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
: 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))
: Search Intent
: Search Intent
www.mysite.com/search/my%20query
: Search Intent
: Search Intent
