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Keyword ResearchThinking Beyond the Phrase

Ken JurinaPresident & CEO, Top Draw Inc.

@kenjurina

www.topdraw.com

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Keyword Research Sucks

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Keyword Research Sucks

• No magic bullet

– Keyword research tools are inaccurate.

– At best “the numbers are just guides as to

the popularity of terms relative to each

other.” – Danny Sullivan

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Keyword Research Sucks

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Keyword Research Sucks

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Let’s think beyond the phrase

• Word Patterns

• Word Co-occurrences

• Niches

• Tools

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• How many keyphrases does your

website get traffic on?

– How do you determine patterns?

Let’s start with your site…

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You could…

Option 1: Pattern match on keyphrases

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Or, you could…

Option 2: Pattern Match on WordsWhat would tip you off that you’re reading a Bush

speech vs an Obama speech?

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• Bush: security,freedom, liberty

• Obama: our timeand now

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Obama

Romney

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Keyword Co-occurrences

Insight into phrase

variances via breaking

them down to their

component words.

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Wholesale Candles

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Fookes: NoteTab

Fookes.com

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Keyword Co-occurrences

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Keyword Co-occurrences

• Full article by Tom Schmitz

• Compile a master table

• Sort keyword: # of words, then by # of searches

=LEN(TRIM(A1))-LEN(SUBSTITUTE(TRIM(A1),” “,””))+(LEN(A1)>1)

• Set aside relevant 1, 2 & 3 word phrases

• Isolate optimization & Content Marketing opportunities

• Automating & Scaling Keyword Research

By Richard Baxtor

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Google Suggest

Remove Suggest Personalization (pws=0)

http://www.makeuseof.com/tag/disable-googles-personalization-

search-results/

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Product Suggesthttp://www.google.com/shopping

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Suggest – Expanded

• Expand Google Suggest term by adding

a, b, c…

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Ubersuggest.org

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Keyword Expanderhttp://www.rob-millard.com/keyword-expander/

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Top 10 Google Suggest

phrases for up to 100

keywords

Keyword Expanderhttp://www.rob-millard.com/keyword-expander/

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Google Suggest API

• Access via simple HTTP REST command:• http://google.com/complete/search?output=

toolbar&q=pubcon

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Soovle.com

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Soovle.com

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Keyword Research Tools

�Tools for brainstorming a seed list

- Quintura - Yahoo Search Assist

�Keyword popularity

– Wordtracker - Trellian’s Keyword Discovery

– Google Trends - Hitwise

�Competitive Intelligence

– SEMrush - KeyCompete

– Keywordspy - iSpionage

- SearchMetrics - Spyfu

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Thank You!

Ken JurinaPresident & CEO, Top Draw Inc.

@kenjurina

ken@topdraw.com

Download Presentation at:

www.topdraw.com/presentations