best for long tail terms. Think Yelp, Twitter, Facebook, and reviews!

DUPLICATE

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Heaven on Earthhttp://www.heavenonearthhawaii.com/• Yelp

• “color and cutting”• Parking• "Heavenly Day at the

Spa" package•  pedicure with

paraffin wax treatment

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BUSINESS-TO-BUSINESSNot a service, not a retailer

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Tip #7: User Testing is BestSERP Turkey is made for use with Mechanical Turk, but you can use it internally too! Combine with an email list to test SERP titles and descriptions.

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Tip #8: Check your Internal SearchesThese are the people that could not find what they wanted.

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Tip #9: Use PPC to Test Keyword’s ValueThis one works best with bosses. Get $50, test the keyword via AdWords. Does the traffic convert? Is there any?

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Kamakuracohttp://www.kamakuraco.com/

• Basel II Solutions– Basel II Risk Management– Basel II

• Test These Words– [basel ii]– [basel ii compliance]– [basel ii operational risk]– [basel ii credit risk]– [basel ii implementation]– [basel ii risk management]– [basel ii rwa]– [operational risk basel ii]– [basel ii reporting]– [basel ii risk]– [basel ii market risk]– [market risk basel ii]– [basel ii solutions]

I tried to test this … AdWords is “reviewing” my account. FAIL.

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New Post on SEOmozThe Google Keyword Tool is not perfect, it can help.

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Tip #10: Should We Rank for [insert keyword]?It’s not the high traffic keywords, it’s the ones people are looking for that describe what you have to offer. Also ask if you can. Are you better than your competitors? What makes you different? Tell the world!

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Search: Honolulu Hotel

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How I found them …

• Search “moanalua bed and breakfast”

• In Honolulu• Location is in Kona, the Big Island• HUH?

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Thank You

Kate Morris@katemorris

[email protected]