UNDERSTANDING KEYWORD RESEARCH

Presented by: Greg Meyers

Why is it important?

How to best define what keywords work for you

Best Practices for Research

Head vs. the Tail

Search Term vs. Search Query

Where Are Keywords Useful

Keyword Research: SEO vs. PPC

Keyword Tools – Simple Process

It’s a long term process

“In-depth” review of Trellian’s KeywordDiscovery Software

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OVERVIEW

It’s how people can find you.

It defines your business or cause

It identifies both new and existing customers

It’s the driving force behind website traffic

It’s the method by which society uses to find what they want

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WHY IS IT IMPORTANT

The first step in finding keywords is understanding what you are offering and what people are searching on to find your product

Keywords can be broken down in TiersBroad BUSINESS categoryBroad PRODUCT categoryProduct/service MODEL categoryProduct/service STYLE categoryProduct/service FEATURES categoryMisspellingsRELATED keywords

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WHAT KEYWORDS WORK FOR YOU?

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THE BEST KEYWORDS COME FROM YOUR OWN

CONTENT

BEST PRACTICES

Find “goldmine” keywords from existing website content

Site Navigation structure helps define distinct PPC Campaigns, Adgroups and Keywords.

Utilize for you internal site search results. See what people are searching for on your site. Most likely they will use that to type in Google

Use SKUs and Model Numbers of products as keywords, as searches often search specifically for that.

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BEST PRACTICES

What’s the difference? Length of the word or phrase of what a human types into

a search engine .

Head Terms usually: Drive most of your traffic Most expensive for PPC Most competitive (all search) Hardest to win (all search) Drive most traffic but not best performers

Long Tail usually: Drives least amount of traffic Least expensive for PPC Less competitive (all search) Easier to win (all search) Drives less but more qualified traffic to website

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HEAD VS. TAIL

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Dachshund Mature Smooth Haired Dachshund

HEAD VS. TAIL

SEARCH TERM

A keyword or group of keywords that you have already defined in your PPC Adgroup.

SEARCH QUERY:

What the “actual” word or group of words the user typed into the search engine.

WHERE CAN I SEE THIS?

Most Web Analytics software and Google Reporting. (however, Google reporting is not very reliable) 9

SEARCH TERM vs. QUERY

Keywords are all around us on the Web<TITLE><H1>

Content<a href>Anchor Text

Domain/URLs Image files names Social Network Account Names In what we twitterPPC Ads 10

WHERE ARE THEY USEFUL?

Similarities: PPC Campaigns and Adgroups require tightly

relevant keywords just like a webpage within a site for a particular product or service.

Differences: The competitive saturations of the two are different In PPC you negative keywords to filter traffic In Keyword Matching Option

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SEO VS. PPC

Search Trends change DAILY Maintaining and creating good results in all of search

marketing requires constant tweaking. Find what works and keep improving it Put a plan in place for future products/servics Perform audit of all Image File Names and Optimize Perform audit of all URL Names and Optimize

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A CONTINUOUS PROCESS

They help us identify the terms people are searching on.

FREE & PAID tools are not always 100% accurate.

Can be more accurate than Google Keyword tool

Pure Benefits: They help you identify what is already proven to “searchable” Head (Short Tail) Terms Long Tail Terms Negative Keywords Misspelling Indirect Keywords

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KEYWORD TOOLS/SOFTWARE

Trellian’s Keyword Discovery offers some great tools such as Seasonality trends Search engine market share Easy to identify negative keywords Easy to identify misspellings Ability to create projects for multiple team members.

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FREE TOOLS

TOOLS/SOFTWARE AVAILABLE

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TRELLIAN’S KEYWORD DISCOVERY

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TRELLIAN’S KEYWORD DISCOVERY

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITIVE SUMMARY

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR SUBDOMAINS

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR REFERRERS

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR ORGANIC SEARCH QUERIES

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR PPC SEARCH TERMS

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR ORGANIC SEARCH RANK (SERP)

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VALUE OF PAID KEYWORD TOOLS

TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE

COMPETITOR “CREATE YOUR OWN REPORT”

Thank You!

Greg Meyers – Founder, iGESSO Internet MarketingPhone: (610) 827-0121, Email: greg@igesso.com

Website: http://www.igesso.comBlog: http://www.semgeek.com

DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp

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