The question: keyword research, yes or no? has become superflous by now. If you are doing content marketing, you need to work with the right keywords to improve your rankings, increase traffic, generate relevant leads and eventually close more deals at the end of the day. As a principle, you could say: every search is based on keywords and therefore every content marketing campaign is based upon a thorough keyword research. While there is no “right” keyword per se, there are important metrics you should keep an eye on. To name a few: search volume, relevance for your company, conversion rate, organic competition, demand, cost-per-click, etc.

1. Keyword Research
linkbird.com – press@linkbird.com

2. Keyword Research
linkbird.com – press@linkbird.com
Question
Why Keyword Research and Content?

3. Keyword Research
linkbird.com – press@linkbird.com
Truism
Every search and content marketing campaign
is based on keyword research.

4. Why Keyword Research and Content?
PPC / short-term Paid Ads SEO, Online PR & Content
“70% of links that search engine users click are organic.“
“Content Marketing costs 62% less than traditional marketing
and generates approximately three times as many leads.“
“more than 2/3 of traffic are generated via Long-Tail Keywords“
linkbird.com – press@linkbird.com

5. Keyword Research
linkbird.com – press@linkbird.com
Best Practice
How to Do Keyword Research?

6. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
linkbird.com – press@linkbird.com

7. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
Learn about your
target group
Identify trends and
demand
Evaluate the competitive situation
linkbird.com – press@linkbird.com

8. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
Learn about your
target group
Identify trends and
demand
Evaluate the competitive situation
Summarize related
topics
Answer your target
group’s questions
linkbird.com – press@linkbird.com

9. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
Learn about your
target group
Identify trends and
demand
Evaluate the competitive situation
Summarize related
topics
Answer your target
group’s questions
Position yourself as an
expert
Create appealing
content worth reading
linkbird.com – press@linkbird.com

10. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
Learn about your
target group
Identify trends and
demand
Evaluate the competitive situation
Summarize related
topics
Answer your target
group’s questions
Position yourself as an
expert
Create appealing
content worth reading
Raise attention and
increase reach
Improve organic rankings
linkbird.com – press@linkbird.com

11. How to Do Keyword Research?
Keyword
Research
Create Topic
Clusters
Content
Creation
Content
Seeding, Link
Building
Organic
Visibility
Learn about your
target group
Identify trends and
demand
Evaluate the competitive situation
Summarize related
topics
Answer your target
group’s questions
Position yourself as an
expert
Create appealing
content worth reading
Raise attention and
increase reach
Improve organic rankings
Sustainable traffic,
sustainable revenue
linkbird.com – press@linkbird.com

12. Keyword Research
linkbird.com – press@linkbird.com
Best Practice
Define the perfect keyword?

13. Define the perfect keyword?
Keyword
Relevant
to your
business
linkbird.com – press@linkbird.com

14. Define the perfect keyword?
Keyword
Relevant
to your
business
High
demand
linkbird.com – press@linkbird.com

15. Define the perfect keyword?
Keyword
Relevant to
your
business
High
demand
Little organic
competition
linkbird.com – press@linkbird.com

16. Define the perfect keyword?
Keyword
Relevant to
your
business
High
demand
Little organic
competition
High CPC
(= many
Google
AdWords)
linkbird.com – press@linkbird.com

17. Define the perfect keyword?
Keyword
Relevant to
your
business
High
demand
Little organic
competition
High CPC
(= many Google
AdWords)
High
conversion
rate
linkbird.com – press@linkbird.com

18. Keyword Research
linkbird.com – press@linkbird.com
Best Practice
How to calculate the value of a keyword?

19. How to calculate the value of a keyword?
mth. search volume * CTR potential * CR * value per conversion = value of keyword per month
100,000 * 25% * 5% * 50€ = 62,500€ per month
CTR* and thus value of a keyword increases with its organic position:
*Data from a study by Optify
#1 – approx. 25,1% CTR
#2 – approx. 9,1% CTR
#3 – approx. 7,1% CTR
#10 – approx. 1,5% CTR
linkbird.com – press@linkbird.com

20. Keyword Research
linkbird.com – press@linkbird.com
Best Practice
Where‘s the Potential in Long-Tail Keywords?

21. Potential in Long-Tail Keywords
“more than 2/3 of traffic are generated via Long-Tail Keywords“
 long tail keywords often have less competition
 in total many long tail keyword generate high demand
 long tail keywords are very specific and thus close to conversions/goals
Traffic
Number of Keywords
Example Long-Tail Keyword Set
linkbird.com – press@linkbird.com

22. Keyword Research
linkbird.com – press@linkbird.com
Question
Where can I learn more?

23. Articles on Keyword Research…
http://blog.linkbird.com/en/
linkbird.com – press@linkbird.com

24. Keyword Research
linkbird.com – press@linkbird.com
Question
How can linkbird help me?

25. Tool-Preview dmexco 2014
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26. Keyword Research
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