wordstream & distilled present: proven keyword strategy for search engine success! [webinar]

Larry & Will’s Proven Keyword Strategy

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Everything You Need to Know About Keywords for Search Engine Success

www.wordstream.com/learn

Want to get smart in paid search?

@wordstream @distilled

Larry KimFounder & CTO

@larrykim

Meet The Experts

Will CritchlowFounder

@willcritchlow

@wordstream @distilled

What is

KEYWORD RESEARCH?

@willcritchlow

Real people telling us what they want

Modern Market Research

@willcritchlow

DISCOVER GROUP UNDERSTAND VALUE USE

@willcritchlow

Keyword Research is

MARKET RESEARCH

@willcritchlow

Keyword Research is

CREATIVE PLANNING

Keyword Research Has

CHANGED

@willcritchlow

The Data is Messy (see: Conductor Study)

@willcritchlow

The Tail Remains Long

@willcritchlow

We Need to

UNDERSTAND

@willcritchlow

Search Suggest = Inventory

@willcritchlow

Don’t Forget Wildcards

@willcritchlow

Related Searches = Volume

@willcritchlow

HAT-TIP: @joshbachynski & @dan_shure (link)

Related to Site = Exploration

@willcritchlow

Site Search = Unfulfilled Need

@willcritchlow

Trends = Insight

@willcritchlow

Regional = Differences

@willcritchlow

Actions

@willcritchlow

FREE module:www.distilled.net/u/search-operators

Competitor Research

@willcritchlow

Website Structure

@willcritchlow

Content Strategy

@willcritchlow

My Take on Keyword Research

@larrykim

Welcome to My Blog!

@larrykim

Over 600k visitors / month!!

Compound Monthly Growth Rate = 8%. HOW?!

What Effective Keyword Research Looks Like

@larrykim

•Larry’s Proven Keyword Strategy

• Review of Keyword Grouping & Organization Concepts

• How I Prioritize Keyword Research

• Acting on Keyword Research to Get Mad Hits and $$$

Today’s Agenda

@larrykim

Dominate your Search Category

To do this you need a plan!!!

Global Domination Strategy

@larrykim

Figure exactly how people are searching for your products/services Be Specific, be Relevant, be

Exhaustive.

Group your keywords into focused Keyword Niches Organize your big list of keywords

into smaller lists (“keyword niches”).

Prioritize Your Work

Take action! It’s important to balance

“researching” with “doing”

Keyword Research Game Plan

@larrykim

Keyword Planner Demo

@larrykim

Priority = (Estimated Volume)*(Estimated CPC)----------------------------------

----------------Keyword Competition

Larry’s Keyword Prioritization Formula

@larrykim

• Estimated Volume ~ Opportunity• Estimated CPC ~ Commercial Value• Keyword Competition ~ Likelihood of Success

• Author content…

• Specifically themed

• One page per Keyword Niche.

• Organize content with relevant intelligent information architecture

• Repeat!

Step 3: Act – Apply Keyword Niches to On-Page SEO

@larrykim

• In Paid Search a Key Metric is Quality Score. A higher Quality Score yields:

• Better Ad Exposure (Higher Ad Position)

• Lower Cost per click

• Better Conversion Rate

• To Optimize your PPC Campaign’s Quality Score:

• Use specific keywords and negative keywords

• Group together closely related keywords

• Write relevant text ads and destination pages

Use Same Keyword Niches in PPC Campaign Creation

@larrykim

A Note on Keyword Intent

@larrykim

Keywords With Commercial Intent

@larrykim

Keywords With Informational Intent

@larrykim

Google Expects WAY More of Your Ads!

@larrykim

Quality Score Based on Beating Expected CTR

@larrykim

Today, average score is 5/10. Previously was 7/10

Google Has Changed How the Ad Auction Works

@larrykim

Build Taxonomy, Organize & Prioritize Keywords

Act on Keyword Research according to Keyword intent, using Both PPC & SEO

Repeat for Years …

Summary

@larrykim

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

@wordstream @distilled

@wordstream @distilled

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