ionSearch 2012 - Expert Panel Suite Killer Keyword Research Matt Roberts – VP of Product, Linkdex - Moderator Jimmy McCann – Head of Search, Search Laboratory Mal Darwen – Product Manager, Wordtracker Roland Dunn – Refined Practice/Cloud Shapes
ionSearch 2012 - Expert Panel Suite
Killer Keyword Research
Matt Roberts – VP of Product, Linkdex - Moderator
Jimmy McCann – Head of Search, Search Laboratory
Mal Darwen – Product Manager, Wordtracker
Roland Dunn – Refined Practice/Cloud Shapes
ionSearch 2012
Jimmy McCann
Search Laboratory
Killer Keyword Research
5 Tips and Tools
Jimmy McCann – Head of SEO @ Search Laboratory
#1 – Know the Market
• How does offering compare?
– Ask yourself.. will it convert?
• Range
• Pricing
• USP’s
Source - http://lukachtaengleman.blogspot.co.uk
#1 – Know the Market
• Use right terminology on your site
• B2B
– Avoid in house jargon
– Sector specific navigation
• Ecommerce
Reflect what users search for!
#1 – Know the Market
• Seasonality
• Adapt focus / strategy
– Ahead of peaks
Use your Loaf
• Be logical
• Assess keyword potential
– i) Search volume
– ii) Search intention
– iii) Relevance / ability to convert
img source flickr - betterbrandagency
#2 –
#2 – Use your Loaf
• Use wordtracker / Adwords KW tool
– Adwords not 100% accurate
• Especially on low volumes
• However
– Good barometer for prioritisation
i) Search Volume
#2 – Use your Loaf
• What does a user want to find from their query?
– Think about it
• Head terms
– Offer large amounts traffic
– Not all traffic is 100% relevant
ii) Search Intention
#2 – Use your Loaf
• Not specified, could be a host of things
eg
– How does solar energy produce
electricity?
– What is solar energy?
– I want to find out more about solar
energy because I’m thinking about
getting some solar panels for my house
ii) Search Intention
Search Intention
• Very specific to the service site offers
– Conversion rate higher
• Less difficult to rank for this term
– Than ‘solar energy’
ii) Search Intention
That’s what we do!!!
#2 – Use your Loaf
• Is keyword relevant to company’s products / services?
– Are they competitive in this area?
iii) Relevance
We are solar panel
installers!
I need a solar panel
installer!
search - ‘solar panel installers’
User Company
#3 -
• PPC data to test the water
– Especially in emerging / ultra niche
markets
• Conversion rate data key
• Exact match data only
img source – Leftcoastcowboys.com
#3 -
• Can be used to find actual search
volumes
• Setup campaign
– Handful exact match keywords only
– Put exact negatives on other campaigns
• Make sure 100% impression share
Accuracy!
#4 – SERP’s
• What does Google think is suitable?
• Helps assess intention
• Categorise competing listings
– Direct competitors
– Research
– Blended results
• ‘solar energy’ SERP
#4 – SERP’s
Research
Research
Research
#4 – SERP’s
Research
Competitor
News
Images
#4 – SERP’s
Research
Research
Research
Research
#5 –
• Organic traffic / conversions
– Not from page one
• Identifies easy keyword wins
– Traffic / conversions coming via page 2
Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
Key Tips – Show ROI
• Show return early in campaign
– Logical approach from ground up
Key Tips – Be Realistic
• Don’t aim above your station
– …(just yet)
Key Tips – Long Tail!
• Long tail keywords first
– Easier to optimise
– Will convert better
– Allows reinvestment into campaign / less
risk
• Build up to head terms
– Naturally over time
Summary
• #1 – Know the Market
• #2 – Use your Loaf
• #3 – Test using PPC
• #4 – Analyse SERP’s
• #5 – Refine using analytics
Any Questions?:
www.searchlaboratory.com
@jimmymccann
/in/jimmymccann1982 JIMMY MCCANN
Head of SEO
ionSearch 2012
Mal Darwen
Wordtracker
Wordtracker Keyword Modifiers
Keyword Anatomy
Content and Intent
Let’s talk about tools for a moment…
Let’s talk about tools for a moment…
•Finding Keywords
•Site structuring with Keyword Research
•Site Auditing
•Rank Tracking
•Easy export of Keywords + data
We’ll talk about tools in the Tools Suite later on.
Your Brain. The best tool you have available. Ever.
http://www.flickr.com/photos/perpetualplum/
Understand your Market
http://www.flickr.com/photos/pigalleworld/
Understand your Market
Define your Strategy
http://www.flickr.com/photos/hikingartist/
Understand your Market
Define your Strategy
Target Effectively
http://www.flickr.com/photos/7994528@N03/
Keyword Modifiers….
They can help you attract better traffic
Keyword Modifier
Restaurant In Chicago
Restaurant In New York
Restaurant In Tuscon
Restaurant In Seattle
Monitor
Monitor
Test
Monitor
Test
Tweak
Modifiers make keywords
flexible…
Keyword Modifier Shirts Men’s
Women’s
Children’s
Large
Small
Modifier Keyword
Mountain Bike Tyres
BMX Tyres
Road Bike Tyres
Racing Bike tyres
Keyword Modifier Mountain Bike Tyres
BMX Bike Tyres
Road Bike Tyres
Racing Bike Tyres
Keyword Modifier
Product/Primary Buy
Get
Purchase
find
Keyword Modifier
Product/Primary Quality
Bargain
Cheap
Free
Your content needs to match your Keywords!
…no, really.
SEO can not live
on keywords alone…
Be clear
in your intent
ionSearch 2012
Roland Dunn
Refined Practice
Killer Keyword Research
© 2007-2012 Roland Dunn
Keyword Research =
© 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =
© 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
2007: Google not seen 1 in 4 search queries
© 2007-2012 Roland Dunn
2011 (March): Google not seen 1 in 5 search queries
March 2011: Google has never seen 20% of queries before
© 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before
© 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before
© 2007-2012 Roland Dunn
(yes, really)
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
It’s very long
© 2007-2012 Roland Dunn
pearl wedding jewellery
wedding jewellery pearls
wedding pearls
wedding pearl jewellery
pearl jewellery wedding
wedding jewellery pearl
pearl wedding jewelry
pearl wedding jewelery
wedding jewelry pearls
wedding pearls jewellery
cheap laptops
cheap laptops uk
cheapest laptops
laptops cheap
cheap laptop computers
cheap laptops online
cheapest laptops uk
cheap good laptops
(and many, many more)
© 2007-2012 Roland Dunn
Key Question:
How to cost-effectively attract as much relevant natural search traffic as possible?
© 2007-2012 Roland Dunn
Key Question:
How to cost-effectively attract as much relevant natural search traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
© 2007-2012 Roland Dunn
Key Question:
How to cost-effectively attract as much relevant natural search traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
© 2007-2012 Roland Dunn
Key Question:
How to cost-effectively attract as much relevant natural search traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
3. Structure your digital presence around that demand
© 2007-2012 Roland Dunn
Eight different search queries
© 2007-2012 Roland Dunn
Eight different search queries
All for the same thing: “outdoor clothing”
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
ski jackets 41,195
ski jacket 9,999
skiing jackets 2,391
mens ski jackets 1,539
men ski jackets 1,012
ladies ski jackets 2,840
ladies ski jacket 1,445
women's ski jackets 1,409
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
Outdoor Clothing
Four types of “demand” (clusters of demand)
© 2007-2012 Roland Dunn
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
Home Page
Outdoor Clothing
Demand-Driven Structure (IA)
© 2007-2012 Roland Dunn
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
Home Page
Outdoor Clothing
• Landing pages directly matches specific “demand”
Demand-Driven Structure (IA)
© 2007-2012 Roland Dunn
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
Home Page
Outdoor Clothing
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
Demand-Driven Structure (IA)
© 2007-2012 Roland Dunn
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
Home Page
Outdoor Clothing
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
• Structure itself matches demand
Demand-Driven Structure (IA)
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
Relevance Analysis can go to the core of your organisation
© 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...
© 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...
And therefore need real commitment from senior management
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
Sources of Search Data
© 2007-2012 Roland Dunn
Experian Hitwise:
• More than 8 million UK internet users
© 2007-2012 Roland Dunn
Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
© 2007-2012 Roland Dunn
Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
• Expensive, but ...
© 2007-2012 Roland Dunn
Google Adwords Keyword Tool:
© 2007-2012 Roland Dunn
Google Adwords Keyword Tool:
• Free
© 2007-2012 Roland Dunn
Google Adwords Keyword Tool:
• Free
• Adwords focused data
© 2007-2012 Roland Dunn
Google Adwords Keyword Tool:
• Free
• Adwords focused data
• Time-consuming extracting significant volumes
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
What’s Coming?
© 2007-2012 Roland Dunn
What’s Coming?
© 2007-2012 Roland Dunn
What’s Coming?
Loss of understanding what we are relevant to?
© 2007-2012 Roland Dunn
What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
© 2007-2012 Roland Dunn
What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
Leave us with just Google Adwords Keyword Tool?
© 2007-2012 Roland Dunn
Need to develop other approaches to analyse Relevance?
Keyword Research =
© 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =
© 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn
Online Branding:
http://www.refinedpractice.com/
T: @RefinedPractice
© 2007-2012 Roland Dunn
Natural Search:
http://www.cloudshapes.co.uk/
T: @roland_dunn
Slides Available At:
http://www.cloudshapes.co.uk/talks/