Download - Simple SEO Tips for Effective Keyword Research, with Alyssa Burtt

Simple SEO Tips for Effective Keyword Research,

with Alyssa Burtt

Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia

What this presentation will cover…

• First steps of choosing keywords for your website• Keyword selection tips and strategies• The 3 most important factors in keyword selection:

Relevance, Search Volume & Competition • Google AdWords Keyword Tool demo


Why Keyword Research?

• Learn which keywords your potential customers are using to find products & services you offer

• Predict shifts in demand, respond to changing market conditions & produce the products, services & content that web searchers are already actively seeking

• Low barrier to entry – free tools• Understand the motivations of consumers in virtually

every niche


First things first…

Define your audience & your goals• Who do you want to visit your site?• What does lead conversion mean to you?• Who are you targeting: Vancouverites?

Canadians? The World?


Keyword Strategies


Head• Ranking Strategy• One category• Link-building• Higher conversion rate• 20–30% of demand curve• Direct ROI & business

metrics• ie. “beauty salon

Vancouver ”

Keyword Strategies

Long-Tail• Content Strategy• Multiple categories• Blogging• Lower conversion rate• 70–80% of demand curve• Brand Awareness• ie. “hairstyle trends for

spring 2012”

Choose a keyword strategy to fit your business• Head vs. Long-Tail Keyword Strategies


Step 1: Relevance

Brainstorm Keywords• Choose Head vs. Long-Tail strategy• List the most important words / phrases on your site • List important words / phrases on competitors' sites • Think about what your customers / vendors / industry

pros would search for to find the content, products or services you provide

• Use a thesaurus & research synonyms for more ideas• Search on Google AdWords Keyword Tool


Step 2: Competition

HeadHigh Competition 0.7+ is

better because:• Higher conversion• More valuable traffic• Tried-and-true

Long-TailLow – Medium Competition• Less effort to get ranked• Longer keywords will

naturally be lower competition

What is Keyword Competition? The number of other websites that are

indexed in Google for a chosen keyword phrase.

Do you want high or low competition keywords?


Step 3: Search Volume• The more the merrier! But not always…• Local vs. National or Global• Generic vs. SpecificIt’s all about balance: Balance search volume with relevant, high-

converting keywords for optimal results


Always Consider ROI• What is your average lead conversion worth? Is

it a dollar value? Or are there other metrics?• Higher lead conversion value means you don’t

necessarily need as much qualified search volume & traffic to make it worthwhile

ie. Engagement Rings vs. Burger joint• Balance opportunity with investment, assess

natural strengths: ie. are you a great writer?• Limited resources: time vs. money


Google AdWords Keyword Tool


Key Takeaways

• Always consider your audience and your business goals when choosing keywords

• Choose keywords with high conversion and high search volume for best results

• Even though SEO is typically one of the highest return marketing investments, measuring success is still critical to the process

QUESTIONS?Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia