keyword research presentation

1

Q1 2010 Edition

KeywordResearch:‘Secrets’ to Identifying

Lucrative Keywords for

Your Website!

July 8, 2010

The Los Angeles Small Business

Internet Marketing

Meetup Group

www.HighlyRelevant.com

http://www.HighlyRelevant.com/

2

Welcome!

The Los Angeles Small Business Internet Marketing Meetup:

• Introductions

• Presentation: “Keyword Research: ‘Secrets’ to Identifying Lucrative Keywords for Your Website!”

• Our special offer for our Keyword Research bootcamp

• Questions

• Discussion about what you want to learn in the future

© 2010 Highly Relevant Inc., Confidential & Proprietary

Keywords: The words or phrases that members of a market type into a search engine in order to explore a particular niche. They are also known as search queries.


Definition of Keywords for Search

When it comes to keyword research, all we’re really trying to do is to figure out three things:

1. The keywords that people most commonly use in their search queries

2. Whether these people are likely to spend money

3. Whether there is strong competition for the keywords being targeted


What is Keyword Research?

Market: A community of people

who share a common interest in a

particular subject or activity.

Often the community has its own

language of made-up of terms or

acronyms.


Understanding Your Target Market

Market: Brides-to-be Area of Interest Market Language

Weddings

FH – Future Husband

FMIL – Future Mother-in-Law

MOH – Maid/Matron of Honor


Understanding Your Target Market

Example Market: Brides-to-be

Market: “Brides to be”

Weddings

Wedding Rings

Wedding Photography

Wedding Dresses

Market Niches


Niche: A niche is a subset of a market that relates to a specific topic.

Niche Market

The Theory Behind Keyword Research

Thousands of queries per day

< 1 query per week

The “Long Tail”

The “Head” of the search demand curve

Search Engine Query Demand

Popular Queries “Long Tail” queries



9

Three Types of Keywords

Experience the need for an answer, solution, or piece of information.

For example, the user may be looking:

1. For a website (navigational query)

2. To buy something (transactional query)

3. To earn something (informational query).

Formulate that need in a string of words and phrases (query). Most people formulate their queries in one to three words. ComScore data from March 2009 shows an average query length of 2.9 words.

Execute the query, check the results, see whether you got what you wanted, and if not, try a refined query.

Sarah’s Query

Wedding Photography

Tips

Wedding Photography

Pricing

Karen’s Query

Karen’s Results will be transactional

Sarah’s Resultswill be informationalSarah

Karen


Keyword Research Examples

Kay’s Jewelers

Michelle’s Query

Michelle’s Results will be navigationalMichelle

Biggest Success Factor:1. The Keywords You Target2. The Keywords You Target3. The Keywords You Target


Success Factors

12

• Define Keyword List

• Refine Keyword List

• Competition & Keyword Relevance

• Using Metrics to Choose Best Keywords

• Integrating Keywords onto Your Site


The Keyword Research Process

13

– Brainstorm a list of all possible keywords a user might

input related to your business.

• Ask family and friends what words they associate with your

business.

– Utilize Keyword tools to assess which keywords you

should research more.

• Google’s Adwords Tool

• Google’s Wonder Wheel function

• Google Related Search function


Keyword Brainstorming

14

Keyword Brainstorming Tools


1. Your Competition’s Websites2. Google AdWords Keyword Tool: (https://adwords.google.com/select/KeywordToolExternal)


15

Google’s Related Search & Wonder Wheel Function

16

Google AdWords Keyword Tool


17


Choosing Core Terms

18

Competition & Keyword Relevance


Indexed pages of content in Google

19

Finding The Best Keyword

• Using Google AdWords Tool

• Choosing the metrics to Determine the best

Keyword


20

Keyword Competition Metrics– Search Demand Volume – The total number of searches users are performing for a particular keyword.

• KW Local Search Volume > 2,000 searches/month

• KW Global Search Volume < 200,000 searches/month

– SEO Competition - The total number of web pages that mention a specific keyword term, in the same (phrase) word

order, in Google's index.

• KW SEO Comp < 200,000

– Title Competition - The total number of web pages that mention all of the words in a keyword term in the title of the

page.

• KW Title Comp < 200,000

For Pay-Per-Click (PPC) campaigns

- OCI – (Online Commercial Intent) - An indicator of the chances that someone searching for a keyword is looking to

buy something – as opposed to browsing for information. The higher the figure, the more likely they are desiring to

buy something.

• OCI > 50

- CPC– (Cost Per Click) – The bidding price according to the search engines for that particular keyword. Higher CPCs

are indicators that the KWs market is competitive.

• $ 0.50 <CPC < $5.50


21

Strength of Competition

– The Process

• Enter Search Terms into Google (in quotes)

• Analyze number of search results


22

– Timeline for Ranking in the first Search Engine Result Page (SERP)

• < 5,000 Competitors (1-2 Weeks Ranking)

• 5,000 – 75,000 Competitors (Few weeks to a Month)

• 75,000 – 500,000 Competitors (A Month to a Several Months)

• 500,000 – 200,000,000 Competitors (Several Months or longer)


Timeline for Ranking Process

23

Tips for Breaking Keywords Onto Your Site

1. Don’t use all your keywords on just one page.

2. Optimize every page for no more than 2-3 keywords/

keyword phrases, which should be absolutely relevant to the

content of the page.

3. Create a spreadsheet that lists each page you want to create

along with their respective targeted keywords.

4. The Next step is actually creating keyword-rich & optimized

content for the websites…<cough> <cough> Outsourcing,

which we can gladly provide more information on should you

all express enough interest.

24

Thank You!

Thanks for showing up!

Here’s what you get for doing so:

• Free 30 minute Consultation ($250 value)

• 10% Discount on Future Services

• PDF of this Presentation Sent via E-mail


25

Keyword & Competitor Research Bootcamp

In conjunction with BLANKSPACES, we will be holding a series of “bootcamps” where we will “hand-hold” you to get your web marketing on the right track.

Our first bootcamp is the “Keyword & Competitor Research Bootcamp” on Saturday, July 17 from 1 – 6 PM at BLANKSPACES. At this bootcamp, we will walk you through the entire Keyword & Competitor Research process for your particular business.

You can sign up to attend at http://www.highlyrelevant.com/keyword-research-bootcamp.html .for $197…

OR…

You can contact Justin at Highly Relevant ([email protected]

) directly for a $50 discount. That’s a great deal of $147!!!

http://www.blankspaces.com/

http://www.highlyrelevant.com/keyword-research-bootcamp.html

mailto:[email protected]