Post on 18-Jan-2015
description
Killer Keyword Research5 Tips and ToolsJimmy McCann – Head of SEO @ Search Laboratory
#1 – Know the Market
• How does offering compare?– Ask yourself.. will it convert?• Range• Pricing• USP’s
Source - http://lukachtaengleman.blogspot.co.uk
#1 – Know the Market
• Use right terminology on your site
• B2B– Avoid in house jargon– Sector specific navigation
• Ecommerce
Reflect what users search for!
#1 – Know the Market
• Seasonality
• Adapt focus / strategy– Ahead of peaks
Use your Loaf
• Be logical
• Assess keyword potential– i) Search volume– ii) Search intention– iii) Relevance / ability to convert
img source flickr - betterbrandagency
#2 –
#2 – Use your Loaf
• Use wordtracker / Adwords KW tool– Adwords not 100% accurate
• Especially on low volumes
• However– Good barometer for prioritisation
i) Search Volume
#2 – Use your Loaf
• What does a user want to find from their query?– Think about it
• Head terms– Offer large amounts traffic– Not all traffic is 100% relevant
ii) Search Intention
#2 – Use your Loaf
• Not specified, could be a host of things eg– How does solar energy produce electricity?
– What is solar energy?
– I want to find out more about solar energy because I’m thinking about getting some solar panels for my house
ii) Search Intention
#2 – Use your Loaf
• Very specific to the service site
offers– Conversion rate higher
• Less difficult to rank for this term– Than ‘solar energy’
ii) Search Intention
That’s what we do!!!
#2 – Use your Loaf
• Is keyword relevant to company’s products /
services?– Are they competitive in this area?
iii) Relevance
We are solar panel
installers!
I need a solar panel
installer!search - ‘solar panel installers’
User Company
#3 - • PPC data to test the water
– Especially in emerging / ultra niche markets
• Conversion rate data key
• Exact match data only img source – Leftcoastcowboys.com
#3 - • Can be used to find actual search volumes
• Setup campaign– Handful exact match keywords only– Put exact negatives on other campaigns
• Make sure 100% impression share
Accuracy!
#4 – SERP’s• What does Google think is suitable?
• Helps assess intention
• Categorise competing listings– Direct competitors– Research– Blended results
• ‘solar energy’ SERP
#4 – SERP’s
Research
Research
Research
#4 – SERP’s Research
Competitor
News
Images
#4 – SERP’s Research
Research
Research
Research
#5 – • Organic traffic / conversions– Not from page one
• Identifies easy keyword wins– Traffic / conversions coming via
page 2
Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
Key Tips – Show ROI
• Show return early in campaign– Logical approach from ground up
Key Tips – Be Realistic
• Don’t aim above your station– …(just yet)
Key Tips – Long Tail!
• Long tail keywords first– Easier to optimise– Will convert better– Allows reinvestment into campaign /
less risk
• Build up to head terms– Naturally over time
Summary• #1 – Know the Market
• #2 – Use your Loaf
• #3 – Test using PPC
• #4 – Analyse SERP’s
• #5 – Refine using analytics
Any Questions?:www.searchlaboratory.com
jimmy@searchlaboratory.com
@jimmymccann / @searchlabs
/in/jimmymccann1982JIMMY MCCANN
Head of SEO