Keyword research is one of the most important, valuable, and high return activities in the search engine marketing field. Ranking for the right keywords can dramatically increase the quality of visitors to your website quality and sales. Join Bassem Ghali, marketing guru and Canadian Entrepreneur of the Year Award Winner, to learn how to plan and execute a strong keyword optimization strategy that will help you rank for the search terms you actually care about.

1. Presented by:
Bassem Ghali
Winner of the Canadian
Entrepreneur of the Year
Award & Founder of Green
Lotus
Your Online Marketing Partner
Presentation Available on
How to Choose the
Most Effective
Keywords for your
Website

2. We Need To Talk!

3. I Used To Build Stuff!

4. Green Lotus Agency – Launched 2012

5. My New Home!

6. Find The Spirit Within!

7. Why is Keyword Research the
Most Important Task in Your
Digital Marketing Starteguy?

8. Where’s The Best Place To Find New
Leads Online?
89%Of Consumers Use Search
Engines To Make Buying
Decisions.
75%Of Users Never Scroll Past
The First Page Of Search
Results.
43%Of Total Google Search
Queries Are Local.
78%Of local-mobile searches
result in offline purchases.

9. Paid Advertising
- SEM
Local Search Results
- SEO
Search Results
- SEO
What’s On The First Page Of Google?

10. 0
20
40
60
80
100
120
Search Engine Optimization
0
20
40
60
80
100
120
Search Engine Marketing
Search Engine Optimization Search Engine Marketing
Long term strategic task, best fit for organization’s main
website and core products
Short term strategic task, best fit for seasonal products /
sales and / or boosting sales
Slow but steady increase in traffic. Takes 3-6 months to
establish higher ranking
Instant increase in traffic according to marketing budget
and competition
Search engines do not charge for organic traffic Search engines charge per click (Pay Per Click)
Once high rankings have been achieved, website traffic will
not* drop to what it used to be before deploying SEO
Once the SEM campaign I stopped, traffic will drop to what
it used to be before the SEM campaign
SEO Vs. SEM

11. What Works Best For You!
For Sale
SEO
For Lease
SEM

12. Keyword Research is
A Numbers Game!
Use tools to measure & track everything!

13. Definistions
• Local Search Vaulium
• Global Search Vaulium
• Bid Compation Rate
• Search Trends
• KEI – Keyword Effective Index

14. Step #1
Make a List
Start a Brainstorming session with your team and good customers
Try to get in the mind of your customer or audience here. What would they search for in
order to find you? If pulling up a Google or Amazon search bar helps get you in the right
mindset, do it.
• Product names
• Product features
• Product benefits
• Competitor terms
• Substitute product terms

15. Step #2
Research Related Search Terms
Use keyword suggestions tools to find relvent keywords to the
ones you have in your list
Try to get in the mind of your customer or audience here. What would they search for in
order to find you? If pulling up a Google or Amazon search bar helps get you in the right
mindset, do it.
• Product names
• Product features
• Product benefits
• Competitor terms
• Substitute product terms

16. Step #2
Research Related Search Terms
Use keyword suggestions tools to find relvent keywords to the
ones you have in your list

17. Step #3
Spy on Your Compatitors
Use Spying tools to find out keywords do your compatitors use on
their websites

18. Step #4
What are your ranking for
Use Google Search Councle to findout what keyword are your
ranking for that you haven’t yet considered

19. Step #5
Short List & Orgnize your keywords
Use Google keyword Planer, Google AdWords, Search Trends and
KEI metrix to short list your keywords

20. Step #6
Dig deaper & Catogrize Your Keywords
When planning your content, always ask yourself these questions. There are four
types of intents:
1. Informational intent:
Just like it says on the tin, people are trying to find information on a specific
topic.
2. Navigational intent:
People want to access a specific website by entering the term in a search
engine.
3. Commercial intent:
People want to buy something sometime soon and are doing research before
making a purchase.
4. Transactional intent:
People are looking to buy something after doing their commercial intent
searches.

21. How Do Consumers Purchase Online?
Browsing
Comparing
Deciding
• Wide Search
• Niche Focus
• About to buy!

22. Long VS. Short Tail Keywords
Source: backlinko.com

23. SEO Tools Demo
Save Time and Money by Getting All the Data You Need In One Spot

24. Start Your SEO Tools Free Trial
 Easy To Follow D.I.Y SEO Check List
 Free Phone Support
 1-ON-1 SEO Coaching
 35+ Tools In One Place
- Site Audit Tools
- Competitor Spying Tools
- Link Building Tools
- Social Media Tools
- Marketing Analytics

25. SEO Services Packages - CAD

26. Why Choose Green Lotus?
Our team has more than 14 years of experience managing marketing
campaigns for major corporations, including: Canadian Tire, Toronto Star,
Xplornet, Vista Print, Home Builders, and more.
Green Lotus is a leader and innovator in the digital marketing space,
launching Canada’s 1st SEO Tools in 2014, and subsequently winning
Entrepreneur of the Year Award (CAMP) in 2015.
Green Lotus has ranked as the best agency in Canada by TOPseos, one of
the oldest and largest directories of SEO companies around the world, and
ranked as #1 Tools on ClickZ’s top 50 Digital Marketing Tools for startups.
We believe in empowering our clients with the knowledge needed to
succeed in todays competitive online marketplace, and recently launched
Green Lotus Academy to provide a venue for quality education and hands-
on training on SEO and PPC.

28. Join Canada’s First Hands-on SEO Training!
GreenLotus.ca/Academy