Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.
3. Problems - Reliance on Adwords
● Imprecise Data
● Geared towards a PPC centric world
4. Supplementing Data
● Alternatives from the Search Engines
○ Bing
■ Keyword Research Tool – Webmaster Tools
■ Bing Ads
● Paid Supplements
○ SEM Rush
○ Keyword Spy
○ Search Metrics
○ Wordtracker
○ Keyword Discovery
Lots of other tools out there
10. Keywords are still important,
but… Look at the Long Tail
Image courtesy of LeftClick Blog - http://bit.ly/RcEMg7
11. Long Tail Potential of
Keywords
● Broad Match vs Exact Match Ratio
● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS
12. Keyword Match Ratio
● Determine Keyword Intent
● Low ratio – uniform syntax that maps to uniform intent >> fewer
variations
● High ratio – less uniform syntax – more fractured intent >> more
variations
● Identify content opprotunities
● High keyword match ratio – potential for more modifiers and
more relevant phrases for keyword
● Indications that higher keyword match is accompanied by higher
keyword difficulty scores
● Find specific intents behind high kw match ratio and produce
relevant content that satisfies and engages
22. Comp Analysis – Social Style
Social Crawlytics - http://bit.ly/YMaog6
23. Comp Analysis – Social Style
Social Crawlytics - http://bit.ly/YMaog6
24. Takeaways
● Adwords Based KW Research (w/ a focus on Head Terms) – ☹
● Long Tail Keyword Research - ☺
● Content Strategy and Research - ☺
● Competitive Analysis of Successful Content - ☺
● Staying Ahead of the Algo - $$$ (in the long run)
25. About Me
● Mark Ginsberg
● Independent SEO Consultant /
Inbound Marketer
(whatever you want to call us ☺)
● @markginsberg
● Google+
● Skype – msginsberg
● Email – msginsberg@gmail.com
● www.marksginsberg.com