Post on 08-May-2015
description
Larry & Will’s Proven Keyword Strategy
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Everything You Need to Know About Keywords for Search Engine Success
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Want to get smart in paid search?
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Larry KimFounder & CTO
@larrykim
Meet The Experts
Will CritchlowFounder
@willcritchlow
@wordstream @distilled
What is
KEYWORD RESEARCH?
@willcritchlow
Real people telling us what they want
Modern Market Research
@willcritchlow
DISCOVER GROUP UNDERSTAND VALUE USE
@willcritchlow
Keyword Research is
MARKET RESEARCH
@willcritchlow
Keyword Research is
CREATIVE PLANNING
Keyword Research Has
CHANGED
@willcritchlow
The Data is Messy (see: Conductor Study)
@willcritchlow
The Tail Remains Long
@willcritchlow
We Need to
UNDERSTAND
@willcritchlow
Search Suggest = Inventory
@willcritchlow
Don’t Forget Wildcards
@willcritchlow
Related Searches = Volume
@willcritchlow
HAT-TIP: @joshbachynski & @dan_shure (link)
Related to Site = Exploration
@willcritchlow
Site Search = Unfulfilled Need
@willcritchlow
Trends = Insight
@willcritchlow
Regional = Differences
@willcritchlow
Actions
@willcritchlow
FREE module:www.distilled.net/u/search-operators
Competitor Research
@willcritchlow
Website Structure
@willcritchlow
Content Strategy
@willcritchlow
My Take on Keyword Research
@larrykim
Welcome to My Blog!
@larrykim
Over 600k visitors / month!!
Compound Monthly Growth Rate = 8%. HOW?!
What Effective Keyword Research Looks Like
@larrykim
•Larry’s Proven Keyword Strategy
• Review of Keyword Grouping & Organization Concepts
• How I Prioritize Keyword Research
• Acting on Keyword Research to Get Mad Hits and $$$
Today’s Agenda
@larrykim
Dominate your Search Category
To do this you need a plan!!!
Global Domination Strategy
@larrykim
Figure exactly how people are searching for your products/services Be Specific, be Relevant, be
Exhaustive.
Group your keywords into focused Keyword Niches Organize your big list of keywords
into smaller lists (“keyword niches”).
Prioritize Your Work
Take action! It’s important to balance
“researching” with “doing”
Keyword Research Game Plan
@larrykim
Keyword Planner Demo
@larrykim
Priority = (Estimated Volume)*(Estimated CPC)----------------------------------
----------------Keyword Competition
Larry’s Keyword Prioritization Formula
@larrykim
• Estimated Volume ~ Opportunity• Estimated CPC ~ Commercial Value• Keyword Competition ~ Likelihood of Success
• Author content…
• Specifically themed
• One page per Keyword Niche.
• Organize content with relevant intelligent information architecture
• Repeat!
Step 3: Act – Apply Keyword Niches to On-Page SEO
@larrykim
• In Paid Search a Key Metric is Quality Score. A higher Quality Score yields:
• Better Ad Exposure (Higher Ad Position)
• Lower Cost per click
• Better Conversion Rate
• To Optimize your PPC Campaign’s Quality Score:
• Use specific keywords and negative keywords
• Group together closely related keywords
• Write relevant text ads and destination pages
Use Same Keyword Niches in PPC Campaign Creation
@larrykim
A Note on Keyword Intent
@larrykim
Keywords With Commercial Intent
@larrykim
Keywords With Informational Intent
@larrykim
Google Expects WAY More of Your Ads!
@larrykim
Quality Score Based on Beating Expected CTR
@larrykim
Today, average score is 5/10. Previously was 7/10
Google Has Changed How the Ad Auction Works
@larrykim
Build Taxonomy, Organize & Prioritize Keywords
Act on Keyword Research according to Keyword intent, using Both PPC & SEO
Repeat for Years …
Summary
@larrykim
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@wordstream @distilled
@wordstream @distilled
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