Keyword Research and Selection - Pubcon 2013 Las Vegas

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/


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


SEMRush• Competitive Research

– Organic


SEMRush• Competitive Research

– Paid


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


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


Prioritize Keywords

• Score your keywords: – Intent Column

• Geo-specific• Purchase• Brand• Informational

– Business Relevance Rating Column• 1-10


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

Prioritize Keywords

bit.ly/BuzzshiftPubcon2013

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.


PPC and SEO Work Together


PPC and GWT combined


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


Store Your GWT Data• Raven Tools will archive GWT data


Thanks!

bit.ly/BuzzshiftPubcon2013@mark_barrera

[email protected]://www.buzzshift.com

See You Tonight at the Monte Carlo Pub!

http://www.buzzshift.com/

Keyword Research and Selection - Pubcon 2013 Las Vegas

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