A presentation on the latest keyword research tools for SEO and PPC presented at Search Engine Strategies London, 2009.

1. Integrated Keyphrase Analysis Auditing your keyword portfolio to provide a holistic view of SEO and paid search effectiveness Dr Dave Chaffey, Marketing Insights Ltd www.davechaffey.com /blog www.twitter.com/DaveChaffey

2. Your keyphrase analysis toolkit 1 Customer demand analysis 5 Competitor comparison 3 Keyword efficiency 2 Competitive keyword performance 6 Semantic analysis 4 Sales contribution Keyphrase Targeting Effectiveness Integrate sources with scripts or Excel VLOOKUP() function

5. 1 Customer Demand Analysis See listing of 16 free Google SEM tools: http://www.davechaffey.com/seo-keyword-tools i.e. Keyword volume = Real people + Competitors + SEMs + Bots and scrapers

6. Established rank checkers, but “new” from Google Analytics… http://yoast.com/track-seo-rankings-google-analytics/ 2 Competitive keyword performance

7. Example of SERPs reporting in Google Analytics Source: http://yoast.com/new-seo-reports-for-google-analytics /

8. This is even better… Greasemonkey script for Firefox: http://www.juiceanalytics.com/writing/keyword-trends-google-analytics-greasemonkey/

9. Page-based view of effectiveness In Google Analytics: Content > Top Landing page or Content drilldown reports, Segment by Paid/Non-paid traffic 3 Keyword efficiency 69% 84% % Natural/Total Search Compare natural and paid to keyword tool volumes also

10. Finding entrance keywords In Google Analytics: 1. Single page . Content > Top landing pages, Top entrance keywords 2. All pages in folder . Content > Content Drilldown, Choose folder, Segment by Keyword dimension Can use advanced segmentation for paid / natural

11. 4 Sales contribution

13. Too much choice! 5 Competitor comparison

14. Exploit the long-tail through pattern recognition Source: ConcentrateMe http:// www.davechaffey.com/blog/seo/new -keyword-research-tool/ Hitwise • Top 100 terms: 5.7% of the all search traffic • Top 500 terms: 8.9% of the all search traffic • Top 1,000 terms: 10.6% of the all search traffic • Top 10,000 terms: 18.5% of the all search traffic 6 Semantic analysis

15. Establish the campaign objectives and metrics for success Cross channel strategy meetings to ensure integrated planning approach Analyse user demand, seasonality trends, competitive benchmarking and combine with forecast tools Conduct Visibility, Content & Reputation audits and provide detailed recommendations Provide implementation guidance & hand hold throughout process Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new user’s intent Update Rankings Report & Campaign Objectives Report and feed insight back into strategy Regular calls and status meetings with client to ensure a partnership approach Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into Analytics Example of Keyword research Process : UM Source: