1. KEYWORD MASTERY
ANDREW MASON
Colston Office Centre
Wednesday 18th July

2. Who Am I?
Andrew Mason
Mowbray Publishing Ltd
KEYWORD RESEARCH & CONTENT MARKETING
Website: keywordresearchservice.co.uk
Mobile: 07796 002945
Twitter: @ADMason

3. WHAT IS KEYWORD RESEARCH?
A keyword can actually consist of
1 one, two, three or more words.
Keyword research isn’t the same as
2 search engine optimisation (SEO).

4. Ten Benefits of Keyword Research – Part I
1. Remove incorrect assumptions about how people search for your product or
service. Always remember that you’re not your own customer.
2. Pull quantitative data for your market research. Is the demand acceptable and
encouraging? Is the competition manageable?
3. Judge whether you can successfully rank highly in the search engines for a
particular keyword.
4. Create a list of topics to cover in your article marketing.
5. Identify your ideal internet domain names. (Don’t hyphenate them.)

5. Ten Benefits of Keyword Research – Part 2
6. Pull pay per click (PPC) data, if you wish to run a PPC campaign.
7. Target keywords with a greater potential to convert. Specificity is key.
8. Divide and conquer your keywords.
9. Create relevant product names based on what people are searching for. (Use your
customers’ search query language. Compare 110,000 global monthly exact
searches for ‘backpacks’, against 14,800 searches for ‘rucksacks’.)
10. Rebrand and remonetise discontinued products.
Recommendation: Microsoft Windows 7, and Microsoft Excel 2007 or Excel 2010.
(Windows XP, Excel 2003 or OpenOffice Calc will make life more difficult.)

6. How Do I Do Keyword Research? Part I
1. Identify the root keyword.
2. Launch the Google AdWords Keyword Tool
(https://adwords.google.com/select/KeywordToolExternal) by typing ‘keyword
tool’ into Google, and select the top result.
3. Enter the root keyword in the Word or phrase field.
4. Select the ‘Exact’ match type, and deselect ‘Broad’.
5. Select the most relevant location information and minimum search volume (100
recommended) under the Advanced Options and Filters section.
6. Hit Search, and download the results as a CSV file.

7. How Do I Do Keyword Research? - Part 2
Add the following data columns:
1. Search volume (Google AdWords Keyword Tool)
2. Length (Excel code)
3. Competing Sites (keyword in double quotes into Google)
4. Average PageRank (www.seoquake.com)
5. PPC data (Google AdWords Keyword Tool)
6. Formula (Excel code)
Recommendation: steps 3 & 4 can be automated using the Keyword Advantage tool, from
www.nicheprofitclassroom.com

8. Negative Keywords
‘FREE’
‘Cheap’
• e.g. golf website, ‘Volkswagen’ and ‘VW’ are
negative keywords

9. Long-Tail Keywords
Root keywords tend to: Conversely, long-tail keywords
tend to:
• be very highly competitive
• be less competitive
• be used by those with
informational intent • be used by those with
transactional intent
• take longer to rank in the
SERPs • be ranked more quickly in the
SERPs
• have low clickthrough rates
and, ultimately, low • have higher clickthrough rates
conversion rates and higher conversion rates

10. 12 Sources of Keywords – Part 1
• Competing Websites
– ‘site:www.taichi-exercises.com’
• Google Analytics
– www.google.com/analytics
• Google Site Search
– www.google.com/sitesearch
• Google Autocomplete
– Firefox is the best tool for this, and this process can be semi-automated by using
http://ubersuggest.org.
• Microsoft Advertising Intelligence
– Microsoft’s Online Commercial Intent tool has been replaced and upgraded by the Microsoft
Advertising Intelligence tool: http://adlab.microsoft.com.
• Misspellings

11. 12 Sources of Keywords – Part 2
• Keyword Derivations
– Plurals, prefixes, suffixes: www.usingenglish.com/resources/wordcheck
• Direct Surveys
– Mailing list, Facebook, Twitter  SurveyMonkey (www.surveymonkey.com)
• Forums
– [keyword “forum”], market segmentation, persona.
• Tag Clouds
• Server Logs
– http://awstats.sourceforge.net
• The ~ Operator

12. Local Search
• Keyword List Generator
– http://tools.seobook.com/keyword-list/generator.php
• GeoNames
– www.geonames.org
• Native-Language Vocabulary
• Listings
– Google Places (www.google.com/local/add/businessCenter)
– GetListed.org (http://ukgetlisted.org)

13. Mobile Search
Mobile share (source http://gs.statcounter.com)
• June 2009 1.19%
• June 2010 3.23%
• June 2011 7.25%
• June 2012 11.13%
Google AdWords Keyword Tool  ‘Mobile devices
with full internet browsers’

14. How Do I make Keywords Work For
Me? – Part 1
On-Page Optimisation:
• Domain
• Page URLs
• Image Optimisation – src and alt
• Page Titles
• Description Meta Tag
• Keyword Meta Tag
• Internal Link Anchor Text

15. How Do I make Keywords Work For
Me? – Part 2
Off-Page Optimisation:
• Article Marketing
• Forum Participation
• Blog Comments
Pay Per Click

16. Final Word
Keep the use of your keywords
natural. Don’t overdo it.
The hand-out is available for downloadable from:
http://keywordresearchservice.co.uk/handout.pdf