This presentation is about keyword research and key elements you need to know to build a great keyword strategy. It was delivered by Paul Jasper (Senior Search Executive at Fast Web Media) at University of Salford.

1. ADVANCED KEYWORD
RESEARCH
By
Paul Jasper
Senior Search Executive

2. Important Google Algorithms
• Google Panda was released in 2011 and focused
on penalising websites that produced bad content.
• Google Penguin was released in 2012 and this
penalised websites that had a lot of poor quality
backlinks and over optimising (keyword stuffing).

3. Google Panda – Bad Content
Examples of bad content:
• Thin
• Automated
• Aggregated
• Duplicate
• Irrelevant
Bad user signals:
• You have to deliver to the user what Google believes you are delivering.
• Don’t optimise for keywords simply because of search volume.
• Site speed is becoming more and more important as a ranking factor.

4. Google Penguin –Keyword Stuffing
Read your content out loud. If it doesn’t sound natural it probably isn’t
and it won’t be tolerated by Google.

5. Google Hummingbird
• With the increase in mobile searches, and
capabilities such as voice search, people
are interacting with search engines in very
different ways; using very different
keywords, and often more likely to ask
questions.
• Allows Google to apply more context to
users’ search queries. The update focuses
more on Google’s Knowledge Graph- an
encyclopaedia of more than 570m
concepts and relationships that allows
Google to anticipate information you may
want to know about your search term.

6. Google Knowledge Graph
& Answer Box

7. Search engines use bots to crawl the web to find sites
which are most relevant to the searchers’ query. Thes
e are displayed in the search results in ranked order
of relevance.
What visitors see What search engine bots see

8. Schema.org is a universally supported
vocabulary extension by Google,
Microsoft and Yahoo! for mark-up
languages such as Micro Data. It is
designed to make the lives of
webmasters easier, by offering one
standardised mark-up understood by
all the major search engines.
http://schema-creator.org
The main supported schema currently are:
• Person
• Product
• Event
• Organization
• Movie
• Book
• Review
Schema Mark-up

9. Content optimisation
 Site content
 Blog
 News
Campaigns
 Promotional landing pages
PR Activity
 Press releases
Paid advertising
 Keywords in ad groups
 Landing page optimisation
Types of content

10. Using data to inform keyword research
Adjust dates for maximum data.
Click download this table
Owned Data
 Webmaster Tools Search Console
 Google AdWords search query reports
 Google Analytics –Site Search
Trend Data
 Google Trends
 Display Planner
 Google Keyword Planner

11. Download search query data from
Webmaster Tools
https://www.google.com/webmasters/tools/
Adjust dates for maximum data.
Click download this table

12. Download Search Query Reports from
Google AdWords
https://support.google.com/adwords/answer/2472708

13. Only for websites which have a search function.
If you need to set it up in analytics -
https://support.google.com/analytics/answer/1012264
Or if you already have it (see image to the right)
Behaviour >Site Search > Search Terms
Click “Export”
Site Search

14. • Choosing the best keywords
• Knowing the hottest trends
• Monitor brand performance
• Monitor competitor performance
• Shapes marketing content strategy
• Become proactive not reactive
• Identify regions with a high interest in
your keywords (Paid activity)
Google Trends

15. Google Display Planner
https://support.google.com/adwords/answer/3056153?hl=en-GB

16. Google Keyword Planner

17. Content is King
• Unique, relevant, informative and frequently updated content is crucial to
maintaining a good SERP visibility.
• Through identifying search trends and search query behaviour, optimising
content is the ideal way to inform search engines that your website has the
information that the user requires or is likely to require in the future.
• A blog is a great way of providing interesting content with the aim to attract
new visitors and generate conversions. It is important to give a user a reason
to keep coming back to your website and don’t make them a one time visit.
Users expect a blog to be updated frequently, so make sure it is.
• Keyword research allows you to plan content in advance that is proven to be
of interest to your target audience by using Google Trends, AdWords and
Google Analytical data.

18. Keyword research is not the final step
• Ensure all webpages are optimised from a technical and content perspective.
• Meta Data, Meta Descriptions, Heading tags, Image Alt tags are all easy
technical ways of telling search engines exactly what content is on that page.
• User Experience is becoming much more closely linked with SEO activities,
because on-page user behaviour plays an important part when determining
ranking position. Metrics such as time on page, bounce rate etc. are becoming
more important, so ensure usability and experience are as smooth as possible.
• Search engines focus on proving quality at all times to their users. Keyword
research is the start to ensuring you are relevant at all times.
• Its not just about having the optimised keyword on the page, it has to be
optimised in the correct places and follow best practice.

19. Always test out your keyword in the search engine result pages –
Are you marketing in the right space?
The Process
1. Keyword Research
2. Implement
3. Monitor
4. Adapt

20. THANK YOU
0161 886 5050
paul.jasper@fastwebmedia.com
@fastwebmedia