The document provides an overview of a keyword research taster session for Search and Social Media Marketing courses at the University of Salford. It discusses selecting keywords based on relevance, specificity, popularity and competitiveness. Tips are provided on considering misspellings, local terms, singular/plural forms and feedback. The session distinguishes branding strategies from acquisition strategies and seasonal factors.

1. S e a r c h & Social Media Marketing Keyword research taster session & Enrolment 1 st September 2010 www.searchmarketing.salford.ac.uk

3. STUART WELLS Director of Management Development Programmes Salford Business School University of Salford

9. Our clients

10. To find out more about the Search & Social Media Marketing programme or to discuss collaborative opportunities, please contact Stuart Wells Director of Management Development Programmes Salford Business School University of Salford www.business.salford.ac.uk 0161 295 3385 s.wells@salford.ac.uk www.searchmarketing.salford.ac.uk

11. S e a r c h & Social Media Marketing Programme overview Dr Aleksej Heinze www.searchmarketing.salford.ac.uk

13. Search & Social Media Marketing

18. 10 stages of the SSMM full programme 1. Project initiation meeting 2. Scoping and setting objectives for Search and Social marketing campaign 5. Agree key performance indicators 3. Keyword research and competition benchmarks 4. Social Media research and competition benchmarks 8. Monitoring and reporting 5. Develop a website and social media strategy 7. On-site optimisation 7. Off-site optimisation 9. Learning and optimisation 10. Ongoing project management and project review

19. Foundation course elements: 1. Project initiation meeting 2. Scoping and setting objectives for Search and Social marketing campaign 5. Agree key performance indicators 3. Keyword research and competition benchmarks 4. Social Media research and competition benchmarks 8. Monitoring and reporting 5. Develop a website and social media strategy 7. On-site optimisation 7. Off-site optimisation 9. Learning and optimisation 10. Ongoing project management and project review

20. Schedule Week Topic Stages 1 Search & Social Media Marketing Context F 2 Fundamental on-site optimisation F 3 Fundamental off-site optimisation F 4 Peer-presentations and Foundation review F 5 Advanced keyword research. Strategic and operational campaign management P 6 Advanced SEO tools, diagnostics and audit P 7 Advanced link building P 8 Social Media and the impact of Web 2.0 P 9 Editing and Optimising P 10 Reporting and analytics. Peer-presentations and Professional review P

23. 10 stages of SSMM 1. Project initiation meeting 2. Scoping and setting objectives for Search and Social marketing campaign 5. Agree key performance indicators 3. Keyword research and competition benchmarks 4. Social Media research and competition benchmarks 8. Monitoring and reporting 5. Develop a website and social media strategy 7. On-site optimisation 7. Off-site optimisation 9. Learning and optimisation 10. Ongoing project management and project review

28. Using SEO X-ray

32. Keywords selection stages 3. Popularity : how frequently are searches made using this term 2. Specificity : how broad or narrow is the chosen keyword 4. Competitiveness: how many competitors are targeting this term (e.g. PPC costs) 1. Relevance: to your business

33. Source: https://adwords.google.com/select/KeywordToolExternal

34. Plan for “leather repair” business Based on the above: Primary Keyword: Leather Car Seat Repair Secondary keywords: “ leather car seat cleaner” “leather car seat care”

43. Keyword Discovery process

47. Hybrid or blended strategy

49. Normalised purchasing process

50. Keywords for the purchasing process

53. Seasonal fluctuation