Keyword Research Evolved

Presented by:Mark Barrera

@mark_barrera

@mark_barrera bit.ly/BuzzshiftPubcon2013

First Things First

• YOU MUST BE AN EXCEL MASTER TO BE A KEYWORD RESEARCH MASTER!

• Pivot tables, vlookup and other functions should be like riding a bike for you.

• distilled.net/excel-for-seo/

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Master Keyword Document

• Get list of keywords via:– Your Data

• Analytics from other Search Engines• Google Webmaster Tools

– Competitive Data• SEMRush• Google Adwords Keyword Planner

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SEMRush• Competitive Research

– Organic

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SEMRush• Competitive Research

– Paid

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Buy More Data!• Run exact match PPC campaigns• Ensure ads are on first page

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Align Your Data

• Know your conversion rates - via PPC and/or other organic search keyword data.

• Download all data into one Excel workbook as separate sheets.

• Combine all metrics with a Pivot Table

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Prioritize Keywords

• Score your keywords: – Intent Column

• Geo-specific• Purchase• Brand• Informational

– Business Relevance Rating Column• 1-10

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Plan Your Content

• Have a plan for each keyword at the top of your prioritized list– Competitive keywords need more

than one page of content.• Know how to interlink these supporting

content pieces to the page intended to rank.

• Use Google to see content ranking for those keywords

@mark_barrera bit.ly/BuzzshiftPubcon2013

@mark_barrera

Prioritize Keywords

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Content, Content, Content

• Support current rankings with content updates and new surrounding content pieces.

• Be unified across social.– Use the keywords you are targeting

where possible.

@mark_barrera bit.ly/BuzzshiftPubcon2013

PPC and SEO Work Together

@mark_barrera bit.ly/BuzzshiftPubcon2013

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PPC and GWT combined

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Store Your GWT Data– Download GWT data frequently– Know your rankings

• Be aware of filters– Are you US only?– Is image search messing with avg position?

– 3 day delay for GWT data

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Store Your GWT Data• Raven Tools will archive GWT data 

@mark_barrera bit.ly/BuzzshiftPubcon2013

Thanks!

bit.ly/BuzzshiftPubcon2013@mark_barrera

mark@buzzshift.comhttp://www.buzzshift.com

See You Tonight at the Monte Carlo Pub!