Keyword Intelligence by Ron Jones

The site has been running for 3 months. We are starting to get some inquiries, but for from enough. Keyword Research is one of my top priorities. This is the only book in my library that address this.

Glossary

PPC: Pay-per-click

The basis of the PPC program is that you bid on the keywords for which you want your ads to show upon the keywords that will trigger your ad. This required a better understanding of the right keywords to buy or to bid for…

Ads, which the search engines place in and around the search results, are the other type of links.

SEO: search engine optimization

Organic listings are the “free” listings that the search engines present as the most relevant sites it believes match the users’ search query.

SEM: Search Engine Marketing

Keyword: Search queries

SERP: search engine results pages

CTR: Click-through-rate

CPC: Cost per click

CVR: Conversion Rates

CPA: Cost per acquisition

KR: Keyword Research

KD: Keyword Difficulty

KW: Keyword

GA: Google Analytics

Resources, links and tools

Jessica Bowman @ SEOinhouse.com: An SEO training and consulting company.

Google AdWords Keyword Tool: Find out what keywords are not being used and add them to your keyword list.

Keyword Discovery (www.keyworddiscovery.com): Find out what keywords are not being used and add them to your keyword list.

Word tracker (www.wordtracker.com): Find out what keywords are not being used and add them to your keyword list.

Wordstream (www.wordstream.com): Find out what keywords are not being used and add them to your keyword list.

iSpionage (www.ispionage.com): provide information on an organization’s PPC and SEO efforts.

KeywordSpy (www.keywordspy.com) is similar to the others and helps you keep track of the most highly searched keywords.

Compete (www.compete.com) and Quantcast (www.quantcast.com). Both of these tools go beyond finding your competition’s keywords. They provide insight into your competitors’ site traffic and demographic data.

Trellian’s Keyword Discovery tool (http://keyworddiscovery.com): general-use, all-around keyword tools.

WordStream: https://www.wordstream.com/free-keyword-tools

Wordtracker: https://www.wordtracker.com/

Alibaba 后台选词参谋+市场参谋+产品参谋(Cross reference w/ other tools)

Chapter 1 History and background

Pointes of interests:

• Keyword definition: A word or phrase that represents a larger concept or idea.

The reason we fail to find what we are looking for usually stems from the search query we came up with and the keyword phrase the content developer uses.

• First search engine: Archie.

Keywords are the gatekeepers of information. You just need to know the right password to get in.

An interesting point of view, I never thought keywords this way.

The idea of gaining higher rank… drive increased traffic. This insight… marked the beginning of search engine optimization (SEO) as an industry. One of the key fundamentals of SEO is keyword research.

“An insight drove an industry.” This is another interesting perceptive. My insight derived from his. Interesting how evolution taken place, deriving new from the old.

Keywords and Keyword research are vital for success for:

1. Online searching begins with a query: A keyword represent what you are looking for, also important when managing search expectations.
2. KR is strategic: The foundation is a list of tested, verified keywords, organized to complement marketing channels. Without a strategy, will become lost in depths of random pages without a focus.
3. Foundation for all marketing campaigns: Keyword Research is part of a branding campaign. Use keywords to craft positioning statements or product and service descriptions.
   1. Online campaigns:
      1. SEO
      2. PPC
      3. Social Media: use the right keywords in your conversations with blogs, Facebook, Twitter, and other social media sites.
      4. Local / Mobile: Local and mobile search companies need to have their listings filled out properly using keywords that are at the core of what they do.
      5. Video and image search: Videos and images need to be tagged with the right keywords in their descriptions.
      6. Display and banner
      7. Email
      8. Real-time search
   2. Offline campaigns:
      1. Print: Press, news, TV commercials, now all go online as well. Publications being digitized.
      2. TV
      3. Radio: Speech-to-text help convert speech to text and index, then go online.
      4. Public Relations(PR)
      5. Branding and Positioning
      6. Direct Marketing
      7. Billboard
4. Offline marketing
5. Insufficiency leads to waste of time and money

Keyword research is a core function for all online marketing initiatives.

Many marketers are turning to social media to help them with reputation management.

Having a unified keyword strategy improves your likelihood of ranking well with search engines by focusing all of your online content intently on your most important keywords.

Essentially, you are not only influencing the way people think about your brand but also the search queries they will use to find you on the Internet.

How wrong keywords are costly:

• Mundane and tedious, time-consuming and hard to automate.
• Low conversion means wrong traffic.
• Contains more implicit challenges, and it takes much resource to just realize those problems, KR needs to happen ahead of any campaign.
• SET UP A SITE ANALYTIC, so you can analyze the core keywords, types of traffic…

Suffice it to say that embarking on any online marketing campaign without having a solid keyword research study will come back to haunt you. Make sure you take the time to get this done correctly, and test and validate your list to ensure that you have identified the right keywords for your campaigns.

6 principles of Keyword Research

1. The secret formula

The Right Keywords + Relevant Destination Content = Conversions

The Right Keywords + Relevant Destination Content = Conversions

The Right Keywords + Relevant Destination Content = Conversions

By identifying the right keywords and then connecting them to relevant destination content, you will achieve a higher conversion rate.

2. Keyword Relevance

A skeleton of keyword campaign:

Conversion: be it contact form, final shopping cart, or download page….

if the keywords that have been researched can then be shared with those who are driving the messaging, there can be another great benefit. If the core keywords can be embedded into the messages from the beginning, then they can actually influence the keywords that are chosen to be used in a search query. This is powerful. For those that are trying to condense their expectation into keywords, it is possible to help them with messaging that includes your targeted keywords. So don’t underestimate the power of other channels to influence your target audience.

3. Keywords and the Buying Cycle

You should find this information(buying cycle) or begin the process of conducting this research within your company.

If I choose keywords that are general or broad, I am likely to attract visitors who are not ready to convert, who are just looking for information. If I chose more specific keywords, then I am likely to attract an audience who is ready to convert. Which audience would you rather have? I am not saying that attracting a broad audience is bad, but you need to have a different expectation from that group. You need to treat them differently. Teach them what to look for in a bike, for instance, and be a good resource for them as they collect their needed information. Then, if they have a good experience, they might return and buy from you.

4. Broad Keywords vs. Specific Keywords

Broad Keywords: General, Popular, More often - Give you more impressions. Ramp up the PPC costs, lower conversion rates.

Specific Keywords: Give you more CTRs as well as conversion rates, but not as many impressions as Broad Keywords.

Basically, broad keywords and specific keywords determines two directions of PPC campaign: Branding oriented v.s. conversion oriented.

The strategic decision you need to make is whether to make your campaign more branding oriented or more conversion oriented. If you are out to gain impressions and that is the success metric you are focusing on, then broad keywords will work best for you. On the other hand, if you are looking for searchers to become customers, specific keywords should be in your strategy… You at least need to be able to see the dynamics between the two and plan accordingly.

5. The Long Tail

Another thing that is related to broad and specific keywords is the long tail. The term long tail was popularized by Chris Anderson of WIRED magazine who later wrote a book on the topic. The example he used was how Amazon generates most of its revenue from a large number of specialized titles, not necessarily the big, high-selling blockbusters you come across in bookstores. The idea is that each specialized title may only sell small quantities per year, but there are enormous amounts of them.

Point of interest: Chris Anderson

6. Keyword Interpretation

So it is important to pay close attention to actual traffic and the sales you gain from your keywords and not just your ranking in search engines. You will often be surprised at which keywords are really performing and which are not.

What can you do to get them to convert? Or do you need to eliminate that keyword from your campaign and target a different set of visitors who will convert?

So using PPC to test your keywords and learn about how they perform is a great way to study your target audience and learn their behavior.

1. Learn target audience
   1. How they reach your site
   2. Commonly used phrases
   3. Check your understanding of your target audience
   4. Other
2. Observe which keywords are performing for SEO and PPC
   1. Rank in 1 SERP
   2. Measure traffic
   3. Test to see which work and which do not
3. Get ideas for new content, services or products

Chapter 2 How to develop a keyword strategy

KR is part of a marketing campaign. So, to integrate it, you will need a marketing campaign first.

A brief skeleton of a marketing plan:

• A definition of your business
• A description of your products or services
• A profile of your target audience
• Your company’s role in relation to your competition
• The unique positioning of your company
• Why you are unique and compelling to your customers
• Your pricing strategy
• Your distribution channels
• Your competitive market segments

This strategy document should be used to judge the appropriateness of business actions. If business actions take a course that isn’t outlined, then you should reassess your actions to get back on course. Strategies should be written to be measurable and actionable. This is key. Your strategy sets the criteria in which you will be able to measure success.

Conclusion

Develop Your Marketing Strategy, Plan, and Goals

A strategy outlines your goals, visions. A plan outlines the specific actions to fulfill the strategy.

KR not only part of the marketing strategy/plan, but also ingrained to the minds of all constituents, like a mission statement.

Write the copy and content for each campaign channel.

Keywords: Consistent, Awareness, Relevancy, Conversion

**Decide Marketing Channels **

Goal of Drive-To-Site Campaign: Deliver on target audiences’ expectations. Providing visitors with the information they need and leading them down the path to a conversion.

Goal of Website: Convert visitors to customers.

3 aspects of development process of a site:

• Visual Design
• Technical Design
• Behavioral Design

AD, website, store… need to be consistent in visual.

Tech includes server architecture, web apps, databases.

Behavioral is the most important.

Too often a look-and-feel treatment is designed first without any consideration for the audience and its participation on the site. Then when a visual skin is applied to the technical infrastructure, behavioral factors are considered as an afterthought. This is a recipe for failure.

Build visual and technical elements towards customers’ needs.

KR plays a role in Behavioral design by giving you insight to keywords trends and thus construct information structure and content design, helps you anticipate users needs and expectations.

Measure the performance of drive-to-site channels and website.

How to measure success

you have thought ahead of the process and have visualized what success looks like. If you apply what we previously discussed, then you should visualize success in the form of overall business goals.

1. Metrics needs to be tied w/ business goals.

Solid understanding of business goals and define metrics for each campaign.

Define success metrics within your marketing plan as a whole, and then define them for each campaign.

The point here is to help you understand how you can tie all of your marketing campaigns to a single goal, in this case, profit and ROI.

2. Divide analytics data into qualitative and quantitative.

 Qualitative analysis would seek to answer these questions:

• Are you reaching the right audience?
• Are you providing valuable content?
• Does your brand have a positive sentiment?

Quantitative data would answer these questions:

• How much traffic came from a specific campaign?
• How many followers did we gain?
• What was our click-through rate (CTR)?

Add qualitative analysis to campaigns.

Setting SMART Goals

S = Specific

M = Measurable

A = Attainable

R = Realistic

T = Timely

E.g.: “Increase our average monthly unique visitors to our website from 10,000 to 15,000 within six months with top five targeted keywords.” V.S. “Increase our website traffic this year.” (Specific, Measurable, Timely, 6 months)

E.g.: “Increase our ranking for target keyword from page 6 to page 2 within the next six months” V.S. “Ranked No. 1 in SEO campaign.” (Realistic, Attainable, Timely: 6 months)

Not only have long-term goals, but also short-term milestones.

Benchmarking

Evaluate data with a standard, a reference within a context(industry, competitors, when you first started…)

Benchmarking is a simple concept, but it will help to put your statistics in a clearer context that has more meaning. To gain a little more insight into benchmarking, you might find SEOmoz’s blog post on SEO and social media benchmarking useful: www.seomoz.org/blog/seo-and-social-media-benchmarking.

Team Members and Their Roles and Goals

General challenges that face Internet marketing teams:

• Content: Images, texts, let the content stakeholder be part of the game.
• Clear strategies and goals: Transmit clear goals to all members, make sure messages and direction are right in place.
• Success metrics and methodology: Identify and understanding the real success metrics, build ROI metric model and understood by all.
• Competitive response: Try to see what your competitors are doing and leveraging new marketing efforts while focusing on the inside.

Organization Design

• Matrix Structure:

Goal is to get more of an interdisciplinary collaboration to take place.

As you can see in Figure 2-2, this structure is organized with members reporting primarily to some kind of director or supervisor on a day-to-day basis. Additionally, each discipline is grouped together and meets regularly to share ideas and innovations. So each column represents accounts, while each row focuses on the discipline. However, the team sits together daily as an account team, which is made up of creative, technical, and behavioral roles, for example. This will also work for other disciplines you might have… still satisfy the need for each team member to work and collaborate with their own discipline.

• Embedded Structure:

Based on Matrix Structure, assign certain members into other divisions and department and they can report to that department. Brings closer relationship.

• Direct Report Structure:

Place a team member within another department and have them report directly to that department.

• Training Structure

Conduct SEO/SEM training for each division and department.

• Outside Vendor Structure

Hire SEM/SEO vendors, having face-to-face meetings, let them know your needs, key takeaways, recommendations… Become more educated and equipped to make wiser marketing decisions. Treat them like a team in your own organization with a partnership, not vendorship.

• Keyword Research Brief

Just as a creative or technical brief outlines general strategy, the keyword research brief would be a one-pager that outlines the targeted keywords that are to be used for marketing purposes and any related, insightful data around these keywords. It would also include the proper use of the keywords in editorial, print, and other content that is developed for the company.

Keyword Competitive Intelligence

Points of interest: SpyFu, Hot Chili Crisp Fly By Jing, KR brief a template.

One simple way to learn more about what keywords your competition is using is to go to any page of their website and view the page source to look at their HTML tags.

You are just looking for the keywords used in the title, meta keyword, and meta description tags. It may not help with SEO… but… what our competition intends to be ranked for.

HTML tags: title, meta name="description", meta name="keywords"

E.g. nationwide.com:

<title>
Nationwide Insurance - Auto Insurance Quotes and Car Insurance Rates
</title>

<meta name="description" content=
"Auto insurance from Nationwide - Save up to $43 every month on car insurance! Get your insurance quote online and start saving today! Learn more about our competitive auto insurance rates - Get a quote online or contact us to speak to an insurance agent."
/>

<meta name="keywords" content=
"car insurance, 
auto insurance, 
online auto insurance, 
auto insurance rates, 
car insurance quote" 
/>

The keywords I would derive from this are “nationwide insurance”, “auto insurance quotes”, “car insurance”, and even “insurance”. You now have the brand name and two very specific keywords that describe what this web page is all about.

In any case, it is good to include your core keywords in the description as well as the title tag and in other key places… Your core keywords are those that are strategic to your company’s goals like “auto insurance” is for Nationwide.

Keyword Gap Analysis

A keyword gap analysis is analyzing the keywords being used and noting those that should be there but are missing. Find out what keywords are not being used and add them to your keyword list.

Get started with SEO tools.

What Is Your Competition Seeing about You?

Use these tips and tools on your own site to see what you are revealing about yourself.

Keyword Research Process

1. Brainstorming: Find All Possible Keywords: Use everything to get as much seed keywords as possible. Use spreadsheet to organize. Rule nothing out, as it will be done in phase two. Tools utilization: Chapter 3: KR Tools, methods: Chapter 4: Finding KWs
2. Refine: Identify High-Potential Keywords: Annual searches, Monthly trend, search share among search engines, bidding, competition index. Make sense of the data. Weighted scoring and rank keywords using evaluation criteria. Then determine which set used for which campaign. Evaluate the popularity, competitiveness, broadness/specific, relevancy to business, relevancy to website… Core KWs for SEO, extension KWs for PPC.
3. Categorize: Organize into Categories or Audience Segments: Category is all about relevancy. KWs can be used to build web architecture by matching the themed KWs to the corresponding content. Help: Chap 5: 7 Steps to refine KWs. Create more tabs for each category.
4. Test: Test and Validate Keyword Performance: Organize test sets, about 5 - 10% of the internet marketing campaign.

It is very important for your visitors and especially for search engines that you have solid, keyword-focused pages that search engines can find, index, and rank you for.

Chapter 3: KR tools

KW and KR Funnel

For Searches

Stage 1 Tools, good for seed KWs:

• Google AdWords Keyword Tool
• Microsoft adCenter Advertising Intelligence
• Trellian Keyword Discovery
• WordTracker
• WordStream
• SEOmoz

For SERP

Stage 2 tools for analyzing SERPs:

• AdGooroo(Now Adthena)
• SpyFu
• The Search Monitor
• Conductor
• Covario
• Rank Above
• BrightEdge
• SEOmoz

For CTR

Stage 3 tools for analyzing SERP conversions, CTRs:

• comScore Search Planner
• Hitwise Search Intelligence
• Compete Pro Search Analytics(Ceased operation)
• Trellian Search Term Intelligence Tool
• Alexa(ceased operation)
• AdGooroo, now Adthena

For Conversion

• comScore Search Planner, now proprietary
• Hitwise Search Intelligence, bought by connexity, now proprietary
• Compete Pro Search Analytics(ceased operation)

Pricing Chart

How data are mined

• Search engines (For example, Google collects its own data, contain bot data)
• Search engine APIs (same as above, contain bot data)
• Browser toolbars (Mediocre)
• Purchases from ISPs (Authentic, price goes up)
• Panels of selected participants (Most authentic, but costly)

Why tools report differently

Because of the data sources.

So when you look at your results, you need to look at them in relative terms. Because none of the keyword tools provide perfect numbers, it is important to not take them too literally. Another way to deal with this is to pick the keyword tool of your choice and stick with it as a base.

Scale the results in a proper perspective(1 - 10, weighted) in Chap 5.

Tools for Stage 1 and 2

Trillion’s

Trellian’s Keyword Discovery tool (http://keyworddiscovery.com): General, including data from 200 search engines, data derived from toolbar. Offers free trial, subs start from 50$ a month, 500$ a year.

Pricing and feature Link: https://www.keyworddiscovery.com/keyword-plans.html

UI:

Main function 1: Projects

research your keyword and place it into separate projects. These projects might represent clients, campaigns, or even ad groups. You will find the Project drop-down menu at the top of your browser in the application strip

Databases:

Global Premium: Real Users data collected in toolbars, date back 12 months.

Historical Global: All data from 200 search engines including bots and rankers inflation. Only use it when compare STDEV or relative scaling.

Historical check box: The sum of data of which you choose dated back from Aug 2006. Historical Global Always contains data from all time, anything.

Can select databases corresponding to specific regions.

Question Phrases: As searchers become more savvy about using search engines, they are finding that a straightforward question sometimes gets the best results. So as this trend continues to grow, Keyword Discovery has provided a tool to help visualize which keyword “question” phrases are most popular.

Search term filters: Play around, understand each one. The question marks can help with descriptions.

Add interested KWs to projects. Can navigate the KWs by clicking and gain more insightful data.

Trends: Shows Historical, Monthly, Trend Graph

Market Share: Shows what percent of traffic does each search engine contain.

WordStream

WS’s data derived from multiples sources, including: ISPs, Toolbars, Search Engines, then use algorithms, statistic models, weightings to aggregate the data.

Here are some of the free tools that Wordstream offers:

• Free Keyword tool
• Free Keyword Niche Finder
• Free Keyword Grouper: Auto categorize your KWs in bulk.
• Free Negative Keyword tool: Cancel out undesirable KWs.
• AdWords Performance Grader

Wordtracker

Website: https://www.wordtracker.com/

Data derived from multiple sources, including metacrawlers with real user’s search queries by https://metacrawler.com & https://dogpile.com and ISPs, data can be trusted.

Usage similar to PPC campaigns, supports projects which can be break down into lists. Projects are campaigns, lists are ad groups.

Can choose data sources from Google regional dbs or Wordtracker dbs, WT dbs supports additional filters(Google DB == WT DB’s KW in anyorder filter, broad match).

Search count: then number of times each KW appears in the DB over the past 365 days.

IAAT: In anchor and Title: KW appears in both the title tag of the page and the anchor text of an external link to the page.

KEI & KEI3: refer to WT official web.

The keyword effectiveness index (KEI) is a metric that combines two important other metrics: the number of monthly keyword searches (popularity) and the number of websites (competition) that have that exact keyword in at least one of its incoming hyperlinks, which Wordtracker refers to as All in Anchor. There are two cases where this comes into play:

• The KEI figure will go up when the keyword’s popularity increases.
• The KEI figure will go down when there is more competition for a keyword.

The KEI formula is as follows:

KEI =- (# of Searches ^2/ In Anchor)

KEI3 provides a slightly different calculation to assess the keyword popularity and the level of competition together in one metric:

KEI3 = (# of Searches / Competition “In Anchor and Title”)

Wordtracker recommends that you should look at this number in relative terms instead of taking it too literally. I recommend this approach to any keyword tool. Many of these tools attempt to automate the tedious process of helping you find your best keywords, but you need to scrutinize your final list and test them to validate their potential.

Google Adwords Keyword Tool

Now branded as Google Ads & Google Trend.

Dated. Refer to Book, Chap3, Engine-Specific Tools.

Stage 3 & 4 KW tools

KW competitive Anaysis

Spyfu

Great for competitiveness research. See competitors PPC campaigns, budgets, etc. Search by domains. SpyFu Classic. Refer to Book.

KWSpy

Find out most profitable KWs, PPC competitos, etc. Refer to Book.

iSpionage

PPC focused. Review competitors ads, ad budgets, top-performing KWs.

comScore Search Planner

A full range from searches to conversions, general and comprehensive SEO marketing competitiveness research intelligence, and more(such as latent conversion). Data is panel centric.

Hitwise Search Intelligence

Data derived from ISPs, fast populated. Report KW metrics in percentages instead of numbers.

Compete Pro Search Analytics

Data is from Compete Toolbar, ISP, and ASP. Cheap and provides a free trial.

Chap 4: Finding KWs

Review: KW research:

1. Find, Brainstorm
2. Refine
3. Categorize
4. Validate, Test

Decipher Myths

You cannot generalize that the tools and computers can do all the work for you, that is, finding the exact KWs that have the best performance, it only HELP you with such objective. It will never be your all-knowing almighty to decide what’s good for you, what you want, what you are looking for. You need to scrutinize, study and consider, decide your KWs and KW pools.

The correct mindset for approaching tools is to think “computeraided,” not “computerautomated.” Keyword tools will help in the process and will shave off some time, but they cannot do it all. You will need to step in and provide human intervention by scrutinizing, studying, and considering all of your keyword choices.

What is a “Seed KW”:

They are usually one or two word phrases that are less specific but represent a major theme or idea.

Methods:

1. KR Tools
2. Dictionary
3. Seed KW Tool: http://www.seedkeywords.com: Turn scenarios to KWs. Enables for team co-op for KW finding process.
4. Derivative Seeds of the Seeds
5. Mind-mapping: Primary topics first, then break down into secondary topics, brainstorm into branches, while maintain a clear relationship between KWs.

General steps to find new KWs.

1. Exhaust all internal resources within the organization.
2. Study the industry
3. Study the competitors within the industry, their marketing channels and KWs they used for these channels.
4. Step outside the industry and study KWs used by public, seedkeywords.com can help, know what KWs consumers use.
5. Modifiers: consider misspellings, plural/singular forms, variants to finalize.

Within your company

Consider dusting off your mission and vision statements and looking for words that speak to who you are as a company or a brand.

Places to looks for:

• Company statements, such as brand/positioning statements and mission and vision statements
• Press releases and news articles about you
• Product/service information and brochures
• Company websites, blogs, and social media sites

Tagline/Positioning Statements examples:

• Professional money management services for discerning investors
• Factory direct, fine luxury furniture
• Oak furniture for every room in your house
• Low-cost vitamins for active seniors
• Equity strategies for low-risk investors

Some more real life examples:

• Heinz “Our VISION, quite simply, is to be ‘THE WORLD’S PREMIER FOOD COMPANY, OFFERING NUTRITIOUS, SUPERIOR TASTING FOODS TO PEOPLE EVERYWHERE.’ Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth. We are well on our way to realizing this Vision but there is more we must do to fully achieve it.”
• Sears “To be the preferred and most trusted resource for the products and services that enhance home and family life.”
• Amazon.com “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
• Facebook “Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people’s real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.”

Company’s Website

2 Methods besides web statements, marketing, web content:

• Site Analytics
• Log Analyzer

Site Analytics

Goal:

• To gain more Seeds;
• Gain some insight to the conversions.

Need to setup GA for a period of time and track valuable info.

Where to look at: Google Analytics - Traffic Sources - Keywords

How to use GA and objectives of GA:

P.S.: A high bounce rate means low conversion, a low bounce rate might mean a better conversion.

• Find KWs that converses well/badly
• Derived from the above goal, set up the conversion goal for the website and track conversion info tailored to these goals.
• Identify high-performing KWs.

Google KW tool can help to find KWs specific to the web defined.

Website Search Engine

Goal:

• To understand why some KWs are good;
• To gear the marketing campaign towards those KWs;
• To gain more seed KWs.

The terms you come up with provide only an educated guess as to how you can attract customers to your site.

A website search engine eliminates that guesswork. Need IT work to extract the data.

KIM that the most popular used KW doesn’t necessarily mean that the KW is good, it might mean you have some usability problems on your site or that the PPC campaign is driving the wrong traffic.

Within Your Industry

Find niche: Positions in the industry

Goal :

• Define your niche;
• Find relative Seeds to your niche;
• Explore other seeds in the industry that might be close fits to your niche.

First, understand what your place in the industry is.

Then, mine KWs related to the niche.

KIM that your Seeds should be relevant to your niche/position, E.g. if you target high-end market, it makes no sense to PPC a KW like “cheap XXX”, no matter how popular the latter one is.

2nd approach: Use KW Discovery to help find the industry themes/KWs/categories/groupings.

Other sources to zoom in industry phrases/jargons/terminology:

• Magazines/Journals: Find related publications online, including: articles/stories/reviews…
• Membership Organizations: Professionals often host events, programs, etc.
• Trade Organizations

From Your Competition

Goal:

• Gain more insight to competitors;
• Gain more relative seeds.

Research your competitors websites to be informed. Study their statements, branding messages, marketing campaigns. It even helps to find your own value proposition.

Social media and blogs

Goal:

• Gain more insights from outside looking inside;
• Gain more insights from the public perspective and consumer thoughts;
• Gain more seeds.

A source to find relative news: Technorati(www.technorati.com)

Focus groups and surveys

Goal:

• Gain more seeds
• Gain more insights

Another great method to find out consumer needs, wants, desires. E.g. Facebook groups, Twitter polls.

Hashtags

Goal:

• Gain more seeds;
• Gain more insight to the events;

Tools might help: Hashtags.org (www.hashtags.org)

Social tagging and tag clouds

Delicious (http://delicious.com/tag), StumbleUpon (www.stumbleupon.com/tag/), and Technorati (www.technorati.com/tag/)

Blogs and discussion boards

Where to look at: Blogs, Groups, Forums.

KIM: authority, frequency, and freshness

Goal:

• Gain more seeds(buzzwords and common phrases);
• Find relevant info;

Google Groups (http://groups.google.com) and Yahoo Groups (http://groups.yahoo.com)

Modify Seed KWs

Thesaurus

Merriam-Webster has a good online thesaurus at www.m-w.com. Thesaurus.com, at www.thesaurus.com, is even better, some other online dictionaries, synonyms.

Plural and Singular Forms

Make sure to cover both plural and singular forms.

Misspellings and typos

If the KW is challenging to spell, better to test the misspellings and cover these.

keyword typo generator: https://morganmarshall.github.io/typogenerator/

Prefixing

Think what the audiences might append before your seed KW.

Suffixing

Think what the audiences might append after your seed KW.

KW stemming

It’s a kind of discover the etymology of the KW.

E.g.

1. Technology management
2. Management
3. Manage
4. Managed, managing, manager, managerial, manageable, unmanageable, unmanaged, unmanagerial…
5. Mix-and-match and wipe out the nonsensical.
6. Switch places.

Summary

KIM:

• Record, take notes;
• Provoke creativity;
• Use spreadsheet to manage the findings;

Chap 5: 7 Steps to Refine KWs

According to this book, I have successfully developed several Python scripts tailored for Alibaba KW data that can :

1. Convert Excel files to CSV files.
2. Remove duplicates, outliers and defect data entries.
3. Categorize keywords dataset into:
   1. 1-2 words Keywords
   2. 3-4 words Keywords
   3. long-tails
4. Analyze and visualize the word frequency for each file:
   1. Single word frequency
   2. Phrase frequency(bigrams, trigrams, long-tails etc.)
5. Normalize, standardize the data(Search Index & Competition)
6. Calculate the relevancy and specificity based on natural language processing(NLP).
7. Compute the weighted overall score and sort the data based on which.

File structure:

|-- KR-process-stage-1
|   |-- general-analysis
|   |   `-- alibaba
|   |       `-- test
|   |-- original-data
|   |   |-- KWDiscovery
|   |   |-- WordTracker
|   |   |-- alibaba
|   |   `-- moz
|   |-- overview
|   |   `-- alibaba
|   `-- preprocessed-data
|       `-- alibaba
|-- KR-process-stage-2
|   |-- overview
|   `-- test
`-- scripts

17 directories

Descriptions:

The scripts will first processes the data from original-data and export the results to the preprocessed-data folder; then do the general analysis, which is to analyze the words frequencies, to give a brief idea of the impact of the words, and then export the results to the general-analysis folder; then do an overview and export to results to the overview folder.

After all of which is done, the KR-process-stage-1 is complete. Then the scripts will analyze and compute the results according to these metrics:

1. Relevancy
2. Specificity
3. Normalized click rate.
4. Normalized popularity
5. YeoJohnson Transformed search index
6. Normalized standardized competition
7. Normalized standardized search index

All metrics are scaled from 1 to 10. Weights are in NLP-KW-analysis.py. During the analysis process, the script will also output the statistics of each file. Popularity is the product of the search index and click rate. The normalized click rate, normalized popularity, normalized standardized search index, YeoJohnson Transformed search index all contribute to the popularity score in the book.

The NLP-KW-analysis.py utilizes several approaches, manipulations and strategies to quantize, analyze and compute these metrics. The algorithm contains four predefined sets of keywords which are essential to calculate the relevancy of the target keyword in the data set. These keyword sets are hard-coded in the script. They are: business-keywords, main-feature-keywords and unwanted-keywords, rare-terms. The script first vectorize the target keywords and these predefined keyword sets and then calculate the cosine similarity between the vectorization of the target keywords and the vectorization of the predefined keyword sets. The rare terms are used to calculate the specificity score. Generally speaking the lengthier, the more specific it is but it is not always the case. E.g. tremella or collagen tripeptide are short in length, but they are very specific and professional in specific fields. After the analysis, the KR-process-stage-2 is complete.

All the other manipulations refer to the book, Chapter 5.

A snippet of the final results:

Chap 6 Using KWs for SEO

Goals:

1. Drive Traffic to Alibaba store by SEO organic traffic and P4P traffic, tailored to KWs to boost conversion:
   1. Determine the relations of product listing page content structure, page titles, URLs, metadata and so on.
   2. Define strategy for Alibaba product listing with the KWI and KW insights
   3. Define strategy for Alibaba product listing PPC campaign, which is called P4P(Pay for performance). Chap 7.
   4. Explore, determine and optimize the places in product listing:
      1. Product titles
      2. Product keywords
      3. Product descriptions
   5. Gang insights from the KWs analysis and explore its impact for the marketing campaign
      1. Product lineup with respect to the KW findings(e.g. I sell spices, and KW spice grinder shows up.)
2. Determine traffic direction of Alibaba and website:
   1. Determine if I can direct traffic from Alibaba to the website.
   2. Determine if I can direct traffic from the website to Alibaba.
3. Determine website design tailored to KWs
   1. Page content structure & management
   2. Titles
   3. URLs
   4. Metadata

Other resources:

• SEO for Dummies by Bruce Clay (Wiley Publishing, 2009)
• Internet Marketing: An Hour a Day by Matt Bailey (Sybex, 2011)
• Search Engine Optimization: An Hour a Day, Third Edition by Jennifer Grappone and Gradiva Couzin (Sybex, 2011)
• “Periodic Table of SEO Ranking Factors,” a great online resource from Search Engine Land at http://searchengineland.com/seotable/
• A comprehensive keyword research and its correlations to the ranking of the website on Google by Moz: http://www.seomoz.org/article/search-ranking-factors#predictions-4

To follow the instructions on this book. I use this link on Alibaba: Vietnam Orangutan Nuts Malva Nut / Pang Da Hai / Sterculia Lychnophora - Buy Vietnam Malva Nut,Malva Nut,Sterculia Lychnophora Product on Alibaba.com

Keywords and Their Role in SEO

Key takeaways:

1. Site design accommodates visits from the bots.
2. KW optimization
   1. Optimizing each page for no more than three keywords
   2. Places to optimize:
      • Domain names
      • URL string and file structure
        • make sure you use a dash (-) and not an underscore (_) to separate the words
      • Anchors and tags
      • Site content
3. Link Building(like votes)

Within each page of your site, you should add your keywords to the following specific areas:

• Page title
• Meta description
• Meta keywords
• Headings
• Body copy

Keywords in Domain Names

Skip, The weight of the keywords can impact and the rankings of the websites are. diminished over time.

Keywords in URLs and File Structures

Skip, I use odoo for my own website, and Alibaba store. No point.

Keywords in HTML and Tags

Goal:

Content is natural to the reader.

Here’s a screenshot of the example page that illustrates how Alibaba works its Urls, titles, keywords metadata.

阿里巴巴产品名称==Title+产品关键词1+产品关键词2+产品关键词3==Metadata

E.g.:

产品名称(Product Name/Title)：`Special sale vacuum pack dried lavender  for DIY scented capsule`
产品关键词1：`chinese tea distributors flower fireworks casing`
产品关键词2：`christmas decorations lavender flower sachet bags Essential Oil Raw Material`
产品关键词3：`lavender vanilla lavender flowers dried lavender plant`

最后的效果：

<title>Special Sale Vacuum Pack Dried Lavender For Diy Scented Capsule - Buy Chinese Tea Distributors Flower Fireworks Casing,Christmas Decorations Lavender Flower Sachet Bags Essential Oil Raw Material,Lavender Vanilla Lavender Flowers Dried Lavender Plant Product on Alibaba.com</title>

...

<meta name="keywords" content="Special Sale Vacuum Pack Dried Lavender For Diy Scented Capsule - Buy Chinese Tea Distributors Flower Fireworks Casing,Christmas Decorations Lavender Flower Sachet Bags Essential Oil Raw Material,Lavender Vanilla Lavender Flowers Dried Lavender Plant Product on Alibaba.com">

...

<meta name="description" content="Special Sale Vacuum Pack Dried Lavender For Diy Scented Capsule - Buy Chinese Tea Distributors Flower Fireworks Casing,Christmas Decorations Lavender Flower Sachet Bags Essential Oil Raw Material,Lavender Vanilla Lavender Flowers Dried Lavender Plant Product on Alibaba.com">

In sumamry, most important 3 KWs need to appear in title, URL, Meta description(trivial), Meta KWs(trivial), Headings, Body(trivial).

ALWAYS REMEMBER: ALLOCATE TIME EFFICIENTLY, EFFECTIVELY.

You should develop your page content first around your readers and then consider the search engines.

Keyword Density, Frequency, and Prominence

Keyword density measures the number of times a keyword phrase appears on a web page relative to the total number of words on that page. It is one of the factors search engines use to determine relevance to search queries.

The keyword density for any keyword phrase generally should not be more than 5 percent.

One final aspect to consider is keyword distribution. This measures whether the keyword is distributed evenly throughout the page and the site. As long as you have your keywords in the right places—title, URL, heading, and so on—then I recommend that your keywords are distributed evenly so your content reads and flows naturally.

For a landing page with 750 words, I recommend the following distribution of keywords:

• Once in the title tag
• Once or twice in the meta description tag
• Once or twice in the meta keywords tag
• Once in the heading H1 tag
• Twice in the first 200 to 300 words of readable text in the body copy
• Once in all paragraphs

Again, use your judgment and see how your document reads.

Keywords and Link Building

Internal Links: Anchor Text to another page(Anchor text the KW you want to optimize for).

Backlinks/Inbound links: All the links coming into your site(Think of it as the “votes” to your site.)

Example internal linking structure:

Internal Links

Contextual Link Building

Try to find sites like PR Newswire (www.prnewswire.com) that let you submit your article with links back to your site.

Links from Press Releases and Other PR Sources

Here are a few examples:

Public Relations Links can be included in press releases, an online newsroom, within email pitches to journalists and bloggers, in PDF documents of case studies, with media coverage, and so on. Also, here’s one of the best tips: When a journalist confirms they’re running a story citing your company, ask them for a link.

Directory Submissions

Before you go crazy and start submitting to thousands of directories, seek out local directories and directories that are specific to your business/industry.

Local Organizations

Join a local chamber of commerce and ask for a link.

Write an Insightful Article

Writing articles and submitting them to article directories.

Link Building with Social Media

Twitter, Digg, Reddit…

Generating Links with Twitter

• Build a Twitter profile around a specific topic and stick to it.
• Provide relevant, focused, and valuable tweets.
• Tweet often and consistently.
• Identify the major players in your topic/industry.
• Integrate Twitter into your website.

Remember to think in terms of offering something of value to others.

Just as with internal linking, it is optimal to get your keywords into the linked text.

Optimizing Image and Video Assets with Keywords

• Preparing images for SEO

For Images

• Use Descriptive image file name.
• Use Descriptive Alt and Title Attributes
• Use Descriptive Anchor Text

Use Descriptive Image and Folder Names

E.g: california-white-water-rafting.jpg

Use Descriptive Alt and Title Attributes

E.g.: alt="Malibu Ocean Kayaking near Dominica in the Southern Caribbean"

Use Descriptive Anchor Text

E.g.: [[For more information on Ocean Kayaking in the Southern Caribbean, click here.]]

Optimize Image File Size for Faster Load Times

Recommend: 72dpi(dots per inch) Pixels: 360 width, 250 height(Fit) Image quality: 50-80 Resample: Bicubic Format: Baseline webp

Images and Social Media

Social media has opened up new channels to market our products and services. Many sites that let you upload images, such as Facebook and Flickr, let you tag the images with keywords and descriptions. Make sure you take advantage of this. When you post images to these sites, use the target keywords you used in your image titles, attributes, and descriptions. Then make sure you link to targeted, relevant pages on your website. If you have your images properly tagged, you will likely find new visitors from these social sites.

For Video

• Use keywords in your video transcripts
• Video production
• Landing pages
• Uploading and optimizing videos
• Tracking/analytics

Use Keywords in Your Video Transcripts

• Title, description, filename, URL
• use long-tails for videos

Video Production

2 Styles:

• Pro
• Down-to-earth, vanilla and genuine
• 30 seconds to 3 minutes
  • Talking points
  • Call to action
• Can also be creative to cover all the functions of the products

Landing Pages

This is the place to direct the audience to the target page.

Uploading and Optimizing Videos

• Some tools can help to upload videos to various sites in one-click.
• Video search engines
• Add KWs to Title, description, and tags for each site.
  • Title bw/ 75-120 chars
  • Readable by humans

Tracking/Analytics

• VSEO
  • metadata
  • context surrounding the video
  • unique URL
  • Make video available for viewing in many places
  • Decide objectives for videos
    • Seeding, promotion
    • …

What Opportunities Do VSEO Efforts Create?

• monetization

Chapter 7 Using Keywords for PPC

A healthy KW AD PPC campaign:

• Ad groups mimic the KW categories that created in earlier stages.
• Each category have its own landing page with great relevant content.

E.g.:

• No branding

Inspiration:

Match KWs categories to Alibaba product listing and product category.

General SEO and PPC KW approach:

• Core/general/branding KWs for SEO
• long-tails/specific KWs for PPC

SEO/PPC timing strategy 1:

start off with a strong PPC campaign to get you into the game early, and when your SEO efforts achieve the desired visibility, you can then back off on your PPC campaign to save money.

• writing relevant and engaging ad copy for each ad in each ad group.
• include KW somewhere in the ad, ad leads to a landing page which meet user search intent and expectation.
• divide up your keywords into smaller ad groups with fewer keywords that are centered on a strong theme
  • create only one or two ad groups and put hundreds or thousands of keywords in them.
  • write effective ad copy that is relevant to each of those keywords.

Ads and Ads groups

• Relevancy
• Action

http://www.google.com/intl/en/adwordseditor/ http://www.wordstream.com/wordstream-for-ppc

• at least two ads per ad group if not more.
• To ensure relevancy, each ad should have the core, or theme, keyword in it. Keywords can go into the title, description, display URL, and even the destination URL.

Using Keywords in your Headlines

• have an ad group that contains a smaller set of keywords and that are very similar to your headline

Dynamic Keyword Insertion

you place a short piece of code into your ad text. Each time the ad shows, the code will be replaced by the keyword that triggered the ad.

Keywords and Quality Score

Early pay-per-click advertising networks were based on price auctions where whoever bid the highest got the top spot.

In AdWords, the quality score is a dynamic value that is assigned to each keyword in your PPC campaign and indicates how relevant and competitive your keywords and ads combinations are relative to other advertisers competing for the same keywords; it is mostly based on the click-through rate of your ads

• reward advertisers that have a higher quality score

Quality Score Factors

• Relevancy
• CTR

High Quality Score practices:

1. Identify campaign strategy and goals: With any campaign it is always good to identify your strategy and goals. Is your campaign designed more for branding or is it a lead generation strategy? With that in mind, start conducting your keyword research and identify those phrases that will help drive the right traffic to your site.

2. Organize a campaign structure: Organize KWs into themes

3. Identify keywords and relevant ad copy: create many ad groups that contain keywords that are very closely related to each other.

4. Ensure landing page quality.

5. Measure performance: CTR, delete not performing ads after a month or so.

Case study in book: Quality Score Case Study

Using Negative Keywords

E.g. you sell luxury handbags and handbags if one of your KWs, but user might search for “Cheap handbags”, you want to negate those KWs.

This can:

• Lower PPC cost
• Improve relevancy and CTR
• Improve user experience

KW hit algorithm

4 matching types:

• Broad match: catch all
• Broad match modifier: include misspellings, plurals, stemmed forms…
• Phrase match: catch phrases
• Exact match: exact match, E.g. “tennis racket” for “tennis racket” noly.

Use negative KWs whenever as possible for conversions, not branding.

How to find Negative KWs: Using tools

Search Funnels

This is a way to understand how all the efforts work together.

How Many Ads Do Your Users View Before They Convert?

How Long Does It Take Before Users Convert?

What Is Your Customer’s Search Process?

What Are the Most Common Paths Your Users Take to Convert?

What Are the Enabling Keywords that Support Your Conversions?

Review all your data and performances once a month.

Chapter 8 Using keywords for social media

Skipped

chapter 9 using keywords for mobile and local

Skipped

Chapter 10 Keywords and Site Architecture

How to create a site architecture that leverages your keyword research efforts.

The main goal here is that focus on the user’s experiences and information design.

Understanding Site Architecture

Understanding your site architecture

Key takeaways: two types of audiences:

• users
• search engines

Regardless, the most important aspect of this type of activity is to account for all of the information, establish its relevance, and make sure there is a logical flow. To make your users happy, you need to ensure that the navigation is fluid and information is easy to find and access.

Relevancy, relevancy, relevancy.

KEEP IT FLAT AND STUPID SIMPLE.

A poor site architecture:

Flattened site architecture:

Keep relevancy inside out, upside down, always. Keep relevancy inside out, upside down, always. Keep relevancy inside out, upside down, always.

Keyword modeling

E.g.

keyword groupings:

Website architecture:

Tip:

Use KW groupings found from the KW research as top-level categories for your site architecture.

If you have an existing site just focus on the biggest problem, you don’t necessarily need to restructure your site completely

Mapping keywords to your site structure is an excellent way to build a solid site foundation. To do the job completely, you need to look at the rest of the keywords in your targeted list and outline them in logical places.

Step 3 Developing your personas

E.g. Tailored to individuals who are seeking advice for retirement planning.

1. Derive personas based on the keyword search queries, Learn target audiences’ objectives and motives. Build personas tailored for just that.
2. Build site architecture.

Table 10-3: Persona development mapping:

Figure 10-6: Search term types used by personas:

Figure 10-7: Relevance versus conversion:

Step four content design

Focus on one major keyword phrase per page, plus one or two permutations. Your top-level pages, which are your home page and primary navigation pages, should focus on the more general head keyword phrases. As you drill down into your site, use more long-tail keywords.

You might use a blog section to capitalize on long-tail keywords and provide some incentive to draw more specific traffic to your site.

First take all of the content pages from your site mapping diagram and list them in a text document. For each page of your site, list the primary and secondary keywords. Using these keywords as a guide, create the actual keywords you will use for your title tags, URL strings, H1 tags, and so on.

E.g:

Home Page (Retirement Advice)

Keywords: 401k advisor, retirement financial planner, retirement planning

URL: /www.yoursite.com

Title: Top Retirement Planning and Financial Planning Advice—Name of Company

H1: Retirement Planning Advice

Managing 401k

Keywords: 401k management, manage my 401k, how to manage my 401k

URL: /401k-management/

Title: 401k Management | YourCompany

H1: Managing your 401k

Estate Planning

Keywords: estate planning, estate planning strategies, fee based financial planning

URL: /estate-planning-advice/

Title: Estate Planning Advice | YourCompany.com

H1: Estate Planning Advice

Now that you have this document in place, you should share it with your development team. Your programmer can use the keywords to build a site structure that uses them as filenames, which will help to form a keyword-rich URL string. They can also build each page to include the tags from the beginning. Your content development folks can make sure they develop content that includes the exact keywords you have in your document. This will ensure that you have consistency for the entire site development process even though you have many people working on it.

Step five wireframes and prototyping

Tools: ProtoIO,

Tip

First Test functionality and information flow. Content logics. Make sure SEO are filling all the metadata, KWs in their places, URL string, headlines, titles. Then add graphic elements.

Chapter 11 Creating Great Content with Keywords

Let’s look at some of the things that Google considers “quality content.” Google has provided a list (http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html) of questions you can ask yourself as you consider developing content for your site.

Written by an expert: Content should be written by someone who knows and understands the subject matter well. Make sure you seek out experts to help you develop the very best content for your pages. You can arm them with your keyword list and invite them to write using your targeted keywords. You will find that the content will be more believable and engaging because your passion for the topic is more evident if it is written properly.

Keyword variations: Do not duplicate content for multiple pages and then switch out different keywords. You should make sure each page is distinctly written around the main topic or idea. If you have mapped your keywords to each page, you should already have a good idea of what content to write. Also stay away from redundant articles on the same or similar topics. Each page or article should have a purpose and should be unique.

Genuine interest of readers Each page or article should map to the genuine interest of your readers and visitors. To accomplish this, you can first look at your top keywords and analyze them against the buying cycle as discussed in Chapter 1. Specific long-tail keywords suggest that a searcher is at the end of their search and is ready to buy, whereas the broad, less-specific terms suggest that a searcher is in the information-gathering stage.

When you analyze keywords with social media tools, you can put them into the proper context by seeing how they are used in a sentence or a conversation. Using these tools and methods can help you learn what readers really want to know and what their needs and intentions are. With this intelligence, you can produce of content that will be worthy of your readership and will capture their interest.

Good value As you consider the content you plan to produce, you should seek out what has already been written on the subject. How does your article stack up to others that have been written? Is it unique or are you just repurposing someone else’s content? Are you providing the right amount of detail or is it just a summary?

Basically, good enough just won’t cut it anymore. You really have to dig down deep and find ways to raise the bar and provide significant and valuable content. From what I have read, the search quality algorithms Google deployed in its Panda update are not going away anytime soon because Google seems to like the positive impact it has had on the quality of search results. Google will continue to refine its algorithms, but the underlying principle of favoring great web content will probably always be a primary factor in its ranking schemes.

Writing for the Web

Tips:

Fast formation, short, small, fun, Provide more detailed information to another page. Use media like the vidoes pictures and audio.

Ready for the search engine

It is best practice to always write for your human audience first and foremost, and to integrate keywords into your writing in a logical, sensible way to also ensure that your content is search-engine friendly.

Copywriting

Relevant and expert content that answers a question and fulfills the customer’s need is the ultimate goal of copywriting. Integrating targeted keywords into your copy will help you accomplish this goal. Remember to always write to serve your customers’ needs first and keyword-rich copy will flow naturally.

Call to action

Headlines

The purposes of headlines :

1. Found by search engines
2. Enticing readers

both can be satisfied.

Keywords for the Headlines should be specific and long-tail.

Additionally, headlines that list a number of tips, reasons, types, and so on will work for you because they make very specific promises. Just make sure you deliver on that promise.

how-to headlines

Page body

goal: compel your reader to read on to the next sentence, and then the next paragraph, and so on to the end where you will likely have a call to action.

Word count: 600 to 800.

People tend to scan text on the Internet, so keep the paragraphs short and direct. Provide facts and figures concisely and to the point. Use lists and bold and italicized text to direct your visitor’s eye to important points, keywords, and concepts.

So identify the specific, unique aspects of your topic and write about what sets you apart from the others or your value prop or selling point at the very beginning of the body.

Table 11-1 Identify content topics from keywords:

jotting in ideas that come to your mind.

As you conduct keyword research with social media tools, you can find even more ideas of what people are interested in. Add those insights to your spreadsheet as well to provide a better context.

Furthermore, you can conduct some competitive research to find out what content you can provide that others are not providing. Add that to your list.

When it comes time to produce quality content, you have a great place to start with some ideas that come directly from the keyword research you have already done. You may then need to find a subject matter expert or creative copywriter to craft it into the type of content your readers will clamor for. You can be assured that it will be the type of content they are interested in and want to consume.

The overall strategy for most companies is (1) how to attract more customers and (2) how to engage them more effectively.

SEO drives right audiences, great content help you engage them.

So your strategy needs to have components of all three: content, SEO, and social media.

Content Management

If you need to constantly develop new content, you may need a way to organize your thoughts and plan ahead.

Advice:

developing an editorial calendar to manage and plan all of your content.

E.g:

Content Marketing

Content should be designed for your readers first and foremost. At the same time, that content should include keywords that can attract new readers through search and social recommendations. This will help you make your content great as well as findable and shareable.

Tips:

Needs are varied. Monitor, measure and refine. Relevancy, relevancy, relevancy

Digital Asset Optimization(DAO)

Many of the same principles apply as with SEO, but they can be extended to various media types that are now found on the SERPs, like images, audio, video, PDFs, slide shows, and more.

Aspects to look into:

• Filenames
• Captions
• Videos

Furthermore, use keywords in tags for all images, video, and audio, including alt text for images.

Map Keywords to Digital Assets: For instance, if you have a keyword phrase “how to fix a flat tire” on your list and it is a popular search, a video is a great way to show exactly how to fix a flat.

Produce the video with a script that uses the keyword phrase, and make sure you tag and use the keyword phrase in the filename

Then post the video on YouTube and embed the video on your website.

Chapter 12 Using Keywords for Branding and Messaging

The engagement cycle revisit:

The cycle begins with some kind of trigger that causes people to become interested in a product or service. There are many triggers out there that are not advertising related. However, the role of advertising is to get in front of your target audience with a message that either leaves a favorable impression or is a trigger to cause them to “act.”

Once they decide to act and start the process of gathering information online (assuming it is not a completely offline sequence of events that leads them to the local Starbucks for a cup of coffee), they first form an expectation in their mind, or a visual that represents what they expect to find. Because we are all used to viewing web pages, it is quite possible that this representation in their mind may be web content that includes product information with images or video, comparisons to other products, pricing, availability, and so on.

With that in their mind, they head off to their favorite search engine and attempt to convert the information in their head into the language of search, which is keywords. They need to somehow come up with a search query that is a best guess and will hopefully provide listings of sites that deliver on this expectation. At this point, they usually go back and forth visiting different sites, maybe even refining their search queries until they are ultimately confronted with the content they envisioned in their mind.

They view and study the content and get outstanding questions answered before they head to the conversion point, where they decide to buy, download, call, or contact. This conversion happens after they are satisfied that they have all the information they need to take the next step.

If your website is optimized around the search terms they used and it has the content and the structure that helps them realize the expectation they envisioned, then it is more likely they will reach your conversion point and do so quickly. The role of SEO and paid search is to get your site visible within search engines. The role of your website or landing page is to convert. However, getting them to act in the first place depends on awareness building activities, much of which can be traditional advertising and promotion.

The Keyword Research Brief

Five Elements of a Keyword Research Brief

1. Element 1: Audience/Persona Expectation
2. Element 2: Core Keywords to Use: include sensible data
3. Element 3: Key Landing Pages
4. Element 4: List of Unique, Low-Competition Keywords
5. Element 5: Keyword Usage Tips
   1. hyperlink KWs, not click here.
   2. others

Keywords in Brand Positioning

Every company has its brand. Whether or not it’s capturing attention. Customers and prospects are continually interacting with various aspects of your business. They are gathering information, forming impressions, and making judgments and even decisions based on actions you take and don’t take.

Brand positioning is all about taking charge of the perception and influencing what and how people think about your brand.

Six Steps to Stronger Brand Positioning

1Step 1: Determine Current Positioning - What word or phrase comes to mind when you think about our company? - What does our company do differently than anyone else? - What does our company do best? How are we unique? - What target market characteristics are most important and relevant in affecting their behavior to make a purchase? - What is the main reason someone would buy from us? - What is your product’s frame of reference? In other words, how would you describe the competitive set or category in which you compete? - What one user benefit do you want your customers and users to identify with most readily?

Step 2: Assess Customer Needs: Ranking the following, which aspect matters most in my company? Take not of each one. - Increasing operational efficiency - Reducing risks - Getting projects completed quickly - Leveraging existing investments and platforms - Building organizational capacity for training best practices - Providing measurable results to management - Minimizing company involvement with turn-key solutions - Customizing for unique company needs - Taking risks to become an innovator and leader - Possessing domain expertise and competence - Building human capital for the company

Step 3: Assess Competitive Landscape:

You may even want to plot these on a graph to visualize where they all fit in the positioning landscape. Are there any holes or gaps? Do these gaps represent opportunities for you to own that space? Maybe there are ways of looking at your competitors’ positioning statements so you can appeal to customers in a different way. What keywords are they using to position themselves?

Are there different phrases you might want to use to be unique? What are they? If you have access to a keyword research brief, look at the list of noncompetitive keywords. Do any of these keywords stand out or are they unique? You may not find the exact keyword you are looking for, but this list may spark new ideas.

Step 4: Develop a New Brand Positioning

understand how you want your target to think about your product or service.

The essence of positioning is sacrifice. You must give up something so that what follows is focused. No brand can successfully be all things to all people. To be successful, your position must be long term, unique and protectable, single minded, focused, consistent with product or service delivery, and built on your brand’s desired image.

As you gather information from the first three steps, including keywords that have surfaced, start crafting new positioning statements. The key is to attempt to use keywords that are part of your targeted list. Be prepared to create good content on your site around any new keywords that have surfaced. You will also need to add them to your list of targeted keywords.

As you build out new statements, consider generating a list of three to five that can be tested and validated. Here are a couple of examples:

We are the best at ______ because of our ability to ______ .

If you need ______, choose us because of ______.

Step 5: Validate the Positioning

Survey:

• Overall, how do you feel about this statement? (Highly favorable=1 to Highly unfavorable=5)
• How important is this statement to you? (Highly favorable=1 to Highly unfavorable=5)
• How well do you believe ‘Your Company Name’ can deliver on this statement? (5 point scale: very unlikely to very likely)
• Does this statement take a long-term view of your business? Is it enduring? (Highly favorable=1 to Highly unfavorable=5)
• Is this statement compelling? Does it state a premise worth participating in? (Highly favorable=1 to Highly unfavorable=5)
• Is it simple and credible or does it require further explanation? Is it believable given the proof you have to offer? (Highly favorable=1 to Highly unfavorable=5)

find what works and what doesn’t.

Step 6: Execute and Deploy the Positioning

The website, collateral material, messaging, and all other types of communications should be updated to use this statement.

Chapter 13 International Keyword Research

International, as in multilingual.

Search Engine Colossus (www.searchenginecolossus.com). Ethnologue (www.ethnologue.com)

Google results may differ from country to country

cultural differences: some languages do not currently have 100 percent agreement on standards for grammar and spelling. This makes it difficult to identify the right keywords to use. To make matters worse, searchers may drop accent marks and space words differently than the proper word style.

For example, the Spanish version of the US phrase kick the bucket, which means to die, is estirar la pata. If you decided to do a literal translation from English to Spanish, the folks in Spain would think you literally meant to kick a bucket. If you translated the phrase from Spanish to English, the meaning would be to stretch your leg.

Localize with the right tool or experts.

Step 1: Discovery, Refinement, and Segmentation

First, do KR in English. Then localize in local language.

Step 2: Variations in Different Languages

Characters in different languages may vary. Like Japanese writing systems, Chinese characters, arabic, etc.

E.g.:

look at each of your target languages and identify all of the variations that might exist for your keyword.

Step 3: Translation

E.g.: Another example is for the keyword “projectors”. The German word for projector is “projektoren”. There are fewer than a thousand searches per month for this term. What a German calls a projector colloquially is a Beamer

Use appropriate words localized.

Step 4: Find The Right Partner

• Work with an agency (specific keyword research with a local language)
• Work with localization expert (native mother tongue speakers)
• Work with freelance native speaker of the language

If you feel the work at this point is over your head and you want to hire professionals, an agency might be the thing for you. Companies like WebCertain (www.webcertain.com), Global Strategies International (www.globalstrategies.com), and Localizations.com (www.localizations.com) make up a talented group of multicultural professionals who are mother-tongue linguists and have also been trained in search engine marketing.

Working with Localization Experts and Native Speakers:

• Needs to be a mother tongue
• Simple search experience
• Background with your subject matter

Ask for Back Translations

Ask your researchers to provide you with back translations of the keywords you are researching. This will allow you and your team to evaluate the keywords in the proper context. Back translation is a process of translating a keyword that has already been translated into a foreign language back to the original language.

One suggestion is to develop a glossary worksheet on which the local word(s) and the English equivalents are noted.

Expanding Your International Keyword Lists

Trados (www.trados.com).

review any pages where the search and replace has happened to ensure you have maintained the correct content, message and tone.

The best tool worldwide is the Google keyword suggestion tool (https://adwords.google.com/select/KeywordToolExternal).

There are specific search engines that you can use to do keyword searches for local markets, like Baidu (www.baidu.com) for Chinese and Yandex (www.yandex.com) for Russian.

Chapter 14 Keyword Measurement

Defining Metrics for Success

Here are some of the most notable goals for a successful outcome:

• Increased overall website visitor traffic
• Increased keyword rankings and top keyword placement
• Increased brand awareness
• Increased generated revenue and ROI
• Specific behavioral insights from your target audience based on keyword usage

market research and human behavioral analysis.

Measuring Keyword Performance

One of the best ways to do quick tests on your keyword performance potential and related messaging is to set up a mini PPC campaign for keywords from your final list.

Using PPC to Test Keywords and Marketing Messages

The variables involved in the test are as follows:

• Keywords
• Ad groups
• Ads
• Landing pages

Figure 14-1: PPC Test campaign flowchart

The keywords you want to test should already be segmented into logical groups. These groups become your PPC ad groups. Select exact match for your keywords to give you the best results. Phrase match modifiers can be used, but the tests will not be as accurate. Avoid broad match completely for these tests.

Next, you should build out ads for each ad group. If you are testing these keywords for SEO effectiveness, write your ads with your meta description tags in mind so that your ads simulate your organic search listing in the SERPs. The click-through rate of these ads will help you understand which messages resonate best with your target market so that you can write the most effective meta descriptions for your web pages.

For each ad, you should have a specific landing page that you also want to test. Do this for each keyword segment you want to test. By testing landing pages, you will be adding more complexity and time to the testing procedure, but it will help you better understand how your landing pages will perform relative to your keyword campaign.

On the website, you will obviously make sure you have your analytics set up ahead of time, including your landing pages.

The scenario you want to put together in an SEO test case is to mimic as closely as possible all of the variables you would have if you were running an SEO campaign.

Once your test PPC campaign is in place and your site is tagged and set up, you can launch your campaign. Here are the metrics you will collect and analyze:

- Keyword impressions
- Keyword clicks
- Keyword CTR
- Keyword average position
- Ad impressions
- Ad clicks
- Ad CTR
- Ad average position
- Landing page visits
- Landing page bounce rate
- Conversions
- Conversion rate

The landing page component of your quick test will help you understand how well the keywords you are targeting and the messaging in your ads work together with your web page and if the web page is delivering effectively on users’ expectations.

E.g:

So let’s look at an example. I will continue with the bike example and choose to test the following keywords, which make up the keyword segment (carbon frame road bikes). Here are the keywords:

carbon fiber road bikes (2,900 monthly visits)

carbon fiber bikes (14,800 monthly visits)

carbon road bikes (14,800 monthly visits)

I pulled these keyword estimates from the Google Keyword Tool. When pulling your keywords from a keyword suggestion tool, note the number of monthly/annual visits so you can compare to actual visits from your test campaign.

I place these keywords into an ad group and develop a couple of ads to test. Here are two that I came up with for this example:

Carbon Fiber Road Bikes

www.roadrunnerbikes.com

Custom carbon fiber bicycle

frames built & painted in USA

www.roadrunnerbikes.com/testpage1

Carbon Fiber Bikes

www.roadrunnerbikes.com

Best quality carbon fiber

bike frames all hand built

www.roadrunnerbikes.com/testpage2

Notice that in these two examples, I use two distinct marketing messages—one that emphasizes hand-built quality and the other that keys in on “made in the USA.” The more separate and distinct the ad copy messages are, the more likely we are to get clear, unambiguous data from our quick PPC test. Notice also how I write the description lines to closely mimic the way it might appear as the snippet in the organic SERP listings. My landing pages will be similar to each other but with slight variations based on the ad message text—one with the USA message and one with the hand-built quality message—so I can test each landing page’s bounce rate, conversions, and conversion rate. Now I will go ahead and launch the PPC campaign and test the results, shown in Table 14-1, Table 14-2, Table 14-3, and Table 14-4. I will run the campaign until I get enough data to make statistically valid observations. I like to shoot for tests that run at least two weeks, but I prefer to go longer when I have the time and money so that I have higher confidence in my tests.

Based on these figures, I can see that all of the keywords had some decent results; however “carbon fiber bikes” had the highest CTR at 4.61 percent and it had the highest number of clicks. If I move on to the performance on the website, I learn that, as expected, “carbon fiber bikes” had about the same conversion rate as “carbon road bikes”. Both of them had a relatively low bounce rates at 33 percent and 39 percent, respectively. There simply wasn’t enough volume on the keyword “carbon fiber roadbikes” to draw any conclusions from on the conversions, but the lower bounce rate, even with only 40 observations, appears to indicate that it may be a powerful long-tail keyword. A longer testing period could possibly firm up that conclusion.

So from an overall performance perspective, the keyword “carbon fiber bikes” should be the one that is primarily used within the landing page because it seems to resonate with users better, which can be observed in the higher CTR. The others still had decent performance but not quite as high.

For the ads and the landing pages, I learn that those with the term “USA” seemed to perform better than the ones without. This tells me I need to make sure that the “made in USA” is included within the landing pages as well as the meta descriptions.

With information like this, I can feel more confident in pursuing these keywords, and especially “carbon fiber bikes”, and that they are likely to perform as planned. If a test like this had been run for just two weeks, I would consider running it for an additional two weeks to verify the numbers, especially if the data volumes are low. If it ran for a month or more, it would likely yield the answers you need.

Testing Your Google Ads

In the previous example, I touched on landing page testing because landing pages are an important part of the success formula in testing keywords. However, you can also learn a great deal from ad tests that do not take the landing pages into account and primarily use the CTR for measuring performance. One common way is to use Google for ad testing. In Campaign Settings within the AdWords interface, make sure you select the radio button labeled “Rotate: Show all ads equally.” If you have checked “Optimize: Show better-performing ads more often,” Google will serve the ads with the highest CTR more often. You can be relatively sure that your ads will be served almost equally during the same time periods. However, because one of the ads could be held in editorial review, you should make certain that all your ads are running before you begin testing.

Start by creating four to six ads per ad group, and test messages and styles that are widely divergent. Gross messaging differences—fast versus cheap, for example—will yield faster results and allow you to weed out poorly performing ads and messages.

Once you have reduced your messaging options, you can start testing more specific aspects in your ads, such as singular versus plural, offers, promotions, discounts, capitalization, and display URL variations.

Another good way to perform these types of split tests is to use a feature within AdWords called the AdWords Campaign Experiments (ACE) option. This relatively new feature allows you to create split tests of ads, landing pages, bids, and positions and control the amount of traffic that goes to the ads under test.

Keyword Rank Reports

Keyword ranking reports can be an indicator that your SEO efforts are heading in the right direction, or not. However, you need to be careful because they, in and of themselves, do not directly tell you much about your overall performance goals. The true indicators are that you are getting more traffic. So as I discuss this topic in more detail, please keep in mind that keyword rank reports are just a means to an end. You have to put them into a larger context to get a truer picture.

Google Webmaster Tools (www.google.com/webmasters/tools)

Search Query Report

KIM:

Broad matches data results are somewhat inaccurate.

Other Rank Reports

There are other reporting tools, like Web Position (www.webposition.com) and Advanced Web Ranking (www.advancedwebranking.com),

Utilize google analytics

Analyzing your brand keywords and other keywords separately, Because they share different metrics

Focus of mainly on the organic traffic

Note the number of pages visited, And the average number of pages viewed.

The two metrics doesn’t necessarily indicate a positive income

Keyword Analysis Spreadsheet Tracking

You can compile data ets from different tools and bring it all together into a spreadsheet

• have a set of tabs for each keyword segment or theme.

• for each of your segments, add some extra columns for more data. The two I use most often are for keyword ranking and web analytics

E.g:

• track keyword position and the positive or negative change from the previous 30 days.

• do the same thing for web analytics.

set up four columns to track the following variables:

• Visits
• Page/Visit
• Bounce Rate
• Conversions

Figure 14-11: Full scoring and monitoring spreadsheet example:

Scoring Relevance Specificity Competition Popularity Overall Score Keyword Research Data Competition Index Avg Minimum Bid Search Volume Web Analytics Data Visits Page/Visit Bounce Rate Conversion Rate Keyword Ranking Current Position Percent Change

As you monitor your keywords on a regular basis and make updates to this spreadsheet, you will come up with recommendations for small course corrections. It doesn’t hurt to have yet another column to note any actions you plan to take to fix keywords that are not performing.

Setting up goals and tracking performance to see if those goals are met is essential. It is one of the best reasons Internet marketing is so great. You can track everything.

Index

Index

Symbols and Numbers

for Twitter hashtag

@ sign in Twitter

200+ B2B negative keyword list

A

About box in Facebook

actions, and ad groups

ad groups

for testing

AdGooroo

Adobe Photoshop, and image optimization

Advanced Web Ranking

advertising

copy, and quality score

display URLs in

keyword use in

qualifying traffic

role of

and searcher behavior

social media vs. traditional

AdWords Keyword Tool. See Google AdWords Keyword Tool

AdWords Performance Grader (WordStream)

agency, for international keyword research

Alexa

alt attribute (HTML), for images

AltaVista

Amazon.com, keywords in URL string

ambiguity, in keyword interpretation

anchor text

for images

Anderson, Chris

Archie

articles, writing

Ask Jeeves

assist click

assist impression

Assisted Conversions report

attainable goals

auction model, limitations

audience. See target audience

audience/persona expectation, in keyword research brief

audio, optimizing for

authority

of blog

of link

AutoComplete box, in Facebook

top ranking factors

automated rank checkers, skewed search values from

awareness

AWStats

B

back-of-book indexes

back translations

backlinks

Baidu

Bailey, Matt, Internet Marketing: An Hour a Day

banner advertising

behavioral design of website

benchmarking

bids on keywords, approximate cost of

Bing

Business Portal

keyword data from

blinkx

Blogger

blogs

basics

frequency of updates

keyword research for

as keyword source

keywords in conversations

platform for

setting up

terminology shifts in

top 10 lists

body copy

keywords in

bookmarks

online management

social

bots, skewed search values from

bounce rate

example

Bowman, Jessica

brainstorming

brand

and ambiguity

and focus on broader keywords

keyword research for

meaning in other languages

positioning

competition assessment,

customer needs assessment,

determining current,

developing,

executing and deploying,

validating

brand awareness, as social media goal

branding campaigns, keyword research in

brief. See keyword research brief

BrightEdge

broad match

broad match modifier

broad term, in search

browser toolbar, data from

business actions, strategy document on appropriateness

buying cycle

keywords and

Time Lag report and

C

calendar, for website content management

call to action, and web page content

CAPCHA

captonyms

CastTV

categories

and audience segmentation

and sitemap

ceiling number, for popularity survey

chamber of commerce, and links

character count, for ad headlines and copy

Chinese, Baidu search engine for

City-Data.com

Clay, Bruce, SEO for Dummies

click-through rates (CTRs)

example

for long tail keywords

negative keywords and

relevant ads and

clickable prototype

ClickZ

Clix Marketing

collaboration, Seed Keywords tool and

comma-separated values (CVS) file, importing to spreadsheet

company, as keyword source

Compete

Compete Pro Search Analytics

competition

assessment of

checking information available to

Google AdWords data on

as keyword source

as marketing team challenge

scoring for

competitive analysis tools

competitive intelligence

keyword gap analysis

metadata of competitors

comScore

Search Planner

Conductor

consumers, terminology selection

contact information, placement on website

content management system

for blogs

for website

content marketing

content of website

design

importance of quality

as marketing team challenge

writing

context, for video

contextual link building

conversation mining

conversation, on Facebook fan page

conversion rate (CVR)

goals setup in Google Analytics

for long-tail keywords

negative keywords and

for testing ads

conversion rate, example

conversion tracking

conversions

determining enabling keywords that support

relevancy and

in search engagement cycle

in search funnel

search funnel reports for

copywriting

core keywords

in HTML tags

in keyword research brief

cost per acquisition (CPA)

cost per click (CPC)

approximate cost of bid

on long-tail keywords

cost per conversion (CPC), negative keywords and

costs, competitive keyword and

couponing sites

Couzin, Gradiva, Search Engine Optimization: An Hour a Day

Covario

CPA. See cost per acquisition (CPA)

CPC. See cost per click (CPC)

crawler

crowd-source tool

CTRs. See click-through rates (CTRs)

customer experience

phases, and mobile strategy

support after purchase

customers. See target audience

D

Danuloff, Craig, Quality Score in High Resolution

dash

in file names

in URL, search engines and

data on keywords

sources for

variations in

databases, in Keyword Discovery

Deciphering Mobile Search Patterns: A Study of Yahoo! Mobile Search Queries (white paper)

Deep Software Log Analyzer

deeplink directory submission

Delicious

Dell, Idea Storm

demographic group in Facebook

density of keywords

description

keyword insertion method for

for video

destination URL, keywords in

Digg

digital asset optimization

Diigo

direct report organization structure

directory submissions of websites

discussion boards, terminology shifts in

Display Campaign Optimizer

display URLs, in ads

DM (direct message)

Dogpile.com

domain names

for blogs

keywords in

dpi, print vs. web

drive-to-site campaigns

dynamic insertion of keywords

dynamic website, and keyword optimization

E

editorial calendar, for website content management

effectiveness of social media strategy, measuring

embedded organization structure

Emtage, Alan

enabling keywords, determining those supporting conversions

engagement

on Facebook fan page

in social media, measuring

Ethnologue

exact match

Excel

data sort

Microsoft plug-in for keywords in

Excite

expectations of searcher

drive-to-site tactics and

in keyword research brief

marketer delivery on

experts

for content writing

localization

F

Facebook

adding blog links to

fan page setup

engagement and conversation,

keyword optimization

keyword research for

keywords in conversations

link building in

maintaining page

polls on

search functionality

Facebook Lexicon

Faves

Fay, Sarah

Feedburner

file size of images, optimizing for faster load time

file structures, keywords in

filenames

keyword use in

filtering, with negative keywords

Find Us on Facebook badge

findability

finding keywords

brainstorming

mind mapping

sources for good keywords

within company,

competition,

within industry,

keyword modifiers,

social media,

finding negative keywords

Firefox, View Page Source

first-stage searches

Fishkin, Rand

Flash, links in

flattening site structure

Flikr

focus groups, as keyword source

folder names

forums

frequency

of blogging

of keywords

freshness, of blog information

G

Generate Local Adwords & Keyword Lists

generic keywords. See also head terms

GetListed.org

global monthly searches

Global Premium database, in Keyword Discovery

Global Strategies International

glossary worksheet

goals

for ad campaign

for conversion rate, Google Analytics setup

as marketing team challenge

SMART for setup

in social media strategy

brand awareness

GoDaddy

Google

converting speech to text

keyword data from

Panda updates

and quality content

results differing between countries

search results, description tag information in

Wonder Wheel tool

Google ads, testing

Google AdWords Editor

Google AdWords Keyword Tool

advanced options

Competition data from

limitations

Local Monthly Searches column

Reporting And Tools tab

Assisted Conversions report,

Path Length report, ,

Time Lag report, ,

Top Paths report

results page

Traffic Estimator

Google AdWords Keyword Tool for Mobile

Google Analytics

keyword monitoring in

for social media monitoring

tags for

Google Groups

Google Insights for Search

Google Keyword tool

search value

Google Places

Google+

Google Research Blog

Google Suggest Mobile

Google Trends

Google Video

Google Webmaster Tools

Query Stats

Top Queries report

GPS

Grappone, Jennifer, Search Engine Optimization: An Hour a Day

grouping keywords

Groupon

guarantees, in ad description

H

H1 tags, keywords in

handheld devices. See mobile phone search

hashtags

Hashtags.org

head terms

headings, inserting keywords

headlines

asking question

character count for ads

of press releases

writing

heteronyms

Historical Global database, in Keyword Discovery

historical graph, from Keyword Discovery

hits, as website traffic metric

Hitwise

Top 10 Websites

Hitwise Search Intelligence

holidays, influence on searching

homographs

homonyms

homophones

Hot Frog

HTML

keywords in

viewing on competitor’s site

human behavioral analysis

human resources, links from

I

images

alt and title attributes for

descriptive anchor text for

for Facebook fan page

keyword tags

optimizing

optimizing file size for faster load time

and search engines

sharing

and social media

inbound links

indexing

videos

industry, as keyword source

Industry Categories, in Keyword Discovery

influence, in social media, measuring

influentials

information seekers, tools valued by

informational keyword classification

InfoSeek

InfoUSA

insertion of keywords, dynamic

Insights for Facebook

Insights for Search (Google)

interdisciplinary collaboration

internal links

international keyword research

challenges

expanding lists

process

discovery, refinement, and segmentation

finding partner,

language variations

translation,

tools

Internet

information search on

search engines

Internet Marketing: An Hour a Day (Bailey)

Internet marketing teams

challenges

organizational design

Internet Server application programming interface (ISAPI)

interpretation, of keywords

iPad

iSpionage

J

Japanese

JavaScript, links in

job listings, links for

Justinmind

K

KEI (keyword effectiveness index)

keyboard, vs. mobile devices, search trends

keyword data, sources for

{keyword: default text} code

Keyword Discovery (Trellian)

databases

interface

Keyword Trends

limitations

premium account

projects

results and graphs

search term filters

search value

Trends

keyword effectiveness index (KEI), in Wordtracker

keyword gap analysis

Keyword Grouper tool (WordStream)

keyword mapping document

Keyword Niche Finder (WordStream)

keyword ranking

keyword research. See also international keyword research

in behavioral design process

for blogs

evolution

for Facebook

importance of

local

classifying keyword phrases,

combining keyword parts,

competition in local business,

localizing keywords,

for mobile phone search

principles

broad term vs. specific,

interpretation,

keyword relevance, ,

keywords and buying cycle, ,

long tail, ,

success secret formula,

social media marketing differences

techniques for press releases

for Twitter

tools,

for YouTube

keyword research brief

audience/persona expectation

core keywords

keyword usage tips

landing pages

unique, low-competition keywords list

keyword research process

brainstorming

identifying high-potential keywords

testing

Keyword Research Suite (WordStream)

Keyword Spy

keyword strategy development, . See also Internet marketing teams

competitive intelligence

keyword gap analysis,

metadata of competitors,

marketing channel decisions

marketing strategy, plan, and goals

measuring success

Keyword Suggestion tool (WordStream)

keyword tool vendors. See also research tools

keyword typo generator

keywords

attracting audience ready for conversion

categories for

dynamic insertion

high-potential

identifying media types for targeted

importance of

for local listings

modification techniques

misspellings and typos,

plural and singular forms,

prefixing,

stemming,

suffixing,

thesaurus,

negative

optimization

dynamic website and

and search funnel

sorting

wasted time and money from wrong

KeywordSpy

Komarketing Associates

L

landing pages

for ads, and quality score

content, keyword and

and quality score

testing

for videos

languages, researching in other

last click

launching ad campaign

lead generation

linguists

link building

contextual

in Facebook

with keywords

local organizations for

with social media

link popularity

LinkedIn

links

in Flash or JavaScript

and high keyword ranking

internal

soliciting local

Lithium

local keyword research

classifying phrases

combining parts

competition in local business

localizing keywords

local keywords, for optimizing site

local links, soliciting

local listings, keywords for

Local Marketing Source tool

local newspapers, and links

local organizations, for links

local search engines, updating or adding site to

local search rankings, optimizing

local search visibility

local stores, mobile phone search for

Local.com

Localeze

localization experts

Localizations.com

localizing keywords

in international research

in local research

log analyzer tool

long-tail keywords

click-through rates (CTRs) for

conversion rate for

cost per click (CPC) on

in headlines

in international keyword research

number of searches

LookSmart

loyalty program, for building customer relationships

Lycos

M

Mach5 FastStats Log Analyzer

magazines, industry terminology from

market research

market share information, from Keyword Discovery

marketing. See also Internet marketing teams

as link opportunity

marketing campaigns

keyword research as foundation

strategy

marketing channels

decision on use

tested, verified keywords to complement

marketing plan

marketing strategy of organization

Marketwire

matrix organizational structure

measurability of goals

measurement

defining for success

of performance

for testing PPC campaign

media types

identifying for targeted keywords

optimizing for

membership organization, industry terminology from

Merchant Circle

Merriam-Webster online thesaurus

message, for traditional advertising

messaging, keyword research for

meta name=”description” tag (HTML)

inserting keywords for page

meta name=”keywords” tag (HTML)

inserting keywords for page

meta tags, for video

Metacafe

Metacrawler.com

metadata of competitors

metrics for websites, hits as

microblogging

Microsoft adCenter Add-in Beta for Excel

Microsoft adCenter Advertising Intelligence, limitations

Microsoft Advertising Intelligence

Microsoft Excel

data sort

Microsoft plug-in for keywords in

thesaurus in

Microsoft Word, thesaurus in

mind mapping

mission statement

finding keywords in

keyword use in

misspellings, and keywords

mobile phone search

keyword research for

for local stores

mobile strategy development

money, wasted from wrong keywords

monitoring, with Google Analytics

monthly graph, from Keyword Discovery

MyDomain

N

native speakers, for international keyword research

natural search engine rankings

navigation of website

Negative Keyword tool (WordStream)

negative keywords

benefits of list

finding

when to use

Network Solutions

networking, blogs and

new customers, cost decline by using long-tail keywords

news articles, for keywords

Newsvine

niche directory submission

niche in industry

nonprofit organizations, and links

normalizing keywords

O

objectives, in social media strategy

Odden, Lee

offline marketing, keyword research role

online marketing, keyword research role

open house events, links for

optimization

digital asset

file size of images for faster load time

of images and videos

of keywords

dynamic website and

with local keywords

for local search rankings

of videos

“Organic Keywords,” in SpyFu

organic listings, on search engine results pages

organizational design

organizing keywords

spreadsheets for

themes for

outside vendor organization structure

Owyang, Jeremiah

P

“Paid Keywords,” in SpyFu

partnerships, blogs and

Path Length report

pay-per-click (PPC) advertising

categories and ad groups

levels

quality score and

pay-per-click (PPC) services

launching ad campaign

for testing

and Wordtracker projects

performance measurement

with click-through rates

Performics

persona

defining in mobile strategy

developing

phrase match

Pidoco

plural forms for keywords

polls, of blog followers

popularity

scoring for

in social media, measuring

population data, gathering

positioning

PPC. See also pay-per-click (PPC) advertising

PR Newswire

prefixing

press releases

finding keywords in

keyword use in

links from

online

pricing model, in mobile strategy

prioritizing keywords

PRNewswire

prominence of keywords

ProtoShare

Q

qualifications, in ad description

qualifying traffic

qualitative data

quality

of content, importance of

of inbound links

quality score

case study

factors influencing

pay-per-click (PPC) advertising and

steps to achieve

Quality Score in High Resolution (Danuloff)

Quantcast

quantitative analysis

queries. See search queries

Question Phrases option, in Keyword Discovery

quotation marks, for search term

R

Radian189

radio, online

Rank Above

ranking

reports on

in search engine results

variation by country

ranking keywords

readers. See target audience

realistic goals

Reddit

refinement process

basics

categorization and audience segmentation

keyword interpretation

ambiguity,

seasonality,

scoring

for competition, , ,

overall, and prioritization,

for popularity, ,

for relevance,

for specificity,

refining search, in buying cycle

regional databases, in Keyword Discovery

relevancy

and ad groups

and conversions

keyword frequency and

in keyword search

scoring for

reputation management program

research tools

building set

comparison chart

competitive analysis

limitations

for search engine results pages analysis

from search engines

for social media

for streamlining process and saving time

Trellian Keyword Discovery

retention program, for building customer relationships

ROI, measuring multiple campaigns against

RSS (Really Simple Syndication)

RT (retweet)

Russian, Yandex search engine for

S

Sawmill

search bot

search clicks stage, in search funnel

Search Engine Colossus

search-engine-friendly design

Search Engine History

Search Engine Land

search engine marketing (SEM), research on best keywords for

Search Engine Optimization: An Hour a Day (Grappone and Couzin)

search engine optimization (SEO)

for all pages

competition and

keywords’ role in

and pay-per-click keywords

search engine results pages (SERPs)

tools for analyzing

types of links

search engines

design

early on Internet

keyword tools from

for local markets

local, updating or adding site to

local version for different countries

page rankings by

pay-per-click (PPC) advertising and

for video

for website

writing for

search funnels

conversions

and keywords

search clicks stage in

The Search Monitor

Search Planner (comScore)

search process

search queries

developing

reports on

search trends, mobile devices vs. keyboard

search volume

searcher. See also target audience

marketer delivery on expectations

searcher behavior, and ads

searcher engagement cycle

seasonality

in keyword interpretation

variables in testing

seed keywords

Seed Keywords tool

seed terms, in international keyword research

seeding, for video

seedkeywords.com

SEM (search engine marketing)

SEO. See search engine optimization (SEO)

SEO for Dummies (Clay)

SEOinhouse.com

SEOmoz

2011 Search Engine Ranking Factors page

blog post

limitations

SERPS. See search engine results pages (SERPs)

share of voice

ShareThis

Singing Fish

singular forms for keywords

site analytics

site architecture

basics

content design

developing personas

keyword modeling

site structure

wireframes and prototyping

site map

keyword categories and

of top-level pages and subpages

site-search utility

sites. See websites

slang

SMART goals, setting up

Snapfish

snapshot data

social bookmarking

plug-ins

social media

benefits

for consumer terminology selections

defining

and images

keyword research tools

as keyword source

keywords in conversations

link building with

monitoring tools

vs. traditional advertising

social media marketing

social media strategy

content development

engaging in conversation

identifying goals and objectives

listening

measuring effectiveness

plan development

Social Mention

social networks

social news

Social Oomph tool

social sharing

social tagging

sorting keywords

sorting spreadsheet, by keyword score

specificity

of goals

scoring for

speech-to-text conversion, by Google

Sphinn

spider

spreadsheets

for keyword analysis tracking

keywords and web page body copy decisions

for merging keyword parts

for organizing keywords

sample

sorting by keyword score

SpyFu

dashboard

SpyFu Classic

stakeholders, keyword research brief for

Starbucks app

strategic function, keyword research as

strategies

for ad campaign

as marketing team challenge

streaming audio, for radio

StumbleUpon

success metrics

benchmarking and

and methodology

suffixing

Supermedia

Surchur

surveys, as keyword source

T

tablet devices

tactical campaigns, online

tag clouds

tags

keywords in

for video

target audience

business-to-consumer vs. business-to-business

catching attention of

content design for

content of interest to

defining in mobile strategy

goals, and social media strategy

learning about

learning behavior of

needs assessment

search process

search queries by

segmentation, and categorization

understanding

targeted keywords, inserting in title

team members. See Internet marketing teams

technical design of website

Technorati

template, for keyword research brief

Template Monster

testing

environment for

Google ads

in keyword research process

pay-per-click (PPC) campaign

metrics for

text ads, on search engine results pages

themes

for organizing keywords

from WordPress

thesaurus

Three Screen Report

Time Lag report

time, wasted from wrong keywords

timeliness of goals

title

Google search of

inserting targeted keywords in

for video

title attribute (HTML), for images