pushon - keyword research presentation

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e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk 217 The Box Works, Worsley Street, Manchester, M15 4NU The Online Marketing People Advanced Keyword Research By Mark Mayne- 10/03/2011

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Keyword research presentation delivered for Salford University.

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Page 1: PushON - Keyword Research Presentation

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

Page 2: PushON - Keyword Research Presentation

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

Page 3: PushON - Keyword Research Presentation

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

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

Page 4: PushON - Keyword Research Presentation

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 Basics

Keyword Research

Page 5: PushON - Keyword Research Presentation

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

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

Page 6: PushON - Keyword Research Presentation

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

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

Page 7: PushON - Keyword Research Presentation

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

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

Page 8: PushON - Keyword Research Presentation

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

Page 9: PushON - Keyword Research Presentation

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• 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

Page 10: PushON - Keyword Research Presentation

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

The Theory Behind Keyword Research

Keyword Research

Page 11: PushON - Keyword Research Presentation

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

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.

Page 12: PushON - Keyword Research Presentation

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

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.

Page 13: PushON - Keyword Research Presentation

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

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

Page 14: PushON - Keyword Research Presentation

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

External Influences• Trending, seasonality and seasonal fluctuations in keyword

demand

Keyword Research

Page 15: PushON - Keyword Research Presentation

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 Process

Keyword Research

Page 16: PushON - Keyword Research Presentation

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

Useful Tools

Keyword Research

Page 17: PushON - Keyword Research Presentation

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

And...

Keyword Research

Common Sense

Page 18: PushON - Keyword Research Presentation

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

5 Step Keyword Research Process

Keyword Research

Source Keyword Ideas

Check Volumes & Expand Number

of Terms

Categorise Keywords

Relevancy & Refinement

Keyword Competitiveness

Page 19: PushON - Keyword Research Presentation

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

1: Sourcing Keywords

Keywords

Client Brainstorming

Analytics / PPC Data

Company Literature

Google Research

Magazines / Trade Journals

Competitors

Keyword Research

Page 20: PushON - Keyword Research Presentation

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

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

Page 21: PushON - Keyword Research Presentation

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

2: Volume Checking & Expanding (2)

Keyword Research

Page 22: PushON - Keyword Research Presentation

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

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

Page 23: PushON - Keyword Research Presentation

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

3: Keyword Categorisation

Keyword Research

Page 24: PushON - Keyword Research Presentation

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

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.

Page 25: PushON - Keyword Research Presentation

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 (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!)

Page 26: PushON - Keyword Research Presentation

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.

Page 27: PushON - Keyword Research Presentation

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

5. Analysing Keyword Difficulty (1)

Keyword Research

Use tools such as the SEOmoz Keyword Difficulty tool to test the competitiveness of relevant keywords.

Page 28: PushON - Keyword Research Presentation

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

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.

Page 29: PushON - Keyword Research Presentation

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

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

Page 30: PushON - Keyword Research Presentation

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

Summary

Keyword Research

Page 31: PushON - Keyword Research Presentation

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

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

Page 32: PushON - Keyword Research Presentation

The Online Marketing People

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?