Go beyond the basics of general keyword research and see how that knowledge can be used to inform all online and offline marketing channels. This session will teach you systematically how to conduct keyword research and harness the power of those identified keywords to enable greater marketing success and campaign performace across your PPC, SEO, Social Media, mobile, video and traditional media channels.

1. Keyword Intelligence
Keyword Research for Search, Social and Beyond
9/25/2011
Ron Jones
Search Evangelist
Symetri Internet Marketing

2. Summary
• Important Keyword Research Principles
• Understanding the Keyword Research Process
• Keyword Research Tools
• Using Keyword Research
– SEO, PPC, Mobile/Local
– Social Media
– Web Design
– Traditional Advertising
– International Keyword Research

3. Pick the Right Keywords
• The Wrong Keywords:
– Waste significant resources
– May not reach the right audience
– May attract visitors who will not convert
• Pick the “Right” Keywords

4. Relevant Destination Content
• When we use “keywords” we set/reinforce searchers
expectations
• As marketers we then have the responsibility to deliver on
that expectation

5. Keyword Success Formula
Relevant
Right
Destination Conversion
Keywords
Content
For the Right Channel

6. Understand The Buying Cycle
Initial Broad Search Terms
Research
Specific Search Terms
Refine Search
Content
Research
What is the buying
Decision / cycle for your
Conversion
product or service?

7. Understanding Broad vs Narrow
• Long tail vs short tail
• Branding vs acquisition strategy
• Compare:
– bicycle (651,465 searches)
– bicycle shop (27,926 searches)
• To
– trek madone 6.9 (89 searches)
– bicycle shop denver co (82 searches)

8. Keyword Relevance
Social Media Sites
SEO
Your Website
Pay Per Click
Keyword Relevance

9. Think Outside Your Industry
• Understand your target audience
– Speak customers language rather
than your own
– “Couch” instead of “Sofa”

10. Keyword Research Process
Refine Test
• Find all • Break down
possible • Identify best into categories • Test
keywords performing or themes performance
keywords
Brainstorm Categorize

11. Tools: Automation vs Aided
• Computer Automated Keyword Research
• Mindset Should be “Computer Aided”
• Build in a qualitative (interpretive) layer
for your keyword research processes
• Know where the data comes from

12. Keyword Tools
• Suggestion Tools • Forecast / Trend Tools
– Google AdWords Keyword Tool – Google Traffic Estimator
– YouTube Keyword Tool – Google Search Insights
– Google Trends
– Keyword Discovery
• Paid – Google Sets
• Free
– Wordtracker • Other Keyword Tools
• Paid – Local Keyword Lists
• Free
– Wordstream – SEO Book Keyword Tools
• Paid – Wordze
• Free

13. Google Keyword Tool

14. Analytics

15. Keyword Discovery

16. Seasonality and Trends
• Holidays, Special Events, Seasons, Economic Trends

17. Competition
• Analyze your known competition
– Visit their web site (check metadata)
– What terms are they trying to optimize – did they miss anything?
• Keyword Competition
– What is the average CPC?
– How popular are the keywords?
• Resources
– www.compete.com
– www.ispionage.com
– www.spyfu.com
– www.keywordspy.com
– www.semrush.com

18. SpyFu

19. Refining Your Keyword List
• Look at all keywords and weight them by various
factors:
– Popularity
– Relevance
– Specificity
– Competition

20. Keyword Categories
Slip and Fall Motorcycle Bicycle
slip and fall lawyers motorcycle personal injury bicycle accident lawyer
slip and fall attorneys motorcycle accident lawyer bicycle accident attorney
slip and fall accident motorcycle injury lawyer bike accident attorney
slip and fall accidents motorcycle accident attorney bicycle accident claim
slip and fall attorney motorcycle accident lawyers bike injury
slip and fall lawyer motorcycle accident law firm
slip and fall cases motorcycle accident attorneys
slip and fall injury motorcycle injury
slip and fall motorcycle injury attorney
Truck
slip and fall lawsuit trucking accident lawyer
truck accident lawyer
trucking accident attorney
Brain Injury Work Injury
truck accident attorney
traumatic brain injury lawyer work injury attorneys truck accident lawyers
brain injury law firm construction lawyer truck accident law firm
brain injury law firms construction accident lawyer truck accident claim
brain injury lawyers workman comp attorney truck accident
workman comp attorneys truck accident attorneys
Each Category should have an associated Ad group and landing page

21. Keywords are Foundational to all
Marketing Channels
• Fundamental Building block for all online and offline
marketing campaigns
– SEO
– PPC
– Mobile
– Local
– Social
– Video / Image
– Traditional Marketing
– Website

22. SEO
• SEO
– Core or Foundational Keywords
– Title Tags
– URL’s (file names)
– Links
– Page Content
• 1-3 keywords per page
• Image and Video Tags

23. PPC
• PPC
– As many keywords you want
– Use long tail keywords
– Use in Ad Copy
– Use your categorization
• 10-20 keywords per ad group

24. Negative Keywords
• Words and phrases that should not be associated with
your PPC campaign
– You sell high-end leather furniture
• repair, cleaning, discount, bargain, clearance
– You are a regional bank / financial services company
• advice, employment, school, bailout
– You sell designer handbags
• cheap, imitation, wallet, luggage, any brand you don't sell
– You own a car dealership:
• auction, classifieds, racing, pixar, any brand you don't sell

25. When should you use negative
keywords?
• Branding Strategy – May or may not use Negative Keywords
• Conversion Strategy – Use Negative Keywords
• Broad and Phrase Match Types
Broad Match – tennis racquet Phrase Match – “tennis racquet”
tennis graphite tennis racquet
racquet tennis racquets
buy tennis racquet buy tennis racquet
tennis racquet photos
tennis balls Exact Match – [tennis racquet]
tennis racquet

26. Benefits of adding a negative
keyword list
Quality Score Conversion/Leads
Quality Score Conversion Rate
Ad Position Qualified Leads
Max Cost Per Click (CPC) Cost Per Conversion
Profit
Visitor Experience
Relevancy
Bounce Rate
Brand Association
Conversion Rate

27. Tips for finding negative
keywords
• Google Keyword Tool or other keyword tools
– Paste your URL into “Website Content” box
– Check for “synonyms” (also use a Thesaurus)
• Google Analytics or other Web analytics tools
– Search Queries
– Monthly Keyword Report
• PPC Reports
– Search Query Performance Report
• Wordstream Negative Keyword Tool

28. Mobile/Local
• City and County names
• Zip Codes
• Local Search Listings
• Local Keyword Tool
• SMS vs Mobile App vs Mobile
Web Search

29. Social Media
• Keyword research for social media helps determine
needs/wants of your social community by:
– Tracking popular and trending topics
– Determining search/query frequency
– Gauging market interest for products or services
– Identifying demand for keywords
– Better understanding user intent
– Learn language being used
– Discovering relevant points of engagement

30. Social Media and Blogs
• Collective voice of consumers opinion, fact and
consumer thought
• Follow conversations (threads) that have frequent,
fresh posts
– Starting Points
• http://groups.google.com
• ttp://groups.yahoo.com
• Blog Lists and Ratings
– Resource: www.technorati.com

31. Social Tagging
• Social Media Tag pages
– http://delicious.com/tag
– www.stumbleupon.com/tag/
– www.technorati.com/tag/

32. Other Social Keyword Tools
Twitter Tools Video
• Advanced Twitter Search:
http://search.twitter.com/advanced • YouTube:
• Tweetbeep: http://tweetbeep.com/ https://ads.youtube.com/keywo
• PostRank: http://www.postrank.com/main rd_tool
• CommentLuv: http://comluv.com/search-results/ • Blinkx: http://www.blinkx.com/
• Board Reader: http://boardreader.com/
• Twazzup: http://www.twazzup.com/ • MetaTube:
• TweekQA: http://www.tweetqa.com/ http://www.metatube.net/
• Topsy: http://topsy.com/
• Kurrently: http://www.kurrently.com/
• Openbook: http://youropenbook.org
• Buzzy: http://buzzzy.com/
• Social Mention: http://socialmention.com/
• Surchur: http://surchur.com/

33. Web Design
• Information Architecture Unplanned
Information Environment
Planned
Information Architecture Framework
– Creative Design Users
Employees Suppliers
Customers
Partners
Interested
Public
– Technical Design
– Behavioral Design Us ers c annot find
the information
they need.
Us ers ac c es s the
right information
at the right time.
• Use Categorization Map
– Persona Design – User Intent All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc. Microsoft Office, Etc.
– Site Maps vs Behavioral
Paths

34. Traditional Advertising
• Keywords in media content
– TV, Radio, Print
• Branding Campaigns
• Positioning Statements
• Copywriting
• Integrated Media Campaigns (offline and online)

35. Setup your Campaigns, Test and
Refine
• PPC as a tool for testing
– Quick results for keyword performance
– Are you getting the “right” audience?
• Setup your Campaigns for Analytics
– SEO – Core keywords
– PPC – Ad groups
– Social - Conversations
• Wash, Rinse, Repeat

36. International Keyword Research
• Problems
– Common approach across all markets
– Getting a linguist who understands the culture
– Translation Issues
• Dialects
• Colloquialisms
• Special Characters and Spellings
• Work With A Specialist

37. Keyword Success Formula
Relevant
Right
Destination Conversion
Keywords
Content
For the Right Channel

38. Thank You
Keyword Intelligence
Keyword Research for Search, Social and Beyond
Ron Jones
Search Evangelist
Symetri Internet Marketing
Author: Keyword Intelligence
rjones@symetri.com twitter.com/Ron_Jones linkedin.com/in/ronjonesjr