A primer on how to do Keyword Research from our recent Meetup Group - Denver Digital Marketing For Small Business.

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Keyword Research:
Tools, Strategies & Methods

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On The Agenda…
 Why Keyword Research?
 Keyword Research Tools
 Getting Started-Developing Your “Core”
 Local vs. Non Local
 Tools For Finding The Nuggets & “Low
Hanging Fruit”
 Organizing & Refining Your List
 Analyze Your Competitors
 Application
Keyword Research Tools, Strategies & Methods

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Why keyword research?
 Market Research
 Contributes to All
Marketing Activity
 Pay Per Click
 Search Engine Optimization
 Short tail
 Long tail
 Social Media
 Email Marketing
 Naming Your Business
 Offline Marketing Efforts
 How You Talk About Your Business
Keyword Research Tools, Strategies & Methods

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What to look for in a keyword
tool:
• Can you enter in more than one
keyword at a time?
• Where do they get their data?
• How “deep” do they go?
• Is there a free version or free trial period?
• Can they extract keywords from websites?
• Do they suggest competitors’ and their
keywords?
• Do they tell you how competitive the search
terms are?
Keyword Research Tools, Strategies & Methods

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Keyword Research Tools
• Name a few…
• Google
• Google Adwords
• Bing/Yahoo!
• Wordtracker
• SEOBook
• Spyfu
• SEOMoz
• SEMRush
• Keyword Discovery
• Ispionage
• Majestic SEO
• Hubspot
Keyword Research Tools, Strategies & Methods

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Today We Will Use…
• Google/Google Adwords
• Spyfu
• SEOBook
• iSpionage
We will refer to…
• The Best Keyword Research Tool
• Wordtracker
• SEOMoz
• SEMRush
• Ispionage
• Majestic SEO
Keyword Research Tools, Strategies & Methods

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The Best Keyword Research Tool
• Google Adwords
– Exact Volume
– Exact Search Terms
– Long Tail
Other Long Tail Tool
• Google Analytics
Keyword Research Tools, Strategies & Methods

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Getting Started – Developing Your “Core”
 Build in a spreadsheet
 What is your product or service
called?
 How would you search for your
products and services?
 How might others search for your
products and services?
 ***Buyer Persona
 How are people finding your website
now?
 Site analytics
 What search terms do your
competitors seem to be targeting?
 Do you need to bucket them into
different products & services?
 Do you need to consider local
qualifiers?
 Plug List Into Research Tool
Keyword Research Tools, Strategies & Methods

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Keyword Research Tools, Strategies & Methods
Refining Your List to 2 Word search terms:
• Examples
– marketing to internet marketing & digital
marketing
– Massage to massage therapy & massage
therapist
– chiropractic to doctor chiropractic
– chiropractic to chiropractic denver
– software to accounting software
– Lawyer to divorce lawyer

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Bucketing Your Search Terms:
 Services provided
 JKJ
 Sprinklers
 Landscaping
 Snow removal
 Live Well Health Center
 Chiropractors
 Massage therapy
 Acupuncture
Keyword Research Tools, Strategies & Methods

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Bucketing Your Search Terms:
 Specificity
 JKJ
 General: Sprinklers
 Specific: Sprinkler companies
 More Specific: Sprinkler repair
 Niche: Sprinkler system design and installation
 Live Well Health Center
 General: Chiropractors
 Specific: Back pain chiropractors
 Niche: Traumatic brain injury chiropractors
Keyword Research Tools, Strategies & Methods

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Bucketing Your Search Terms:
 Specificity
 C1 Partners
 General: marketing
 Specific: digital marketing
 More Specific: search engine optimization
 Niche: search engine optimization for attorneys
 C and J Lighting
 General: lighting
 Specific: commercial lighting
 More Specific: parking lot lighting services
 Niche: converting parking lot lighting to LED
Keyword Research Tools, Strategies & Methods

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Local vs. Non Local
 Local Businesses:
(Attorneys, Restaurants, Electricians,
Chiropractors, Salons)
 If you are a local business start with phrases +
nearest big city: “electrician denver”
 Also use micro local terms: “electrician parker”
 Consider non-localized terms
 Especially if there is no local data
 For expanding your reach
 Different cities may use different search terms
 Potential Challenge: Not enough preliminary
search data
 Solution: Use bigger city and/or national terms
Keyword Research Tools, Strategies & Methods

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 Non-Local Businesses:
 If you are a local business start with 1 & 2
word search terms
 Example
 Local running shoe store
 Shoes Boulder
 National:
 Running Shoes
 Look for specific qualifiers
 Build more specific lists
 May be some national niche opportunities
 Example: Forefoot Running Shoes
Keyword Research Tools, Strategies & Methods

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Google Adwords
• Login > Tools & Analysis > Keyword
Tool
• Leave Broad
• Run search
• Change Columns
• Export Keywords
Keyword Research Tools, Strategies & Methods

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Keyword Research Tools, Strategies & Methods
Sorting The Exported List
• Add a Column to the left you can add numbers
to, so you can rate each term.
• Sort the search terms in Local Monthly
Searches column from highest to lowest.
• Read the list from the top down
– Number 1: General Search Term
– Number 2: Targeted Search Term
– Number 3: Very Targeted/Niche Search Terms
– Leave Blank: All Other Search Terms.
• Too many results?
– Refine to 2 Word search terms
Let’s go live…

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Finding Nuggets
The Key To Winning
Against Giants:
1. Compete where
you can in the
short run with
“long tail” search
terms.
2. Keep an eye on the
more competitive
terms down the
road.

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Keyword Research Tools, Strategies & Methods
 Finding the Low Hanging Fruit
 Relatively high search volume and
low competition
 Niche Terms
 Google Adwords
 Google Analytics
 Wordtracker
 Competitors
Let’s go live…

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Keyword Research Tools, Strategies & Methods
 Competitive Research
 Search Your Most Competitive Terms
 Write Down Competitors
 Plug The Into Tools
 Google Adwords
 iSpionage
 Spyfu

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Keyword Research Tools, Strategies & Methods
Application
 Applying to Your Website Architecture for SEO
& User Friendly Experience
 Navigation
 “Landing” Pages
 Internal links
 URLs, Titles, H1s
 Page Content
 Blog posts
 Find blog topics
 Applying to Social Media
 Blogs
 Tweets/Facebook/LinkedIn Posts
 Applying to Pay Per Click…

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Keyword Research Tools, Strategies & Methods
Applying to PPC
 Change to “Phrase Match”
 Assumptions
 2 % Click Through Rate
 3% Conversion Rate
 Discover Estimates For
 Budget
 Traffic
 Conversions
 Cost per Conversion
 Ads
 Landing Pages
 Implement Broad
 Use Negatives
 Add “Exact” & “Phrase”