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Keyword Research for SEO: Research, Analysis, and Evaluation

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Join serpIQ in this webinar about Keyword Research for SEO. We welcome Nick Eubanks, who is an experienced start up investor and technical founder. He currently manages digital strategy for W.L. Snook & Associates, a digital asset holdings company with a focus on ecommerce.

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Keyword Research for SEO: Research, Analysis, and Evaluation

  1. 1. KEYWORD RESEARCH FOR SEO RESEARCH, ANALYSIS, AND EVALUATION WITH NICK EUBANKS @nick_eubanks
  2. 2. TIP #1: DON’T MAKE ASSUMPTIONS. DO RESEARCH. @nick_eubanks
  3. 3. ASSUMPTIONS COST MONEY RESEARCH MAKES MONEY @nick_eubanks
  4. 4. VANITY VERSUS TRAFFIC Vanity: We want to rank #1 for “plumbing Philadelphia” VS. Traffic: We want to rank #1 for relevant high traffic keywords @nick_eubanks
  5. 5. LET THE DATA DECIDE @nick_eubanks
  6. 6. NOW THAT’S OUT OF THE WAY… @nick_eubanks
  7. 7. RESEARCH – WORD GATHERING Brainstorming • Problem • What problems does your product solve? • Compliments • What phrases, adjectives, or nouns are tangential to your product but may be used to describe it’s function or benefit? • Product • Words directly describing your product • Adjectives that describe your product or it’s benefits @nick_eubanks
  8. 8. RESEARCH – WORD GATHERING Industry: Pet Waste Removal But What’s THE PROBLEM? @nick_eubanks
  9. 9. RESEARCH – WORD GATHERING Industry: Pet Waste Removal @nick_eubanks
  10. 10. RESEARCH – WORD GATHERING Industry: Pet Waste Removal @nick_eubanks
  11. 11. RESEARCH – WORD GATHERING Just Because This is Awesome @nick_eubanks
  12. 12. RESEARCH – WORD GATHERING Use Ubersuggest For What’s it’s Good For • Head term variations • Intent variations • Long-tail research @nick_eubanks
  13. 13. RESEARCH – WORD GATHERING Not So Sneaky Ways to Mine Competitor Data Conversion Terms Traffic Terms Engagement Terms • PPC • Product Page Titles • Blog comments • URL Link Targets • Blog Post Page Titles • Executive Bio’s • Social Ad Titles • Guest Post Titles + • Public responses: • Linked In Anchor Text • Quora • Facebook • Social Profile Anchor • Linked In Text • Inbound Anywhere there is a • Linked In direct cost! • Google+ Anywhere they can describe their business Anywhere they can in their own words! edit their anchor text! @nick_eubanks
  14. 14. LOOK AT HOW THEY ADVERTISE THEMSELVES. @nick_eubanks
  15. 15. @nick_eubanks
  16. 16.  @nick_eubanks
  17. 17. RESEARCH – WORD GATHERING Analyze Customer Contact Channels: • Support Tickets • Sales team or call center reps • Contact Form Submissions • Social Media WITHIN your vertical • Linked In – Groups, questions, etc. • Quora – product or services related to your business • Yahoo! Answers • Twitter – conversations about the benefits of your product OR questions *hint* @nick_eubanks
  18. 18. TIP #2: YOU ARE LOOKING FOR POSITIONING LANGUAGE. @nick_eubanks
  19. 19. GOOGLE KEYWORD TOOL. 10 KEYWORDS AT-A-TIME. DOWNLOAD ALL SUGGESTIONS TO EXCEL. REPEAT… REPEAT.. @nick_eubanks
  20. 20. REPEAT @nick_eubanks
  21. 21. DE-DUPE @nick_eubanks
  22. 22. THAT’S WHERE YOU’RE GOING, BUT WHERE HAVE YOU BEEN? @nick_eubanks
  23. 23. ANALYSIS – PERFORMANCE AUDIT • Go into Google Analytics and pull down your top organic traffic driving keywords • Dump into Excel • Copy and paste into Google’s Keyword Tool • Divide potential traffic by actual traffic • Look for opportunities for rank and or content. Reference: http://www.zazzlemedia.co.uk/blog/keyword- performance-audit/ @nick_eubanks
  24. 24. ANALYSIS – LOOK AT INTENT Search intent is usually grouped into 4 top-level buckets: 1. Navigational Queries Example: “skout media philly” 2. Information Queries Example: “video production company works with milkboy” 3. Commercial Investigation Example: “video production services in Philly” 4. Transactional Queries “video production Philadelphia pricing” Reference: http://getstat.com/blog/search-intent-conversion-optimization/ @nick_eubanks
  25. 25. ANALYSIS – SEGMENT FOR INTENT • Avoid low-intent keywords (informational) at least in your primary optimization investments • Common behavior of informational queries: • Contain words like “ways to,” “how to,” “what is,” etc. • Contain informational helpers like “list,” “playlist,” “top,” or “best” • Searchers tend to view multiple results pages (SERP’s) @nick_eubanks
  26. 26. EVALUATION – VOLUME VS. INTENT Remember Vanity vs. Traffic? Same goes for Traffic vs. Conversion @nick_eubanks
  27. 27. TIP #3: IF A KEYWORD CREATED A SALE, CHANCES ARE IT WILL CREATE ANOTHER DON’T GET HUNG UP ON LOW SEARCH VOLUME IF IT’S CREATING REVENUE @nick_eubanks
  28. 28. EVALUATION – SEASONALITY & TRENDS Yahoo! News Trending Now http://news.yahoo.com/blogs/trending-now/ Bing Search Blog Archives http://www.bing.com/blogs/site_blogs/b/search/archive/2012/ 11/26/year-end.aspx Bing Keyword Research Tools http://www.bing.com/toolbox/keywords @nick_eubanks
  29. 29. SO YOU’VE GOT YOUR KEYWORDS NOW WHAT? @nick_eubanks
  30. 30. CONTENT! @nick_eubanks
  31. 31. BAKING YOUR KEYWORDS INTO YOUR STRATEGY • Use keywords in your marketing • Events • Whitepapers • Anything that has the potential to be used as a link anchor • If you don’t have content built around your keywords, curate it. • Crowd-source intelligently – ASK! • What kind of content does your audience share? • Topsy • Followerwonk @nick_eubanks
  32. 32. OTO VS. SEO ORGANIC TRAFFIC ≠ SEARCH TRAFFIC (AT LEAST NOT ALWAYS) @nick_eubanks
  33. 33. OTO VS. SEO @nick_eubanks
  34. 34. QUESTIONS? @nick_eubanks
  35. 35. RESOURCES FOR FURTHER COMPREHENSION • How To Do Keyword Research For SEO • SERP Analysis – Dissecting Your SEO Competitors • An Evergreen Forest Of Digital Marketing Resources WANT ME TO DESIGN YOUR SEO STRATEGY, FOR FREE? http://www.seonick.net/keyword-strategy-giveaway @nick_eubanks

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