4. Definition of Keyword Research
Keywords & Search Queries
The words or phrases that
members of a market type
into a search engine, in
order to explore a particular
niche. They are also known
as search queries.
5. Types of Keywords / Queries
Navigational Query
Transactional Query
Informational Query
For a website
To buy something
To earn something
6. Keywords / Queries
Why are they used?
To experience the need of an answer, solution, or a piece of information.
How these queries are used?
Formulate that need in a string of words and phrases (query). Most people formulate their
queries in one to three words. ComScore data from March 2009 shows an average query
length of 2.9 words.
Execute the query, check the results, see whether you got what you wanted, and if not,
try a refinedquery.
7. Keyword Research
When it comes to keyword research, all we’re really trying to do is to figure out three
things:
1. The keywords that people most commonly use in their search queries
2. Whether these people are likely to spend money or to seek just a piece of information.
3. Whether there is strong competition for the keywords being targeted.
8. Understanding your Target Market
What is Market in an online world?
A community of people who share a common interest in a particular subject or activity.
Often the community has its own language made-up of terms or acronyms.
9. Understanding your Target Market
What is Market in an online world?
A community of people who share a common interest in a particular subject or activity.
Often the community has its own language made-up of terms or acronyms.
10. Understanding your target market
Example Market: Brides-to-be
Market: Brides-to-be Area of Interest Market Language
Weddings
FH – Future Husband
FMIL – Future Mother-in-
Law
MOH – Maid/Matron of
Honor
11. Understanding the Niche Market
What is Niche?
A niche is a subset of a market that relates to a specific topic.
Market: “Brides to be”
Weddings
Wedding
Rings
Wedding
Photography
Wedding
Dresses
Market
Niches
12. The Theory Behind Keyword Research
Search Engine Query Demand
Thousands
of queries
per day
< 1 query
per week
The “Long
Tail”
The “Head” of the
search demand
curve
Popular Queries “Long Tail” queries
13. Types of Keywords / Queries
Navigational Query
Transactional Query
Informational Query
For a website
To buy something
To earn something
14. Keyword Research Examples
Sarah’s Query
Wedding
Photography
Tips
Wedding
Photography
Pricing
Karen’s Query
Karen’s Results
will be transactional
Sarah’s Results
will be informationalSarah
Karen
Kay’s
Jewelers
Michelle’s Query
Michelle’s Results
will be navigationalMichelle
16. Keyword Research Process
Define Keyword list
Refine Keyword list
Competition & Keyword Relevance
Using Metrics to choose Best keywords
Integrating Keywords onto your website / blog / article / post etc.
19. Keyword Research Tools
More free keyword research tools:
Google AdWords External Tool
WordTracker
SEOBook Keyword Research Tool
Digital Point Keyword Suggestion Tool
Keyword Discovery by Trellian
AdCenter Keyword Forecast
20. Evaluation
Look and analyze carefully, it means everything for a successful campaign.
21. Competition & Relevance
Exact match
Search your Top 10 keywords
– Most descriptive
– Highest Traffic
• Note websites that reappear
• Search their sites for common keywords
22. Places to review
Places to Review
Site Content (Yeah, I know, duh)
• Title Tag
• H1s
• Keywords Meta Tag
Tip: Insert site's products pages and homepage into the Google Keyword Tool reviewer, quick and dirty
Tip 2: Those key phrases your competitor is using are not always the best. The research is to spark ideas,
not to copy.
23. The Right Keyword
Defining the “Right” Keywords
Not always what you use in-house
How your customer describes your product/service
Not Generic Shoes
Product Focused
Those key phrases you came up with may and may
not be the best, explore all avenues.You want to
focus on what your clients are searching for.
24. What is your mission?
Finding the best keyword!
What is a ‘best keyword’?
High searches / less competition
Get a mix of both
25. Finding the best keyword
Use your preferred tool. (Use as many as you can)
Google AdWords – Keyword Planner (Recommended)
Choose the metrics to evaluate which is the ‘Best Keyword’
26. Keyword Competition Metrics
How keyword competition metrics work?
Search Demand Volume – The total number of searches users are
performing for a particular keyword.
KW Local Search Volume > 2,000 searches/month
KW Global Search Volume < 200,000 searches/month
SEO Competition - The total number of web pages that mention a specific
keyword term, in the same (phrase) word order, in Google's index.
KW SEO Comp < 200,000
Title Competition - The total number of web pages that mention all of the
words in a keyword term in the title of the page.
KW Title Comp < 200,000
27. Keyword Competition Metrics
How keyword competition metrics work?
o For Pay-Per-Click (PPC) campaigns
o OCI – (Online Commercial Intent) - An indicator of the chances that
someone searching for a keyword is looking to buy something – as
opposed to browsing for information. The higher the figure, the more
likely they are desiring to buy something.
o OCI > 50
o CPC– (Cost Per Click) – The bidding price according to the search
engines for that particular keyword. Higher CPCs are indicators that the
KWs market is competitive.
o $ 0.50 <CPC < $5.50
28. The Real Strength of Competition
Recall the process?
Enter your chosen search terms into Google (In Quotes)
Analyze the numbers
29. What you need to look for?
Ranking game
Timeline for ranking first in the search engine’s result pages is the real game.
You need to understand how it works.
Or at least have an assumption (Since ALGO keep changing)
Timeline for Ranking in the first Search Engine Result Page (SERP)
< 5,000 Competitors (1-2 Weeks Ranking)
5,000 – 75,000 Competitors (Few weeks to a Month)
75,000 – 500,000 Competitors(A Month to a Several Months)
500,000 – 200,000,000 Competitors (SeveralMonths or longer)
30. Handy tips
Don’t use all your keywords on just one page!
Optimize every page for no more than 2 – 3 keywords / Phrases, which shouldbe
absolutely relevant to the content of the page.
Always maintain a spreadsheet that lists each page you want to create along with their
respective targeted keywords.
The next step is actually creating keyword-rich & optimizedcontent for the websites / blog
/ articles / posts etc
31. Handy Tips: Reminder
Do everything imaginable
– Insert keywords from internal research
– Search your site
• Use Exact Match for best numbers
• Export Lists into Excel
• Use common sense to parse down
These lists include everything but the kitchen sink. Review
them for accuracy to your product/service.Don't just go
for the words with the biggest traffic numbers.
32. Handy Tips: Reminder
Internal References
– Review internally
– Make a priority, all search marketing relies on this list
Keyword Research Tools
– Focus on those phrases with traffic
Competitors
– New sites appear all the time
– Keep up with trends
These lists include everything but the kitchen sink. Review
them for accuracy to your product/service. Don't just go for
the words with the biggest traffic numbers.
33. Thanks
Thanks for showing up!
Here’s what you get & give for doing so:
PDF of this presentation sent viaEmail.
Smile & Applause.
Remember ‘Misbah Jalal Siddiqui’ in your prayers
