1. Keyword Research In the Age of (not provided)
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina

2. 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

3. Now Keyword Research Sucks Even More

4. 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

5. 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

6. Basic Research: Keyword Planner

9. 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

10. 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

11. Basic Research: Wordtracker11

12. 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

13. Basic Research: Wordtracker
Cons
Not as much data as Google
Sorting is simplistic 13

14. Basic Research: Google Suggest
How to Remove Suggest Personalization (pws=0)

15. Suggest – Expanded
Expand Google Suggest term by adding a, b, c…

16. Ubersuggest.org

17. Soovle.com

18. Soovle.com

19. 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

20. 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

21. Analytics Landing Pages Report
Build a widget:
Filter 21

22. 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

23. AdWords Paid & Organic Report23

24. 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

25. 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

26. Site Search Terms Report26

27. 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

28. Top Pages Report 28

29. Top Pages Report 29

30. Top Pages Report 30

31. 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

32. Summary Basic Research - Keyword Planner - Wordtracker32
Summary
Basic Research
- Keyword Planner - Wordtracker
Ubersuggest - Soovle
On-site Keywords
Landing Pages - Adwords Organic vs paid
Site Search terms - Top Pages Report 32

33. Thank You! Ken Jurina President & CEO, Top Draw Inc. @kenjurina
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