Finding the “Right” Keywords - Kate MorrisDefining the “Right” Keywords • Not always what...
Transcript of Finding the “Right” Keywords - Kate MorrisDefining the “Right” Keywords • Not always what...
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Finding the “Right” Keywords Presented by: Kate Morris Director of Client Strategies
New Edge Media
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Defining the “Right” Keywords
• Not always what you use in-house • How your customer describes your
product/service • Not Generic Shoes • Product Focused
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Easiest Starting Place
• Start internally when building lists – Current Marketing Material – Employees (esp. Customer Service) – Faithful Clients
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Remember
Those key phrases you came up with may and may not be the best, explore all avenues. You want to focus on what your clients are searching for.
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Free Keyword Research Tools
• Google AdWords External Tool • WordTracker • SEOBook Keyword Research Tool • Digital Point Keyword Suggestion Tool • Keyword Discovery by Trellian • AdCenter Keyword Forecast
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Paid Keyword Research Tools
• WordTracker • Keyword Discovery • Hitwise
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Doing Keyword Research
• Google AdWords Tool (Iʼm biased)
• Two Ways to Search – Keyword Suggestion – Website Crawl
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Google Keyword Tool
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Results
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The Steps
• Do everything imaginable – Insert keywords from internal research – Search your site
• Use Exact Match for best numbers • Export Lists into Excel • Use common sense to parse down
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Remember
These lists include everything but the kitchen sink. Review them for accuracy to your product/service. Donʼt just go for the words with the biggest traffic numbers.
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Competitors
• Search your Top 10 keywords – Most descriptive – Highest Traffic
• Note websites that reappear • Search their sites for common keywords
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Places to Review
• Site Content (Yeah, I know, duh)
• Title Tag • H1s • Keywords Meta Tag
Tip: Insert siteʼs products pages and homepage into the Google Keyword Tool reviewer, quick and dirty
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Remember
Those key phrases your competitor is using are not always the best. The research is to spark ideas, not to copy.
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Wash and Repeat
• Internal References – Review internally – Make a priority, all search marketing relies on
this list • Keyword Research Tools
– Focus on those phrases with traffic • Competitors
– New sites appear all the time – Keep up with trends