Keyword Research Presentation

Keyword Research:
Tools, Strategies & Methods
Tyler Mandroian and Dan Smink
Snowsports Industries America
February 11, 2014
www.c1-­‐partners.com Keyword Research Agenda
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Keyword Background
Research Tools
Keyword Research Process
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Step 1: Developing Your “Core” Keywords
Step 2: Using Your Keyword Tool
Step 3: Organizing and Refining Your List
Competitive Analysis
Application of Your Keywords
www.c1-­‐partners.com www.c1-­‐partners.com Keyword Background
High Cost
& Competition
Search
Volume
1 Word Phrases
“boots”
>70% of all Google searches are long-­‐tail keyword searches 2-3 Word Phrases
“ski boots denver”
More Descriptive Phrases
“where to buy ski boots in denver”
Low Cost
& Competition
Low Probability
of Conversion
High Probability
of Conversion
Unique Search Terms
www.c1-­‐partners.com Why Target Keyword Selection Is Critical
www.c1-­‐partners.com Keyword Background
•  Pick fights you can
win
•  Define your target
persona
–  Pain, Issue, Need
•  Long-tail keyword
selection is important
•  3+ words are >70% of
searches
www.c1-­‐partners.com Why Do Keyword Research
•  Market Research
•  Digital Marketing Activity
–  Pay Per Click
–  Search Engine Optimization
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Short tail
Long tail
Social Media
Blog Topics
Email Marketing
Domain Name Decision
•  Traditional Marketing
–  Naming Your Business or Product
–  Offline Marketing Efforts
–  How You Talk About Your Business
www.c1-­‐partners.com Keyword Research Tools
•  Google Trends
•  Google Adwords’
Keyword Planner
•  Bing/Yahoo!
•  Wordtracker
•  SEOBook
•  Hubspot
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Spyfu
SEOMoz
SEMRush
Keyword Discovery
Ispionage
Majestic SEO
www.c1-­‐partners.com What to look for in a keyword tool
•  Can you enter in more than one keyword at a
time?
•  Where do they get their data?
•  How “deep” do they go?
•  Is there a free version or free trial period?
•  Can they extract keywords from websites?
•  Do they suggest competitors’ and their
keywords?
•  Do they tell you how competitive the search
terms are?
www.c1-­‐partners.com Today’s Tools
•  Google “Keyword Planner”
•  iSpionage
We will refer to…
•  Google Adwords: The Best Keyword Research Tool
•  Wordtracker
•  SEOMoz
•  SEMRush
•  Ispionage
•  Majestic SEO
www.c1-­‐partners.com What’s The Best Research Tool?
•  Running a Google Adwords PPC Program
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Exact Volume
Exact Search Terms
Long Tail
Conversion Data
•  Have to be careful or you can waste a lot of
dough
•  Come back for our PPC Training
presentation or download it from our
website
www.c1-­‐partners.com Step 1: Develop Your “Core” Keywords
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Build in a spreadsheet
What is your product or service called?
How would you search for your
products and services?
How might others search for your
products and services?
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How are people finding your website now?
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***Buyer Persona
Site analytics
What search terms do your competitors
seem to be targeting?
Do you need to bucket them into different
products & services?
Do you need to consider local qualifiers?
www.c1-­‐partners.com Example of Developing Your “Core”
Product or Service snowboard ski snowboard boot ski gloves snowboard glove snowboard helmet ski helmet Context/Brand k2 head solomon Buying Signal/
Loca7on store buy denver minneapolis vail indianapolis 80222 who sells www.c1-­‐partners.com Other Core Examples
Product or Service lessons Context/Brand ski snowboard skiiing snowboarding Buying Signal/Loca7on vail Context bluetooth Buying Signal find buy sells Context Buying Signal Issue irs help back internal revenue assistance garnish tax a>orney levies Product gloves hat lawyer law firm www.c1-­‐partners.com Developing Your Core Example
Developing Your “Core” Examples
snowboard ski snowboard boot ski gloves snowboard glove snowboard helmet ski helmet snowboard ski snowboard boot ski gloves snowboard glove snowboard helmet ski helmet snowboard ski snowboard boot ski gloves snowboard glove snowboard helmet ski helmet k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 k2 store store store store store store store buy buy buy buy buy buy buy denver denver denver denver denver denver denver Note: May need to remove spaces using a text document before plugging into search tool so the list looks like this: snowboard k2 store ski k2 store snowboard boot k2 store ski gloves k2 store snowboard glove k2 store snowboard helmet k2 store ski helmet k2 store snowboard k2 buy ski k2 buy snowboard boot k2 buy ski gloves k2 buy snowboard glove k2 buy snowboard helmet k2 buy ski helmet k2 buy snowboard k2 denver ski k2 denver snowboard boot k2 denver ski gloves k2 denver snowboard glove k2 denver snowboard helmet k2 denver ski helmet k2 denver www.c1-­‐partners.com Step 2: Using Your Keyword Research Tool
Plugging Core Into Tool: Google’s Keyword Planner
•  Link to Tool: https://adwords.google.com/keywordtool
•  Must create a Google Adwords account
•  Go to Tools “Keyword Planner
www.c1-­‐partners.com Step 2: Using Your Keyword Research Tool
To create new list of keywords based on your core
www.c1-­‐partners.com Step 2: Using Your Keyword Research Tool
Plugin Search Terms
Select Your Preferences
Location
Language
www.c1-­‐partners.com Step 2: Using Your Keyword Research Tool
•  Drill Down Into Specific Areas for Details
•  Download and
Revise
www.c1-­‐partners.com Step 3: Organizing and Refining Your List
Analyze Results, Sort, Refine Look for Opportunities
•  High Search Volume
•  Low Competition
•  Cheaper Cost Per Click
Ad group K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Snowboards K2 Skis K2 Skis K2 Skis Keyword k2 snowboard boots k2 snowboard helmet k2 snowboard helmets k2 snowboards k2 snowboard k2 snowboarding k2 snowboarding helmet k2 snowboard boot k2 snowboard boots review snowboard k2 k2 snowboard review snowboards k2 k2 ski helmets k2 ski helmet k2 skis Avg. monthly searches CompeCCon Suggested bid 720 1 1.44 70 1 1.24 40 1 1.56 6600 0.54 1.12 720 0.69 1.33 390 0.32 1.47 10 0.97 1.4 10 0.97 1.44 10 0.89 1.15 50 0.94 0.87 20 0.45 0.4 30 0.95 0.79 170 1 1.82 50 0.99 1.31 12100 0.64 1.17 www.c1-­‐partners.com Key: Picking Your Battles
Finding Nuggets
The Key To Winning
Against Giants:
1.  Compete where you
can in the short run
with “long tail”
search terms.
2.  Keep an eye on the
more competitive
terms down the
road.
www.c1-­‐partners.com Picking Your Battles
•  Bucketing Your Search Terms:
•  General to Specific
–  General terms drive more traffic
–  Specific terms usually have better return
investment
www.c1-­‐partners.com Picking Your Battles
Refining Your List:
Snowboard Retailer Example
•  Related:
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More Specific: Product, Type or brand
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Snowboards
K2 snowboards
Cruising snowboards
Buying Signal Keywords
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Snowsports
Snowriding
Buy k2 snowboards
who sells snowboards
Snowboard company
Snowboards denver (locality is often a buying signal)
Content for Website & Blogs
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Best snowboard
How to snowboard
How to train for snowboarding
www.c1-­‐partners.com Picking Your Battles
Refining Your List:
•  Snowshoeing Tour Guide Company
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Snowsports
Snowshoeing
Showshoes
–  More Specific & Possible Buying Signals
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Snowshoeing company
Snowshoeing tours
Snowshoeing in Vail
–  Website Content/Blog Search Terms
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Where to show shoe
How to show shoe
The best snowshoes
Why snowshoe
www.c1-­‐partners.com Local v. National Keywords
Local Businesses:
(Retail, Resorts, Restaurants, Electricians, Chiropractors, Salons)
•  If you are a local business start with phrases + nearest
big city: “snowboards denver”
•  Also use micro local “suburb” terms: “snowboards
parker”
•  Consider non-localized terms
–  Especially if there is no local data
–  For expanding your reach
•  Different cities may use different search terms
•  Potential Challenge: Not enough preliminary search
data
•  Solution:
–  Use bigger city and/or national terms
–  Use Location Feature in Google Adwords “Keyword Planner”
–  Run a Google Adwords Campaign
www.c1-­‐partners.com Competitive Research
•  Search Your Most Competitive Terms
•  Write Down Competitors
•  Plug The Into Tools
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Google Adwords
iSpionage
Spyfu
SEMRush
www.c1-­‐partners.com Competitive Research Example
Ø  Plugin domain
Ø  Discover…
Ø  PPC Budget
Ø  Trends
Ø  SEO Value
Ø  PPC Keywords
Ø  Organic Keywords
www.c1-­‐partners.com How To Apply Your Target Keywords
•  Applying to Your Website Architecture for SEO &
User Friendly Experience
•  Navigation
•  “Landing” Pages
•  Internal links
•  URLs, Titles, H1s
•  Page Content
•  Blog posts
•  Find blog topics
•  Applying to Social Media
•  Blogs
•  Tweets/Facebook/LinkedIn Posts
•  Applying to Pay Per Click…
www.c1-­‐partners.com Pay Per Click Application
•  Be careful before you turn on a PPC campaign
•  Match Types
•  Location Targeting
•  Structure of Campaign
•  Come to our PPC webinar or download it from
our site:
http://www.c1-partners.com/resources/presentations/
www.c1-­‐partners.com Questions?
•  Next Webinar
–  Website Optimization
–  March 5, 2014
–  2PM ET/11 AM PT
www.c1-­‐partners.com Contact Us
Dan and Dan
C1 Partners
P: 303.501.1821
W: c1-partners.com
T: @c1partners
E: [email protected]
www.c1-­‐partners.com