This document provides a 6 part recipe for advanced keyword research. Part 1 is to start with the right ingredients like search volume, relevance, and competition. Part 2 is to use the right tools like keyword generators and analytics. Part 3 is to check analytics for organic and paid keywords. Part 4 is to consider customer sources like forums and reviews. Part 5 is to get input from customer service and users. Part 6 is to test keywords and check conversions. The #1 ingredient to avoid is professional blindness.

1. Advanced Keyword Research:
A Recipe in 6 Parts
SMX Advanced 2009

2. Your Chef: Taylor Pratt
Search Marketing Specialist @ nFusion
• http://www.nfusion.com
• tpratt@nfusion.com
Twitter: twitter.com/pratt
Where I contribute:
www.marketingpilgrim.com
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3. 3

4. #1: Start with the Right Ingredients
Search volume
• How often a keyword is
searched for each month?
Relevance
• If a user would click-through
to your site, will s/he find
what s/he’s needs?
Competition
• Realistically, can you rank in the top 1-3 results
for the keyword?
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5. Example
Targeted keyword: seo tools
• Search volume (74k/month): 10/10
• Relevance: 9/10
• Competition: 1/10
Score: 6.7
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6. #2: Use the Right Cookware
Raven SEO Tools
• http://kl.am/key1
Google Adwords Tool
• http://kl.am/key2
Google Suggest
SEOBook Keyword List Generator
• http://kl.am/key3
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7. #3: Check the Oven: Analytics
Long tail organic & paid keywords
Internal search
Referrals
Top content
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8. #4: Who’s at the Table?
Yahoo! Answers
LinkedIn
Facebook groups
Twitter
Forums
Product reviews
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9. #5: Kitchen Help: Customers and Employees
Customer service employees
Administrative employees
Contact us forms
Tech support
User tests
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10. #6: Did it Taste All Right?
PPC testing
• Conversions
• Micro conversions
• Bounce rates
• Time on site
• Pages views
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11. The #1 Ingredient to Avoid
Professional blindness:
• “What do you think about the $20 CPA
outlined in the hard RFP? Could we
achieve a $2 CPM?”
• WHAT?
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