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Keyword Research- Explore, Discover, Optimize

From keywords to trends and topics.
Through a detailed keyword research you discover which terms and key phrases to target with SEO. You also learn more about your customers and their specific topics of interest.

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Keyword Research- Explore, Discover, Optimize

  1. 1. KEYWORD RESEARCH Explore, Discover, Optimize! 2014
  2. 2. FROM KEYWORDS TO TRENDS AND TOPICS. THROUGH A DETAILED KEYWORD RESEARCH YOU DISCOVER WHICH TERMS AND KEY-PHRASES TO TARGET WITH SEO. YOU ALSO LEARN MORE ABOUT YOUR CUSTOMERS AND THEIR SPECIFIC TOPICS OF INTEREST.
  3. 3. Search Engine Optimisation (SEO) is a process involved into! the creation and modification of a website. Its primary goal is! to make websites easier for search engines to crawl, index! and serve content in Search Engine Result Pages (SERPs).! Subsequently, SEO best practices improve content which enhances! additionally the user experience.! ! To accomplish this, we need to abide by a certain string! of rules identified by search engines. In order to do that, it is! essential to interpret and implement The SEO Loop philosophy.! ! ! THE SEO LOOP Before going into any kind of SEO project deployment, it is! vital to understand the complete process. This will be crucial! to every effective SEO campaign. To that end, we break the! process down into 5 steps. The purpose is to establish a logical,! viable and versatile roadmap.! ! Significant also to The SEO Loop is that it is inherently iterative.! The success depends on on-going research! and analysis, constant improvements and willingness to adapt.! Hence, every strong SEO project must be perceived as an! ongoing process in long-term perspective.!
  4. 4. 1 2 3 EXPLORE! ! We map the Searcher Journey, bundle and examine your ! website and marketing content. ! RESEARCH We discover new topics & ! relevant keywords by using! extensive data mining methods.! QUALIFY ! We assess & rank the newly discovered keywords ! by relevance, potential ! and competitiveness level.! KEYWORD RESEARCH
  5. 5. In Scope Out of Scope PROCESS * Identify current rankings and competitors’ keywords. IMPLEMENT THE KEYWORDS & OPTIMIZE YOUR WEBSITE & CONTENT ASSESS & SELECT HIGHLY BENEFICIAL KEYWORDS w/ LOW COMPETITION ORGANIZE, CLEAN & DELIVER A COMPREHENSIVE LIST OF KEYWORDS FORECAST TRAFFIC POTENTIAL MAP THE SEARCHER JOURNEY ENRICH THE DATA & EXPLORE NEW KEYWORD/ TOPICAL VARIANCES IDENTIFY TOPICS OF INTEREST & COLLECT ADDITIONALLY REQUIRED DATA*
  6. 6. DELIVERABLES We identify the exact key-terms and -phrases of market’s keyword demand in your industry. The sets of keywords are assessed, selected and organized based on their topic relevancy, potential of qualified traffic and level of competitiveness. ! ! We deliver the following output from the Keyword Research:! ! Keyword Dictionary! ! A list of new, semantically ! relevant & grouped into categories words and phrases.! Assessment Matrix ! An index appraisal of their ! traffic potential, rank gap & ! level of competitiveness.! Trend Map ! A trend line chart ! showing regional & seasonality search patterns .! Traffic Forecast! ! A prediction of the potential traffic ! the new keywords may generate based on your current or optimal ! SEO performance.!
  7. 7. AWARENESS! CHOICE REDUCTION! ACTION! EXPERIENCE! RESEARCH (ZMOT)! • Search! • Rich media! • Social networks! • Review hubs! • What does the searchers in the different stages of awareness experience, need and want? ! • What do they know and don’t know?! • Determine all keywords (nouns, adjective, verbs, adverbs), synonyms and proof terms related to the product/service and customer path.! • Determine all keywords, phrases, questions and answers users may use in their search.! • Navigational – brand name! • Informational – broad topic! • Transactional – defined product/ service without brand attachment! • Who are the KOLs in the business/ niche area?! • Which are the main hubs, social networks and authoritative sources of relative information?! • Are there any supportive marketing materials?! • Who can provide additional details for the pre-seeding phase?! NON-BRANDED / BRANDED TRIGGERS • Price, Discounts! • Availability! • Quality! • Service! • Is there any recorded User Journey experience information at this stage?! • Where will your target customers express their opinions towards the product experience?! MAP THE SEARCHER JOURNEY PERSONA! CREATE! THE SEARCHER’S PROFILES! • Compare! • Reviews! • Testimonials! • Others! • What are the most common triggers that may support the decision making process?! • What are the most common words into this stage of the journey used as query modifiers?! • Are there any KOLs that can be influential in the decision making process?! • Are there any hubs where people are comparing different value propositions?! • Are there any reviews websites or social networks where customers (yours and competitors) are sharing their customer satisfaction?! NEEDS KEYWORDS TYPE OF QUERIES KOLs HUBS MARKETING
  8. 8. KEYWORDS EFFECTIVENESS MATRIX POTENTIAL (volume)! II I LOW! COMPETITION (hard competition)! HIGH! RANK (Position in SERPs)! D-score (level of difficulty)! LOW! HIGH! LOW! HIGH! HIGH! LOW! MODERATE BENEFICIAL ZONE (short-term investments) LOW POTENTIAL ZONE (keep monitoring) HIGH BENEFICIAL ZONE (long-term investments) REDUNDANCY ZONE (forget)
  9. 9. KEYWORDS ASSESSMENT POTENTIAL! TREND MAP! DEFICIENCY GAP! DIFFICULTY SCORE! POTENTIAL – the volume of traffic that keywords generate monthly or yearly.! COMPETITION – the number of competing web pages in Google.! KEI – Keyword Effectiveness Index ratio! RANK GAP – the difference between your current position and top 10 in SERPs.! ESTIMATED TRAFFIC – an estimate of the potential traffic without any SEO improvements in scope.! FORECASTED TRAFFIC – an estimate of the potential traffic with SEO improvements in scope (based on current data patterns or industry analysis).! DIFFICULTY SCORE – a coefficient summarizing how difficult is to compete for certain keywords.! DEFICIENCY GAP – numbers showing some of the most essential elements needed for closing the Rank Gap and move to the first positions in SERPs.! TREND MAP – seasonality patterns for the keywords in search.! COMPETITION! KEI! RANK GAP! FORECASTED TRAFFIC!ESTIMATED TRAFFIC!
  10. 10. MAP, MONITOR & IMPROVE Through well defined analysis we detect the rankings of all your current and new keywords that you are targeting with your website. Then we create a log which allows us to monitor keyword’s ranking position fluctuations and progress.! ! The created log is delivered to the client once the Keyword Research is completed. The client has the possibility for additional services which allow him to monitor the rankings on daily, weekly and monthly basis.! ! ! Keyword Rank Positions Google, Bing and Yahoo!
  11. 11. PROJECT TIMELINE & COSTS: 40 HOURS Phase I Phase II Phase III ü Seeding Extraction! ü Initial Approval from the Client! ü Seeding Expansion! ü Seeding Validation! Kick-off ü Project & Client Understanding! ü Matching Expectations! ü Define & Prioritize Topics of Interest! ü Data Collection! ü Mapping User Journey! ü Data Potential Assessment! ü Traffic Forecasting! ü Data Cleaning, Organizing & Delivery! ü Handover Kick-off + Phase I 23 hours Phase II 15 hours Phase III 2 hours
  12. 12. Thhaannkk yyoouu

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