Google adwords keyword research & SEO tools setups

Hands-On Keyword Research,
SEO Strategy & Tools Setups
! Items Covered:
•  Keywords & keyword phrases; Strategies for what’s best
•  Tools for keyword research
•  Google Trends, AdWords & setups
•  Hands-on keyword research options
•  SEMrush for keyword research
•  Using Bing Webmaster Tools
•  Other Google Tools (Analytics, Search Console)
•  Creating a sitemap.xml file
•  Canonicalization for preferred domain name

Keywords & Phrases

Niche or “long tail” keywords
!  Keyword search results (&
search engine
recommendations) are
served based on:
!  Search history, cookies,
sign-in info, location,
context/semantics, etc.
!  And Bing has access to
different personal history/
data than Google.

Niche or “long tail” keywords
!  The big question is: What
problem is your audience
searching online that your
product solves?
!  So build your content
starting from the long-tail
keywords that are easier
to compete for, and that
you know represent your
audience, your business
and target location.
!  (because you should
come up for your brand
name automatically)

Hands-on Keyword
Research & Tools

Google AdWords Account Setup
! 
As shown here, even in
beginning to setup an
AdWords “campaign,” before
completion & prior to
purchase, it still provides
some keyword search
volume data (however, other
screens provide more
holistic data).

Google AdWords Account Setup
! 
As shown here, once an AdWords campaign is setup (in this case
I have setup a low-budget testing paid ad account; however that is
not always required), the keyword research options we want (for
both SEO &/or ads) are made available.

Google Trends for keyword research
! 
As shown here, regardless of
AdWords or KeywordPlanner
accounts status, we can do valuable
keyword research in Google Trends
(google.com/trends). We can set
time period of search volume &
interest (up to 5 years), segment by
regions & subregions, & get data on
rise/fall & even calculate search
volume. & get good keyword
suggestions from Google.

Full Google AdWords
KeywordPlanner keyword research
! When a Google AdWords account is properly or fully setup,
the following options should be made available.

Google AdWords Keyword Planner
!

! 
Note keywords listed in
“Your product or service”
and “Targeting” set to
Atlanta, US.

! 
After clicking “Get
Ideas,” then this
data appears. I
typically go
straight to
“Keyword
Ideas” (right tab).

!  To see the keyword ideas’
results, I go to my browser
menu and view no
“Toolbars” (navigation,
bookmark, SEO Book, etc.),
as shown. Note the search
volume results. Note I can
click “Add All” (top right tab)
to save to my “plan.” Beside
that, I click “Download” to
save my results as an
Excel .csv file. I can also
now re-sort data by clicking
“Avg. Monthly searches,” or
other options. I can also re-
test specific keyword
phrases that have appeared
from the mix such as
‘garden inspiration.’

!  After previous research to
start new keyword research,
go to top menu and select
“Tools” and “Keyword
Planner.” Or select the
button to the right for
“Search for Keywords.”

!  Many of the settings there
exist for Google to promote
advertising; since we’re not
advertising, we can ignore
them to get raw keyword
search results.

!  Next, we can temporarily
ignore the “Ad Group Ideas”
to click on “Keyword Ideas.”

!  Once we get the keyword
data we want, we can
export, open in Excel, re-sort
data based on search
volume or anything we wish.
(Note that Google’s data
itself gives us options to re-
sort data based on criteria; it
defaults to sorting by
keyword relevance).

Other Tools for Keyword
Research

SEMrush.com allows keyword & competitive website keyword analysis. It shows
keyword competition (low is good), search volume (high is good) & CPC (estimated cost
per click; low is good for ads, high is good for SEO where you’re not paying for it).
!  When you build your
website, or add pages, or
whenever you desire a
Google “boost,” generate a
sitemap.xml file.
Then upload it on your
server.
And notify/submit to Google
in Search Console.
Xml-sitemaps.com is one
option as a free sitemap file
generator (it reads your live
website).

Bing Webmaster Tools for Keyword Research
(when a Bing Webmaster Tools account is setup properly)
! 
•  To setup website SEO, both
Google & Bing Webmaster Tools
are important.
•  For Webmaster Tools on a
Wordpress website with Yoast
SEO plugin installed, you can
insert both Google & Bing
verification code snippets as
shown in the “Dashboard” tab for
“Webmaster Tools.”
•  Note that Yandex is Russia’s
search engine, & happens to be
(give or take) the 4th largest in
the world.
•  However unless the website is
global, there is little need to
optimize for Yandex.

Bing Webmaster Tools for SEO &/or Keyword Research
! 
•  When you setup a Bing Webmaster Tools
account, you can do so either for client
website SEO, &/or for keyword research.
•  Bing Webmaster Tools can be started with a
Yahoo! or MSN.com email address account.
•  Note that if setting up client SEO, add the
sitemap file (should be at example.com/
sitemap.xml), & check that you are “an
agency, not a site owner.”

! 
•  When you setup a Bing
Webmaster Tools account for
website SEO purposes, it will
provide you a code snippet,
which you will want to integrate
with your site.
•  Similar to Google Analytics or
Search Console, Bing provides a
few options for website code
validation.

! 
•  To setup website SEO, both
Google & Bing Webmaster Tools
are important.
•  For Webmaster Tools on a
Wordpress website with Yoast
SEO plugin installed, you can
insert both Google & Bing
verification code snippets as
shown in the “Dashboard” tab for
“Webmaster Tools.”
•  Note that Yandex is Russia’s
search engine, & happens to be
(give or take) the 4th largest in
the world.
•  However unless the website is
global, there is little need to
optimize for Yandex.

Other Google Tools for
SEO

Google Analytics Dashboard Overview
(after Google Analytics code snippet is installed within your home page code & verified)
sitemap.xml file.
server.
in Search Console.
website).

Overview of Google Search Console
(after code snippet is installed within your home page code & verified)
! 
Google Search Console is an additional tool to identify important data, from an SEO perspective, about
your site. Such as crawl errors, sitemap.xml file recognition, preferred domain name for canonicalization,
keywords people click on to access your website, etc. If you are actively doing SEO for your website, you
want to use Search Console. (Note that Bing’s comparable tool is Bing Webmaster).

Sitemap.xml Files

Generating Sitemap Files
sitemap.xml file.
server.
in Search Console.
website).

More vital SEO points –
These are NOT all the same:
! 
It’s called “canonicalization” – you want it set correctly for your website and entered into
Google Search Console.

Fitting Keywords to your
Marketing Positioning

Marketing Strategy Questions
! You know your target audience – or do you?
! Your existing primary customer base may not be your best
target for new online searches.
! So who doesn’t know you but is searching online for the
problem you solve?

! 
Primary Online Target Audience (new searchers):
Target definition:
Target characteristics:
Current Target Behavior:
When & where for online search:
Secondary Online Target Audience:
Target definition:
Target characteristics:
When & where for online search:
Marketing Objectives:
Drivers/Problem (the “why”):
Primary Message (USP):
Key Selling Points:

! Now… Get your mind OFF your company.
! Using what you’ve identified about your primary online target:
! What words would they search for?
! (&/or ask your friends, customers, etc.)
! Now create a list and use that as a starting point to do your
keyword research based on.

SEO Strategy: What Can
& Can’t You Do?

SEO Strategy: What Can & Can’t
You Do?
! Watch your online reputation (reviews and responses).
! Watch your “page not found” errors.
! Ensure no duplicate content.
! Want new customers? Use keywords relevant to them.
! Want more retention? Keep using social media, and new
product offerings keywords, to come up for existing
customers.
! Want to be known as the “experts?” Create expert-level
content (videos, white papers) and make available to Google.

SEO Strategy: What Can & Can’t
You Do?
!  More tech/programming savvy? Rely on your developer for SEO
code implementations
!  More content generators? (copywriters, social media posters,
videographers). Integrate keywords into content – and output
online content all the time (just not duplicate).
!  More PR? Integrate keywords into press releases along with
backlinks to your website.
!  More presentation/event based? Create videos of events,
upload to YouTube and website & ensure events have backlinks
to your website.
!  More email marketing? Integrate keywords and post newsletters
to your website to come up in Google and email newsletter
backlinks to specific pages of your website.
!  DO NOT resort to black-hat SEO tricks to hurt other websites
and attempt to boost your own.

Thank You!

Google adwords keyword research & SEO tools setups

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (11)

Ähnlich wie Google adwords keyword research & SEO tools setups

Ähnlich wie Google adwords keyword research & SEO tools setups (20)

Mehr von Jake Aull

Mehr von Jake Aull (14)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Google adwords keyword research & SEO tools setups