Smx advanced keyword research tools

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Transcript of Smx advanced keyword research tools

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Add Macaroni: Non-Traditional Uses for Traditional Keyword Tools

Advanced Keyword Research Tools

Bryson MeunierDirector, Content Solutions

Resolution Media@brysonmeunier

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ESTIMATE LOCAL SEARCH VOLUME WITHGOOGLE KEYWORD TOOL, INSIGHTS FOR SEARCH AND CENSUS DATA

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Why Estimate Local Search Demand?

• Small Businesses only interested in opportunity within a certain mile-radius

• Big business with local presence needs to assign resources based on demand

• Google Keyword Tool or Traffic Estimator does not give search volume by DMA or City

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The Tools

http://factfinder.census.gov/servlet/SAFFPopulationhttp://www.google.com/insights/search

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Forecast Local Opportunity

In only four steps…

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1. Use Census Data to Find Population % Relative to Country

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2. Estimate Local Search Volume Based on Population

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3. Understand Local Variations in Search Demand with Google Insights

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4. Calculate Volume

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UNDERSTANDING ORGANIC KEYWORD OPPORTUNITY BY BUILDING A POOR MAN’S SEO X RAY WITH SEMRUSH

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Why Understand Organic Keyword Opportunity?

• Increase share of voice against competitors• Target most qualified keywords and increase

revenue from search

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BrightEdge SEO XRay

http://www.brightedge.com

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The Tools

http://www.semrush.com

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Quickly Identify Potential Keyword Targets

In two basic steps…

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1. Port SEMRush Organic Data into Excel and Name Position Range

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2. VLOOKUP Rankings to Find Potential Keyword Targets

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FORECASTING MOBILE OPPORTUNITIES WITH GOOGLE KEYWORD TOOL, GOOGLE WEBMASTER TOOLS AND ANALYTICS

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Why Target Mobile Searchers?

• More mobile devices activated today than there are babies being born

• Mobile web is growing 8x faster than the desktop did in 1990s

• Mobile will likely eclipse desktop web usage by 2015 (IDC)

• 1 in 7 Google queries are from mobile devices; 30% in the restaurant industry

Source: Google Webinar: Are You Mobile Ready?, May 3, 2011: http://youtu.be/j-xh-lNpNhs

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The Tools

https://adwords.google.com/select/KeywordToolExternalhttp://www.google.com/webmasters/

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Demonstrate Mobile Opportunity

• Find keywords that have as much or more volume in mobile search than they have in desktop search

• Demonstrate that people do search on your target keywords on mobile devices

• Create mobile-focused information architecture for mobile site

• Product research for app development• Calculate ROI for mobile site development

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Assess Mobile Opportunity in Excel

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Add Macaroni

• Find city-level demand using US Census data, Google Insights for Search and the Google Keyword Tool

• Mine competitor keywords with Bright Edge or SEMRush

• Find Mobile Opportunity with Google Keyword Tool, Google Webmaster Tools and Excel

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Bryson MeunierDirector, Content Solutions

Resolution [email protected]

Twitter: @brysonmeunierhttp://www.brysonmeunier.com