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Keywords
“Create content around the keywords people are searching for.”-- Tom Telford
K1.1: DiscussingFor this workbook step:
Open your browser and go to
https://www.google.com/
Enter your topic idea (e.g.
“Information Visualization”)
Select News from the menu
and begin researching your
topic idea. Select Blogs.
Explore the information
presented to develop insights.
Review the definition of
keywords at …
http://blog.hubspot.com/mark
eting/definition-long-tail-
keyword-100-words-sr
2 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.2: Trends
For this workbook step:
Open your browser and go to
https://www.google.com/trends
Enter your topic idea (e.g.
“MBA”)
Explore the information
presented to develop insights.
How to do Keyword research
…http://blog.hubspot.com/ma
rketing/how-to-do-keyword-
research-ht
3 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.3: Prospects
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Contacts Prospects.
Select the drop-down and
select “Favorited Prospects”.
Explore the information
presented to develop insights.
Review “Understanding
Keywords” at …
http://knowledge.hubspot.com
/keyword-user-
guide/understanding-
keywords
4 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.4: Sources
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Sources.
Click on “Organic Search”
from the table.
Select the drop-down and
select “Custom Date”.
Scroll down and sort by visits.
Explore the information
presented to develop insights.
5 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.5: Low Ranking
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Ranking Opportunities
Sort on “Difficulty” and
“Monthly Searches”
Select a keyword (e.g. MBA
Concentrations) – Click on it.
What has been the trend for
the keyword.
Explore the information
presented to develop insights.
6 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.5: Low Ranking
For this workbook step:
Examine the trends for the
keyword.
Explore the information
presented to develop insights.
7 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.6: Competitors
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Select “Competitors” from the
drop down list.
Sort on “Monthly Search
Volume” and “Rank
Difference”.
Explore the information
presented to develop insights.
8 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.7: Conversion
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Select “Conversion
Opportunities”
Sort on Difficulty.
Click on the Keyword.
Examine the chart graph.
Explore the information
presented to develop insights.
9 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.8: Alternative
Keywords
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Select “Add Keyword Get
Suggestions
Select “Get Suggestions”
Explore the information
presented to develop insights.
10 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.9: Find
Keywords
For this workbook step:
Sign on to AdWords.
(https://adwords.google.com/)
Go to “Tools” and then select
“Keyword Planner”.
Explore the information
presented to develop insights.
11 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.9: Find
Keywords
Select “Get traffic estimates
for a list of keywords”
Enter a Keyword (e.g.
Inbound Marketing)
Click on “Get Estimates”
Sort on Local Monthly
Searches.
Explore the information
presented to develop insights.
12 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.9: Find
Keywords
Select “Get search volume for
a list of keywords or group
them into ad groups”
Enter a Keyword (e.g.
Inbound Marketing)
Click on “Get Estimates”
Sort on Local Monthly
Searches.
Explore the information
presented to develop insights.
13 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.9: Find
Keywords
Select “Get traffic estimates
for a list of keywords”
Enter a Keyword (e.g.
Inbound Marketing)
Click on “Get Estimates”
Enter a bid.
Explore the information
presented to develop insights.
14 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.10: Add
Keywords
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Add Keywords.
Type in keywords.
Select “Get Suggestions”
Explore the information
presented to develop insights.
15 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
K1.11: Campaign
For this workbook step:
Sign on to Hubspot.
(https://login.hubspot.com/login )
Go to Reports Keywords
Add Keywords.
Select “Add Campaigns”.
Explore the information
presented to develop insights.
16 Copyright © 2014 by Marketing Inbound Consultants. All Rights Reserved.
