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Expert Panel Session - Killer Keyword Research - ionSearch 2012

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Expert Panel Session - Killer Keyword Research - ionSearch 2012

  1. 1. ionSearch 2012 - Expert Panel Suite Killer Keyword Research Matt Roberts – VP of Product, Linkdex - Moderator Jimmy McCann – Head of Search, Search Laboratory Mal Darwen – Product Manager, Wordtracker Roland Dunn – Refined Practice/Cloud Shapes
  2. 2. ionSearch 2012 Jimmy McCann Search Laboratory
  3. 3. Killer Keyword Research 5 Tips and Tools Jimmy McCann – Head of SEO @ Search Laboratory
  4. 4. #1 – Know the Market • How does offering compare? – Ask yourself.. will it convert? • Range • Pricing • USP’s Source - http://lukachtaengleman.blogspot.co.uk
  5. 5. #1 – Know the Market • Use right terminology on your site Reflect what users search for! • B2B – Avoid in house jargon – Sector specific navigation • Ecommerce
  6. 6. #1 – Know the Market • Seasonality • Adapt focus / strategy – Ahead of peaks
  7. 7. #2 – Use your Loaf • Be logical • Assess keyword potential – i) Search volume – ii) Search intention – iii) Relevance / ability to convert img source flickr - betterbrandagency
  8. 8. #2 – Use your Loaf i) Search Volume • Use wordtracker / Adwords KW tool – Adwords not 100% accurate • Especially on low volumes • However – Good barometer for prioritisation
  9. 9. #2 – Use your Loaf ii) Search Intention • What does a user want to find from their query? – Think about it • Head terms – Offer large amounts traffic – Not all traffic is 100% relevant
  10. 10. #2 – Use your Loaf ii) Search Intention • Not specified, could be a host of things eg – How does solar energy produce electricity? – What is solar energy? – I want to find out more about solar energy because I’m thinking about getting some solar panels for my house
  11. 11. Search Intention ii) Search Intention • Very specific to the service site offers – Conversion rate higher • Less difficult to rank for this term – Than ‘solar energy’ That’s what we do!!!
  12. 12. #2 – Use your Loaf iii) Relevance • Is keyword relevant to company’s products / services? – Are they competitive in this area? I need a solar We are solar search - ‘solar panel panel panel installers’ installer! installers! User Company
  13. 13. #3 - • PPC data to test the water – Especially in emerging / ultra niche markets • Conversion rate data key • Exact match data only img source – Leftcoastcowboys.com
  14. 14. #3 - • Can be used to find actual search volumes • Setup campaign – Handful exact match keywords only Accuracy! – Put exact negatives on other campaigns • Make sure 100% impression share
  15. 15. #4 – SERP’s • What does Google think is suitable? • Helps assess intention • Categorise competing listings – Direct competitors – Research – Blended results • ‘solar energy’ SERP
  16. 16. #4 – SERP’s Research Research Research
  17. 17. #4 – SERP’s Research News Competitor Images
  18. 18. #4 – SERP’s Research Research Research Research
  19. 19. #5 – • Organic traffic / conversions – Not from page one • Identifies easy keyword wins – Traffic / conversions coming via page 2 Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
  20. 20. Key Tips – Show ROI • Show return early in campaign – Logical approach from ground up
  21. 21. Key Tips – Be Realistic • Don’t aim above your station – …(just yet)
  22. 22. Key Tips – Long Tail! • Long tail keywords first – Easier to optimise – Will convert better – Allows reinvestment into campaign / less risk • Build up to head terms – Naturally over time
  23. 23. Summary • #1 – Know the Market • #2 – Use your Loaf • #3 – Test using PPC • #4 – Analyse SERP’s • #5 – Refine using analytics
  24. 24. Any Questions?: www.searchlaboratory.com jimmy@searchlaboratory.com @jimmymccann JIMMY MCCANN /in/jimmymccann1982 Head of SEO
  25. 25. ionSearch 2012 Mal Darwen Wordtracker
  26. 26. Wordtracker Keyword Modifiers Keyword Anatomy Content and Intent
  27. 27. Let’s talk about tools for a moment…
  28. 28. Let’s talk about tools for a moment… •Finding Keywords •Site structuring with Keyword Research •Site Auditing •Rank Tracking •Easy export of Keywords + data
  29. 29. We’ll talk about tools in the Tools Suite later on.
  30. 30. Your Brain. The best tool you have available. Ever. http://www.flickr.com/photos/perpetualplum/
  31. 31. Understand your Market http://www.flickr.com/photos/pigalleworld/
  32. 32. Understand your Market Define your Strategy http://www.flickr.com/photos/hikingartist/
  33. 33. Understand your Market Define your Strategy Target Effectively http://www.flickr.com/photos/7994528@N03/
  34. 34. Keyword Modifiers…. They can help you attract better traffic
  35. 35. Keyword Modifier Restaurant In Chicago Restaurant In New York Restaurant In Tuscon Restaurant In Seattle
  36. 36. Monitor
  37. 37. Monitor Test
  38. 38. Monitor Test Tweak
  39. 39. Modifiers make keywords flexible…
  40. 40. Keyword Modifier Shirts Men’s Women’s Children’s Large Small
  41. 41. Modifier Keyword Mountain Bike Tyres BMX Tyres Road Bike Tyres Racing Bike tyres
  42. 42. Keyword Modifier Mountain Bike Tyres BMX Bike Tyres Road Bike Tyres Racing Bike Tyres
  43. 43. Keyword Modifier Product/Primary Buy Get Purchase find
  44. 44. Keyword Modifier Product/Primary Quality Bargain Cheap Free
  45. 45. Your content needs to match your Keywords! …no, really.
  46. 46. SEO can not live on keywords alone…
  47. 47. Be clear in your intent
  48. 48. Thank you! www.wordtracker.com mal@wordtracker.com @wordtracker
  49. 49. ionSearch 2012 Roland Dunn Refined Practice
  50. 50. Killer Keyword Research © 2007-2012 Roland Dunn
  51. 51. Keyword Research = © 2007-2012 Roland Dunn
  52. 52. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  53. 53. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  54. 54. 2007: Google not seen 1 in 4 search queries © 2007-2012 Roland Dunn
  55. 55. 2011 (March): Google not seen 1 in 5 search queries © 2007-2012 Roland Dunn
  56. 56. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  57. 57. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  58. 58. March 2011: Google has never seen 20% of queries before (yes, really) © 2007-2012 Roland Dunn
  59. 59. © 2007-2012 Roland Dunn
  60. 60. It’s very long © 2007-2012 Roland Dunn
  61. 61. pearl wedding jewellery cheap laptops wedding jewellery pearls cheap laptops uk wedding pearls cheapest laptops wedding pearl jewellery laptops cheap pearl jewellery wedding cheap laptop computers wedding jewellery pearl cheap laptops online pearl wedding jewelry cheapest laptops uk pearl wedding jewelery cheap good laptops wedding jewelry pearls wedding pearls jewellery (and many, many more) © 2007-2012 Roland Dunn
  62. 62. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? © 2007-2012 Roland Dunn
  63. 63. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries © 2007-2012 Roland Dunn
  64. 64. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things © 2007-2012 Roland Dunn
  65. 65. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things 3. Structure your digital presence around that demand © 2007-2012 Roland Dunn
  66. 66. © 2007-2012 Roland Dunn
  67. 67. Eight different search queries © 2007-2012 Roland Dunn
  68. 68. Eight different search queries All for the same thing: “outdoor clothing” © 2007-2012 Roland Dunn
  69. 69. ski jackets 41,195 ski jacket 9,999 skiing jackets Ski Jackets 2,391 mens ski jackets 1,539 Mens Ski Jackets men ski jackets 1,012 ladies ski jackets 2,840 ladies ski jacket Ladies and Womens Ski Jackets 1,445 women's ski jackets 1,409 © 2007-2012 Roland Dunn
  70. 70. Outdoor Clothing Four types of “demand” (clusters of demand) Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  71. 71. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  72. 72. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets • Landing pages directly matches specific “demand” © 2007-2012 Roland Dunn
  73. 73. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets • Landing pages directly matches specific “demand” • Each page naturally targets multiple search queries © 2007-2012 Roland Dunn
  74. 74. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets • Landing pages directly matches specific “demand” • Each page naturally targets multiple search queries • Structure itself matches demand © 2007-2012 Roland Dunn
  75. 75. © 2007-2012 Roland Dunn
  76. 76. © 2007-2012 Roland Dunn
  77. 77. Relevance Analysis can go to the core of your organisation © 2007-2012 Roland Dunn
  78. 78. Relevance Analysis can require significant change ... © 2007-2012 Roland Dunn
  79. 79. Relevance Analysis can require significant change ... And therefore need real commitment from senior management © 2007-2012 Roland Dunn
  80. 80. © 2007-2012 Roland Dunn
  81. 81. Sources of Search Data © 2007-2012 Roland Dunn
  82. 82. Experian Hitwise: • More than 8 million UK internet users © 2007-2012 Roland Dunn
  83. 83. Experian Hitwise: • More than 8 million UK internet users • Terrific data: significant volumes of queries, qualified queries © 2007-2012 Roland Dunn
  84. 84. Experian Hitwise: • More than 8 million UK internet users • Terrific data: significant volumes of queries, qualified queries • Expensive, but ... © 2007-2012 Roland Dunn
  85. 85. Google Adwords Keyword Tool: © 2007-2012 Roland Dunn
  86. 86. Google Adwords Keyword Tool: • Free © 2007-2012 Roland Dunn
  87. 87. Google Adwords Keyword Tool: • Free • Adwords focused data © 2007-2012 Roland Dunn
  88. 88. Google Adwords Keyword Tool: • Free • Adwords focused data • Time-consuming extracting significant volumes © 2007-2012 Roland Dunn
  89. 89. © 2007-2012 Roland Dunn
  90. 90. What’s Coming? © 2007-2012 Roland Dunn
  91. 91. What’s Coming? © 2007-2012 Roland Dunn
  92. 92. What’s Coming? Loss of understanding what we are relevant to? © 2007-2012 Roland Dunn
  93. 93. What’s Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise © 2007-2012 Roland Dunn
  94. 94. What’s Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise Leave us with just Google Adwords Keyword Tool? © 2007-2012 Roland Dunn
  95. 95. Need to develop other approaches to analyse Relevance? © 2007-2012 Roland Dunn
  96. 96. Keyword Research = © 2007-2012 Roland Dunn
  97. 97. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  98. 98. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  99. 99. Online Branding: Natural Search: http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/ T: @RefinedPractice T: @roland_dunn Slides Available At: http://www.cloudshapes.co.uk/talks/ © 2007-2012 Roland Dunn

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