Date post: | 06-May-2015 |
Category: |
Marketing |
Upload: | pieter-s-verasdonck |
View: | 10,279 times |
Download: | 0 times |
‘With digital channels fast becoming the main route to market for Interflora it is essential that we chose a marketing partner that we can rely on to deliver for our business and respond to an ever changing landscape. We found that and more in Croud.’ Michael Barringer, Marketing Director Interflora
Account management
Audits
Project work
Consultancy and Strategy
Paid Search
Analytics Web Development Mobile
Croud Services…
Natural Search
Link Development
On-Page
Off-Page
Content Marketing
Social Strategy
Facebook Ads
Twitter Ads
LinkedIn Ads
Social
Locally relevant, globally consistent
Croud’s Global Reach…
Put simply…
Proprietary dashboard
Manages all resources
You see • What is conducted on your account
• When we do it
• The results of what we’ve done
• What we plan to do
Also delivers real-time reporting
Enables direct client login for campaign updates – e.g. forthcoming promotion…
http://vimeo.com/47990847
Supported By CroudControl
How to do keyword
research in 2013
Keyword Research:
The Backbone of SEO
• Its Impertant to be thorough
• Invest adequate time (we could spend
more than 40 hours per project)
• Listen to your customers
• Use PPC, SEO KW Tools & Customers
Behaviour
• The effort you put in, you get back in
tenfold of $$
KW Research Process
• Repeat this KW Research Flow Process
as many times as you need.
Source: http://www.seobook.com/keyword-research-strategy-flowchart
Keyword Brainstorm
• Keyword Ideas: Seed words
– Ask your staff in a quick email survey
– Check your websites “Internal Search”
keywords
Keyword Brainstorm
• Keyword Ideas:
– Google Analytics & Webmaster Tools
Keyword Brainstorm
• Keyword Ideas:
– Competitors: SEMRush
– HTML Code, Youtube Video Tags
Keyword Brainstorm
• Keyword Ideas:
– Niche Topic Forums: Sub-Categorisation
– Google Search: – "visitors found this page by searching for“ -seo
– site:com.au “Your Keyword” forum -seo
– “Incoming search terms” “Your Keyword” -seo
Keyword Brainstorm
• Keyword Ideas:
– Books “Table of Contents” (Google Books,
Amazon)
Keyword Brainstorm
• Keyword Ideas:
– Google Trends:
– Google Related Searches:
Keyword Brainstorm
• Keyword Ideas:
– Ubersuggest.org, Scrapebox, SEOChat –
Suggest Tool, Soovle:
OK, I got 10,000 KWs…Now What?
Keywords
• If your website is commercial (offering products or services),
go with keywords that seem to have the most commercial intent based on the currently ranking websites. If your website
is informational (blogs come to mind), go with keywords that
have the most informational intent.
• Look for a “sweet spot” of high search volume in conjunction with low difficulty / competition.
• Look at keywords with high search volume with top
competitors that have lower domain authority and backlinks.
• If your website is already ranking on the first page, but not in the top 5 spots (or beneath other search result areas such as
images, local results, etc.) and the keyword has good search volume, focus on getting those keywords and phrases to
move up.
• Keyword targets can be selected from historic PPC results and data from
Google Analytics.
• Close integration between SEO and PPC ensures a consistent and
complimentary approach to search engine marketing, taking advantage of
the main benefits of both techniques.
• Conversion data from paid
search combined with natural
search techniques can result in
reduced PPC costs as rankings
and traffic improve. Good ad
copy can also be used as title
tag and meta descriptions.
• Assess PPC data in order to
build a cost effective and
impactful link building strategy.
PPC - Tactical
- Media costs
SEO - Longevity
- Implementation costs
Keywords
targets
SEO & PPC
Search Traffic Tools
• Google Adwords: PPC Campaigns
• Webmaster Tools & Analytics
• “New” Google KW Tool: [Exact] match
• Bing - Excel Plugin
• Paid KW Tools: Wordstream, Keyword Discovery or WordTracker
Other:
• Google or Social Trend Tools: Trendistic
• SEMRush: Competitor Intelligence
• (SEO)Moz: KW Difficulty Score
Non-English: http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process
KW Data
• Wordstream and Keyword Discovery both seemed to track stability with Google data for the top terms, but diverged thereafter.
• Wordstream tended to over-report relative traffic of mid and long-tail keywords
• Keyword Discovery had the most similar trendline to actual Google results of those providers that use their own data sets. However, they also had the lowest keyword coverage.
• WordTracker's trendline was actually nearly horizontal, indicating an under-reporting of head terms and over-reporting of tail terms.
KW Data
• Keyword Ideas:
– Google Adwords Tool • Discover additional keywords. Use the report to
discover potential keywords to add to your AdWords accounts by looking for queries where you only appear in organic search with no associated ads.
• Optimize presence on high value queries. Use the report to improve your presence in paid results and monitor your high value queries for organic results.
• Measure changes holistically. As you test website improvements or AdWords changes to bids, budgets, or keywords, you can more easily report the impact across paid, organic, and combined traffic.
http://www.ppchero.com/ppc-seo-unite-with-the-new-paid-organic-report-in-adwords/
Keywords Selection
Main Pages
• Keywords: KWs length of 2+ words
• SEO Traffic: More than 2800 [exact]
match
• Phrase to Broad: 35%
• CPC= more than $1
• (SEO)Moz Difficulty Score: Lower than
66%
New Website:
Niche Selection
• Domain: 3000 [exact] match
• Relatively Low competition
• Earning Potential
• 50 Post Test: Can you write it
• Huge Resource & High Quality Content
• Can you make a difference
SERP Competition
“gluten free cake recipes” = 1,600
“easy recipes” = 5,400
SERP Competition
• New website/page:
– Average SERP MozRank: Lower Than 2.5
– Backlinks to URL/Page: Lower the Better
– Competitors Website/Page not fully
Optimised
“kids birthday cakes” = 3,600 (CPC: $0.24 Comp: Medium)
OK, Now I got 1,000 KWs…What’s Next?
Strategy
• Branding or Conversion Focused Strategy: – Conversion: This strategy is what most of us are after. We want our
keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.
– Branding: The branding strategy is just that. You value impressions over new leads or conversions. Whether or not people come to our website isn't as important as being seen as a player for that keyword. In this case, broad search terms are likely going to work best for you.
– Hybrid: You can of course bring both of these strategies together and have 90 percent of your keywords dedicated to a conversion strategy. Then the other 10 percent are dedicated to branding and impressions. You would want to segment your keywords accordingly for each campaign.
Strategy
• Define how will you measure success
– Weed out poor performing keywords
– Identify opportunities and areas for
growth
– Shape your SEO strategy for the future
Strategy
New vs. Returning
• All: Organic (Landing Page/KW)
Strategy
• New:
• Returning:
Strategy
• Use social media to help provide
context for user intent
• Use a keyword research brief to share
for unified messaging
Strategy
KW Mapping & Silo’s
• Mapping keywords to the right landing
pages
– Target only 1-2 Main Keywords per URL
Strategy
• Choose keywords based on more than
just high search traffic:
– Business/landing page relevance
– Competition
– Specificity
– Intent (informational, navigational,
transactional)
– Search volume
KW Placement
Monitoring
• Keyword – Question marks – these are keywords in areas where growth is likely but at
present you're not getting the performance you'd expect. These are very often untapped keyword opportunities and you should plan how you are going to improve performance on these kinds of keywords.
– Stars – high-performance keywords and loads of room for growth – find
ways to capitalise on growth. My advice is to focus your resources of gaining results in these areas for maximum ROI in a short period of time.
– Dogs – the poor performing keywords with little or no chance of growth –
bin these in favour of other keywords, reallocate any resources to other areas.
– Cash cows – the high performing keywords that show little opportunity for
growth – look for ways to enhance and maintain performance whilst identifying patterns and translating this learning to other areas or verticals.
Biggest KW Mistakes
• Selecting Keywords That Don't Reflect How People Actually Search
• Failing to Perform Competitive Keyword Analysis
• Not Focusing on Profitable Terms
• Having an Uneven Distribution of Keyword Difficulty
• Not Knowing Your Geography or Local Search
• Not Monitoring Search Trends
• Failing to Maintain and Adjust Over Time
About Me:
Previous Presentations: slideshare.net/psverasdonck
Pieter S Verasdonck+ twitter.com/psverasdonck au.linkedin.com/in/psverasdonck croud.com.au/our-experts/ [email protected]