killer keyword research - jimmy mccann
DESCRIPTION
Without nailing your keyword research your SEO campaign could be doomed from the start. Our Head of SEO, Jimmy McCann, recently spoke at the ionSearch Marketing Conference in Leeds and offered these 5 easy to implement, useful tips to choosing the right keywords for your business.TRANSCRIPT
Killer Keyword Research5 Tips and ToolsJimmy McCann – Head of SEO @ Search Laboratory
#1 – Know the Market
• How does offering compare?– Ask yourself.. will it convert?• Range• Pricing• USP’s
Source - http://lukachtaengleman.blogspot.co.uk
#1 – Know the Market
• Use right terminology on your site
• B2B– Avoid in house jargon– Sector specific navigation
• Ecommerce
Reflect what users search for!
#1 – Know the Market
• Seasonality
• Adapt focus / strategy– Ahead of peaks
Use your Loaf
• Be logical
• Assess keyword potential– i) Search volume– ii) Search intention– iii) Relevance / ability to convert
img source flickr - betterbrandagency
#2 –
#2 – Use your Loaf
• Use wordtracker / Adwords KW tool– Adwords not 100% accurate
• Especially on low volumes
• However– Good barometer for prioritisation
i) Search Volume
#2 – Use your Loaf
• What does a user want to find from their query?– Think about it
• Head terms– Offer large amounts traffic– Not all traffic is 100% relevant
ii) Search Intention
#2 – Use your Loaf
• Not specified, could be a host of things eg– How does solar energy produce electricity?
– What is solar energy?
– I want to find out more about solar energy because I’m thinking about getting some solar panels for my house
ii) Search Intention
#2 – Use your Loaf
• Very specific to the service site
offers– Conversion rate higher
• Less difficult to rank for this term– Than ‘solar energy’
ii) Search Intention
That’s what we do!!!
#2 – Use your Loaf
• Is keyword relevant to company’s products /
services?– Are they competitive in this area?
iii) Relevance
We are solar panel
installers!
I need a solar panel
installer!search - ‘solar panel installers’
User Company
#3 - • PPC data to test the water
– Especially in emerging / ultra niche markets
• Conversion rate data key
• Exact match data only img source – Leftcoastcowboys.com
#3 - • Can be used to find actual search volumes
• Setup campaign– Handful exact match keywords only– Put exact negatives on other campaigns
• Make sure 100% impression share
Accuracy!
#4 – SERP’s• What does Google think is suitable?
• Helps assess intention
• Categorise competing listings– Direct competitors– Research– Blended results
• ‘solar energy’ SERP
#4 – SERP’s
Research
Research
Research
#4 – SERP’s Research
Competitor
News
Images
#4 – SERP’s Research
Research
Research
Research
#5 – • Organic traffic / conversions– Not from page one
• Identifies easy keyword wins– Traffic / conversions coming via
page 2
Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
Key Tips – Show ROI
• Show return early in campaign– Logical approach from ground up
Key Tips – Be Realistic
• Don’t aim above your station– …(just yet)
Key Tips – Long Tail!
• Long tail keywords first– Easier to optimise– Will convert better– Allows reinvestment into campaign /
less risk
• Build up to head terms– Naturally over time
Summary• #1 – Know the Market
• #2 – Use your Loaf
• #3 – Test using PPC
• #4 – Analyse SERP’s
• #5 – Refine using analytics
Any Questions?:www.searchlaboratory.com
@jimmymccann / @searchlabs
/in/jimmymccann1982JIMMY MCCANN
Head of SEO