Keyword research is at the heart of the work we do at 97th Floor. Director of Marketing Operations Paxton Gray shares advanced keyword research techniques we utilize for solid strategies that garner results, whether for high volume brand awareness or specific product conversions. Whether novice or a pro, you're sure to glean some remarkable and actionable insights. Access the full webinar recording and keyword planner template here: https://97thfloor.com/blog/advanced-keyword-research-webinar/

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WEBINAR: EPISODE 01
Advanced Keyword
Research
WITH: PAXTON GRAY

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Motion
Graphics
Analytics
PPC
Content
Marketing
Reputation
Management
Copywriting
SEO &
Technical
On-Page
Audits
CRO
SMM
Development
UX Design
Email
Marketing
Video
Production
Graphic
Design

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Keywords

8. Nike shoes

9. Nike shoes
red Nike running shoes

10. Nike shoes
red Nike running shoes
red Nike free trainers 5.0

11. sales training

12. sales training
sales meeting best practices

13. sales training
sales meeting best practices
how to make a sales
meeting more productive

14. Google and other search
engines empower
everyday people to locate
and learn most anything
they want.

15. Google and other search
engines empower
everyday people to locate
and learn most anything
they want.
Are they finding you?

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Advanced Keyword Research

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...is more than
gathering keywords
and search volume.

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...it’s mining for better
understanding of
engagement and
benefit.

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...in order to be more
strategic in tactical
efforts that
orchestrate results.

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What it is not...
● Tutorial on keyword planner
● SEO strategy (i.e., keyword rankings)

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Strategies, not specifics.

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Paxton Gray
Director of Marketing Operations
/PaxtonGray
@PaxtonMGray

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Benefits of Keyword Research

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Benefits of Keyword Research
● SEO

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Benefits of Keyword Research
● SEO
● PPC

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Benefits of Keyword Research
● SEO
● PPC
● Content Ideation

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Benefits of Keyword Research
● SEO
● PPC
● Content Ideation
● Market Research

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Benefits of Keyword Research
● SEO
● PPC
● Content Ideation
● Market Research
● Business Opportunities

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Step 1: Find Keywords

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Step 1: Find Keywords
● Use Google’s Data

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Step 1: Find Keywords
● Use Google’s Data
● Use Suggestion Tools

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Step 1: Find Keywords
● Use Google’s Data
● Use Suggestion Tools
● Use Competitors (favorite)

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Step 1: Find Keywords
● Use Google’s Data
● Use Suggestion Tools
● Use Competitors (favorite)
● Use Non-Google Data (favorite)

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Step 2: Gather Data

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Step 2: Gather Data On Keywords
● Use Google Data

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Step 2: Gather Data On Keywords
● Use Google Data
● Use Non-Google Data

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Pillars of Keyword Research Data

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Pillars of Keyword Research Data
● Volume

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Pillars of Keyword Research Data
● Volume
● Conversion Rate

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Pillars of Keyword Research Data
● Volume
● Conversion Rate
● Competition

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Pillars of Keyword Research Data
● Volume
● Conversion Rate
● Competition
● Relevance

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Free Tools

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Free Tools

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Free Tools Paid Tools

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Free Tools Paid Tools

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Free Tools Paid Tools

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Free Tools Paid Tools
PC
Only

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Step 3: Analyze Data

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Step 4: Group By Intent

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Keyword Research Process
1. Find KW Ideas

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate
c. Competition

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate
c. Competition
d. Relevance

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate
c. Competition
d. Relevance
3. Analyze Keywords

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate
c. Competition
d. Relevance
3. Analyze Keywords
4. Group Potentials By Intent

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Demo

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Keyword Research Process
1. Find KW Ideas
2. Gather Metrics
a. Volume
b. Conversion Rate
c. Competition
d. Relevance
3. Analyze Keywords
4. Group Potentials By Intent

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WEBINAR: EPISODE 01
Advanced Keyword
Research
WITH: PAXTON GRAY

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WEBINAR: EPISODE 02
Analytics:
How to start getting the most
out of your Google Analytics
WITH: CHRISTINA SANDERS
March 28
10 am MST

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up@97thfloor.com

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