The document summarizes a panel discussion on keyword research from the ionSearch 2012 conference. The panel included experts from Linkdex, Search Laboratory, and Wordtracker who discussed various tips and tools for effective keyword research. Some of the main points covered in the discussion included understanding the market and customer intent, using keyword data from tools like Adwords and Wordtracker to analyze search volume and relevance, monitoring keywords over time, and taking a demand-driven approach to website structure and content.
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Expert Panel Session - Killer Keyword Research - ionSearch 2012
1. ionSearch 2012 - Expert Panel Suite
Killer Keyword Research
Matt Roberts â VP of Product, Linkdex - Moderator
Jimmy McCann â Head of Search, Search Laboratory
Mal Darwen â Product Manager, Wordtracker
Roland Dunn â Refined Practice/Cloud Shapes
4. #1 â Know the Market
âą How does offering compare?
â Ask yourself.. will it convert?
âą Range
âą Pricing
âą USPâs
Source - http://lukachtaengleman.blogspot.co.uk
5. #1 â Know the Market
âą Use right terminology on your site
Reflect what users search for!
âą B2B
â Avoid in house jargon
â Sector specific navigation
âą Ecommerce
6. #1 â Know the Market
âą Seasonality
âą Adapt focus / strategy
â Ahead of peaks
7. #2 â Use your Loaf
âą Be logical
âą Assess keyword potential
â i) Search volume
â ii) Search intention
â iii) Relevance / ability to convert
img source flickr - betterbrandagency
8. #2 â Use your Loaf
i) Search Volume
âą Use wordtracker / Adwords KW tool
â Adwords not 100% accurate
âą Especially on low volumes
âą However
â Good barometer for prioritisation
9. #2 â Use your Loaf
ii) Search Intention
âą What does a user want to find from their query?
â Think about it
âą Head terms
â Offer large amounts traffic
â Not all traffic is 100% relevant
10. #2 â Use your Loaf
ii) Search Intention
âą Not specified, could be a host of things
eg
â How does solar energy produce
electricity?
â What is solar energy?
â I want to find out more about solar
energy because Iâm thinking about
getting some solar panels for my house
11. Search Intention
ii) Search Intention
âą Very specific to the service site offers
â Conversion rate higher
âą Less difficult to rank for this term
â Than âsolar energyâ Thatâs what we do!!!
12. #2 â Use your Loaf
iii) Relevance
âą Is keyword relevant to companyâs products / services?
â Are they competitive in this area?
I need a solar We are solar
search - âsolar panel
panel panel
installersâ
installer! installers!
User Company
13. #3 -
âą PPC data to test the water
â Especially in emerging / ultra niche
markets
âą Conversion rate data key
âą Exact match data only
img source â Leftcoastcowboys.com
14. #3 -
âą Can be used to find actual search
volumes
âą Setup campaign
â Handful exact match keywords only Accuracy!
â Put exact negatives on other campaigns
âą Make sure 100% impression share
15. #4 â SERPâs
âą What does Google think is suitable?
âą Helps assess intention
âą Categorise competing listings
â Direct competitors
â Research
â Blended results
âą âsolar energyâ SERP
19. #5 â
âą Organic traffic / conversions
â Not from page one
âą Identifies easy keyword wins
â Traffic / conversions coming via page 2
Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
20. Key Tips â Show ROI
âą Show return early in campaign
â Logical approach from ground up
21. Key Tips â Be Realistic
âą Donât aim above your station
â âŠ(just yet)
22. Key Tips â Long Tail!
âą Long tail keywords first
â Easier to optimise
â Will convert better
â Allows reinvestment into campaign / less
risk
âą Build up to head terms
â Naturally over time
23. Summary
âą #1 â Know the Market
âą #2 â Use your Loaf
âą #3 â Test using PPC
âą #4 â Analyse SERPâs
âą #5 â Refine using analytics
24. Any Questions?:
www.searchlaboratory.com
jimmy@searchlaboratory.com
@jimmymccann
JIMMY MCCANN /in/jimmymccann1982
Head of SEO
29. Letâs talk about tools for a
momentâŠ
âąFinding Keywords
âąSite structuring with Keyword Research
âąSite Auditing
âąRank Tracking
âąEasy export of Keywords + data