Date post: | 14-Jul-2015 |
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searchmarketingexpo.com@ChrisChurchill 2
#SMX #11D
• President & CEO of KeyRelevance, LLC
• Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO)
• Member of the Founding Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM)
• Author at Search Engine Land
• Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences
• Masters degree and over 15 years online marketing experience
searchmarketingexpo.com@ChrisChurchill 3
#SMX #11D
Keywords = Dead
SEO = Dead
(but the rules have changed &
we have to be better MARKETERS!)
searchmarketingexpo.com@ChrisChurchill 4
#SMX #11D
Keyword Research – What is it? Why do it?
How to do KW Research
Knowledge Graph
Hummingbird Algorithm
Keyword Tools
How to use Keywords to Optimize Content
Online Copywriting Tips
searchmarketingexpo.com@ChrisChurchill 5
#SMX #11D
Fundamental step to all search
marketing
Keyword Research is the process of researching to identify the keyword terms customers use to find your products and services
Keyword Research helps you get inside the mind of customers
searchmarketingexpo.com@ChrisChurchill 6
#SMX #11D
• People use search engines to find you on the web
• Engines use text to categorize pages
• Research unveils terms people actually use
• KW Research improves performance of online
marketing
searchmarketingexpo.com@ChrisChurchill 7
#SMX #11D
• Marketing staff and Search Marketers – both paid and organic
• Content writers & everyone in publishing
- a way to keep content fresh and relevant
- Inspires topics readers are interested in
• Your targeted audience
- By using the phrases readers are using in search, your audience can find your
great content
• Your Company
- targeting the phrases people actually use brings motivated customers to your
site which improves conversions and user experienceKnowing the best words to target helps you plan a more effective content
marketing strategy
searchmarketingexpo.com@ChrisChurchill 9
#SMX #11D
Keyword Research is an Iterative Process
Brainstorming
&
Discovery
Keyword
Expansion
Keyword
Evaluation
searchmarketingexpo.com@ChrisChurchill 11
#SMX #11D
Brainstorming session – no judging words at this stage. Goal is
to cast your net widely and generate broad list.
Keyword lists from within company
Review company web site and print collateral
Press Releases
Often too much insider jargon
May or may not be customer’s lingo
searchmarketingexpo.com@ChrisChurchill 12
#SMX #11D
Customer interviews
Customer Surveys and Focus Groups
Talk to support or sales personnel who talk directly to customers
Review discussion forums, user generated content, blogs, social media
The best keywords come straight from the customer’s mouth
searchmarketingexpo.com@ChrisChurchill 13
#SMX #11D
Increase conversion by speaking the customer’s language
Correct bad keyword choicesMissing trafficMissing sales
Discover new keyword opportunities- Find overlooked or new keywords- Take advantage of longer tail phrases
“Duplicate a CD” vs “Burn a CD”
searchmarketingexpo.com@ChrisChurchill 14
#SMX #11D
Based on frequency graph
Chris Anderson’s book describes it as an economic modelUnlimited selection – Amazon books, iTunesIdea is that non-hits can make money based on sheer volume
Popular phrases on left – highly competitive and expensive. Less popular on right –lower volume
“20 to 25% of the queries that Google sees today have never been seen before.”
– Udi Manber, Google VP of Engineering
searchmarketingexpo.com@ChrisChurchill 15
#SMX #11D
Camera, digital camera, Sony
Nikon D7000 digital SLR camera
compare digital cameras
buy digital slr camera
searchmarketingexpo.com@ChrisChurchill 16
#SMX #11D
Online and Traditional Print Magazines
Company and Product Reviews
Online Thesaurus & Dictionary
searchmarketingexpo.com@ChrisChurchill 17
#SMX #11D
Competitors
Review their web site
and collateral for keywords
Look at words they are buying in PPC &
targeting in SEO
Get competitive insights and
ideas on overlooked terms
searchmarketingexpo.com@ChrisChurchill 18
#SMX #11D
• Reveals keywords and expressions that visitors are
actually using
• Acts as a direct feed from the visitors brain
• Make sure you collect site search data – can tie it to
your analytics for easy viewing
• Could give you ideas for new products or services
to offer
searchmarketingexpo.com@ChrisChurchill 19
#SMX #11D
Google Knowledge Graph
Hummingbird Algorithm
Not Provided Keywords
searchmarketingexpo.com@ChrisChurchill 20
#SMX #11D
“The Knowledge Graph enables you to
search for things, people or places that
Google knows about—landmarks,
celebrities, cities, sports teams,
buildings, geographical features, movies,
celestial objects, works of art and
more—and instantly get information
that’s relevant to your query. “
Source:
http://googleblog.blogspot.com/2012/05/introducing-
knowledge-graph-things-not.html
searchmarketingexpo.com@ChrisChurchill 21
#SMX #11D
• Critical first step towards building the next
generation of search
• Taps into the collective intelligence of the
web and understands the world a bit more
like people do
• A step toward artificial intelligence
searchmarketingexpo.com@ChrisChurchill 22
#SMX #11D
Google’s Knowledge Graph
contains more than 500 million objects, as
well as more than 3.5 billion facts about and
relationships between these different objects
Sources include Freebase (moving to
Wikidata in 2015), Wikipedia and the CIA
World Factbook.
searchmarketingexpo.com@ChrisChurchill 23
#SMX #11D
According to Google the algorithm
(announced Sept 2013) delivers better
results that are "precise and fast" - like a
hummingbird.
It’s Google trying to figure out user intent
and improve conversational search.
Google wants to match the meaning, rather
than pages matching just a few words.
searchmarketingexpo.com@ChrisChurchill 24
#SMX #11D
• Hummingbird is an overhaul of Google’s
algorithm, but many of the old parts are still
used.
• Google’s semantic analysis considers the
language in your content
- so you still need to use keywords and
related phrases on the page to communicate to
users and Google what the page is about
- means some on-page optimization
still is needed
searchmarketingexpo.com@ChrisChurchill 25
#SMX #11D
• Create high quality longer content that
establishes your site as the place to go for
answers
• Develop ways to increase the authority of the
site
• Become a leader in your vertical
•Show leadership thru social media, links,
user metrics, online relationships
Google has made it harder for “fake” authority to win. Going forward you have to
earn your position.
searchmarketingexpo.com@ChrisChurchill 26
#SMX #11D
• Focus on the user intent behind the search term
- Try to develop content that delivers answers to
what the searcher wants
• Stop focusing on exact match phrases
- Look more to long tail and related phrases
- Build a vocabulary of terms that are related to
the phrase
• When doing KW research now, research core
phrases plus related, synonyms, and words that
frequently occur with your main terms (co-occurrence)
searchmarketingexpo.com@ChrisChurchill 28
#SMX #11D
• Saves money and time
• Provides insight outside of your site
• Identifies keyword opportunities you
might miss
• Offers popularity numbers you
can’t get from your own analytics
• Moves you beyond keyword
assumptions
• Allows you to compare phrases
searchmarketingexpo.com@ChrisChurchill 29
#SMX #11D
Free
• Google Keyword Planner Tool
• Google Webmaster Tools
• Google Trends
• Google Display Planner
• Google Instant
• Bing Keyword Tool
• Bing Intelligence Tool
• Bing Webmaster Tools
Fee Based
• WordTracker
• Searchmetrics
• Hitwise
• WordStream
• SEMRush
• ComScore
• SpyFu
searchmarketingexpo.com@ChrisChurchill 30
#SMX #11D
- Oriented for Paid Search
- Must be Logged Into AdWords to Use
- Provides keyword ideas & monthly search volumes
searchmarketingexpo.com@ChrisChurchill 31
#SMX #11D
1. Select the Second Option When starting the KeywordPlanner Tool. Currently if you Choose the first option, theMobile and device numbersWill be aggregate.
2. Select mobile from pull down option3. Hover on month to see the breakout of mobile
searchmarketingexpo.com@ChrisChurchill 32
#SMX #11D
Google Trends provides trends
from web searches, images, news,
shopping and YouTube
searchmarketingexpo.com@ChrisChurchill 34
#SMX #11D
Sort by Clicks to see the
terms that actually brought
the most traffic to the site
If you click on the query, it
shows which pages
appear for the term
Using Filters can separate brand/non-
brand and core terms, plus sources
from web, image, mobile, & video
Shows up to 2000 top
queries for the last 90 days
Not affected by the Not
Provided – this is limited
but actual keyword data
Provides Impression,
Clicks, and CTR, but no
conversion data
searchmarketingexpo.com@ChrisChurchill 35
#SMX #11D
• Free Adwords tool
• Built for display advertising in paid search but can give insights on keywords
• Suggests related keywords
• Gives demographic information on keywords
searchmarketingexpo.com@ChrisChurchill 36
#SMX #11D
Query People Actually Typed
Shows you how customers are finding your ad. With the Search terms report, you can see the actual
searches people entered on Google Search and other Search Network sites that triggered your ad and led
to a click.
Identifies new search terms with high potential so you can add them to your keyword list. Allows you to
look for search terms that aren't as relevant to your business, so you can add them as negative keywords.
searchmarketingexpo.com@ChrisChurchill 38
#SMX #11D
- Shows actual
queries numbers (not
rounded)
- Has 6 months of
data
- Drill down by
Country
searchmarketingexpo.com@ChrisChurchill 39
#SMX #11D
• Data pulled from meta
search engines
• Eliminates most
skewing issues caused by
robots
• Differentiates between
singular & plural
• Offer Free Tool for trial
searchmarketingexpo.com@ChrisChurchill 40
#SMX #11D
/
Useful for developing
your vocabulary of
related terms for
Hummingbird
searchmarketingexpo.com@ChrisChurchill 42
#SMX #11D
Different set of
keywords on Shopping
search from regular
web search
searchmarketingexpo.com@ChrisChurchill 43
#SMX #11D
Provides suggestions from
Wikipedia
Answers
YouTube
Bing
Yahoo
Amazon
Plus option for15 other sites
searchmarketingexpo.com@ChrisChurchill 49
#SMX #11D
Comparison (best, compare, reviews)Price (cheap, discount)Product description (green, plus size, unique)Intended use (gift for mother, baptism gown)Product (gift basket, mortgage, flight)LocationAction (apply, book, find, buy)Season (holiday, Christmas, Halloween)AbbreviationsBrand / vendor / manufacturer
searchmarketingexpo.com@ChrisChurchill 50
#SMX #11D
Number of keyword permutation tools
- Tools that allow you to mix and match terms to create
new keyword phrases
- Enter keyword terms, and modifiers
- Combines variations of phrases
Can use concatenate function in Excel or specific tool
searchmarketingexpo.com@ChrisChurchill 52
#SMX #11D
Group related keywords into lists of related
terms
Remember to identify terms that frequently
occur with your main terms
Do a series of keyword research projects
on a site, not one
Develop a keyword matrix
searchmarketingexpo.com@ChrisChurchill 54
#SMX #11D
• Relevancy to Site
• Keyword Popularity
• User Intent
• Competition
• Performance
Always test your keywords.
Keywords can sounds like a good idea, but
upon testing, they can fail miserably.
searchmarketingexpo.com@ChrisChurchill 55
#SMX #11D
Relevancy means choosing the keywords that best describes what the site or page offers
Traffic alone isn’t the goal, you want targeted traffic that is searching for what you sell
Best bet: Find words that resonate with your target audience
and are descriptive of your site or page
searchmarketingexpo.com@ChrisChurchill 56
#SMX #11D
• Popularity gives insight on traffic potential
• Being popular Is overrated
• Popular phrases
– Less relevant
– More competitive
• Less Popular
– More Focused
– Less Traffic
searchmarketingexpo.com@ChrisChurchill 57
#SMX #11D
• Consider seasonality and cyclical popularity of phrases
• Identify trend lines• Many phrases lost or
increased popularity in recession
Seasonal trends of term “air conditioner”
searchmarketingexpo.com@ChrisChurchill 58
#SMX #11D
Understand the “why” behind the motivation for the search and you can better target how to respond
Research vs Purchase
Stage in buying process
Audience Demographic
Buying vs Browsing
“car reviews”
“fast auto financing”
“80% of all searches on the Web are non-commercial” -Jim Lanzone of Ask.com
searchmarketingexpo.com@ChrisChurchill 59
#SMX #11D
Keywords indicate where consumer is in the Buying Process
Match your content to satisfy the user’s intent when using the keyword
Problem
RecognitionInformation
SearchEvaluation
of
Alternatives
Purchase
Decision
Adapted From: Marketing Management by Philip Kotler
Select
Alternatives
searchmarketingexpo.com@ChrisChurchill 60
#SMX #11D
Three types of searches:
• Navigational
- I just want to be at your web site.
• Informational
-Do hybrid cars require special maintenance?
•Transactional
-Interactive, purchase, subscribe, download
-I want financing to buy a hybrid car.
Adapted From: A Taxonomy of Web Search by Andrei Broder
searchmarketingexpo.com@ChrisChurchill 61
#SMX #11D
• Who is ranking for your main keyword
terms?
• Who has PPC ads?
• How well optimized are competitors
sites?
• Are they active on social media and
review sites?
• What is their link profile?
searchmarketingexpo.com@ChrisChurchill 62
#SMX #11D
Hitwise
ComScore Marketer
Trellian’s Competitive Intelligence
Keyword Difficulty Tool
SpyFu
SearchMetrics
KeyCompete
Compete
SEMRush
KeywordSpy
AdGooRoo
Keyword Analyzer
searchmarketingexpo.com@ChrisChurchill 63
#SMX #11D
Provides:
• Top Keywords
• Rankings
• PPC Terms
• PPC Bids
• Traffic Trends
searchmarketingexpo.com@ChrisChurchill 66
#SMX #11D
Use PPC to test candidate KWs
- Do keywords bring the amount of
traffic you want?
- Does the traffic convert?
PPC gives quick quantitative feedback on
the KW performance while controlling
costs
If works well in PPC, expand kw use in
SEO, social and content marketing
searchmarketingexpo.com@ChrisChurchill 67
#SMX #11D
Content Optimization
Putting the Pieces Together
searchmarketingexpo.com@ChrisChurchill 68
#SMX #11D
• Web sites
• Paid search
• Articles
• White Papers
• FAQ pages
• Product Feeds
• News
• Blog Posts
• Press Releases
• Images
• Videos
• Podcasts
• Schema
• Social Media
• Content Marketing
searchmarketingexpo.com@ChrisChurchill 69
#SMX #11D
• You have to write to engage human reader
• You have to write so search engines understand
relevancy of content
• It is this talent for doing both that separates high
quality SEO content from spam
searchmarketingexpo.com@ChrisChurchill 70
#SMX #11D
Has to be NATURAL
Elegantly work keywords into visible
content on web pages
- Don’t stuff keywords
- Do the “Read Aloud” test to
gauge natural tone
SEO helps good content get found
searchmarketingexpo.com@ChrisChurchill 71
#SMX #11D
Think keyword phrase NOT
single keyword
Create a matrix chart to assign
different main phrases to
different pages
Use synonyms and related words
on page to reinforce main topic
searchmarketingexpo.com@ChrisChurchill 72
#SMX #11D
Title Tags
Meta Description
Meta Keywords
H Tags
Visible text on the page
Alt Attribute
Links and anchor text
File names
URL
Schema code
Bold, strong, emphasized tags
Breadcrumb Navigation
searchmarketingexpo.com@ChrisChurchill 73
#SMX #11D
<title>Interesting Relevant Keyword Rich Blurb</title>
Most important “on-page” tag
Title contents appears in first line of listing on SERP so spend extra
time to create compelling titles that grab attention
Include keyword phrase early in title
Should be unique…don’t use same title on multiple pages
Title should be accurate and reflect content of page
searchmarketingexpo.com@ChrisChurchill 74
#SMX #11D
<meta name="Description" content=“Compelling marketing message
that reads well and contains targeted keywords">
Should provide a summary of the page and should be unique to the
page
Frequently used as snippet on results page
Should contain keywords relevant to the page. Include synonyms and
related words – don’t just repeat core terms
searchmarketingexpo.com@ChrisChurchill 75
#SMX #11D
Explicit method
- Schema
- Tables
Implicit method
- On-page Text
Adds confidence in data for Google
Schema is helpful as a template to
build out quality content
searchmarketingexpo.com@ChrisChurchill 76
#SMX #11D
Talk about benefits, not features
-Tell them why they should care
Appeal to emotions and senses
- most buying decisions are
emotionally based
Solve problems and answer questions in
your content
Don’t forget to include a “Call to Action”
searchmarketingexpo.com@ChrisChurchill 77
#SMX #11D
• Start with relevant interesting content
• Include social media sharing and keywords in
editorial calendar planning
• Place sharing social share icons in susceptible
moments – Make it easy to share
• The Title can make or break your content so take
extra time to create a compelling headline
• Use a subheading to further entice reader
searchmarketingexpo.com@ChrisChurchill 78
#SMX #11D
Include visually stimulating graphics
- Good graphic draws reader in
- Faces & bright colors attract
the eyes
“Chunk up” the content layout to be
more scan friendly
- Use headers, subheadings &
bullet lists to add hierarchy
- White space is your friend
- Keep paragraphs short
Avoid “noise” and distracting items on
page
searchmarketingexpo.com@ChrisChurchill 79
#SMX #11D
• Mix in synonyms, long tail terms and
variations
• Replace duplicate content with original
writing and use canonicals
• Clean up the site - Remove low quality
pages, write longer deeper content
• Link to related useful content
• Be professional - run link checkers, spell
checkers and avoid foul words
searchmarketingexpo.com@ChrisChurchill 80
#SMX #11D
1. Keyword research Isn’t dead – helps id user intent
2. Exact match keyword targeting is dead
3. Use keyword phrases and related terms on the page and in
schema code
4. Use tools to increase productivity & provide insights
5. Test keywords for true worth. View popularity as traffic
potential and consider seasonality and trends
6. Use keywords in all digital assets
7. Write to enhance the user experience - Compose quality
content that satisfies user intent and answers questions
8. Make content easy to read & share
searchmarketingexpo.com@ChrisChurchill 81
#SMX #11D
Christine Churchill
KeyRelevance.com
972-429-1222