1. Keyword Research –
Moving Beyond
Adwords
Mark Ginsberg
SMX Israel 2013
January 6, 2013- Inbal Hotel, Jerusalem

2. Traditional KW Research

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

5. Problems – Reliance on Rankings

6. Problems with This Model
Doesn’t take into account major shifts and focuses of Algorithm
●

7. How do we replace this?

8. By your powers
combined!
Courtesy of:
https://twitter.
com/kwang82/status/2512104633

9. Don't Throw Her Out Too!
Courtesy:
Flickr

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

13. Long Tail / Content Creation
Tips & Tools

14. Don’t Hit Enter!
Mozcon 2012 Presentation - http://slidesha.re/TuqdXp

15. Speed up the Process –
Soovle

16. Content Idea Generator
SEOGadget –
http://bit.ly/RhGvRs

17. Where does this leave us
moving forward?

18. Expanded KW Research +
Content Ideas +

19. On Site SEO
● Courte
Courtesy of:
Flickr

20. Expanded KW Research +
Content Ideas + Onsite +

21. Comp Analysis – Social Style
Open Site
Explorer –
Top Pages

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