pushon - keyword research presentation
DESCRIPTION
Keyword research presentation delivered for Salford University.TRANSCRIPT
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
The Online Marketing People
Advanced Keyword Research
By Mark Mayne- 10/03/2011
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
The Online Marketing People
Hey, I’m Mark• Search Marketing Consultant
for PushON• Specialise in paid and organic
search• Studied at Salford University• Worked on a number of award
winning marketing campaigns• Digital enthusiast!
Keyword Research
Twitter: djmayne2001 Linkedin: Mark Mayne Website: PushON
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
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What we will cover...
• What is keyword research
• Objectives of keyword research
• Theory behind keyword research
• 5 Step keyword research process
• Keyword Research pointers
Keyword Research
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Keyword Research Basics
Keyword Research
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What is Keyword Research?Keyword research is the process of understanding the actual queries people use to find information within search engines.
By understanding the numbers associated with a large array of “keywords”, we can begin choosing the most relevant and potentially beneficial terms that a website can be optimised for.
Keyword Research
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Why is it Important?Keyword research is important because it allows you to understand the most high-volume and relevant queries that people are actually searching for.
By applying this knowledge to your website, you can work towards increasing both the quantity and quality of your visitors.
Keyword research is a fundamental stage of a search marketing campaign as it sets the foundations for the strategy. This strategy can be for a new website, or retrofitted to an existing one.
Keyword Research
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To Quote SEOmoz:
“Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Through the detective work of puzzling out your market’s keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.”
Keyword Research
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
The Online Marketing People
Keyword Research Objectives
Keyword Research
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Keyword Research Objectives• Identify relevant and potentially high-converting phrases that
people commonly search for
• Gain insights on market trends (seasonal, niche-specific/slang, emerging buzzwords, etc)
• Gain a deeper understanding of your audience, competition, and the overall online market
• Evaluate the competitiveness of an industry (online)
Keyword Research
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The Theory Behind Keyword Research
Keyword Research
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Long Tail vs Short Tail
Keyword Research
Short Tail terms usually have much higher search volumes.
Long Tail terms usually convert at a higher rate and are less competitive.
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Searchers Intent
Keyword Research
• Informational Queries - Informational searches involve a huge range of queries from find a cinema listing to getting map directions. These types of searches are primarily non-commercial or transaction orientated.
• Navigational Queries - This is where a user is intent of surfing directly to a specific website.
• Commercial Investigation Queries - A commercial investigation query borders between pure research and commercial intent.
• Transactional Queries - These don’t necessarily involve an exchange of money. They can include signing up for a trail account or newsletter.
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Potential Keyword Strategies• Local – Using regional modifiers. Targeting customers in a specific
geographical area.• Brand – Sales are secondary, more interested in creating buzz and
usually interested in broader terms.• Customer Acquisition – Generally targeting longer & more specific
phrases. The focus is on conversions.• Hybrid – Often a mix of the above
Keyword Research
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External Influences• Trending, seasonality and seasonal fluctuations in keyword
demand
Keyword Research
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Keyword Research Process
Keyword Research
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Useful Tools
Keyword Research
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And...
Keyword Research
Common Sense
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5 Step Keyword Research Process
Keyword Research
Source Keyword Ideas
Check Volumes & Expand Number
of Terms
Categorise Keywords
Relevancy & Refinement
Keyword Competitiveness
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1: Sourcing Keywords
Keywords
Client Brainstorming
Analytics / PPC Data
Company Literature
Google Research
Magazines / Trade Journals
Competitors
Keyword Research
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2: Volume Checking & Expanding (1)
Keyword Research
Use your favourite keyword research tool to return search volumes for the keywords sourced in step 1, then try:
• Adding modifiers– Locations– Common prefixes and suffixes
• Trying synonyms• Using the returned keywords to explore other avenues
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2: Volume Checking & Expanding (2)
Keyword Research
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2: Volume Checking & Expanding (3)
Keyword Research
Remember to:
• Sanity check keywords (a quick Google search should suffice)• Think about conversions (ie. do you think a term would convert?)
Also keep in mind:
• No tool is 100%. Use the keyword volumes as a guide line• Keyword tools aren’t good at providing long-tail keyword data
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
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3: Keyword Categorisation
Keyword Research
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3: Keyword Categorisation (2)
Keyword Research
• Use site structure to logically distribute keywords• Categorise keywords and break them down into categories and
sub-categories• Look for logical groups of keywords• Group similar services
Don’t limit yourself – even if the site doesn’t have a page relating to a keyword, that isn’t to say they don’t offer that service.
Look to expand wherever possible.
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4. Relevancy and Refinement (1)
Keyword Research
Keyword research is an iterative process. Ensure all keywords are checked, and re-checked to ensure relevance.
• Think about searchers intent for the keywords– ie. informational vs. transactional
• Don’t be too broad – think specific• Target each page to approximately 3 keywords• Double-check keywords (actually search them in Google!)
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
The Online Marketing People
4. Relevancy and Refinement (2)
Keyword Research
Check insights and trending data to make sure you are selecting the most opportune keywords.
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5. Analysing Keyword Difficulty (1)
Keyword Research
Use tools such as the SEOmoz Keyword Difficulty tool to test the competitiveness of relevant keywords.
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5. Analysing Keyword Difficulty (2)
Keyword Research
Test the terms by carrying out manual Google searches to gain a general understanding of the types of websites ranking.
Wikipedia is typically going to be harder to outrank than a newly-launched blogspot blog, for example.
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Key Things to Avoid
Keyword Research
• Using terms that nobody searches for (unless extremely relevant)• Confusing keyword popularity with keyword appropriateness• Selecting single word keywords• Keyword misalignment
– ie. “mobile marketing” could relate to people who do billboard advertising, or people who market mobile phone apps
• Ignoring the competition
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Summary
Keyword Research
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Take Away Points
Keyword Research
• Keyword research is an iterative process, keep testing & refining• PPC campaigns are great to test initial keyword research• Short tail terms are much more competitive• Tools only give estimated search volumes, and aren’t 100% accurate• Try to target no more than 3 main terms for each page of your site• Place the most competitive terms at the top of your site structure
(where appropriate) and target one key topic per page
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e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
This presentation has been delivered by:
Mark Mayne, Search Marketing Consultant, PushON Ltd.
Thank you for listening. Any questions?