background preloader

Keyword research

Facebook Twitter

Take Your Ho-Hum SEO to the Next Level. How to Use the New Google AdWord Keyword Planner. As the Google AdWords Keyword Tool is unfortunately on its way out, learn to use the new Google AdWords Keyword Planner that will be replacing it. Sadly, the Google AdWords Keyword Tool is another favorite Google tool that is on its way out. In the coming months, it will be completely replaced by the new Google AdWords Keyword Planner, which is why you have been seeing the following message: In this post, we’re going to look at how you can use Keyword Planner for your keyword research. You Must Have a Google AdWords Account While this tool is similar, the one main difference is that you must log in to your Google AdWords account. Using the New Keyword Planner Once you’re logged in to Google AdWords, you can find the Keyword Planner by looking under the Tools an Analysis menu. Search for Keyword and Ad Group Ideas The Keyword Planner results page defaults to ad group ideas.

You can click on the keyword ideas tab to see a set of results similar to what you would have seen in the Keyword Tool. The Keyword Researcher's Guide To Creating Competitive & Compelling Content. Any marketing veteran will tell you that before you begin developing a business marketing plan, you first need to know who your target market is, along with what they want and how to appeal to them. This is just as true online as it is offline. When pursuing an online marketing campaign, whether it be SEO, PPC, social media or link building, keyword research helps you understand your potential audience. And, understanding your audience is key to developing smart and effective usability practices on your website. Using a variety of keyword research tools that are available online, you can gather some very important intelligence about how to reach your key customers.

When building a better website for your visitors, there are four things you need to know that keyword research will help you better understand. Customer Terminology Of course, most business people already know the “correct” terminology, as they are smack dab in the middle of their own industry. Shocker. Customer Desires. How to Use The Keyword Planner -- The New Keyword Tool From Google AdWords. Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed! This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a more structured and integrated workflow as well as all sorts of new bells and whistles.

If you’ve ever used the Google Keyword Tool and/or AdWords Traffic Estimator in the past, take note here – the new Keyword Planner will most certainly replace both tools in the near future, and your workflow will undoubtedly change as a result. What’s A Keyword Planner, Anyway? It differs from the existing Google Keyword Tool and AdWords Traffic Estimator tools in that the old tools were more general purpose, unstructured tools. They could be used for just about anything, including Keyword Research for SEO.

Here’s what this looks like in AdWords: How to do Keyword Research the Smart Way: Targeting Interest and Intent. These days, effective keyword research is an increasingly important skill for digital marketers. Not only do they need to know how to develop a good keyword list for PPC and SEO, but smart content marketers use keyword research to find out what topics they should write about and what phrases they should use while writing. But if you’re reading this, you probably already know how important keyword research is. You’re just here to learn how you might do it better or more effectively.

There are quite a few great, thorough keyword research guides on the internet (see here, here, and here). Create a seed list of starting termsExpand your list using keyword research toolsRefine your list with competitive research So why am I adding one more article to the stack? Click on the image above to see an enlarged view. The model imagines that your desired conversion event is the center of a target. 1. 2. 3. 4. 5. 6. That’s one reason the target model is so helpful. Creating your seed list 1. 2. 3. 4. 1. Extending Your PR Reach With Targeted Keywords | Sterling Communications. When Universal Orlando went to unveil The Wizarding World of Harry Potter in 2007, they didn’t take out a $10,000,000 Super Bowl Ad or even a $10,000 Google PPC ad campaign.

Instead, Cindy Gordon, VP of Marketing at the Orlando resort, did what is becoming more and more common these days to get the word out; they approached influential Harry Potter bloggers, just seven of them to be exact, and within 24 hours 350 million people worldwide had heard of the new attraction. This account clearly demonstrates the value of social media and what is becoming the new PR. And while this approach was brilliant, it’s important not to be too impressed by those numbers. While most of those 350 million would love a trip to the Harry Potter World, how many of those can actually afford the trip from Europe, South America, Canada or wherever else they happened to live when they read the news?

There are roughly 72 million families in the United States alone. So what more could Cindy Gordon have done? Organic Keywords: The First Step In Search Engine Optimization. In this and some following articles, I’ll outline the steps we’ve developed over the years to optimize pages to improve organic search results – not just rankings, but click-throughs and conversions, too. The first step is to choose the keywords to focus on and then map those keywords to pages on the site. Choosing Organic Keyword Phrases With Google Analytics We start by improving organic search results for keywords that have proven to contribute to our client’s business goals (whatever the goals are: leads, sales, signups, visits or page views for advertising sales, etc).

As a general rule I don’t recommend optimizing, at least at first, for “unproven” keywords. Ideally we test as many keywords as possible using a PPC campaign and then optimize for keywords that have proven to contribute to the goals of the business. Most of our customers’ website goals are either online purchases or lead generation. Google Analytics Keywords Converting Report Mapping Your Keywords Check Keyword Rankings. How to do Awesome SEO Keyword Research for a Standard Website.

Note: This article is part of a series. To understand this piece I recommend you read part 1, which can be found here. Here's a downloadable Excel template to help you execute the process described in the article. Here’s the process in a diagram: How do you build a keyword list for a relatively normal site with limited amounts of template content? In these engagements you build a keyword list and then optimize individual pages for individual terms.

But First, a Note on Search Volume Search volume data from the Google keyword tool is bullshit. The simple truth is: you shouldn’t rely on individual datapoints coming out of Google's keyword tool. On the other hand, it’s the only real source of data on any keyword; Analytics is only going to give you data on stuff you already rank for. You can use a simple equation to try and reduce our reliance on individual data points that come from the Google keyword tool; we call it “relative search volume”. Discovery Through Your Account Manager/Client. AdWords: Keyword Tool. Uncovering the Keywords You’re Missing Out On. So, you’ve run your chosen business terms through a keyword research tool and come up with a few potential phrases that will form the basis of your on-site and off-site SEO campaigns. That’s a great start, but relying too heavily on a single tool could set you up for failure when it comes to properly managing your site’s optimization.

Here’s why… Say you’ve chosen to focus on ten specific keyword phrases that you feel provide the best opportunity to connect with your target customers through the natural search results. But what if you’ve missed a few potential variations, simply because they weren’t served up by your research tool of choice? Or, worse yet, what if you’ve missed these terms, but your competitors haven’t – and they’re currently enjoying a flood of traffic that you should have a part of?

Really, keyword research shouldn’t be a one-off process that’s carried out upon your site’s creation and never revisited again. Google Webmaster Tools Google Analytics Google Related Searches. Soovle - Let the web help. Five Questions to Streamline Your Keyword Research. It’s time for the first meeting with the customer. You may be a seasoned search marketer, but you’re still a little nervous. How do you achieve that perfect balance of getting the information you need while still exuding an aura of consummate professionalism, knowledge, and generally make yourself seem like the search Dalai Lama? Dalai Lama (of keyword research?) First, realize that the real Dalai Lama feels no need to prove himself, he just *is*. Sidebar: Even if you’re an in-house marketer, you can still use these techniques. Similarly, that first meeting should be all about the customer. After this first meeting, you’ll be an insider, and asking some of these questions will make it seem like you don’t know what you’re doing.

As you listen to the answers, jot down key phrases, jargon, and abbreviations they use to inform your keyword research later. Question 1: I’ve reviewed your website, and have learned about your business. Obviously, that’s not an area you want to focus on. Keyword Research Tool Review: Google AdWords. Keywords are important. I’ve heard from several potential clients recently who have talked to other “professionals” who told them keywords are no longer important for SEO, and that good content is all you really need. Here’s the thing. Keywords are language. They’ll always be important because words are how we communicate with each other. So until someone invents the microchip that can be implanted in your brain and read your thoughts without using words, you’ll need to think about language in marketing.

With the ubiquitous need for keywords, there are a lot of tools out there that claim to do keyword research better. Let’s start with the Google Keyword Tool. Lately, I’ve been seeing the captcha show up even when I’m logged in though, so you may not be completely free of this annoyance. Cool Features Of The Google Keyword Tool The ability to switch from broad to exact or phrase match volumes. Column options in the Google Keyword Tool Global vs. Options in the Google Keyword Tool. It’s Official: Google Wonder Wheel is Back, and It’s Called the Contextual Targeting Tool [Tutorial] Keyword research is a critical component to a solid and rounded SEO strategy. When you break it down, you need to know what people are searching for in order to target the right terms. Keyword research fuels your content generation strategy. I use a wide range of tools when conducting keyword research and each has its own purpose.

In the past, one of my favorite free tools was Google’s Wonder Wheel. You’ll notice the word “was” in the last sentence. Many people in the industry used Wonder Wheel to visually find related keywords, which often helped expand your keyword research (down the right path based on data). As you clicked a word, related terms appeared around that term. An example of using Google Wonder Wheel to find related searches: Image from Tech Source Alternatives, and Confirmation at the Google Agency SummitI had the opportunity to attend the Google Agency Summit last week in New York City at Google Headquarters. 1. 2. 2. 3. 4.

Summary – Long Live Wonder Wheel! The 3-Step Process to Creating an Effective and Profitable Keyword Plan. Merge Words - Combine keywords tool for SEO, PPC and link building. Keyword Research - Using Categories to Make Your Process More Actionable. The author's posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. One of the earliest and arguably most important parts of the SEO process is keyword research. Keyword research helps you answer that all important question, "In what quantities do people use search engines to find the products and services on my website?

". Your research process will ultimately govern the method you use to structure your website, inspire your content strategy and kick start your link building campaigns. So, it's a bit of a shame that some SEO's don’t like doing keyword research. It’s data intensive, requires some heavy lifting with Excel, and, let’s be honest, at times feels a bit like guess work. We're reliant on data to make the right decision, and that decision could have consequences months if not years down the line for your SEO project. This is a "give it up" post What you need to know first That’s it! Gather your keywords Yay! Keyword Intelligence by author Ron Jones: Book Review. In my search for a new book to read on keywords I went straight to the source, Lee Odden’s office library.

Right away I noticed Ron Jones’ new book “Keyword Intelligence” while standing in front of a bookcase full of titles to choose from. What I appreciate about Jones’ book is that whether you are a search marketing guru or you work in another marketing/communications field, it paints things in a light that you may not have thought about before. Besides a deep dive into keyword research and it’s overall impact on SEO, social media and content marketing, there is a little something in this book for everyone ranging from simple explanations of social networking sites to more detailed information on site migration and architecture. Curious to know what useful tips I found in Ron Jones new book? “Keyword Research is a Strategic Function” To most professionals keyword research can seem like a monotonous task.

S= Specific M= Measureable A= Attainable R= Realistic T= Timely. How to do Keyword Research: Search Engine Academy Free SEO Webinar. Mapping Keywords to Content for Maximum Impact - Whiteboard Friday. When keyword targeting is approached separately from a content creation strategy, the concocted results can often leave us scratching our heads and pointing fingers at the malformed "Frankenpages. " By fostering a more cohesive relationship between these traditionally detached endeavors, we can greatly enhance our results and deliver considerable value to our audience. This week Rand shows us how we can move past conventional keyword targeting practices and generate web pages that won't leave us "running for the hills. " Howdy SEOmoz fans! Welcome to another edition of Whiteboard Friday. Thrilled to have you with us. Today we're talking about mapping keywords to content for maximum impact.Now the problem is that a lot of folks think about the world of keyword research and keyword targeting separately from the worlds of content creation.

The Cat in The Hat Teaches SEO. I’m going to be honest with you. I think rap music sucks in other languages. I’ve been around the world and met a lot of talented emcees in various different countries and I’ve listened to people rap in Czech, Japanese, German and countless other languages that I can’t speak. I might smile and nod my head just to be polite but – I don’t like it. What makes rapping in English so awesome is the elegance of the English language and its beautiful ambiguity. However for Search Marketing that same ambiguity is a gift and a curse. I’ve invited a poet we all know and love to help explain how to conquer that ambiguity using A/B testing. He’s rhymed his way into saving the day before. Ladies and Gentlemen I’d like to reintroduce you to the one and only Cat in the Hat! Like all inbound marketers the Cat in the Hat is no stranger to juggling many different talents simultaneously to get results.

Classical Keyword Classification So let’s find out how we optimize for the right term. Social Listening. AdWords: Keyword Tool. Keyword Density Tool. How To Take Your Keyword Research To A Higher Level.