Download - Advanced Keyword Strategy & Tactics

Advanced Keyword Strategy & TacticsPresented @ Think Tank Live! 2010 Advanced SEO WorkshopOctober 28, 2010

Rey VillarSearch Marketing Manager

Norvax/GoHealth.com

Advanced Keyword Strategy Think Tank Live!SM

@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi

SEO Elements

Keywords

Website

Content

LINKS

Analytics



Keyword Roadmap Clear Goals

View Competition

Accumulate Keywords

Organize

Analyze

Prioritize & Plan



Your Basic Toolbox

1. Google Keyword Tool

2. Google Wonder Wheel

3. Excel Spreadsheet

4. Google Trends

5. Wordtracker

6. Raven Tools



What are Your SEO goals?

Visitors

Prospects

LeadsCustomers

Retention



Who Are You Targeting?

3 Categories of Searches

• Information – Research & pre-shoppers

• Transactional – Intending to act

• Navigation – Specific site or brand



3 Stages of Online BuyingInterest

• Broad terms• Filter for relevancy

Research

• More specific terms• Purchase guidance

Purchase

• Refined queries• Example: best, cheap, top, etc.



Borrow from Your Competition

• Who are your competition?

• Why are they ranking ?

• What are their top keywords?



Opposition Research Tools

• Spyfu

• Compete

• SEOmoz

• SEM Rush

• Raven Tools



Competitor KeywordsStart with your basic products



Competitor KeywordsResearch your search arena



Competitor KeywordsIdentify your competition



Competitor Keywords



Accumulate Keywords1. Competitor keywords

2. Google Analytics keywords



Accumulate Keywords1. Competitor keywords

2. Google Analytics keywords

3. Google Keyword Tool



Accumulate Keywords1. Your basic products

2. Identify your competition

3. Accumulate keywords



Accumulation Tips

1. Re-run main words alone

2. Run localized variations

3. Run shopping modifiers

4. Run negative keywords

5. Use Wordtracker



Organize Keywords

Back-Up De-Dupe Scrub

SortFilter



Analyze Keywords

1. Look for opportunities

2. Check difficulty levels

3. Identify problem keywords



Keyword Analysis Tools

1. Google Trends

2. Google Advanced Search

3. SEOmoz



Google Trends



Google Advanced Search



SEOmoz Keyword Difficulty Tool



Prioritize

• Prioritize best opportunities

• Combine low-volume keywords

• 3-5 Home page keywords

• 100 Internal keyword pages



Plan

• Match keywords to existing pages

• Internal keyword “hub” pages

• Keyword content calendar

• Keyword link-building campaign



Monitor & Track

1. Rank tracker

2. Google Analytics

3. Keyword manager



Keyword Roadmap Clear Goals

View Competition

Accumulate Keywords

Organize

Analyze

Prioritize & Plan

Download - Advanced Keyword Strategy & Tactics

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