To view the webinar on demand, register here: http://www.searchmetrics.com/news-and-events/keyword-topic-research/ Keyword optimization analyzes which of a monitored domain’s URLs rank the highest for a particular keyword. Of course, it’s easy to find out who ranks in the top three results for a keyword; just type it into Google. But keyword optimization requires advanced keyword research that goes much deeper into keyword data. Searchmetrics keyword optimization research can help you: Build a more complete keyword set Categorize keywords into business categories Identify keyword opportunities from competitor activity Prioritize keywords more effectively with advanced filtering by quick wins, search volume, traffic index, etc.

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Presented by Kirby Burke
SEARCHMETRICS DEMINAR
KEYWORD & TOPIC RESEARCHusing the Searchmetrics Suite™

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YOUR SEO GUIDE
KIRBY BURKE, SEO STRATEGIST
www.linkedin.com/in/kirbyburkejr
k.burke@searchmetrics.com
“Targeting and tracking the right keywords
are a critical part of your SEO strategy and
the effectiveness of your content.”
— Kirby

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• Established in 2005
• Searchmetrics is an SEO & Content Optimization platform
• We own all of our own data (Research Cloud)
• A data and knowledge repository that contains over 250 billion data elements that are continuously updated like keywords, search
topics, social and PPC data—reaching back to 2009.
• We have two products Searchmetrics Content Experience™ and the Searchmetrics Suite™ that
services a variety of customers (F500, enterprise, eCommerce)
ABOUT US No Guesswork
Needed!

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WEBINAR FOCUS
> Holistic Content
> User Intent
> Keyword Performance & Rankings
> Competitive Intelligence

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— Sir Francis Bacon
“Knowledge is
power.”

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— Neil Armstrong
“Research is
creating new
knowledge.”

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OneKeyword
=
OnePage
HOLISTIC
CONTENT

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OneTopic
=
OnePage
HOLISTIC
CONTENT

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GOOGLE RANKBRAIN

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HOLISTIC
CONTENT

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Informative: Looking for an answer, additional info or “how to”
“chicken recipes”
Transactional: Wants to purchase something
“chicken on sale”
Navigational: Beginning of a search for something specific
“Kroger”
USER
INTENT

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USER INTENT
Head Term
1-2 Keywords
Higher Search Volume
Very Competitive
Long Tail Term
3+ Keywords
Lower Search Volume
Higher Conversions

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KEYWORD RANKINGS
Organic
Paid
Mobile
Universal Search

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KEYWORD PERFORMANCE
Search Volume
Seasonality
CPC
Universal Search
Related Keywords

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THEIR unique keywordsYOUR unique keywords
SHARED keywords
COMPETITIVE
KEYWORDS

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: : :
Indirect InformationalDirect
TYPES OF
COMPETITORS

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— John Adams, Brand Manager at Red Hat
“What worked
yesterday might
not work
tomorrow.”

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DEMO TIME!

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KEY
TAKEWAYS
One topic per page – not one keyword per page
Include related keywords in addition to primary keywords
Meet users’ intent and where they are in the conversion funnel
Target competitors’ keywords, including indirect and informational
competitors
Incorporate performance metrics: search volume, by device, seasonality, etc.
Keyword Research is an on-going process – not “set it and forget it”

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QUESTIONS?
www.linkedin.com/in/kirbyburkejr
k.burke@searchmetrics.com
Be sure to check out our blog!
https://blog.searchmetrics.com/us/