Post on 08-May-2015
description
transcript
Keyword Research Evolved
Presented by:Mark Barrera
@mark_barrera
@mark_barrera bit.ly/BuzzshiftPubcon2013
First Things First
• YOU MUST BE AN EXCEL MASTER TO BE A KEYWORD RESEARCH MASTER!
• Pivot tables, vlookup and other functions should be like riding a bike for you.
• distilled.net/excel-for-seo/
@mark_barrera bit.ly/BuzzshiftPubcon2013
Master Keyword Document
• Get list of keywords via:– Your Data
• Analytics from other Search Engines• Google Webmaster Tools
– Competitive Data• SEMRush• Google Adwords Keyword Planner
@mark_barrera bit.ly/BuzzshiftPubcon2013
SEMRush• Competitive Research
– Organic
@mark_barrera bit.ly/BuzzshiftPubcon2013
SEMRush• Competitive Research
– Paid
@mark_barrera bit.ly/BuzzshiftPubcon2013
Buy More Data!• Run exact match PPC campaigns• Ensure ads are on first page
@mark_barrera bit.ly/BuzzshiftPubcon2013
Align Your Data
• Know your conversion rates - via PPC and/or other organic search keyword data.
• Download all data into one Excel workbook as separate sheets.
• Combine all metrics with a Pivot Table
@mark_barrera bit.ly/BuzzshiftPubcon2013
Prioritize Keywords
• Score your keywords: – Intent Column
• Geo-specific• Purchase• Brand• Informational
– Business Relevance Rating Column• 1-10
@mark_barrera bit.ly/BuzzshiftPubcon2013
Plan Your Content
• Have a plan for each keyword at the top of your prioritized list– Competitive keywords need more
than one page of content.• Know how to interlink these supporting
content pieces to the page intended to rank.
• Use Google to see content ranking for those keywords
@mark_barrera bit.ly/BuzzshiftPubcon2013
@mark_barrera
Prioritize Keywords
bit.ly/BuzzshiftPubcon2013
Content, Content, Content
• Support current rankings with content updates and new surrounding content pieces.
• Be unified across social.– Use the keywords you are targeting
where possible.
@mark_barrera bit.ly/BuzzshiftPubcon2013
PPC and SEO Work Together
@mark_barrera bit.ly/BuzzshiftPubcon2013
@mark_barrera bit.ly/BuzzshiftPubcon2013
PPC and GWT combined
@mark_barrera bit.ly/BuzzshiftPubcon2013
Store Your GWT Data– Download GWT data frequently– Know your rankings
• Be aware of filters– Are you US only?– Is image search messing with avg position?
– 3 day delay for GWT data
@mark_barrera bit.ly/BuzzshiftPubcon2013
Store Your GWT Data• Raven Tools will archive GWT data
@mark_barrera bit.ly/BuzzshiftPubcon2013
Thanks!
bit.ly/BuzzshiftPubcon2013@mark_barrera
mark@buzzshift.comhttp://www.buzzshift.com
See You Tonight at the Monte Carlo Pub!