Learn how to discover, monitor and expand your keyword research for maximum SEO benefit. Presented at Pubcon Las Vegas 2013 by Mark Barrera (@mark_barrera) of @Buzzshift.

1. @mark_barrera
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Keyword Research Evolved
Presented by:
Mark Barrera
@mark_barrera

2. @mark_barrera
bit.ly/BuzzshiftPubcon2013
First Things First
• YOU MUST BE AN EXCEL MASTER TO BE
A KEYWORD RESEARCH MASTER!
• Pivot tables, vlookup and other
functions should be like riding a bike
for you.
• distilled.net/excel-for-seo/

3. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Master Keyword Document
• Get list of keywords via:
– Your Data
• Analytics from other Search Engines
• Google Webmaster Tools
– Competitive Data
• SEMRush
• Google Adwords Keyword Planner

4. @mark_barrera
bit.ly/BuzzshiftPubcon2013
SEMRush
• Competitive Research
– Organic

5. @mark_barrera
bit.ly/BuzzshiftPubcon2013
SEMRush
• Competitive Research
– Paid

6. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Buy More Data!
• Run exact match PPC campaigns
• Ensure ads are on first page

7. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Align Your Data
• Know your conversion rates - via PPC
and/or other organic search keyword
data.
• Download all data into one Excel
workbook as separate sheets.
• Combine all metrics with a Pivot Table

8. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Prioritize Keywords
• Score your keywords:
– Intent Column
• Geo-specific
• Purchase
• Brand
• Informational
– Business Relevance Rating Column
• 1-10

9. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Plan Your Content
• Have a plan for each keyword at the
top of your prioritized list
– Competitive keywords need more than one
page of content.
• Know how to interlink these supporting
content pieces to the page intended to rank.
• Use Google to see content ranking for
those keywords

10. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Prioritize Keywords

11. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Content, Content, Content
• Support current rankings with content
updates and new surrounding content
pieces.
• Be unified across social.
– Use the keywords you are targeting where
possible.

12. @mark_barrera
bit.ly/BuzzshiftPubcon2013
PPC and SEO Work Together

13. @mark_barrera
bit.ly/BuzzshiftPubcon2013

14. @mark_barrera
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PPC and GWT combined

15. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Store Your GWT Data
– Download GWT data frequently
– Know your rankings
• Be aware of filters
– Are you US only?
– Is image search messing with avg position?
– 3 day delay for GWT data

16. @mark_barrera
bit.ly/BuzzshiftPubcon2013
Store Your GWT Data
• Raven Tools will archive GWT data

17. Thanks!
bit.ly/BuzzshiftPubcon2013
@mark_barrera
mark@buzzshift.com
http://www.buzzshift.com
See You Tonight at the Monte Carlo Pub!