organic_keyword_research_and_selection-craig_paddock.ppt

Organic KeywordResearch and Selection

Presented by:Craig PaddockBoost Ranking

Slide 1 of 117

Keyphrase Research = Keyphrase Popularity

Keyphrase Research = Keyphrase PopularityX

Keyphrase Research=

• Popularity• Click-thru rate• Quality - Conversion rate or

engagement• Competitiveness• Current Ranking

Keyphrase Discovery

• Log files/Analytics – converting keyphrases

• Internal site search• 3rd party sampling (Wordtracker,

Trellian)• Google Adwords & Webmaster Tools

Google Adwords

“John McCain”“Barack Obama”

Competitive Intelligence

• HitWise $$$• Trellian Competitive Intelligence $$• KeyCompete $$• Compete.com $

Keyphrase Expanders/Variations-

• best / online / buy / cheap / discount / wholesale / accessories / supplies

• “Reviews” – user generated content

• Higher conversion rate

Keyphrase Expanders/Variations-

Google Search BoxIncreased importance for selected terms

Defend Your Brand Names/Terms

• Highest converting (2x+)• Easiest to rank for• Misspellings, variations (locale etc.)• Affiliates will target branded terms

you miss• Target more than one result -

Universal

Defend Your Brand Names/Terms

Additional results-YouTubeSocial Media SitesForumsLinkedIn

Keyphrase Selection-

What keyphrases are important to you?

Let your customers decide!!!

PPC campaign data

• Start Adwords even if just for data• Impressions ~ queries• Use exact [keyword] and broad

match in setup• No daily limit and on 1st page.• Impression, click-thru, conversion

data

PPC campaign data• Minimize impressions for “broad”

terms=

[sandwich][ham sandwich][cheap sandwich]Vs. sandwich

Click-thru & Quality

Quality = Conversion rate (Rev/Visitor) or engagement

Engagement* = T.O.S, Pages/Visit, Bounce Rate

Engagement

Click-thru & Quality

CompetitivenessWordtracker exports popularity & competing sites

“SEO Quake” plug-in“SEO for Firefox” plug-inYahoo backlinks via Site Explorer

Your link quality must be similar to top ranked sites.

Current Ranking• “But I’m already getting traffic for that

term”• Proven keyphrase• Easiest to improve• Rerun ranking with “yourdomain”“cheap sandwich www.yourdomain.com”• Take advantage of “clustering”

Clustering2 pages listed from the same domain on

the same page

#1 and #9 result will be clustered as #1 & #2

#1 and #14 will not be clustered

Keyphrase Data

Keyphrase

Conversions Conversion

RateRan

kPag

e Count Competing Impressions Clicks

jrzz wzbsitz 3,485 3.49% - - 611 2,260,000

2,437,502 99,963

jrzz lwvlin 970 4.68% - - 277 1,740,000 1,076,161 20,733

wjjicz livz 957 3.92% 1 1 67 4,580,000 121,550 24,397

vitwswjt wjjicz livz 886 4.27% 1 1 85 1,480,000 82,415 20,731

vitwswjt livz 775 3.20% 3 1 159 1,560,000 912,221 24,185

wzb hwsting jrzz 717 5.10% - - 34 1,180,000 825,147 14,047

tzltz yzb sitz 331 2.56% 8 1 18 168,000 980,035 12,927

ywur wwn wzbsitz 329 1.93% - - 12 1,730,000 720,834 17,027

jrzz wzbsitz hwstig 268 5.13% - - 251 299,000 185,887 5,227

jrzz lwvlin rzgi 215 6.70% - - 119 451,000 136,872 3,207

vitwswjt wyzb hwstin 174 7.90% 1 1 9 703,000 98,660 2,202

jrzz lwvlin nlvzs 168 4.86% - - 190 1,540,000 664,972 3,459

jrzz intzrnzt hwsting 142 5.25% - - 19 745 125,491 2,705

wzb sitz jrzz businzss 141 6.40% 15 2 0 75,700 45,459 2,204

jrzz wzbsitzs 77 8.25% - - 755 1,070,000 21,601 933

lwvlin Nlvz 72 4.20% - - 1110 46,500,000 649,599 1,714

lwvlin 66 2.62% - - 711 278,000,000 628,227 2,515

Wzb lwvlin 50 3.15% - - 42 1,750,000 762,118 1,587

Wzb Sitz lwvlin 47 3.05% - - 3 387,000 277,094 1,539

jrzz wzb plgz 46 8.26% - - 264 2,420,000 24,600 557

vs wjjicz livz 46 4.88% 1 1 0 46,100 3,769 943

pzrswnll wzb sitz 41 4.18% 6 1 86 1,620,000 122,236 980

vitwswjt wjjicz livz blsics 39 5.39% 1 1 13 17,000 3,546 724

Keyphrase Selection• Big Fish – Small Pond

• Categorize keyphrases by where to targetMatching competitivenessHome page vs. global nav. vs. 3rd layer

• Existing page / New page / NA

• Consider targeting on 2 pages

#1 Ranking Worth

CR x AT x ME x 20% x 12 = Annual Value

CR – conversion rateAT – average transaction/lead valueME – Google monthly estimate20% - traffic from #1 organic ranking

#1 Ranking Worth

Summary• Let your customers decide what

terms to target• Use PPC data to guide your organic

campaign• Keyphrase research is more than

keyphrase popularity

BoostRanking.comCraig Paddock

[email protected]