Integrated Keyphrase Analysis

Auditing your keyword portfolioto provide a holistic view of SEO and paid search effectiveness

Dr Dave Chaffey, Marketing Insights Ltdwww.davechaffey.com/blog www.twitter.com/DaveChaffey

Your keyphrase analysis toolkit

1 Customerdemand analysis

5 Competitorcomparison

3 Keywordefficiency

2 Competitivekeyword

performance

6 Semanticanalysis

4 Salescontribution

KeyphraseTargeting

Effectiveness

Integrate sourceswith scripts or

Excel VLOOKUP()function

► Each report row = Search keyphrase and group► 1. Customer demand analysis

► Volume [Google Keyword tool, paid keyword tools]► Gap or potential value from SEO / PPC via clickthrough &

conversion rates and Avg CPC

► 2. Keyword competitive performance► Google ranking by Google ccTLD [Rank checkers ]► Number of visits and % gap, organic vs paid [Analytics]

► 3. Keyword efficiency► Bounce rate, conversion rate [Google Analytics]

► 4. Sales contribution► Conversion goals, E-commerce sales [Web analytics]

Create an integrated report… [source]

In Excel, different data sources in separate worksheetsbrought together by VLOOKUP()

Gap - Natural % of Google Estimate

Gap - AdWords Clicks % of Natural

Now for the tools…Let’s collaborate: your feedback welcome

Hey Dave,

I can’t believe you didn’t mention …………………we couldn’t live without it.

See: http://www.davechaffey.com/blog/seo/keyword-research-process/

1 CustomerDemandAnalysis

See listing of 16 free Google SEM tools:http://www.davechaffey.com/seo-keyword-tools

i.e. Keyword volume = Real people +Competitors +SEMs + Bots and scrapers

Established rank checkers, but“new” from Google Analytics…

http://yoast.com/track-seo-rankings-google-analytics/

2 Competitivekeyword

performance

Example of SERPs reporting in Google Analytics

Source: http://yoast.com/new-seo-reports-for-google-analytics/

This is even better…

Greasemonkey script for Firefox:http://www.juiceanalytics.com/writing/keyword-trends-google-analytics-greasemonkey/

Page-based view of effectivenessIn Google Analytics:Content > Top Landing page or Content drilldown reports, Segment by Paid/Non-paid traffic

3 Keywordefficiency

69%

84%

% Natural/Total Search

Compare natural and paid to keyword tool volumes also

Finding entrance keywordsIn Google Analytics:1. Single page. Content > Top landing pages, Top entrance keywords2. All pages in folder. Content > Content Drilldown, Choose folder, Segment by Keyword dimension

Can use advanced segmentation for paid / natural

4 Salescontribution

Allocated weighting of referrals

►Coremetrics attribution:►First click►Last click►Average across touches►All touches

Too much choice!5 Competitorcomparison

Exploit the long-tail through pattern recognition

Source: ConcentrateMe

http://www.davechaffey.com/blog/seo/new-keyword-research-tool/

Hitwise• Top 100 terms: 5.7% of the all search traffic• Top 500 terms: 8.9% of the all search traffic• Top 1,000 terms: 10.6% of the all search traffic• Top 10,000 terms: 18.5% of the all search traffic

6 Semanticanalysis

Establish the campaign objectives and metrics for success

Cross channel strategy meetings to ensure integrated

planning approach

Analyse user demand, seasonality trends,

competitive benchmarking and combine with forecast

tools

Conduct Visibility, Content & Reputation audits and provide

detailed recommendationsProvide implementation guidance & hand hold throughout process

Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new

user’s intent

Update Rankings Report & Campaign

Objectives Report and feed insight

back into strategy

Regular calls and status meetings with client to ensure a partnership

approach

Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep

diving into Analytics

Example of Keyword research Process : UM

Source:

Data collectionCollect a wide range of keywords from various sources

• Is industry data available? If so, market segmentation is necessary• What competitors operate in the same space? What keywords drive traffic to their websites? Are those keywords relevant?• What market trends/seasonality factors will affect the vocabulary used to describe this product/service? Use Google insights• Internal search – if an internal search box is used, access that data• Competitor keywords – use Google Keyword Tool (URL function) to analyse competitor’s websites/Hitwise• Internal Analytics data• Generic tools - Google keyword tool (with synonyms)/ Wordtracker/ semrush.com• Collate data and analyse trends in individual keywords – pivot with search volume data if available.

PrioritisationMake decisions based on the credibility and validity of the above sources

• Research search volume using Google Keyword Tool• Research current search volume using analytics• Research estimated/current conversion rate (if available)• Multiply search volume with estimated/current conversion rate and rank in descending order• Add in strategic and brand keywords (which may not appear above)• SEO: Choose 20-50 target keywords based on above data• PPC: Use all keywords based on estimated/potential conversion rate

ImplementationMonitor, optimise and improve

• PPC: Group keywords into AdGroups (max 5 keyword) based on theme – use match type based on how generic keyword is• PPC: Add negatives based on match type used• SEO: Associate each keyword group (max 5 keyword) with a URL – ensure that URL is currently being ranked for each keyword (using site:example.com keyword) – if not PR sculpting is required• SEO: create a ranking spreadsheet and choose frequency of checks• SEO: Monitor position and URL of each keyword regularly in comparison to competitors

Source:

UM Generic Keyword Research (User Demand Analysis)

► Download presentation:► www.davechaffey.com/presentations

► Any questions, any time, do e-mail me:► dave.chaffey@marketing-insights.co.uk

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Thank you!