Date post: | 09-May-2015 |
Category: |
Business |
Upload: | kate-morris |
View: | 2,432 times |
Download: | 0 times |
@katemorris
Organic Keyword Selection
Presented by: Kate Morris
@katemorris
Key Word Tools
• Others will review …• Google Keyword Tool is highly
inaccurate for traffic numbers• Good for Trends• Good for closely related ideas
@katemorris
Google Key Word Tool Test
• Key phrase: “it management”• Google: 3600• Webmaster Tools: 1600• Actual: 1294
– (per exact keyword in single AdWords campaign, accounting for impression loss)
– Numbers from August 2010
@katemorris
Key Phrase Research
• Organic• Paid• Social• Email• Competitive Research• Site Architecture
@katemorris
So where do you get ideas?
@katemorris
The Box
@katemorris
Internal Site Search
• Only for expanding/existing sites• Great for eCommerce sites• Easy setup in Google Analytics• Ideas for new content• What customers actually want• Get a list of queries that returned
nothing
@katemorris
ISS Example
@katemorris
ISS Example
• Top specific search is for “flower”• This is an image site.• Checking rank for flower images,
they rank no where. • Good idea to build out a keyword list
based on flowers and focus on those landing pages to rank.
@katemorris
Yahoo Answers
• Enter the topic as a search• Troll for actual keywords used• Also can inspire content
@katemorris
Yahoo Answers Example
• Business: Cupcake Baker
@katemorris
Keywords Found
• Cupcake baking tips - 73• Cupcake liners - 8100• Cupcake pans - 1000• Wedding cupcakes - 8100• Wedding cupcake stands - 390• Domed cupcakes – 16
– Numbers are GKWT Exact Match Local US
@katemorris
Yahoo Answers Example• Business: Executive Car Company
@katemorris
Keywords Found
• How much is a cab ride …• How much does a taxi ride cost …• Cab ride [insert airport name]• Ride to [insert airport name]
@katemorris
Competitive Research
• Two Way Street• Custom Scraper
– http://dis.tl/dHghsQ• Find Keywords in:
– Titles– Descriptions– Keywords Meta Tag
@katemorris
Open Site Explorer
• Enter competitors site• Look at Anchor Text Distribution• Download CSV• Remove Branded Terms
@katemorris
For Sprinkles.com
red velvet 6600yummy cupcakes 4400custom cakes 2900red velvet cupcake 2900cupcake bakeries 1900cupcake bakery 1600best cupcakes 1600cupcake truck 1300cupcake shop 1000cupcake mix 590cupcake shoppe 260cupcake website 140wedding bakery 110mobile cupcakes 73
@katemorris
Wonder Wheel• Found in the Google SERPs• Automatic Mind Mapping
– Using User’s Minds• Good for brainstorming• Can Scrape if Needed
– Shhh, don’t tell Google– http://dxjones.com/
wonder/wheel.php
@katemorris
Wonder Wheel Example
@katemorris
Expanded Area
17” laptop cases– 13”, 15”, 18”– Women’s– Inch vs ”– Backpack– Sleeve(s)– Bag(s)