Bruce Clay (founder and president of Bruce Clay, Inc.) spoke at Pubcon Las Vegas 2015 on the topic "Keywords and Keyword Research." Co-presenters in the session were Craig Paddock and Ash Nallawalla. (See liveblog coverage here: http://www.bruceclay.com/blog/keywords-and-keyword-research-pubcon-liveblog/)

1. Keywords and
Keyword Research
How we look at it
Presented by: Bruce Clay
www.bruceclay.com ● @BruceClayInc

2. Keywords and Keyword Research
• Use keywords your visitors
would use & silo the site
• Use keywords focused on
your expertise
• Identify keywords for the
regions (local, slang and
accents)
• Use keywords for the media
(desktop vs mobile vs voice)
http://www.bruceclay.com/seo/search-engine-optimization.htm

3. Keywords and Keyword Research
• Steps in researching keywords
1. Generate a Seed List (basic – SEO 101)
– The client keyword list
– The site – used words and phrases
– Search Console Traffic > Search Queries
– Google Analytics Traffic Sources > Sources > Search > Organic
– The competitors (related words, clarification words, intent words, etc.)
– ROI - Product, category, keyword (AdWords?)
You should end up with a fairly broad list of keywords.

4. Keywords and Keyword Research
• Steps in researching keywords
2. Find More Keywords (very slightly more advanced)
– Google Keyword Planner (https://adwords.google.com/KeywordPlanner)
This is the most commonly used tool for performing keyword research.
– Related Searches - At the bottom of every SERP will be a section for "Searches
related to [keyword]."

5. Keywords and Keyword Research
• Steps in researching keywords
3. Find More Keywords (even more advanced)
– Google Instant – what are the most recent “related” searches? Can you see the
relationship to “web history”? And not at all similar to “Related Searches”.

6. Keywords and Keyword Research
• Steps in researching keywords
4. Understanding Keywords (the real presentation)
Or Using wisdom to evaluate & select keywords
– There is a difference between data and wisdom
– Having a keyword list is not enough
– Most lists are excessively broad
– Each keyword is a new SEO project
– Most sites cannot produce “expert” content for too many keywords
– What worked in the past is… past

7. Keywords and Keyword Research
• Steps in researching keywords
4. Understanding Keywords (the real presentation)
Or Using wisdom to evaluate & select keywords
– Google Audience & Personas
– Transactional or Navigational (Commercial or Informational)
– Millennial & Gender & Region
– Voice & Mobile & Desktop
– Expertise Focused
• Choose wisely. Narrow your Focus. Know your market.

8. Keywords and
Keyword Research
How we look at it
Presented by: Bruce Clay
www.bruceclay.com ● @BruceClayInc