Keyword research is the starting point for a successful Search Strategy - be that Paid Search Marketing or SEO. Here are 5 steps to successful Keyword Research.

1. Keyword Research
SMX Melbourne 2012
Andy Jamieson

2. 5 steps for Keyword Research
1. Diagnostic questions to ask
1. What are the types of keywords to consider
1. Some helpful tools
1. Get your Competitors to do the work
1. Being smart… negative keywords

3. 1: 3 Quick questions to ask…
• Does that Keyword “make sense”
• What would I search for?
• What do others search for?

7. 2: Type of Keywords
• Rock star Used
Cars, Accommodation, Real
Estate
• Research Compare Credit
Cards, Canon 650d
Review
• Qualified Buy Apple iPad,
Book Hotel Sydney

8. Relationship: Volume vs Stage
# of monthly searches
Rockstar
Research
Qualified
# of Keywords

9. Relationship: Value vs ROI
# of monthly searches
Revenue $$$
Rockstar
Research
Qualified
# of Keywords

10. 3: Tools help me to know how other search?
• Google AdWords keyword tool
• Experian Hitwise
• Online suppliers:
– Wordstorm
– Wordtracker

11. https://adwords.google.com/o/Targeting/Explorer

15. http://www.experian.com.au/hitwise/index.html

16. http://www.wordstream.com/ $300-$1200/mth

17. http://www.wordtracker.com/ $70/mth

18. 4: Let your competitors do the work…
• Page titles
• Keywords
• Site hierarchy
• Other areas of focus…

20. Travel is highly competitive…

22. 4: Let your competitors do the work…

23. 5: Being smart – use negative keywords

24. 5: Being smart – use negative keywords

25. 5 steps for Keyword Research
1. Diagnostic questions to ask
1. What are the types of keywords to consider
1. Some helpful tools
1. Get your Competitors to do the work
1. Being smart… negative keywords

26. Questions/Thanks
Andy Jamieson
@AndyJamo
@SwitchedonMedia