I introduce you to the Fundamentals of Keyword Research, and help you to understand some of the reasoning behind choosing certain keywords to focus on while performing keyword research.

1. Kickass Keyword Research
Why and how to identify the right keywords to chase

2. About Peter Mead
Peter Mead, SEO and IT

3. The Basics...
What are Keywords?
Keywords are the words, terms and phrases that relate to potential customer
searches. Its how you are found! Essentially it is anything that can be entered into
the search.
This is no longer just what is typed but with the expansion of voice search just
about any phrase can be a keyword.

4. Short and Long Tail
-Moz.com
Short Tail can be higher
volume but lower conversion.
Longer tail keywords are
approx 70% of search traffic
and can lead to higher
conversions.

5. Short Tail vs Long Tail Example
Short Tail Keyword : Shoes
Is the searcher wanting to buy shoes? Look at pictures of shoes?
Are they after runners, formal, mens, womens?
Long Tail Keyword : Where to buy black formal shoes for men
The search volume may be lower but the conversion rate for an appropriate page
will be much much higher.

6. Relevancy
Bottom Line : The page should be highly related to the keywords you are
optimising for.
Google wants to deliver the best result for the information the customer is looking
for. There is no point trying to “trick” Google into serving up your page.
Each page on your website is unique. Optimising the right page to the right
keyword will make a massive difference to the success of your campaign. It will
also help you if you chose to do adwords as well.

7. Super Easy Keyword Research
Easy way to get started :
Use Google autosuggest and related searches to find other keywords, phrases
and questions.

8. 10 Step Indepth Keyword Research :
1. Brainstorm relevant keywords. Ask staff, family friends
2. Use feedback from customers about product names and industry lingo
3. Compile keywords, terms and phrases relevant to industry and specific to the
business offerings
4. List 1-3 word phrases that describe the products or services of the business
as well as brand terms and trademarks
5. Find synonyms for keywords where possible. This helps meet the searcher
intent and keep the hummingbird algorithm happy.

9. 6. Find any industry associations, media, blogs or forums for the industry.
Look for commonly used terminology
7. Use Google suggest and related searches to flesh out related searches.
8. Research competitors to look for keywords that are sending them traffic.
SEMRush, Moz and look at their Heading Tags, Page titles and URLs.
9. Look at the data on each keyword looking for search volume, competition,
difficulty and relevance. Can use many tools for this, SEMrush, Moz, Google
Adwords, Bing + more
10. Prioritise the keywords using the factors above.
Now you have a list of relevant, high traffic, potentially low competition keywords!

10. In Depth Keyword Planning.
Consider starting with a Sitemap.
yourdomain.com.au/sitemap
Screaming Frog SEO Crawler
https://www.screamingfrog.co.uk/seo-spider/

11. Using Sitemap to plan Keywords
Once you have your sitemap – you can use it to more accurately plan and
implement a keyword strategy.
Look at each page as a separate keyword where possible
Paid tools can help identify keywords with traffic – SemRush and Moz
Adwords can help if you are running a campaign (min spend required)
Main keyword on top page – more “long tail” as you get deeper into site advised

12. Adwords
Technically a free service but recently
restricted to those paying for AdWords.
Can be used to check volume of traffic
for a given keyword as well as
suggesting associated ones.
Will also give an estimated cost per
click if you chose to advertise. Can be
used to estimate difficulty of a given
keyword.

13. Paid Tools:
SEMrush : Paid Tool with great features.
SEMrush has the ability to do a site audit, plan keywords and monitor results
$99 USD / Month
Can pull data from Google search console - Free Promo Code Below
The code: PETERMEADIT-4YT0JW8P
The activation link: SEMrush Promo
The free 2 weeks can be activated till September 24th.

14. Some Useful Tools:
SEMRush : Features
Pages: Bit hard to find but under Domain analytics - Entire Menu
Look at keywords that you are already ranking for. Don’t forget about what is
already working

15. Keyword Magic (NEW)
Enter keywords to find similar terms and add to a list.
Export as .csv or .xls

16. Moz
Another Good Audit / Monitoring site.
$99USD and up. Checks for crawl errors, monitors rankings vs competitors.

17. Things to think about when selecting keywords:
● How directly relevant is the keyword phrase
● How much search volume, meaning how many people searching
● The level of competition, and other business directly competing for this
● How difficult will it be to beat those who may have significant dominance for
the term
● The opportunity to get results for terms that are transitional, or bridging with
volume and relevance
● Words that are Product or Brand names or business names as a given priority
Suitability of keywords to be used in phrases for articles etc.

18. Questions?