Introduction to SEO keyword research and some of the more general business insight you can get from good keyword research. This was presented at AdTech 2012.

1. Keyword research
The foundation of SEO success
Matt Bennett
19th September 2012

2. Keyword research: The foundation of SEO success
What can good keyword research tell us?
• How to construct our website and online empire?
• Which products to choose and develop and which
products and services are popular?
• What does the general public really want and/or
search for?
• What naming conventions to chose?
• Which regions or countries to target?
• What content should we develop?

3. Keyword research: The foundation of SEO success
How do we find the right keywords?
• Visitor volumes
• Annual Seasonality
• Long-term trends
• Geographic targeting
• Competition assessment
• Cost and ROI
• Performance
benchmarking

4. Keyword research: The foundation of SEO success
How does SEO keyword research differ from PPC?
• Long-tail offers new
Short-Tail
Large volumes of
companies opportunities
searches across few
• The short-tail appeals to
terms – highly
competitive bigger brands
• SEO focuses on exact
Long-Tail match keyword trends
Small volumes of
searches across • PPC focus more on broad
many terms – less and phrase match
competitive
keywords trends
~ 30-50% of demand ~ 50-70% of demand

5. KEYWORD FIGHT!

6. KEYWORD FIGHT!!
60,500 UK 55,500
1. “Cats” 30,400,000 Worldwide 45,500,000
“Dogs”
“Book cheap 880 UK 390 “Book cheap
2. flights”
Worldwide
hotels”
3,600 1,000
“Bank 12,100 UK 3,600 “Current
3. accounts” accounts”
9,900 Worldwide 4,400

7. KEYWORD FIGHT!!
“Pancake 60,500 UK 22,200 “Cookie
4. recipe” 246,000 Worldwide 33,100 recipe”
“White 1,900 UK 5,400 “Red
5. wine” 18,100 Worldwide 40,500 wine”
“Buy 6,600 UK 6,600 “Sell
6. gold” Worldwide gold”
33,100 22,200

8. Keyword Apprentice Workshop
The Ultimate Webmaster Challenge

9. Picking the right keywords for success…
The Ultimate Webmaster Challenge
1. In the following slides you will be presented with 3 types of
online business.
2. For each of these businesses we’ve given you 3 pairs of
keywords.
3. Pick what you think is the highest volume keyword from these
pairs and make a note of your choice.
4. You should end up with 3 keywords for each site and 9
keywords in total
5. Whoever scores the highest across all 3 websites, is the winner
of “The Ultimate Webmaster Challenge”!

10. A website for a London plumber
Which 3 keywords will you choose?
A) Plumbers in London A) Boiler repairs A) 24 hour plumber
or or or
B) London plumbers B) Boiler installations B) Emergency plumber

11. A dating website for the young professional
Which 3 keywords will you choose?
A) Internet dating A) Girlfriends A) Free dating
or or or
B) Online dating B) Boyfriends B) UK dating

12. A travel website
Which 3 keywords will you choose?
A) Book cheap flights A) Weekend breaks A) 5 star hotels
or or or
B) Book cheap hotels B) Short breaks B) 4 star hotels

13. Pass the paper to the left please…
No cheating!

14. A website for a London plumber
Which 3 keywords will you choose?
A) Plumbers in London A) Boiler repairs A) 24 hour plumber
1,600 1,600 170
or or or
B) London plumbers B) Boiler installations B) Emergency plumber
1,300 210 1,000

15. A dating website for the young professional
Which 3 keywords will you choose?
A) Internet dating A) Girlfriends A) Free dating
1,900 1,300 2,000
or or or
B) Online dating B) Boyfriends B) UK dating
12,100 480 2,400

16. A travel website
Which 3 keywords will you choose?
A) Book cheap flights A) Weekend breaks A) 5 star hotels
880 74,000 301,000
or or or
B) Book cheap hotels B) Short breaks B) 4 star hotels
390 40,500 90,500

17. And the winner is…

18. Thank you