Keyword Research Strategies and Resources

Keyword Research

Strategies and Resources

Presented by

Lee Waltham

Matthew Shepherd

Omar Zulfi

Keyword Research Tools & Creative

Keyword Research Methods

Presented by

Omar Zulfi

@TheOmarZulfi

OmarZulfi.com

Be

Thorough

But

Balanced

The Basics

More Tools

Long Tail Tools

Real Life Keyword Research

Tools

Competitive Keyword Research

Finding Keyword Ideas

Niche Research Tools

Using PPC to Find viable SEO Targets

Presented by

Lee Waltham

@leewaltham

Money Time

Sustainable and scalable SEO is expensive

Make smart investments

Conversion data

User Behaviour

Intent

Popularity

Volume

Your client said so...

Getting good quality, actionable data

can be a challenge…

Challenge #1:

Google Adwords Keyword Research Tool

Rand’s sweet post: http://www.seomoz.org/blog/be-careful-using-adwords-for-keyword-research

NOT ACCURATE

LIMITED DATA

Challenge #2:

Keyword Data from Google Analytics

35% (not provided)

Other Web Analytics Options

Awesome traffic

BUT…

This sucks This too

Volume doesn’t matter if you can’t convert…

1. SEED KW’s

2. SEED Budget

3. Starter Content

Before You Launch PPC Campaigns

Tip #1: Test the right landing pages

Base your ROI calculations

off the circumstances that

most closely resemble

natural search behavior.

Tip #2: User Testing Tools

Use user testing

tools on your landing

pages to get

additional data on

User Behavior.

Tip #3: Don’t forget Match Type

Use Modified

Broad Match to

look for other

opportunities.

Keep Exact

Match for short

tail keywords.

Tip #4: Meta Tags and Titles

Try to mimic

prospective page

title and meta

description

Tip #5: More than AdWords

“Risk comes from

not knowing what

you’re doing…” –

Warren Buffet

Source: http://www.brokencool.com/broken_cool/2012/01/photo-warren-buffett-throws-up-the-roc-sign.html

Mining Analytics and Webmaster

Data For Keyword Opportunities

Presented by

Matthew Shepherd

@MatShepSEO

A Good Starting Point

http://goo.gl/4lppN

: Organic Long Tail

: Top Page Keywords

: Top Page Keywords

: Beam Me Up Data

: I Want More Keywords

Microsoft Excel Is Your Friend

=VLOOKUP(lookup value, range of cells to look in, column from which to pull result, exact match (TRUE or FALSE))

: Excel Data Mashup

: Search Intent

: Search Intent

www.mysite.com/search/my%20query

: Search Intent

: Search Intent