Effective keyword research and management is a foundational element of every successful SEO and PPC marketing effort. This webinar discusses advanced tips, strategies and best practices for conducting effective keyword research, including: * How to personalize keyword research to the needs of your specific market * How to categorize, organize and prioritize your keywords for optimal relevancy * How to expand your keyword lists and discover new keyword and negative keyword opportunities * How to be more productive by eliminating the repetitive tasks that plague search marketers * How keyword research can be leveraged to prioritize search marketing workflow

1. WordStream, Inc.
Keyword Management Solutions for SEO and PPC
Webinar: Effective Keyword Research for SEO & PPC
Presenter: Larry Kim, Founder, VP of Products, WordStream, Inc.
May 21, 2009
WordStream, Inc.

2. Today’s Agenda
• Challenges of Keyword Research
• Keyword Research Best Practices for SEO & PPC
• WordStream Solution for Keyword Research
• Q&A
WordStream, Inc.

3. Keyword Research Challenges
• Billions of Keywords to Choose From!
• Keyword Suggestion Tools are Limited
– Popular keywords isn’t the same thing as relevant keywords
– Same keywords available to everyone
– “Low Resolution”, missing out on “Mid-tail” and “Long-Tail” Terms.
• Coming up with a keyword list isn’t “keyword research”!
• Negative Keywords are critically important yet hard to identify
• How do you organize huge keyword lists?
• How do you make keyword research dynamic and iterative?
• How do you know where to focus your attention?
• How do you co-ordinate a team of individual contributors?
WordStream, Inc.

4. Applying Keyword Research to PPC
Optimize your campaign by following Google’s best practices:
– Select large volumes of very specific keywords and negative keywords
– Group together closely related keywords
– Write relevant text ads and destination pages
– Repeat!
WordStream, Inc.

5. Applying Keyword Research To On-Page SEO
Author lots of
original Web Pages…
– Specifically themed
around narrow subjects
– Includes long-tail
keyword variations in
the page copy
– Organize content with
relevant intelligent
information
architecture
– Repeat!
WordStream, Inc.

6. Let’s Take a Look at
WordStream!
WordStream, Inc.

7. Summary of Keyword Research Best Practices
• Keyword Research should be…
– Private & Proprietary
– Personalized and Based on Real Traffic and Conversions
– Keyword Grouping & Organization
– Continuous & Iterative
– Should include ongoing Negative Keyword expansion
– Data-Driven & Actionable
– Should leverage both PPC and SEO data
– Broken down into prioritized tasks
– Require Coordination & Collaboration
WordStream, Inc.

8. WordStream
WordStream is a provider of Keyword Management
Solutions for working with large numbers of keywords to
build and optimize PPC and SEO on an continuous basis.
We provide search marketers with a private online
keyword workbench for conducting keyword discovery,
research, grouping & organization and workflow, as well as
integrated tools to take action on their keyword research.
WordStream, Inc.

9. Virtuous Cycle of Effective Keyword Research
Conduct
Keyword
Research
Group, Organize, Find
Obtain more Negatives, Prioritize
keyword data Keywords & Tasks
Act: Publish Ads for
PPC and Web
Content for SEO
WordStream, Inc.

10. WordStream Value Proposition
Relevance Value
Productivity • Private keyword • Lower CPC
• Workflow Tools database • Increased clicks
• Data-Driven • Keyword Discovery • Improved
Automation • Keyword Grouping conversion rate
• Ad Copy Creation • Better SERPS
WordStream, Inc.

11. Your Questions
Thank you for attending WordStream’s webinar on effective keyword
research.
Don’t forget to sign up for a Free WordStream Trial:
www.wordstream.com/try
Learn more about Keyword Research and Management at:
www.wordstream.com/blog
Or contact Larry directly:
lkim@wordstream.com
http://twitter.com/larrykim
WordStream, Inc.