Keyword research is a practice used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search. Search engine optimization professionals research keywords in order to achieve better rankings in their desired keywords

1. Presenter:
Madhurima Bhattacharya
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2. First word that comes to my
mind when I search for
something online
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3. • What are people (potential customers) searching for?
• Is it some random word that someone types in the search box?
• Do the searches have any pattern?
• Is there a connection between search query and keyword research?
Keyword Research = Knowing our customer
Keyword research is the process of finding out the words or phrases that
potential customers are searching online.
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4. • Why are keywords crucial for online marketing?
• Keywords are the words and phrases that people type into a search engine in
order to find a website offering the information they are looking for
• The search engine uses the keywords to decide which webpages to deliver in
their result pages
• Hence generating the largest list of relevant keywords to get maximum visibility
and tracking their performance in the campaign are the two utmost important
things
• So it is absolutely essential that he finds the "right" keywords to use and so PPC
keyword research becomes extremely important in relation to his overall
profitability
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5. July 26, 2011 Position2 Confidential
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6. Analyze client website to generate terms related to the product/service Search metatags of relevant/competitor
sites for keywords
Expand the keywords using keyword tools such as Google
AdWords, MSN Ad Centre, WordStream, Contextual Targeting, Check which keywords competitors are
Keyword Spy bidding on using keywordspy.com,
spyfu.com, semrush.com
Form long tail keywords and coin keyword combinations like
Ranks.NL
Add keywords in Broad, Phrase, Exact Match types
Remove irrelevant and negative keywords Google Wonder Wheel
Add misspelt keywords using tools like SEO Chat, MSN
AdLabs keyword mutation tool
Post bulk list creation, the keywords are grouped into
relevant themes
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7. BROAD PHRASE EXACT
Samsung Blackberry Blackberry
smartphones Smartphone Smartphone
different
models
Broad: Allows your ad to show on similar phrases and
relevant variations
Phrase: Allows your ad to show for searches that match
the exact phrase suffixed/prefixed with other keywords
Exact: Allows your ad to show for searches that match the
exact phrase exclusively
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8. Keyword Analyzer
Keyword Generator
Entity Association Graph Keyword Search Tool
Explore the correlations among entities when they
co-occur within a query or user session Keyword Research Tool
Keyword Group Detection
Given a word or phrase, find a set of similar words
among the online queries
Keyword Suggestion Tool
Keyword Mutation Detection
Detect frequent misspellings or alternative Negative Keyword Tool
spellings of the same keyword in search query logs
Keyword Forecast Google Keyword Tool
Forecast the impression count and demographic
predictions using your selected list of keywords Wordtracker
Search Funnels
Analyze and visualize user search sequences in Google AdWords Keyword Tool
the form of funnels
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9. • Contextual Targeting Tool
With the Contextual Targeting Tool, you can build tightly themed keyword lists for
campaigns that are running on the Google Display Network.
When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a
set of keywords related to your terms, and groups the keywords into themed ad groups
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10. This tool helps gain access to a
massive database of keywords
which your competitors are bidding
on.
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11. Results for: flower Keyword Combinations
Mistyped Keywords A keyword list generator. The
flowre Keyword Combinations tool is
rlower
tlower
made to create phrase / keyword
clower lists by combining keywords. The
dlower generated lists can be useful
fpower when advertising on PPC search
flpower engines such as Google AdWords
floeer or Yahoo Search marketing.
floser
floqer
flowee
flowet
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12. Adding a negative keyword to your ad
group or campaign means that your ads
won't show for searches containing that
term. By filtering out unwanted
impressions, negative keywords can help
you reach the most appropriate prospects,
reduce your cost-per-click (CPC), and
increase your ROI.
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13. • Group Similar Keywords
• Group your keywords into themes based on your products, services, or
descriptive terms
• It helps in breaking down huge lists of keywords into groups and sub groups
• By doing so, Google identifies the thematic cluster and shows the relevant ad text
for it
Samsung smartphone
Smartphone
Blackberry smartphone
Palm smartphone
Android smartphone
PDAs and smartphones Smartphones
Motorola smartphone
Smartphone reviews
Buy smartphone online
Best smartphone in the market
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