Keyword Research - Moving Beyond Adwords - SMX Israel 2013

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Keyword Research – Moving Beyond Adwords Mark Ginsberg SMX Israel 2013 January 6, 2013- Inbal Hotel, Jerusalem

description

Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.

Transcript of Keyword Research - Moving Beyond Adwords - SMX Israel 2013

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Keyword Research – Moving Beyond Adwords

Mark Ginsberg

SMX Israel 2013

January 6, 2013- Inbal Hotel, Jerusalem

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Traditional KW Research

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Problems - Reliance on Adwords

● Imprecise Data● Geared towards a PPC centric world

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Problems – Reliance on Rankings

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Problems with This Model

Doesn’t take into account major shifts and focuses of Algorithm●

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How do we replace this?

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Keywords are still important, but… Look at the Long Tail

Image courtesy of LeftClick Blog - http://bit.ly/RcEMg7

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Long Tail Potential of Keywords● Broad Match vs Exact Match Ratio● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS

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Keyword Match Ratio

● Determine Keyword Intent● Low ratio – uniform syntax that maps to uniform intent >> fewer

variations● High ratio – less uniform syntax – more fractured intent >> more

variations

● Identify content opprotunities● High keyword match ratio – potential for more modifiers and

more relevant phrases for keyword● Indications that higher keyword match is accompanied by higher

keyword difficulty scores● Find specific intents behind high kw match ratio and produce

relevant content that satisfies and engages

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Long Tail / Content Creation Tips & Tools

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Don’t Hit Enter!

Mozcon 2012 Presentation - http://slidesha.re/TuqdXp

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Speed up the Process – Soovle

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Content Idea Generator

SEOGadget – http://bit.ly/RhGvRs

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Where does this leave us moving forward?

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Expanded KW Research + Content Ideas +

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Expanded KW Research + Content Ideas + Onsite +

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Comp Analysis – Social Style

Open Site Explorer – Top Pages

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Comp Analysis – Social Style

Social Crawlytics - http://bit.ly/YMaog6

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Comp Analysis – Social Style

Social Crawlytics - http://bit.ly/YMaog6

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Takeaways

● Adwords Based KW Research (w/ a focus on Head Terms) – ☹

● Long Tail Keyword Research - ☺

● Content Strategy and Research - ☺

● Competitive Analysis of Successful Content - ☺

● Staying Ahead of the Algo - $$$ (in the long run)

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About Me

● Mark Ginsberg● Independent SEO Consultant /

Inbound Marketer

(whatever you want to call us ☺)

● @markginsberg● Google+● Skype – msginsberg● Email – [email protected]● www.marksginsberg.com