The document discusses keyword research and provides alternatives to traditional keyword phrase-based research. It suggests looking beyond phrases to patterns in words and word co-occurrences to gain insights. Several tools are presented that analyze keywords, expand lists, and show related keywords to identify opportunities. The overall message is that keyword research should look at words and relationships between words rather than just phrases.

1. Keyword Research
Thinking Beyond the Phrase
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
www.topdraw.com

2. Keyword Research Sucks

3. Keyword Research Sucks
• No magic bullet
– Keyword research tools are inaccurate.
– At best “the numbers are just guides as to
the popularity of terms relative to each
other.” – Danny Sullivan

4. Keyword Research Sucks

5. Keyword Research Sucks

6. Let’s think beyond the phrase
• Word Patterns
• Word Co-occurrences
• Niches
• Tools

7. Let’s start with your site…
• How many keyphrases does your
website get traffic on?
– How do you determine patterns?

8. You could…
Option 1: Pattern match on keyphrases

9. Or, you could…
Option 2: Pattern Match on Words
What would tip you off that you’re reading a Bush speech
vs an Obama speech?

10. • Bush: security,
freedom, liberty
• Obama: our time
and now

11. Romney
Obama

14. Keyword Co-occurrences
Insight into phrase
variances via breaking
them down to their
component words.

15. Wholesale Candles

16. Fookes: NoteTab
Fookes.com

18. Keyword Co-occurrences

19. Keyword Co-occurrences
• Full article by Tom Schmitz
• Compile a master table
• Sort keyword: # of words, then by # of searches
=LEN(TRIM(A1))-LEN(SUBSTITUTE(TRIM(A1),” “,””))+(LEN(A1)>1)
• Set aside relevant 1, 2 & 3 word phrases
• Isolate optimization & Content Marketing opportunities
• Automating & Scaling Keyword Research
By Richard Baxtor

20. Google Suggest
Remove Suggest Personalization (pws=0)
http://www.makeuseof.com/tag/disable-googles-personalization-se
/

21. Product Suggest
http://www.google.com/shopping

22. Suggest – Expanded
• Expand Google Suggest term by adding
a, b, c…

23. Ubersuggest.org

24. Keyword Expander
http://www.rob-millard.com/keyword-expander/

25. Keyword Expander
http://www.rob-millard.com/keyword-expander/
Top 10 Google Suggest
phrases for up to 100
keywords

26. Google Suggest API
• Access via simple HTTP REST command:
• http://google.com/complete/search?output=
toolbar&q=pubcon

27. Soovle.com

28. Soovle.com

29. Keyword Research Tools 29
 Tools for brainstorming a seed list
- Quintura - Yahoo Search Assist
 Keyword popularity
– Wordtracker - Trellian’s Keyword Discovery
– Google Trends - Hitwise
 Competitive Intelligence
– SEMrush - KeyCompete
– Keywordspy - iSpionage
- SearchMetrics - Spyfu

30. Thank You!
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
ken@topdraw.com
Download Presentation at:
www.topdraw.com/presetations