The document provides a comprehensive guide to keyword research, selection, and organization for search engine marketing success. It outlines a 4 phase process: 1) finding core terms that represent the focus of website pages, 2) researching search phrases by adding qualifiers and variations to core terms, 3) analyzing and eliminating keywords, and 4) organizing keywords for on-page search engine optimization. The goal is to identify the most relevant keywords to target for each page through thorough research and testing in order to improve search engine rankings and traffic conversions.

1. Achieving SEM Success
Through Keyword Research
Comprehensive Guide to Keyword
Research, Selection & Organization
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2. From
this
To this

3. Phase I
Finding Core Terms
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4. Phase I: Finding Core Terms
Defining core terms
Bag
A core term is a unique two- or Sports bag
three-word phrase that accurately Baby bedding
represents a page’s focus. Garage plans
School supplies
Kids ski clothing
Battery chargers
sleeping
Flowmeters
bag
Plastic key cards
A core term is NOT a non-specific
garbage sand
bag
bag bag
word that doesn’t indicate specific
intent to the searchers desires.
lunch
bag
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5. Phase I: Finding Core Terms
How to find core terms
1. Website
Meta Meta Product Product
Title tags Text Navigation
keywords description names descriptions
<meta data>
4. Tools &
2. Brainstorm 3. Competitors 5. Server logs
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6. Phase I: Finding Core Terms
Four factors of prioritization
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7. Phase II
Researching Search Phrases
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8. Phase II: Researching Search Phrases
Defining a search phrase
A search phrases is a core terms with added
qualifiers or stemmed variations.
school
supplies
School Discount
school
store school
supply
supplies supply
Home
school
supplies
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9. Phase II: Researching Search Phrases
Factors in finding search phrases
Time Research
Core term
Qualifiers
Stems
Modifiers
Split/Combine
Elimination
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10. Phase II: Researching Search Phrases
Combining & splitting core terms
 Group most similar together
 Avoid inconsistent spellings
 Verify on-page unity
 Over 150 phrases
 Dozens of similar qualifiers
 Qualifiers with similar meaning
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11. Phase III
Analyzing and Eliminating
Keywords
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12. Analyzing and Eliminating Keywords
Phrase types
• High volume, low targeted traffic
Single-
• Low ROI
• Answers “about” type questions word
• Target as secondary
Multi-
Info
queries word
• Lower search volume, Higher targeting
• Actively searched phrases
• Start with lower-hanging fruit • Plurals, singulars and stems
• Changed word order
Phrase
Search
volume variations
• Analyze for convertability • Geo-targeting improves conversions
• Eliminate phrases that don’t convert • Add geo-qualifiers as necessary
Convert-
Localized
ability
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13. Phase IV
Organizing Keywords for Success
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14. Organizing Keywords for Success
Segmenting keywords
• Looking for general information
• Don’t know what they really want
• Optimize on higher-level category
pages and articles • Have narrowed down
to product type
• Comparing features
• Optimize on category
and comparison pages
Shop
Research
Keywords
Keywords
• Have specific product in mind
• Looking for trustworthy
place to buy
Buy
• Optimize on specific
Keywords
product pages
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15. Organizing Keywords for Success
Grouping phrases for on-page SEO
 Each page can target 5-15 phrases
 Group qualifiers with similar meaning
cheap elegant vintage
discount designer antique
bargain modern old
 Group qualifiers that are related
baseball 14 volt
basketball 18 volt
football 24 volt
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16. Organizing Keywords for Success
Let the content guide keywords
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17. Conclusion
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18. Conclusion
Don’t rush
 Keyword research is an important process
 Take your time to do it thoroughly
 Rushing leads to mistakes
 Mistakes mean poor SEO performance
 Lay the foundation with the
best keywords
 Greater chance for SEO success
 Less cluttered pages
 Better audience targeting
 Improved conversion rates
© Copyright 2008 Stoney deGeyter

19. Or…?
All good?

20. Thank You!
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