Keyword Research – Moving Beyond Adwords

Mark Ginsberg

SMX Israel 2013

January 6, 2013- Inbal Hotel, Jerusalem

Traditional KW Research

Problems - Reliance on Adwords

● Imprecise Data● Geared towards a PPC centric world

Supplementing Data

● Alternatives from the Search Engines○ Bing

■ Keyword Research Tool – Webmaster Tools■ Bing Ads

● Paid Supplements○ SEM Rush○ Keyword Spy○ Search Metrics○ Wordtracker○ Keyword Discovery

Lots of other tools out there

Problems – Reliance on Rankings

Problems with This Model

Doesn’t take into account major shifts and focuses of Algorithm●

How do we replace this?

Courtesy of:https://twitter.com/kwang82/status/251210463327682562/photo/1

By your powers combined!

Don't Throw Her Out Too!

Courtesy:Flickr

Keywords are still important, but… Look at the Long Tail

Image courtesy of LeftClick Blog - http://bit.ly/RcEMg7

Long Tail Potential of Keywords● Broad Match vs Exact Match Ratio● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS

Keyword Match Ratio

● Determine Keyword Intent● Low ratio – uniform syntax that maps to uniform intent >> fewer

variations● High ratio – less uniform syntax – more fractured intent >> more

variations

● Identify content opprotunities● High keyword match ratio – potential for more modifiers and

more relevant phrases for keyword● Indications that higher keyword match is accompanied by higher

keyword difficulty scores● Find specific intents behind high kw match ratio and produce

relevant content that satisfies and engages

Long Tail / Content Creation Tips & Tools

Don’t Hit Enter!

Mozcon 2012 Presentation - http://slidesha.re/TuqdXp

Speed up the Process – Soovle

Content Idea Generator

SEOGadget – http://bit.ly/RhGvRs

Where does this leave us moving forward?

Expanded KW Research + Content Ideas +

On Site SEO

● Courte

Courtesy of:Flickr

Expanded KW Research + Content Ideas + Onsite +

Comp Analysis – Social Style

Open Site Explorer – Top Pages

Comp Analysis – Social Style

Social Crawlytics - http://bit.ly/YMaog6

Comp Analysis – Social Style

Social Crawlytics - http://bit.ly/YMaog6

Takeaways

● Adwords Based KW Research (w/ a focus on Head Terms) – ☹

● Long Tail Keyword Research - ☺

● Content Strategy and Research - ☺

● Competitive Analysis of Successful Content - ☺

● Staying Ahead of the Algo - $$$ (in the long run)

About Me

● Mark Ginsberg● Independent SEO Consultant /

Inbound Marketer

(whatever you want to call us ☺)

● @markginsberg● Google+● Skype – msginsberg● Email – msginsberg@gmail.com● www.marksginsberg.com