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Keyword Research In the Age of (not provided)
Ken Jurina President & CEO, Top Draw Inc. @kenjurina
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Keyword Research Sucks
Let’s face it, keyword research sucks. It’s long tedious work, and in the end there is no definitive “aha these are my 100% 8 phrases that make me money”, it’s grouping of phrases and thousands of phrase variations…and in the end you’re still guessing
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Now Keyword Research Sucks Even More
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Now Keyword Research Sucks Even More
Our keyphrase data from Google is going, going…gone No keyword-level conversion analysis No more branded vs non branded to prove organic SEO impact No head start on AdWords Campaigns Advanced strategy on organic SEO
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Basic Keyword Research
Google Keyword Tool Keyword Planner Wordtracker UberSuggest Soovle Some of the people there will be making a pile of money from a few short phrases, so you may want to change your wording so that this keyword research is a good addition and a way to get a better understanding of phrases that your competitors don’t even know exist. 5
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Basic Research: Keyword Planner
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Basic Research: Keyword Planner
Pros Solid data (Down to the city) Decent suggestions on keyword ideas By URL or product category Negative keyword option Data is downloadable 9
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Basic Research: Keyword Planner
Cons Requires login (not for the paranoid) AdWords-centric Still need to dig for great long tail phrases Download 3000 keyword “ideas” at a time 10
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Basic Research: Wordtracker
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Basic Research: Wordtracker
Pros Find tightly related keyword fast Quickly build a list of relevant keywords Sort large lists by volume AND several competition metrics 12
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Basic Research: Wordtracker
Cons Not as much data as Google Sorting is simplistic 13
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Basic Research: Google Suggest
How to Remove Suggest Personalization (pws=0)
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Suggest – Expanded Expand Google Suggest term by adding a, b, c…
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Ubersuggest.org
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Soovle.com
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Soovle.com
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On-Site User Intent Signaling Pre (not provided)
Crotchety old man story about “back in my day, we checked into Analytics, looked at the phrases, compared goal conversion rates and then moved on” 19
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On-Site User Intent Signaling
What Now? Landing Pages report AdWords Organic vs Paid report Site Search Terms report Top Pages report in Webmaster Tools 20
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Analytics Landing Pages Report
Build a widget: Filter 21
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Analytics Landing Pages Report
Pros Real data from Analytics Quick Cons You have to guess at the phrases No small sites or sites with low content 22
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AdWords Paid & Organic Report
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AdWords Paid & Organic Report
How to setup: Verify your site in Webmaster Tools In AdWords go to linked accounts Click on webmaster tools details Link the site (More details from Google) 24
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AdWords Paid & Organic Report
Pros Interesting interaction data paid/organic Identify keyword opportunities See if PPC is cannibalizing organic Cons Not granular to page No conversion data 25
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Site Search Terms Report
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Site Search Terms Report
Pros Good quality data on what’s missing Can be setup on almost any CMS Cons Not as much data, better for e-comm You need on-site search + GA tracking 27
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Top Pages Report 28
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Top Pages Report 29
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Top Pages Report 30
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Top Pages Report Pros Page level keyword data Cons No conversion data
90 days worth of data (Python script) Data not 100% correct Website needs decent amount of traffic 31
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Summary Basic Research - Keyword Planner - Wordtracker
32 Summary Basic Research - Keyword Planner - Wordtracker Ubersuggest - Soovle On-site Keywords Landing Pages - Adwords Organic vs paid Site Search terms - Top Pages Report 32
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Thank You! Ken Jurina President & CEO, Top Draw Inc. @kenjurina
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