Advanced Keyword Research

Using data to help determine market demand and prioritizing keyword opportunities

Transcript

1. Advanced Keyword Research
2. Generate Seed Lists & Categories Phase #1
3. Step 1: Learn About the Industry • sales presentations • business plan • marketing plan • trade magazines • real customers
4. kissinsights.com Create surveys for visitors
5. Step 2: Expand on The Ideas You've Acquired
6. Popularly Searched Phrases Add to your list
7. Use Broad Match for Ideas adwords.google.com/keywordtool Drop your list in here
8. Exact Match to Find Highest Demand adwords.google.com/keywordtool
9. Filter Relevant Keywords keep filtered keywords in a seperate sheet
10. Step 3: Investigate What's Working http://sroi.us/investigate Put these back in your main list too
11. http://sroi.us/investigate Look for Insights
12. Any Opprotunities? High search volume + Medium Ranking = Opportunity!
13. Finished Product (so far)
14. Create Sub Categorization Phase #2
15. More Research! • Demographics • Interests and Reading Levels • Research Cycle • Searcher/ Keyword Intent • Seasonality • Up/ Down Trending
16. advertising.microsoft.com/search-advertising/advertising-intelligence Average of all Age Groups Step 1: Demographics
17. http://clues.yahoo.com/analysis
18. Step 2: Interests https://www.google.com/adplanner/#audienceSearch
19. https://www.google.com/adplanner/#audienceSearch
20. Step 3: Reading Levels
21. Step 4: Seasonality & Trending online accounting software accounting software http://sroi.us/insights
22. Step 5: Customer Research Cycles http://sroi.us/zero
23. Step 6: Keyword/ Searcher Intent • Navigational - the intent of surfing directly to a specific website • Informational - the information itself is the goal • Commercial - not directly transactional but they're not purely informational either • Transactional - Taking action by signing up, buying, etc. • Meta - almost information, but it's more browsing/ searching information... about information http://sroi.us/intent
24. Research Cycle + Intent = Categories
25. Test, Test, Test Phase #3
26. Step 1: Organization is Key • Use categories for campaigns • Use intent for Adgroups
27. Step 2: Setup
28. Step 3: Keyword ROI mmmmm... data
29. Choose Carefully Phase #4
30. Keyword Difficulty accounting software
31. Step 1: Info Arch for Head Terms
32. Step 2: Blog for the Long Tail Use the Adwords See Search Terms Report to help choose which variation of long tail phrases to target
33. What Else? Can you think of something useful to add to the process? FREE PRIZE! ...http://sroi.us/75