Organic Keyword Selection and Targeting Presented by: Craig Paddock Plaza Digital Slide 1 of 217.

Organic Keyword Selection and Targeting

Presented by:Craig PaddockPlaza Digital

Slide 1 of 217

Keyphrase Research =

• Popularity• Click-thru rate• Quality - Conversion rate or engagement• Competitiveness• Current Ranking

Keyphrase Expanders/Modifiers-

• best / online / buy / cheap / discount / wholesale / accessories / supplies / abbreviations (ex. STATE)

Higher conversion rate

Keyphrase Expanders/Modifiers-

Keyphrase Expanders/Variations-

Google Instant/Suggest

• Check your top keyphrases using Google Suggest


www.Rob-Millard.com/

www.soovle.com/

Google Keyword Tool

• Sept 24th 2010 updated to NOT include partner Search data

• Use “exact match”• Significantly more accurate

Microsoft Ad Intelligence

Yahoo Clues

5MinuteSite.com

• 1,538 keyphrases• 325 cities nearby• 560 nearby zipcodes• Ordered by proximity!

5MinuteSite.com

YouTube Keyphrase Tool

Keyphrase Selection-

What keyphrases are important to you?

Let your customers decide!!!

PPC campaign data

• Start Adwords even if just for data• Impressions ~ queries• Use exact [keyword] in setup• No daily limit and on 1st page.• Impression, click-thru, conversion data

Click-thru & Quality

• Quality = Conversion rate (Rev/Visitor) or engagement

• Engagement* = T.O.S, Pages/Visit, Bounce Rate

CTR – Google Preview

Competitiveness

Blekko – Origin of Links

Current Ranking

• Proven keyphrase• Easiest to improve• Take advantage of “clustering”

Turn off Personalization

• Logging out not adequate• &pws=0

• Turn Google Instant Off

ClusteringHost Crowding

• 2 pages listed from the same domain on the same page

• #1 and #9 result will be clustered as #1 & #2

• #1 and #14 will not be clustered

Keyphrase Data

Turn Off Google Instant

Keyphrase Targeting

• Primary company site • Video (YouTube), Images, News• Social Media Sites – Twitter, LinkedIn• 3rd party positive content

Summary

• Use PPC data to guide your organic campaign• Keyphrase research is more than keyphrase

popularity• Promote more than just your primary website

Craig [email protected]

Organic Keyword Selection and Targeting Presented by: Craig Paddock Plaza Digital Slide 1 of 217.

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