Advanced Keyword Research - SMX London

Locations
Roseville & San Francisco, CA - New York, NY
Email sales@blastam.comWeb www.blastam.com
Phone (888) 252-7866Twitter @blastam
SMX London 2013

Advanced Keyword Research

Kayden Kelly
CEO, Managing Director
@kaydenkelly
Advanced
Keyword Research( +Bonus Tips )
kkelly@blastam.com

Agenda
- 01 -
Keys to Success
- 02 -
Silo Strategy – How to Manage Keywords
- 05 -
Adwords Keyword Research Mistakes & Tips
- 04 -
Analytics Research – How to Mine your Analytics Data
- 07 -
Bonus: Keyword Research Process
- 06 -
Competitor Analysis
- 03 -
Find New Keywords

Identify Content
to Create
Best Answers/Most Value
>> Leadership & Affinity

Lifecycle
Understand User Journey

Map to
Entire
Customer
Lifecycle
Customer
Lifecycle
Awareness Interest
Decision Affinity
Potential Customer
Potential Customer
Potential Customer
Potential Customer
Potential Customer
Customer
Repeat Customer
Loyal Customer
Customer
Advocate Customer
Awareness
Research
Interest
Evaluation
Justify /Decide
Buy
Repeat
Retention
Support
Referral

Awareness Consideration Decision Phase
50%
40%
30%
20%
10%
0%
%ofsearchphrasesfeaturingthistypeofkeyword
issue /
opportunity
issue /
opportunity
issue /
opportunity
brand
brand
brand
solution
solution
solution
comparison /
review comparison /
review
comparison /
review
Keyword Usage Pattern through the Buying Process
Customer Lifecycle

Mistake #1
No Success Metrics
You can’t improve, what  
you don’t measure"

Mistake #2
Don’t focus only on
the decide stage
Not all visitors are ready to buy"

Measurement Model
What does success look like
across the lifecycle?

- 02 -
Silo Strategy
How to Manage Keywords

Content Structure (Silos)
Create Photo
Books!
Sell Your Book!
Bookmaking
Tools!
...!Tier 2!
Travel Photo
Books!
Baby Photo
Books!
Sports Photo
Books!
...!Tier 3!
Football
Photo Book!
Soccer
Photo Book!
Gymnastic
Photo Book!
Tier 4!
Make Books!Tier 1! Head/Broad Term
Mid-Tail Terms
Long-Tail/Speciﬁc Terms

Sub
Sub-
Page
Sub
Sub-
Page
Sub
Sub-
Page
Sub
Sub-
Page
Page
1
Page
2
Page
3
Page
4
Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Page
5
Home
Centralized Silos
Hierarchy of
Multi-Layered
Related Content

Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Sub
Sub-
Page
Sub
Sub-
Page
Sub
Sub-
Page
Sub
Sub-
Page
Home
Page
1
Page
2
Page
3
Page
4
Sub-
Page
Sub-
Page
Sub-
Page
Sub-
Page
Page
5
Created by links
Examples:
Product Templates, Product Ideas
They can live in multiple categories,
but they are all one theme
De-centralized Silos

Strategic
vs.
Tactical

Keyword Research

Creating Silos
Search engines
reward sites with
relevant, focused
themes
Strategic Keyword
Research builds
out those themes

5-12 Silos
With Top 35 Keywords for Each Silo

Seasonality
Tactical Keyword Research
Using the right keywords for each specific page
optimal keyword
sub-optimal keyword

Adwords Keyword ToolAnalytics Competitors Website Search Results
Find New Keywords

Matching Keywords to Content
Map Keywords:
-  Primary
-  Secondary
-  Tertiary
Create new content
-or-
Update existing pages

Review Web Analytics
1
2
3
In Google Analytics
1.  Login to Google Analytics
2.  Go to Traffic Sources > Search >
Organic (or Paid)
3.  Set date range for 30-90 Days
4.  Filter out branded keywords with
advanced segments
5.  Examine current keywords
driving traffic to site
6.  Filter by potential keywords
found in previous steps
7.  Find keywords that provide
traffic that convert
8.  Add keywords to you list

Make it easier to find the
keywords you are looking for
Filter by
Potential
KeywordsFind Long-Tail
Keyword
Combinations
Filter Results
Filter by:
- Advanced Segments
- Keyword (Include/Exclude)
Remove Branded
Keywords

See how that keyword
is performing on that
specific page
How is a Keyword Performing?
Add a secondary dimension: Landing Page
If keyword not performing well for a page, check
to see how well page is optimized for it
Check Bounce
Rate for that
Page/Keyword

GA Word Cloud
Identify clusters/top keywords

Keyword Group colored and sized by number of current visits

Keyword groups sized by search volume and colored by share. Red means we have low
share (<10%), Green more than 10%. Red & Big = Opportunity

Keyword Groups colored and sized by Share. Where do we have better visibility?
Darker Blue = More Traffic

Keyword Groups by visits. What currently brings traffic to website and in what groups?
Darker Blue = More Traffic

Login to Google Adwords Keyword Tool
Log-in to View
More Features
(create account without
setting up AdWords)

52www.BLASTAM.com
Keyword Match Types
Match Type Definition Results
Broad Match
are synonyms, related
searches, and other
relevant variations
photo books, photobooks,
photo albums, books,
photo box
Phrase Match
is a phrase, and close
variations of that phrase
photo books, custom
photo books, create
photo books
[Exact Match] is an exact term photo books
Example Keyword = photo books
How are they different?
Start with Phrase Match to
allow you to find additional
long-tailed keywords
If Exact Match has no/low
volume, use Phrase Match
instead

Search Options
Filter by location,
language, device type
Click columns to see
additional keyword data

Column Definitions
Default
columns
Click to add
these columns
Competition
- Level of competition for paid search
Global Monthly Searches
- Worldwide searches (12 Month Average)
Local Monthly Searches
- US searches (12 Month Average)
Approximate CPC (Search)
- Estimated cost per click
Local Search Trends
- Monthly Search Trends

Add Your Keywords
wedding photo books
wedding photo albums
wedding photobooks
make a wedding photo book
create a wedding photo book
wedding photo guest book
honeymoon photo album
wedding album templates

Mistake #3
Exclude High
Competition/CPC
Keywords

Keyword Results Evaluate keyword volume
and potential based on
level of competition
HIGHER
CPC
=
HIGHER
conversion
potential

Mistake #4
Overlooking
Seasonality

Keyword Results
This gives you an
average of US
search traffic Keywords are
seasonal
Look at the
Search Trends
480 average
880 in July

Keyword Seasonality
Average MayExact Match for:
[unique mothers day gifts] 14,800 135,000
+120,200

Keyword Grouping
Automatically
creates keyword
groups based on
your keywords

Groups Similar Keywords
If anything triggers new keyword ideas add
them to your list and re-submit

Mistake #5
Missing Ad Group
Expansion

Click on “Show more
ad groups” to view
more groups
Wait, There’s More

Narrow Your Search
Add an Include Term
“wedding”
All keyword results now
include the term
“wedding”

Download Keyword Data
Average Search
Volume
Ad Groups
Keywords
Search Volume by
Month

Mistake #6
Not Manually
Generating Lists

Mistake #7
Trusting Adwords
(Sampled) Data

Keyword Rank Monitoring (Reactive)
Don’t wait for ranking to change – watch what competitors are doing
on and off-site. Take action proactively!
•  Screaming Frog: Analyze site for keyword usage and content
changes
•  Linkdex: Monitor competitor link building
Be Proactive

80www.BLASTAM.com
Thanks for listening!
Any Questions?
Kayden Kelly
CEO, Managing Director

Roseville Office
950 Reserve Drive, Suite 150
Roseville, CA 95678
San Francisco Office
156 Second Street
San Francisco, CA 94107
New York Office
261 Madison Ave, 9th Floor
New York, NY 10016
Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com

- 07 -
Bonus: Research Process
•  Understanding keyword types
•  How to avoid personalization and keyword chaining
•  How to audit the SERP
•  How to analyze competitor listings to mine top keywords & differentiators
•  How to mine search suggestions and related keywords

Types of Keywords
Primary Keyword
• Most important keyword on the page
• Higher search traffic (generally)
• Used the most on the page
Make a yearbook
How to make a yearbook
yearbook publishing, yearbook maker,
family photo yearbook, elementary
school yearbooks, middle school
yearbooks, high school yearbooks,
yearbook templates, photo yearbooks
Secondary Keyword
• Supports the primary keyword
• Related to primary keyword
• Usually more specific
• Used less often than primary keyword
Tertiary Keywords
•  Supports the other keywords
•  Related to other keywords
•  Offers more variations
•  Helps sync with user intent when you use
variations of keywords they are thinking of
•  Each tertiary keyword is used less than
primary & secondary keywords

Use Keywords to Optimize Page Content
Each page should be focused on one primary keyword
Part of the Page! Primary Keyword! Secondary Keyword! Tertiary Keyword!
File Name! 1
Page Title! 1
Meta Description! 1
Heading - H1! 1
Headings - H2-H3!
Body Content! 2-6 times 1-4 times 1-2 times
Links - To the page 1
Images!
Secondary & Tertiary keywords should be used less

2: Review Web Analytics
3: Use Google AdWords Keyword Tool
1: Perform Searches
4: Evaluate Keyword Research
5: Apply Keyword Research
- 04 -
Keyword Research Process

88
Before You Search
www.BLASTAM.com
Prevent Personalization from
Skewing your Results
Search Results are effected by:
- Search History
- Social Accounts
- Localization
- Account Settings
Chrome:
File -> New Incognito Window
Firefox:
Tools -> Start Private BrowsingUse Incognito (Chrome) or
Private Browsing (Firefox)
Search Anonymously

89
Localization
www.BLASTAM.com
Set a more general location (like USA)
- Use the country specific search engine
- Set the correct location
1
2

90
STEP 1:
Perform Searches
90
Look for new
keywords in SERPs
How do your competitors write
their title and meta description?
What other keywords are
they using?

91
Create a List of Keywords
www.BLASTAM.com
Add your keywords to a
spreadsheet as you go
Add variations:
- Plurals
- Rearrange the phrase
- Combine Keywords to
make new phrases
Don’t leave anything out,
this is brainstorming

92
Review Sites
Yours & Competitors
92
What keywords are used on the page?
Look at:
- File names
- Headings
- Links
- Body Content
- CTAs
- Page Titles and Meta Tags

93www.BLASTAM.com
Pay Attention to
Paid Search Ads
Competition: How many
ads are there?
Are they relevant?
Take a look at how they are
writing their ads and what
keywords they are using

94www.BLASTAM.com
Look at Universal
Search Results
What Type or Universal
results are showing up?
- Images
- Videos
- MP3s
- News
- Social Sites
- Local Listings
Are these universal
results pushing down
listings?

95
Don’t Hit Enter!
www.BLASTAM.com
Look at Google
Suggest Results
Start typing and see what
Google suggests
Good way to find
longtail keywords
These are good, quality
keywords that Google is
suggesting to everyone

96
Google Suggest Tool
www.BLASTAM.com
http://ubersuggest.org/
Übersuggest
Allows you to see the Google
Suggest results for the entire
alphabet
Lets you drill down on certain
keywords and get further
information

97
Related Searches
www.BLASTAM.com
Easily find new
keywords that
are related
Follow these related keywords to find
even more relevant searches and
keywords

99
Step 2:
Review Web Analytics
1
2
3
In Google Analytics
1.  Login to Google Analytics
2.  Go to Traffic Sources > Search >
Organic (or Paid)
3.  Set date range for 30-90 Days
4.  Filter out branded keywords with
advanced segments
5.  Examine current keywords
driving traffic to site
6.  Filter by potential keywords
found in previous steps
7.  Find keywords that provide
traffic that convert
8.  Add keywords to you list

Make it easier to find the
keywords you are looking
for
Filter by
Potential
KeywordsFind Long-Tail
Keyword
Combinations
Filter Results
Filter by:
- Advanced Segments
- Keyword (Include/Exclude)
Remove Branded
Keywords

101
See how that keyword
is performing on that
specific page
How is a Keyword Performing?
Add a secondary dimension: Landing Page
If a keyword is not performing well on the page,
check to see how well that page is optimized for it
Check Bounce
Rate for that
Page/Keyword

103www.BLASTAM.com
STEP 3: Use Google Adwords Keyword Tool
Log-in to View
More Features
(create account without
setting up AdWords)

104www.BLASTAM.com
Keyword Match Types
Match Type Definition Results
Broad Match
are synonyms, related
searches, and other
relevant variations
photo books, photobooks,
photo albums, books,
photo box
Phrase Match
is a phrase, and close
variations of that phrase
photo books, custom
photo books, create
photo books
[Exact Match] is an exact term photo books
Example Keyword = photo books
How are they different?
Start with Phrase Match to
allow you to find additional
long-tailed keywords
If Exact Match has no/low
volume, use Phrase Match
instead

105www.BLASTAM.com
Match Types Examples

106
Search Options
www.BLASTAM.com
Filter Results
Include or Exclude
Terms
Choose a related
category
Filter by location,
language, device type
Click columns to see
additional keyword data

107
Column Definitions
www.BLASTAM.com
Default
columns
Click to add
these columns
Competition
- Level of competition for paid search
Global Monthly Searches
- Worldwide searches (12 Month Average)
Local Monthly Searches
- US searches (12 Month Average)
Approximate CPC (Search)
- Estimated cost per click
Local Search Trends
- Monthly Search Trends

108
Add Your Keywords
www.BLASTAM.com
wedding photo books
wedding photo albums
wedding photobooks
make a wedding photo book
create a wedding photo book
wedding photo guest book
honeymoon photo album
wedding album templates

109
Keyword Results Evaluate keyword volume
and potential based on
level of competition
The HIGHER the
competition,
the HIGHER the
conversion
potential

110
Keyword Results This gives you an
average of US
search traffic Keywords are
seasonal
Look at the
Search Trends
480 average
880 in July

111
Keyword Grouping
www.BLASTAM.com
Automatically
creates keyword
groups based on
your keywords

112
Groups Similar Keywords
www.BLASTAM.com
If anything triggers new keyword ideas add
them to your list and re-submit

113
Wait, There’s More
www.BLASTAM.com
Click on “Show more
ad groups” to view
more groups

114
Narrow Your Search
www.BLASTAM.com
Add an Include Term
“wedding”
All keyword results now
include the term
“wedding”

115
www.BLASTAM.com
1
2
Download either your original
keyword ideas
-or-
keywords from the
ad group ideas

116
www.BLASTAM.com
Choose what file format you
would like

117
www.BLASTAM.com
Average Search
Volume
Ad Groups
Keywords
Search Volume by
Month

119
Step 4: Evaluate Keyword Research
www.BLASTAM.com
We will be creating
sheets for both Exact &
Phrase match types

120www.BLASTAM.com
Evaluate Keyword Research: Step 1
Step 1: Rename Spreadsheet to
“Organization-SEO-kw-research-#keyword#-v1.0.xls”
1

121
Evaluate Keyword Research: Steps 2-5
www.BLASTAM.com
Step 2:
Rename worksheet
tab to “Phrase”
2
Step 3:
Select Entire Top Row
3
Step 4:
Bold
4
Step 5:
Hide “Global Monthly
Searches” column
5

122www.BLASTAM.com
Step 6:
Select Top Row and
Click “Sort/Filter” Icon
6

123www.BLASTAM.com
Step 7:
•  Click Sort Down
Arrow on Approx. CPC
(Cost Per Click)
Column
•  Click “Descending” 7

124www.BLASTAM.com
Step 8:
Select Competition, Local
Monthly Searches, and
CPC fields for all rows
with dashes “-” and clear
contents for proper
sorting.
8

125www.BLASTAM.com
Step 9:
•  Sort Descending again
by CPC.
•  Highlight top CPC
values in green.
•  Typically CPC values
greater than $1.50,
but it depends on the
quality and volume of
keywords returned.
9

126www.BLASTAM.com
Step 10:
•  Sort Descending by
“Competition”
•  Highlight values
greater than or equal
to 0.90
10

127www.BLASTAM.com
Step 11:
•  Sort Descending by
“Local Monthly
Searches”
•  Highlight values
greater than or equal
to 70 (or higher if
volume is strong for
these keyword
variations)
11

128www.BLASTAM.com
Step 12:
Highlight keywords with:
•  Good volume
•  Higher CPC
•  Higher Competition
(which indicates keyword
quality and better
conversion, commercial
intent)
12

129www.BLASTAM.com
Step 13:
Highlight month(s) in
green that have the
highest keyword volume
to identify seasonal
trends
13
You are now DONE with
the Phrase match type
sheet.
NEXT you need to create
a sheet for the Exact
match type keywords.

130www.BLASTAM.com
Step 14:
•  Copy keywords from
Phrase tab to New tab
•  Perform a Find/Replace
on quotation marks (“)
and replace with blanks
( )
This allows you to copy
clean keywords without
match type back into the
Adwords keyword tool
14

131www.BLASTAM.com
Evaluate Keyword Research: Step 15-17
Step 15:
Clear out previously
saved keywords
15
Step 16:
Select Exact Match Type
16
Step 17:
Paste your keywords into
the Word or Phrase
textbox
17

132www.BLASTAM.com
Evaluate Keyword Research: Step 18-19
18
Step 18:
Save All “My
Keywords”
19
Step 19:
Download “My
Keywords ideas”

133www.BLASTAM.com
Step 20: Copy and Paste all rows to new “Exact” tab in existing spreadsheet
20

134www.BLASTAM.com
Step 21: Repeat Steps 3-13 used for Phrase keyword research
21

135www.BLASTAM.com
Evaluate Keyword Research: Finalized
Save your file and share
it with others

137
Step 5: Apply Keyword Research
www.BLASTAM.com

Primary
Keyword
Secondary
Keyword
Tertiary Keywords
hardcover photo
books
hardcover photo
book
custom hardcover photo books,
hard cover photo books
softcover photo
books
custom softcover
photo books
photo books

138www.BLASTAM.com
Use your findings to create
content recommendations
Add your keywords
to the content
recommendations
Add seasonality
information (good
info when planning
priorities)

Advanced Keyword Research - SMX London

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