Keyword Research: Tools, Strategies & Methods · – Step 2: Using Your Keyword Tool – Step 3:...

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Keyword Research: Tools, Strategies & Methods

Tyler Mandroian and Dan Smink

Snowsports Industries America

February 11, 2014


•  Keyword Background •  Research Tools •  Keyword Research Process

–  Step 1: Developing Your “Core” Keywords –  Step 2: Using Your Keyword Tool –  Step 3: Organizing and Refining Your List

•  Competitive Analysis •  Application of Your Keywords

Keyword Research Agenda


High Cost & Competition

Low Cost & Competition

Low Probability of Conversion

High Probability of Conversion

1 Word Phrases “boots”

2-3 Word Phrases “ski boots denver”

More Descriptive Phrases “where to buy ski boots in denver”

Search Volume

Unique Search Terms

>70% of all Google searches are long-‐tail keyword searches

Keyword Background


Why Target Keyword Selection Is Critical


Keyword Background

•  Pick fights you can win

•  Define your target persona –  Pain, Issue, Need

•  Long-tail keyword selection is important

•  3+ words are >70% of searches


•  Market Research •  Digital Marketing Activity

–  Pay Per Click –  Search Engine Optimization

•  Short tail •  Long tail

–  Social Media –  Blog Topics –  Email Marketing –  Domain Name Decision

•  Traditional Marketing –  Naming Your Business or Product –  Offline Marketing Efforts –  How You Talk About Your Business

Why Do Keyword Research


Keyword Research Tools

•  Google Trends •  Google Adwords’

Keyword Planner •  Bing/Yahoo! •  Wordtracker •  SEOBook •  Hubspot

•  Spyfu •  SEOMoz •  SEMRush •  Keyword Discovery •  Ispionage •  Majestic SEO


•  Can you enter in more than one keyword at a time?

•  Where do they get their data? •  How “deep” do they go? •  Is there a free version or free trial period? •  Can they extract keywords from websites? •  Do they suggest competitors’ and their

keywords? •  Do they tell you how competitive the search

terms are?

What to look for in a keyword tool


•  Google “Keyword Planner” •  iSpionage We will refer to… •  Google Adwords: The Best Keyword Research Tool •  Wordtracker •  SEOMoz •  SEMRush •  Ispionage •  Majestic SEO

Today’s Tools


•  Running a Google Adwords PPC Program –  Exact Volume –  Exact Search Terms –  Long Tail –  Conversion Data

•  Have to be careful or you can waste a lot of dough

•  Come back for our PPC Training presentation or download it from our website

What’s The Best Research Tool?


•  Build in a spreadsheet •  What is your product or service called? •  How would you search for your •  products and services? •  How might others search for your

products and services? –  ***Buyer Persona

•  How are people finding your website now? –  Site analytics

•  What search terms do your competitors seem to be targeting?

•  Do you need to bucket them into different products & services?

•  Do you need to consider local qualifiers?

Step 1: Develop Your “Core” Keywords


Example of Developing Your “Core”

Product or Service Context/Brand Buying Signal/Loca7on

snowboard k2 store ski head buy snowboard boot solomon denver ski gloves minneapolis snowboard glove vail snowboard helmet indianapolis ski helmet 80222

who sells


Other Core Examples

Product or Service Context/Brand Buying Signal/Loca7on lessons ski vail

snowboard skiiing snowboarding

Context Buying Signal Issue

irs help back

internal revenue assistance garnish

tax a>orney levies

lawyer

law firm

Context Buying Signal Product bluetooth find gloves

buy hat sells


Developing Your “Core” Examples

Developing Your Core Example

snowboard k2 store ski k2 store snowboard boot k2 store ski gloves k2 store snowboard glove k2 store snowboard helmet k2 store ski helmet k2 store snowboard k2 buy ski k2 buy snowboard boot k2 buy ski gloves k2 buy snowboard glove k2 buy snowboard helmet k2 buy ski helmet k2 buy snowboard k2 denver ski k2 denver snowboard boot k2 denver ski gloves k2 denver snowboard glove k2 denver snowboard helmet k2 denver ski helmet k2 denver

Note: May need to remove spaces using a text document before plugging into search tool so the list looks like this: snowboard k2 store ski k2 store snowboard boot k2 store ski gloves k2 store snowboard glove k2 store snowboard helmet k2 store ski helmet k2 store snowboard k2 buy ski k2 buy snowboard boot k2 buy ski gloves k2 buy snowboard glove k2 buy snowboard helmet k2 buy ski helmet k2 buy snowboard k2 denver ski k2 denver snowboard boot k2 denver ski gloves k2 denver snowboard glove k2 denver snowboard helmet k2 denver ski helmet k2 denver


Step 2: Using Your Keyword Research Tool

Plugging Core Into Tool: Google’s Keyword Planner •  Link to Tool: https://adwords.google.com/keywordtool •  Must create a Google Adwords account •  Go to Tools “Keyword Planner



To create new list of keywords based on your core



Plugin Search Terms Select Your Preferences Location Language



•  Drill Down Into Specific Areas for Details •  Download and

Revise


Analyze Results, Sort, Refine Look for Opportunities •  High Search Volume •  Low Competition •  Cheaper Cost Per Click

Step 3: Organizing and Refining Your List

Ad group Keyword Avg. monthly searches CompeCCon Suggested bid

K2 Snowboards k2 snowboard boots 720 1 1.44 K2 Snowboards k2 snowboard helmet 70 1 1.24 K2 Snowboards k2 snowboard helmets 40 1 1.56 K2 Snowboards k2 snowboards 6600 0.54 1.12 K2 Snowboards k2 snowboard 720 0.69 1.33 K2 Snowboards k2 snowboarding 390 0.32 1.47 K2 Snowboards k2 snowboarding helmet 10 0.97 1.4 K2 Snowboards k2 snowboard boot 10 0.97 1.44 K2 Snowboards k2 snowboard boots review 10 0.89 1.15 K2 Snowboards snowboard k2 50 0.94 0.87 K2 Snowboards k2 snowboard review 20 0.45 0.4 K2 Snowboards snowboards k2 30 0.95 0.79 K2 Skis k2 ski helmets 170 1 1.82 K2 Skis k2 ski helmet 50 0.99 1.31 K2 Skis k2 skis 12100 0.64 1.17


Finding Nuggets The Key To Winning Against Giants: 1.  Compete where you

can in the short run with “long tail” search terms.

2.  Keep an eye on the more competitive terms down the road.

Key: Picking Your Battles


•  Bucketing Your Search Terms: •  General to Specific

–  General terms drive more traffic –  Specific terms usually have better return

investment

Picking Your Battles


Picking Your Battles Refining Your List: Snowboard Retailer Example •  Related:

–  Snowsports –  Snowriding

•  More Specific: Product, Type or brand –  Snowboards –  K2 snowboards –  Cruising snowboards

•  Buying Signal Keywords –  Buy k2 snowboards –  who sells snowboards –  Snowboard company –  Snowboards denver (locality is often a buying signal)

•  Content for Website & Blogs –  Best snowboard –  How to snowboard –  How to train for snowboarding


Picking Your Battles

Refining Your List: •  Snowshoeing Tour Guide Company

–  Related: •  Snowsports •  Snowshoeing •  Showshoes

–  More Specific & Possible Buying Signals •  Snowshoeing company •  Snowshoeing tours •  Snowshoeing in Vail

–  Website Content/Blog Search Terms •  Where to show shoe •  How to show shoe •  The best snowshoes •  Why snowshoe


Local Businesses: (Retail, Resorts, Restaurants, Electricians, Chiropractors, Salons)

•  If you are a local business start with phrases + nearest big city: “snowboards denver”

•  Also use micro local “suburb” terms: “snowboards parker”

•  Consider non-localized terms –  Especially if there is no local data –  For expanding your reach

•  Different cities may use different search terms •  Potential Challenge: Not enough preliminary search

data •  Solution:

–  Use bigger city and/or national terms –  Use Location Feature in Google Adwords “Keyword Planner” –  Run a Google Adwords Campaign

Local v. National Keywords


Competitive Research

•  Search Your Most Competitive Terms •  Write Down Competitors •  Plug The Into Tools

•  Google Adwords •  iSpionage •  Spyfu •  SEMRush


Competitive Research Example

Ø  Plugin domain Ø  Discover…

Ø  PPC Budget Ø  Trends Ø  SEO Value Ø  PPC Keywords Ø  Organic Keywords


How To Apply Your Target Keywords

•  Applying to Your Website Architecture for SEO & User Friendly Experience •  Navigation •  “Landing” Pages •  Internal links •  URLs, Titles, H1s •  Page Content •  Blog posts

•  Find blog topics •  Applying to Social Media

•  Blogs •  Tweets/Facebook/LinkedIn Posts

•  Applying to Pay Per Click…


Pay Per Click Application

•  Be careful before you turn on a PPC campaign •  Match Types •  Location Targeting •  Structure of Campaign

•  Come to our PPC webinar or download it from our site: http://www.c1-partners.com/resources/presentations/


•  Next Webinar – Website Optimization – March 5, 2014 – 2PM ET/11 AM PT

Questions?


Dan and Dan C1 Partners P: 303.501.1821 W: c1-partners.com T: @c1partners E: [email protected]

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