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Solving the Keyword Mystery: Clue In on How Customers Search for Your Business

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Information about Solving the Keyword Mystery: Clue In on How Customers Search for Your...
Marketing

Published on March 10, 2014

Author: stoneygd

Source: slideshare.net

Description

Get a Keyword Tune-Up! Stoney deGeyter will help you tune-up your website’s keywords–the foundation of your online and offline marketing.

Learn how to find, organize and use keywords for effective inbound marketing, including how to find your core keyword terms, uncover valuable search phrases and organize keywords into targeted groups for optimal results.
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1 @StoneyDStoney G deGeyter SOLVING THE KEYWORD MYSTERY CLUE IN ON HOW CUSTOMERS SEARCH FOR YOUR BUSINESS

2 @StoneyDStoney G deGeyter WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Source: Trellian How we search with keywords December 2013 1 word 2 words 3 words WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Keywords are the foundation for all marketing WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Shopping Price Trust Policies Shipping Education How to Ways to Ideas for News about Recent events Questions Who What How When Where Why Every keyword search starts with a desire WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu SEARCHES start with a desire SEARCH RESULTS provide answers SEARCHER gains knowledge SEARCHER Learns and Searches Again Until GOALS achieved Cycle of search activity WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Keywords help you know your audience Searcher Interest Need Business Students Hobbyists Education Information Ideas Strategy Direction Community Every SEARCHER has an INTEREST in a specific NEED WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Style Technical How To News Promotional Format Blogs Case Studies White Papers Downloads Language Products Services Features Benefits Keywords help you target your audience WHY KEYWORDS HAVE VALUE

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • High volume, low targeted traffic • Low ROI Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Lower search volume, Higher targeting Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Plurals, singulars and stems • Changed word order Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Geo-targeting improves conversions • Add geo-qualifiers as necessary Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Analyze for convertability • Eliminate phrases that don’t convert Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Actively searched phrases • Start with lower-hanging fruit Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Answers “about” type questions • Target as secondary Not all keywords are the same WHY KEYWORDS HAVE VALUE

10 @StoneyDStoney G deGeyter STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Download these spreadsheets STEP 1: CORE TERM RESEARCH http://ppmkg.com/corewords http://ppmkg.com/keywordphrases

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu snowmobile snowmobile helmets discount snowmobile boots snowmobile accessories winter clothes snow equipment FXR men’s snow gear snowmobile clothing KLIM snowmobile clothing Bell helmets best snowmobile helmets What is a core term? STEP 1: CORE TERM RESEARCH “A core term is a broad, 2-3 word phrase that accurately describes a product or service you offer.” --Stoney deGeyter ------------------ Pick the Core Terms: -------------------------------------- --------------------- ------------------------ ------- ------------------------ ------------------------------------ Let’s begin 

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Why single words don’t work Bean Lady Worms Sandwich Sleeping Duffel What do these words have in common? Bag Bag Bag of Bag Bag Bag STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Document as you go STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Analyze your content STEP 1: CORE TERM RESEARCH URL Core Term Targeted Page

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Title tags Meta keywords Meta description Text Navigation Learn from your competition STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu What can I find in thesauri, taxonomies and ontologies? What is the average customer searching for? What are my visitors trying to accomplish? What terms are used in industry glossaries and reference materials? What solutions do I provide? What terminology describes problems I solve? What related categories can I find in search directories? What questions are my visitors asking? Brainstorm for ideas Are there any geographical phrases that are relevant? STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Wordtracker Google Adwords Keyword Discovery Use keyword research tools STEP 1: CORE TERM RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Buy Blue Widgets California Widgets How to Use Widgets Red Widget Review Discount Widgets Custom Widget Design Find relevant pages for keywords STEP 1: CORE TERM RESEARCH

20 @StoneyDStoney G deGeyter STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu snowmobile helmets snowmobile helmet hjc snowmobile helmets modular snowmobile helmets best snowmobile helmet snowmobile helmets for sale youth snowmobile helmets snowmobile helmet reviews gmax snowmobile helmets polaris snowmobile helmets kids snowmobile helmets modular snowmobile helmet What is a search phrase? STEP 2: SEARCH PHRASE RESEARCH “Any 2-6 word phrase that reflects your specific products or services.” --Stoney deGeyter Core term: snowmobile helmet

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Head vs. long-tail targeting More volume More conversions STEP 2: SEARCH PHRASE RESEARCH Head Long Tail

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu In-Site Search Search Suggest Competition AdWords Make crap up Where to find search phrases Keyword Tools STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu free uk cheap unrelated untargeted inaccurate ridiculously long changed context bad grammar search operators nonsensical Take out the garbage STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu No search volume Poor audience targeting Low profit margin Inability to meet demand Four crucial elimination factors STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu • Intent • Desire Searcher • Seasonal • Future Trends • Gaps • Profits ROI Look for ROI phrases STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu increases traffic & sales deceptively makes keywords look poor MoreExposure LowExposure Performance matters STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu “cordless telephone” headset? cordless “telephone headset” Don’t assume searcher’s intent STEP 2: SEARCH PHRASE RESEARCH

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu How many are too many? Evaluation Elimination STEP 2: SEARCH PHRASE RESEARCH

31 @StoneyDStoney G deGeyter STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Broad Topics Immediate Concerns Specific Desires • 12v motorcycle battery charger • snowcross snowmobile helmet • retail credit card processing • motorcycle batteries • snowmobile helmet • retail merchant • motorcycle battery charger • snowmobile racing helmet • retail merchant processing Three primary ways of searching STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Researchers Shoppers Buyers Research Purpose: Deciding on Needs Shop Purpose: Comparing Aspects Buy Purpose: Looking at Specifics Info Purpose: Seeking Knowledge Pass visitors through these stages Searcher shopping phases STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS Blog This

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Categorize keywords by searcher intent STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Research (main category) Shop (sub category) Buy (products) Info (blog) Determine which pages work best Core Term STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu The one-keyword-per-page myth STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Cheap • discount • bargain Organic • natural • raw Present • gift • surprise bymeaning…byrelation… Basketball • baseball • football Foxtrot • Waltz • Tango Oscars • Grammys • Emmys It’s all in the grouping STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Travel bags Wheeled travel bags Wheeled leather travel bag Overnight travel bag on wheels Wheeled sports travel bag Overnight travel bags Leather overnight travel bag Durable overnight travel bag Heavy duty overnight travel bag There are multiple ways to group keywords STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS Do what’s best for your site.

39 @StoneyDStoney G deGeyter STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Keyword tool numbers rarely measure up STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Achievable Quickest results Most profitable So many keywords, where to begin? STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu What is it you really want? Traffic Sales STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Answer questions Provide expert advice Review products Expand on benefits Write information articles Add Content The not-enough-pages myth STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu The paid search test STEP 4: PUTTING KEYWORDS INTO ACTION

SOLVING THE KEYWORD MYSTERY @PolePositionMkg #PPMedu Poorly Targeted High Bounce Rates Low Conversions Sometimes you get it wrong Get over it STEP 4: PUTTING KEYWORDS INTO ACTION

Thank You! @StoneyDStoney G deGeyter

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