Richard Baxter presents Keyword Research - an SEOgadget presentation archive deck from 2010.

1. KEYWORD RESEARCH – THE
ULTIMATE PROCESS
Pro Training
Richard Baxter – SEOgadget.co.uk
SEOgadget.co.uk

2. Large site architecture, keyword research, technical SEO and link building
in high competition industries...
ABOUT
SEOgadget.co.uk

3. HI DAVE
SEOgadget.co.uk

4. QUESTIONS
“How do people search for products in my industry?”
“What terms are most important to my site?”
“Where are the quick wins? *Low hanging fruit+”
“Are there any new types of search I didn’t know about?”
“What are my search priorities for traffic generation?”
“How do I group keywords into meaningful segments?”
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5. GIVING UP THE WHAT?!
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6. THE PROCESS
Gather Keywords
Make
Observations +
Sense Check!
Categorise Data
SEOgadget.co.uk
Capture Search
Volumes
Capture Rankings

7. UNDERSTANDING HOW PEOPLE SEARCH
• How do people search for automotive products?
Action
Condition
Brand
Colour
Product
Model
Location
“Test drive new BMW 3 Series Convertible Red in Nottingham”
“Black BMW 5 Series
Cardiff”
“Test drive Z4
Coventry”
“BMW Servicing in
Coventry”
“New BMW X5”
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“BMW Glasgow”
“New BMW 1 Series
in Suffolk”

8. THE SEARCH DEMAND CURVE
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9. TOOLS
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10. SEOgadget.co.uk

11. 1800
1600
1400
1200
1000
800
600
400
200
0
SEOgadget.co.uk
Global Monthly
API
External Global

12. 700
600
500
400
US Volume API
300
200
100
0
SEOgadget.co.uk
GKWT External Tool
(US)

13. WEAPONS
WIN
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14. GROW YOUR KEYWORDS
SEOgadget.co.uk

15. SEOgadget.co.uk

16. Think:
Product
names
Category
names
Tag names
Locations
Advertisers
=CONCATENATE([KEYWORD1], [KEYWORD2])
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17. ALCHEMY
=importxml(concatenate("http://access.alchemyapi.com/calls/url/URLGetRankedKeywords?apikey=[my-api-key]&url=",A2);"//text")
http://docs.google.com/support/bin/answer.py?hl=en&answer=75507 (importXML, importData, importHTML, importFeed)
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18. Easiest way to mine your competitor’s keywords:
1) Crawl with XENU
2) Extract KW’s from the <title>
3) Play around with LEFT, MID, RIGHT and FIND
KEYWORD1 “=LEFT(SiteCrawl[[#This Row],[Title]],FIND(" -",SiteCrawl**#This Row+,*Title++,1))”
KEYWORD2 “=MID(SiteCrawl[[#This Row],[Title]],(FIND("- ",SiteCrawl**#This Row+,*Title++,1)+2),25)”
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19. http://suggest.thinkpragmatic.net/
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20. And don’t forget:
Internal site search data
Analytics Keywords
Google AdPlanner
Hitwise
PPC
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21. GRAISING SEARCH VOLUME
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Photo by: PasuKaru76

22. SEOgadget.co.uk

23. WEAPONS
$250
SEOgadget.co.uk

24. FREELANCER.COM
https://adwords.google.com/api/adwords/o/v201008/TargetingIdeaService
AVERAGE_TARGETED_MONTHLY_SEARCHES
SEOgadget.co.uk

25. SEOgadget.co.uk

26. SEOgadget.co.uk

27. SEOgadget.co.uk

28. SEOgadget.co.uk

29. http://www.trustedproxies.com/
1 IP 60,000 Rankings: 7-10 days
150 IPs 60,000 Rankings: not long
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30. THE PROCESS
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Photo by: chargrillkiller

31. ARRAY FORMULAS
“An array formula is a formula that works with an array, or
series, of data values rather than a single data value”
My Keyword
SEOgadget.co.uk
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword

32. CREATE CATEGORIES AND MARKERS
Category
Markers
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33. CREATE MASTER DATA TABLE
=VLOOKUP([@Keywords],Rankings,5,0)
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34. CREATE CATEGORY COLUMNS
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35. AN EXCEL FORMULA
=SUM(1*NOT(ISERROR(SEARCH([FIND-TEXT],[IN-TEXT]))))
=SUM(1*NOT(ISERROR(SEARCH('KW
Types'!$A$2:$A$39,Master[[#This Row],[Keywords]]))))
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36. STEP 1 – IDENTIFY YOUR KEYWORD
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37. STEP 2 – IDENTIFY YOUR CATEGORY MARKER
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38. CTRL + SHIFT + ENTER
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39. YOU KNEW I’D MENTION PIVOT CHARTS, RIGHT?
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40. 3000
1
2500
6
2000
11
1500
16
1000
500
0
SEOgadget.co.uk
21
26

41. http://seogadget.co.uk/beta/
SEOgadget.co.uk

42. SEOgadget.co.uk
42

43. SEOgadget.co.uk

44. THANK YOU
richard@seogadget.co.uk
http://seogadget.co.uk/beta/
SEOgadget.co.uk