Join WordStream Founder & CTO Larry Kim and Distilled Co-Founder Will Critchlow for an exclusive webinar where they reveal their proven keyword strategy that drives UNREAL, consistent business growth month after month. You'll learn: >WordStream's unbelievably successful (but totally repeatable) keyword strategy for SEO, paid search, and content marketing >Distilled's tips for scouring the millions of potential keywords to find the exact words and phrases for your niche Get ready to learn the essential keyword strategies you need to master search engine marketing! For more information, visit www.wordstream.com

1. Larry & Will’s Proven Keyword Strategy
&
Brought to you by:
www.wordstream.com/learn
Everything You Need to Know About Keywords
for Search Engine Success

2. www.wordstream.com/learn
Want to get smart in paid search?
@wordstream @distilled

3. Larry Kim
Founder & CTO
@larrykim
Meet The Experts
Will Critchlow
Founder
@willcritchlow
@wordstream @distilled

4. What is
KEYWORD RESEARCH?
@willcritchlow

5. Real people telling us what they want
Modern Market Research
@willcritchlow

6. DISCOVER GROUP UNDERSTAND VALUE USE
@willcritchlow

7. Keyword Research is
MARKET RESEARCH
@willcritchlow

8. Keyword Research is
CREATIVE PLANNING

9. Keyword Research Has
CHANGED
@willcritchlow

10. The Data is Messy (see: Conductor Study)
@willcritchlow

11. The Tail Remains Long
@willcritchlow

12. We Need to
UNDERSTAND
@willcritchlow

13. Search Suggest = Inventory
@willcritchlow

14. Don’t Forget Wildcards
@willcritchlow

15. Related Searches = Volume
@willcritchlow

16. HAT-TIP: @joshbachynski & @dan_shure (link)
Related to Site = Exploration
@willcritchlow

17. Site Search = Unfulfilled Need
@willcritchlow

18. Trends = Insight
@willcritchlow

19. Regional = Differences
@willcritchlow

20. Actions
@willcritchlow

21. FREE module:
www.distilled.net/u/search-operators
Competitor Research
@willcritchlow

22. Website Structure
@willcritchlow

23. Content Strategy
@willcritchlow

24. My Take on Keyword Research
@larrykim

25. Welcome to My Blog!
@larrykim

26.  Over 600k visitors / month!!
 Compound Monthly Growth Rate = 8%. HOW?!
What Effective Keyword Research Looks Like
@larrykim

27. •Larry’s Proven Keyword Strategy
• Review of Keyword Grouping & Organization Concepts
• How I Prioritize Keyword Research
• Acting on Keyword Research to Get Mad Hits and $$$
Today’s Agenda
@larrykim

28.  Dominate your Search Category
 To do this you need a plan!!!
Global Domination Strategy
@larrykim

29.  Figure exactly how people
are searching for your
products/services
 Be Specific, be Relevant, be
Exhaustive.
 Group your keywords into
focused Keyword Niches
 Organize your big list of keywords
into smaller lists (“keyword niches”).
 Prioritize Your Work
 Take action!
 It’s important to balance
“researching” with “doing”
Keyword Research Game Plan
@larrykim

30. Keyword Planner Demo
@larrykim

31. Priority = (Estimated Volume)*(Estimated CPC)
----------------------------------
----------------
Keyword Competition
Larry’s Keyword Prioritization Formula
@larrykim
• EstimatedVolume ~ Opportunity
• Estimated CPC ~ CommercialValue
• Keyword Competition ~ Likelihood of Success

32. • Author content…
• Specifically themed
• One page per
Keyword Niche.
• Organize content
with relevant
intelligent
information
architecture
• Repeat!
Step 3: Act – Apply Keyword Niches to On-Page SEO
@larrykim

33. • In Paid Search a Key Metric is Quality Score. A higher Quality Score yield
• Better Ad Exposure (Higher Ad Position)
• Lower Cost per click
• Better Conversion Rate
• To Optimize your PPC Campaign’s Quality Score:
• Use specific keywords and negative keywords
• Group together closely related keywords
• Write relevant text ads and destination pages
Use Same Keyword Niches in PPC Campaign Creation
@larrykim

34. A Note on Keyword Intent
@larrykim

35. Keywords With Commercial Intent
@larrykim

36. Keywords With Informational Intent
@larrykim

37. Google Expects WAY More of Your Ads!
@larrykim

38. Quality Score Based on Beating Expected CTR
@larrykim

39.  Today, average score is 5/10. Previously was 7/10
Google Has Changed How the Ad Auction Works
@larrykim

41.  Build Taxonomy, Organize & Prioritize
Keywords
 Act on Keyword Research according to
Keyword intent, using Both PPC & SEO
 Repeat for Years …
Summary
@larrykim

42. www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@wordstream @distilled

43. @wordstream @distilled
www.distilled.net/u
Master Search Marketing at Distilled’s Online University
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