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Golden Rules Case Study

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Video Transcript

In this lesson we’ll be bringing together the 4 Golden Rules of Keyword Research. We’ll also betaking a look at a real world example which will show you exactly how to use Market Samurai to findthe best keywords to target in your online business.

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The Four Golden Rules

Just to reiterate, the Four Golden Rules of Keyword Research are:

(1) Relevance(2) Traffic(3) Competition(4) Commerciality

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Finding Your Gold Nugget Keywords

Finding the best keywords to target in your business involves a process of filtering. We start with alarge number of keywords, and initially we eliminate the keywords that are clearly not relevant to ouronline business. Then we apply a PBR relevancy filter to remove any misleading keywords.

Next we apply a traffic filter to filter out the keywords that do not have sufficient levels of traffic.

Then we analyze the amount and strength of competition to filter out keywords that are toocompetitive.

Finally we apply a commerciality filter to eliminate the keywords that have little or no commercialvalue.

The end result is that we are hopefully left with a set of Gold Nugget keywords. These keywords arerelevant, have good levels of traffic, acceptable levels of competition and a high level ofcommerciality.

Lets now take a look at what this entire process looks like in the real world using Market Samurai.

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Create New Project

I’m going to start from scratch this time and explore the dog training market in detail.

So the first thing I’ll do is click the New Project button.

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Enter Seed Keyword

And now I’ll enter my seed keyword ‘dog training’

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Access Keyword Research Module

Next I’ll click the Keyword Research button to access the Keyword Research module.

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Generate Keywords

And to generate an initial list of keywords that are relevant to my seed keyword, I’ll just come overhere and click the ‘Generate Keywords’ button.

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Enter CAPTCHA

I’ll enter a CAPTCHA, and click the ‘Submit’ button.

Eliminate Irrelevant Keywords

Now here is where I can quickly eliminate any keywords that are not relevant to my website.

For the sake of this example I’ll assume that I’m not interested in dog collars. So I’ll select the word

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collar and come over here and click the cross icon to make it a negative keyword.

And I also want to eliminate the word collars with an ‘s’. This time, I’ll just type the keyword in theNegative Keyword area and click the Update button.

Analyze Keywords

After eliminating any irrelevant keywords, I then click the ‘Analyze Keywords’ button.

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Set PBR Filter of 15%

On the analysis screen I can add my filters to progressively filter down my keywords until I am leftwith only my gold nugget keywords.

First of all I’ll add a Phrase to Broad Match filter to eliminate misleading keyword phrases from myGoogle data. You can think of this as relevancy filter.

So I’ll just click this plus sign and enter the value of 15% and then I’ll click the Refresh filters button.

Set Traffic Filter of 80

Next I’ll add a SEO Traffic filter to filter out any keywords that do not have the potential to deliver atleast 80 visitors to my website each day.

Once again I’ll click the plus sign and this time I’ll enter in a value of 80.

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Retrieve Competition Data

Now the next thing I’ll do is select the SEO Competition checkbox and then I’ll click the ‘AnalyzeKeywords’ button to obtain my competition data.

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Set Competition Filter of 30000

And now that I’ve got my competition data, I can add a competition filter by clicking this plus signand entering in a value of 30000. Remember this is the value we recommend if you are just startingout online.

If you have an existing website with a good page rank and a strong link network then you will beable to target keywords that have a higher level of competition, but for this example I’ll stick with30000.

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Set Commerciality Filter of $30

And finally I’ll add an SEOV filter of $30 to eliminate keywords that have little or no commercialvalue. So I’ll just click the plus sign and enter in a value of $30.

Sort by SEO Value (SEOV)

To finish my initial analysis process I like to rank my results by commercial value, so let me justcome over here and click on the SEOV column heading.

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So after generating my initial list of keywords, I have now filtered my results by relevance, traffic,competition and commerciality.

Assess Remaining Keywords

As you can see in this example I am now left with only 15 active keyword phrases.

Now this is where you do need to use a bit of intuition. What I’m looking for is whether there is anycommon thematic link that connects the keyword phrases that have made it through my filters.

A Good Question to Ask

A good way to do this is to ask this question, “If I was to develop a site based on the phrase ‘X’, howmany of these other keywords would be relevant to that site?”

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Assess Results

For example, let’s look at the top keyword phrase here - ‘protection dog training’.

If I was to develop a site based on the phrase ‘protection dog training’, how many of these otherkeywords would be relevant to that site?

In this example, the answer is “not many”, perhaps ‘aggressive dog training’ might be relevant, butthat’s about it.

Let’s look at the next example in my list. If I was to develop a site based on ‘puppy obediencetraining’, how many of these other keywords would be relevant to that site?

The answer in this case is quite a few.

Dog training courses would be relevant as would dog training leash, small dog training, housetraining a dog, dog grooming training - Let me just scroll down... And we also have crate trainingdogs, dog training tricks, and dog training tip.

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So this time I have 9 keyword phrases that are thematically related which is a much better result.

These are my gold nugget keywords. They are relevant, they have good levels of traffic, acceptablelevels of competition and high levels of commerciality.

Theme and Category Keywords

An effective way to construct a website using these gold nugget keywords is to select one of themas your main theme keyword which becomes the primary focus of your website and then use theother keywords as category keywords.

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Example

For example, imagine that I decided to move ahead and create a dog training related website.

Based on my data I might choose ‘puppy obedience training’ as my main theme keyword and thenuse my other keywords as category keywords as shown in this illustration.

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Write Good Quality Articles

Within each of these categories I would then write as many good quality articles as possible. Theend result would be a content rich website that specifically targets a set of thematically relatedkeywords.

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Check Strength of Competition

Coming back to Market Samurai, the next thing to do is to check the strength of the competitionassociated with the keyword I am thinking of using as my main theme keyword.

To do this I’ll just click on this key icon and then come up to the top of the screen and click on the‘puppy obedience training’ tab.

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Access SEO Competition Module

Now, I’ll select the SEO Competition module

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Generate Results

... and click the ‘Generate Results’ button.

Analyze SEO Competition Matrix

In assessing this SEO Matrix I can see that none of these websites has been completely optimizedfor the phrase ‘puppy obedience training’ which is generally a good sign.

I can also see that there are some relatively new sites making it into the top ten.

Therefore my gut feel when looking at this SEO Matrix is that if I developed a great website withgood quality articles targeting my theme and category keywords, I would have a reasonable chanceof making it onto the front page of Google.

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Summary

So just to recap, in this video we’ve seen that the Four Golden Rules of Keyword Research provideyou with a practical way to identify the best keywords to target in your online business.

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We started with a large number of keywords and then filtered them down by relevance, traffic,competition and finally commerciality.

We then identified our gold nugget keywords and saw how these phrases can be used to develop akeyword optimized framework for our online business.

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