2. www.c1-partners.com
On The Agenda…
Why Keyword Research?
Keyword Research Tools
Getting Started-Developing Your “Core”
Local vs. Non Local
Tools For Finding The Nuggets & “Low
Hanging Fruit”
Organizing & Refining Your List
Analyze Your Competitors
Application
Keyword Research Tools, Strategies & Methods
3. www.c1-partners.com
Why keyword research?
Market Research
Contributes to All
Marketing Activity
Pay Per Click
Search Engine Optimization
Short tail
Long tail
Social Media
Email Marketing
Naming Your Business
Offline Marketing Efforts
How You Talk About Your Business
Keyword Research Tools, Strategies & Methods
4. www.c1-partners.com
What to look for in a keyword
tool:
• Can you enter in more than one
keyword at a time?
• Where do they get their data?
• How “deep” do they go?
• Is there a free version or free trial period?
• Can they extract keywords from websites?
• Do they suggest competitors’ and their
keywords?
• Do they tell you how competitive the search
terms are?
Keyword Research Tools, Strategies & Methods
5. www.c1-partners.com
Keyword Research Tools
• Name a few…
• Google
• Google Adwords
• Bing/Yahoo!
• Wordtracker
• SEOBook
• Spyfu
• SEOMoz
• SEMRush
• Keyword Discovery
• Ispionage
• Majestic SEO
• Hubspot
Keyword Research Tools, Strategies & Methods
6. www.c1-partners.com
Today We Will Use…
• Google/Google Adwords
• Spyfu
• SEOBook
• iSpionage
We will refer to…
• The Best Keyword Research Tool
• Wordtracker
• SEOMoz
• SEMRush
• Ispionage
• Majestic SEO
Keyword Research Tools, Strategies & Methods
7. www.c1-partners.com
The Best Keyword Research Tool
• Google Adwords
– Exact Volume
– Exact Search Terms
– Long Tail
Other Long Tail Tool
• Google Analytics
Keyword Research Tools, Strategies & Methods
8. www.c1-partners.com
Getting Started – Developing Your “Core”
Build in a spreadsheet
What is your product or service
called?
How would you search for your
products and services?
How might others search for your
products and services?
***Buyer Persona
How are people finding your website
now?
Site analytics
What search terms do your
competitors seem to be targeting?
Do you need to bucket them into
different products & services?
Do you need to consider local
qualifiers?
Plug List Into Research Tool
Keyword Research Tools, Strategies & Methods
9. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Refining Your List to 2 Word search terms:
• Examples
– marketing to internet marketing & digital
marketing
– Massage to massage therapy & massage
therapist
– chiropractic to doctor chiropractic
– chiropractic to chiropractic denver
– software to accounting software
– Lawyer to divorce lawyer
10. www.c1-partners.com
Bucketing Your Search Terms:
Services provided
JKJ
Sprinklers
Landscaping
Snow removal
Live Well Health Center
Chiropractors
Massage therapy
Acupuncture
Keyword Research Tools, Strategies & Methods
11. www.c1-partners.com
Bucketing Your Search Terms:
Specificity
JKJ
General: Sprinklers
Specific: Sprinkler companies
More Specific: Sprinkler repair
Niche: Sprinkler system design and installation
Live Well Health Center
General: Chiropractors
Specific: Back pain chiropractors
Niche: Traumatic brain injury chiropractors
Keyword Research Tools, Strategies & Methods
12. www.c1-partners.com
Bucketing Your Search Terms:
Specificity
C1 Partners
General: marketing
Specific: digital marketing
More Specific: search engine optimization
Niche: search engine optimization for attorneys
C and J Lighting
General: lighting
Specific: commercial lighting
More Specific: parking lot lighting services
Niche: converting parking lot lighting to LED
Keyword Research Tools, Strategies & Methods
13. www.c1-partners.com
Local vs. Non Local
Local Businesses:
(Attorneys, Restaurants, Electricians,
Chiropractors, Salons)
If you are a local business start with phrases +
nearest big city: “electrician denver”
Also use micro local terms: “electrician parker”
Consider non-localized terms
Especially if there is no local data
For expanding your reach
Different cities may use different search terms
Potential Challenge: Not enough preliminary
search data
Solution: Use bigger city and/or national terms
Keyword Research Tools, Strategies & Methods
14. www.c1-partners.com
Non-Local Businesses:
If you are a local business start with 1 & 2
word search terms
Example
Local running shoe store
Shoes Boulder
National:
Running Shoes
Look for specific qualifiers
Build more specific lists
May be some national niche opportunities
Example: Forefoot Running Shoes
Keyword Research Tools, Strategies & Methods
16. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Sorting The Exported List
• Add a Column to the left you can add numbers
to, so you can rate each term.
• Sort the search terms in Local Monthly
Searches column from highest to lowest.
• Read the list from the top down
– Number 1: General Search Term
– Number 2: Targeted Search Term
– Number 3: Very Targeted/Niche Search Terms
– Leave Blank: All Other Search Terms.
• Too many results?
– Refine to 2 Word search terms
Let’s go live…
17. www.c1-partners.com
Finding Nuggets
The Key To Winning
Against Giants:
1. Compete where
you can in the
short run with
“long tail” search
terms.
2. Keep an eye on the
more competitive
terms down the
road.
18. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Finding the Low Hanging Fruit
Relatively high search volume and
low competition
Niche Terms
Google Adwords
Google Analytics
Wordtracker
Competitors
Let’s go live…
19. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Competitive Research
Search Your Most Competitive Terms
Write Down Competitors
Plug The Into Tools
Google Adwords
iSpionage
Spyfu
20. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Application
Applying to Your Website Architecture for SEO
& User Friendly Experience
Navigation
“Landing” Pages
Internal links
URLs, Titles, H1s
Page Content
Blog posts
Find blog topics
Applying to Social Media
Blogs
Tweets/Facebook/LinkedIn Posts
Applying to Pay Per Click…
21. www.c1-partners.com
Keyword Research Tools, Strategies & Methods
Applying to PPC
Change to “Phrase Match”
Assumptions
2 % Click Through Rate
3% Conversion Rate
Discover Estimates For
Budget
Traffic
Conversions
Cost per Conversion
Ads
Landing Pages
Implement Broad
Use Negatives
Add “Exact” & “Phrase”