The document discusses keyword research and provides tips for going beyond single keyword phrases. It suggests looking at word patterns, word co-occurrences, niches, and various tools to expand keyword research. Examples are given of analyzing politician speeches based on distinctive word patterns and using keyword co-occurrence data to gain insights. A number of free online tools are also listed for brainstorming, analyzing keyword popularity and competitiveness, and taking a more expansive approach to keyword research.

1. Keyword Research
Thinking Beyond the Phrase
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
www.topdraw.com
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2. Keyword Research Sucks
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3. Keyword Research Sucks
• No magic bullet
– Keyword research tools are inaccurate.
– At best “the numbers are just guides as to
the popularity of terms relative to each
other.” – Danny Sullivan
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4. Keyword Research Sucks
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5. Keyword Research Sucks
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6. Let’s think beyond the phrase
• Word Patterns
• Word Co-occurrences
• Niches
• Tools
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7. Let’s start with your site…
• How many keyphrases does your
website get traffic on?
– How do you determine patterns?
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8. You could…
Option 1: Pattern match on keyphrases
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9. Or, you could…
Option 2: Pattern Match on Words
What would tip you off that you’re reading a Bush
speech vs an Obama speech?
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10. • Bush: security,
freedom, liberty
• Obama: our time
and now
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11. Romney
Obama
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14. Keyword Co-occurrences
Insight into phrase
variances via breaking
them down to their
component words.
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15. Wholesale Candles
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16. Fookes: NoteTab
Fookes.com
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18. Keyword Co-occurrences
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19. Keyword Co-occurrences
• Full article by Tom Schmitz
• Compile a master table
• Sort keyword: # of words, then by # of searches
=LEN(TRIM(A1))-LEN(SUBSTITUTE(TRIM(A1),” “,””))+(LEN(A1)>1)
• Set aside relevant 1, 2 & 3 word phrases
• Isolate optimization & Content Marketing opportunities
• Automating & Scaling Keyword Research
By Richard Baxtor
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20. Google Suggest
Remove Suggest Personalization (pws=0)
http://www.makeuseof.com/tag/disable-googles-personalization-
search-results/
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21. Product Suggest
http://www.google.com/shopping
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22. Suggest – Expanded
• Expand Google Suggest term by adding
a, b, c…
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23. Ubersuggest.org
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24. Keyword Expander
http://www.rob-millard.com/keyword-expander/
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25. Keyword Expander
http://www.rob-millard.com/keyword-expander/
Top 10 Google Suggest
phrases for up to 100
keywords
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26. Google Suggest API
• Access via simple HTTP REST command:
• http://google.com/complete/search?output=
toolbar&q=pubcon
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27. Soovle.com
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28. Soovle.com
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29. Keyword Research Tools 29
Tools for brainstorming a seed list
- Quintura - Yahoo Search Assist
Keyword popularity
– Wordtracker - Trellian’s Keyword Discovery
– Google Trends - Hitwise
Competitive Intelligence
– SEMrush - KeyCompete
– Keywordspy - iSpionage
- SearchMetrics - Spyfu
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30. Thank You!
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
ken@topdraw.com
Download Presentation at:
www.topdraw.com/presentations
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