The document summarizes a panel discussion on keyword research from the ionSearch 2012 conference. The panel included experts from Linkdex, Search Laboratory, and Wordtracker who discussed various tips and tools for effective keyword research. Some of the main points covered in the discussion included understanding the market and customer intent, using keyword data from tools like Adwords and Wordtracker to analyze search volume and relevance, monitoring keywords over time, and taking a demand-driven approach to website structure and content.
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Expert Panel Session - Killer Keyword Research - ionSearch 2012
1. ionSearch 2012 - Expert Panel Suite
Killer Keyword Research
Matt Roberts – VP of Product, Linkdex - Moderator
Jimmy McCann – Head of Search, Search Laboratory
Mal Darwen – Product Manager, Wordtracker
Roland Dunn – Refined Practice/Cloud Shapes
4. #1 – Know the Market
• How does offering compare?
– Ask yourself.. will it convert?
• Range
• Pricing
• USP’s
Source - http://lukachtaengleman.blogspot.co.uk
5. #1 – Know the Market
• Use right terminology on your site
Reflect what users search for!
• B2B
– Avoid in house jargon
– Sector specific navigation
• Ecommerce
6. #1 – Know the Market
• Seasonality
• Adapt focus / strategy
– Ahead of peaks
7. #2 – Use your Loaf
• Be logical
• Assess keyword potential
– i) Search volume
– ii) Search intention
– iii) Relevance / ability to convert
img source flickr - betterbrandagency
8. #2 – Use your Loaf
i) Search Volume
• Use wordtracker / Adwords KW tool
– Adwords not 100% accurate
• Especially on low volumes
• However
– Good barometer for prioritisation
9. #2 – Use your Loaf
ii) Search Intention
• 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
10. #2 – Use your Loaf
ii) Search Intention
• 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
11. Search Intention
ii) Search Intention
• Very specific to the service site offers
– Conversion rate higher
• Less difficult to rank for this term
– Than ‘solar energy’ That’s what we do!!!
12. #2 – Use your Loaf
iii) Relevance
• Is keyword relevant to company’s products / services?
– Are they competitive in this area?
I need a solar We are solar
search - ‘solar panel
panel panel
installers’
installer! installers!
User Company
13. #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
14. #3 -
• Can be used to find actual search
volumes
• Setup campaign
– Handful exact match keywords only Accuracy!
– Put exact negatives on other campaigns
• Make sure 100% impression share
15. #4 – SERP’s
• What does Google think is suitable?
• Helps assess intention
• Categorise competing listings
– Direct competitors
– Research
– Blended results
• ‘solar energy’ SERP
18. #4 – SERP’s Research
Research
Research
Research
19. #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/
20. Key Tips – Show ROI
• Show return early in campaign
– Logical approach from ground up
21. Key Tips – Be Realistic
• Don’t aim above your station
– …(just yet)
22. 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
23. Summary
• #1 – Know the Market
• #2 – Use your Loaf
• #3 – Test using PPC
• #4 – Analyse SERP’s
• #5 – Refine using analytics
24. Any Questions?:
www.searchlaboratory.com
jimmy@searchlaboratory.com
@jimmymccann
JIMMY MCCANN /in/jimmymccann1982
Head of SEO
29. Let’s talk about tools for a
moment…
•Finding Keywords
•Site structuring with Keyword Research
•Site Auditing
•Rank Tracking
•Easy export of Keywords + data