‘With digital channels fast becoming the main route to market for Interflora it is essential that we chose a marketing partner that we can rely on to deliver for our business and respond to an ever changing landscape. We found that and more in Croud.’ Michael Barringer, Marketing Director Interflora

Account management

Audits

Project work

Consultancy and Strategy

Paid Search

Analytics Web Development Mobile

Croud Services…

Natural Search

Link Development

On-Page

Off-Page

Content Marketing

Social Strategy

Facebook Ads

Twitter Ads

LinkedIn Ads

Social

Locally relevant, globally consistent

Croud’s Global Reach…

Put simply…

Proprietary dashboard

Manages all resources

You see • What is conducted on your account

• When we do it

• The results of what we’ve done

• What we plan to do

Also delivers real-time reporting

Enables direct client login for campaign updates – e.g. forthcoming promotion…

http://vimeo.com/47990847

Supported By CroudControl

How to do keyword

research in 2013

Keyword Research:

The Backbone of SEO

• Its Impertant to be thorough

• Invest adequate time (we could spend

more than 40 hours per project)

• Listen to your customers

• Use PPC, SEO KW Tools & Customers

Behaviour

• The effort you put in, you get back in

tenfold of $$

KW Research Process

• Repeat this KW Research Flow Process

as many times as you need.

Source: http://www.seobook.com/keyword-research-strategy-flowchart

Keyword Brainstorm

• Keyword Ideas: Seed words

– Ask your staff in a quick email survey

– Check your websites “Internal Search”

keywords

Keyword Brainstorm

• Keyword Ideas:

– Google Analytics & Webmaster Tools

Keyword Brainstorm

• Keyword Ideas:

– Competitors: SEMRush

– HTML Code, Youtube Video Tags

Keyword Brainstorm

• Keyword Ideas:

– Niche Topic Forums: Sub-Categorisation

– Google Search: – "visitors found this page by searching for“ -seo

– site:com.au “Your Keyword” forum -seo

– “Incoming search terms” “Your Keyword” -seo

Keyword Brainstorm

• Keyword Ideas:

– Books “Table of Contents” (Google Books,

Amazon)

Keyword Brainstorm

• Keyword Ideas:

– Google Trends:

– Google Related Searches:

Keyword Brainstorm

• Keyword Ideas:

– Ubersuggest.org, Scrapebox, SEOChat –

Suggest Tool, Soovle:

OK, I got 10,000 KWs…Now What?

Keywords

• If your website is commercial (offering products or services),

go with keywords that seem to have the most commercial intent based on the currently ranking websites. If your website

is informational (blogs come to mind), go with keywords that

have the most informational intent.

• Look for a “sweet spot” of high search volume in conjunction with low difficulty / competition.

• Look at keywords with high search volume with top

competitors that have lower domain authority and backlinks.

• If your website is already ranking on the first page, but not in the top 5 spots (or beneath other search result areas such as

images, local results, etc.) and the keyword has good search volume, focus on getting those keywords and phrases to

move up.

• Keyword targets can be selected from historic PPC results and data from

Google Analytics.

• Close integration between SEO and PPC ensures a consistent and

complimentary approach to search engine marketing, taking advantage of

the main benefits of both techniques.

• Conversion data from paid

search combined with natural

search techniques can result in

reduced PPC costs as rankings

and traffic improve. Good ad

copy can also be used as title

tag and meta descriptions.

• Assess PPC data in order to

build a cost effective and

impactful link building strategy.

PPC - Tactical

- Media costs

SEO - Longevity

- Implementation costs

Keywords

targets

SEO & PPC

Search Traffic Tools

• Google Adwords: PPC Campaigns

• Webmaster Tools & Analytics

• “New” Google KW Tool: [Exact] match

• Bing - Excel Plugin

• Paid KW Tools: Wordstream, Keyword Discovery or WordTracker

Other:

• Google or Social Trend Tools: Trendistic

• SEMRush: Competitor Intelligence

• (SEO)Moz: KW Difficulty Score

Non-English: http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process

KW Data

• Wordstream and Keyword Discovery both seemed to track stability with Google data for the top terms, but diverged thereafter.

• Wordstream tended to over-report relative traffic of mid and long-tail keywords

• Keyword Discovery had the most similar trendline to actual Google results of those providers that use their own data sets. However, they also had the lowest keyword coverage.

• WordTracker's trendline was actually nearly horizontal, indicating an under-reporting of head terms and over-reporting of tail terms.

KW Data

• Keyword Ideas:

– Google Adwords Tool • Discover additional keywords. Use the report to

discover potential keywords to add to your AdWords accounts by looking for queries where you only appear in organic search with no associated ads.

• Optimize presence on high value queries. Use the report to improve your presence in paid results and monitor your high value queries for organic results.

• Measure changes holistically. As you test website improvements or AdWords changes to bids, budgets, or keywords, you can more easily report the impact across paid, organic, and combined traffic.

http://www.ppchero.com/ppc-seo-unite-with-the-new-paid-organic-report-in-adwords/

Keywords Selection

Main Pages

• Keywords: KWs length of 2+ words

• SEO Traffic: More than 2800 [exact]

match

• Phrase to Broad: 35%

• CPC= more than $1

• (SEO)Moz Difficulty Score: Lower than

66%

New Website:

Niche Selection

• Domain: 3000 [exact] match

• Relatively Low competition

• Earning Potential

• 50 Post Test: Can you write it

• Huge Resource & High Quality Content

• Can you make a difference

SERP Competition

“gluten free cake recipes” = 1,600

“easy recipes” = 5,400

SERP Competition

• New website/page:

– Average SERP MozRank: Lower Than 2.5

– Backlinks to URL/Page: Lower the Better

– Competitors Website/Page not fully

Optimised

“kids birthday cakes” = 3,600 (CPC: $0.24 Comp: Medium)

OK, Now I got 1,000 KWs…What’s Next?

Strategy

• Branding or Conversion Focused Strategy: – Conversion: This strategy is what most of us are after. We want our

keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.

– Branding: The branding strategy is just that. You value impressions over new leads or conversions. Whether or not people come to our website isn't as important as being seen as a player for that keyword. In this case, broad search terms are likely going to work best for you.

– Hybrid: You can of course bring both of these strategies together and have 90 percent of your keywords dedicated to a conversion strategy. Then the other 10 percent are dedicated to branding and impressions. You would want to segment your keywords accordingly for each campaign.

Strategy

• Define how will you measure success

– Weed out poor performing keywords

– Identify opportunities and areas for

growth

– Shape your SEO strategy for the future

Strategy

New vs. Returning

• All: Organic (Landing Page/KW)

Strategy

• New:

• Returning:

Strategy

• Use social media to help provide

context for user intent

• Use a keyword research brief to share

for unified messaging

Strategy

KW Mapping & Silo’s

• Mapping keywords to the right landing

pages

– Target only 1-2 Main Keywords per URL

Strategy

• Choose keywords based on more than

just high search traffic:

– Business/landing page relevance

– Competition

– Specificity

– Intent (informational, navigational,

transactional)

– Search volume

KW Placement

Monitoring

• Keyword – Question marks – these are keywords in areas where growth is likely but at

present you're not getting the performance you'd expect. These are very often untapped keyword opportunities and you should plan how you are going to improve performance on these kinds of keywords.

– Stars – high-performance keywords and loads of room for growth – find

ways to capitalise on growth. My advice is to focus your resources of gaining results in these areas for maximum ROI in a short period of time.

– Dogs – the poor performing keywords with little or no chance of growth –

bin these in favour of other keywords, reallocate any resources to other areas.

– Cash cows – the high performing keywords that show little opportunity for

growth – look for ways to enhance and maintain performance whilst identifying patterns and translating this learning to other areas or verticals.

Biggest KW Mistakes

• Selecting Keywords That Don't Reflect How People Actually Search

• Failing to Perform Competitive Keyword Analysis

• Not Focusing on Profitable Terms

• Having an Uneven Distribution of Keyword Difficulty

• Not Knowing Your Geography or Local Search

• Not Monitoring Search Trends

• Failing to Maintain and Adjust Over Time

About Me:

Previous Presentations: slideshare.net/psverasdonck‎

Pieter S Verasdonck+ twitter.com/psverasdonck au.linkedin.com/in/psverasdonck croud.com.au/our-experts/ Pieter.Verasdonck@croud.com.au