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Advanced Keyword Strategy & TacticsPresented @ Think Tank Live! 2010 Advanced SEO WorkshopOctober 28, 2010
Rey VillarSearch Marketing Manager
Norvax/GoHealth.com
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEO Elements
Keywords
Website
Content
LINKS
Analytics
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Keyword Roadmap Clear Goals
View Competition
Accumulate Keywords
Organize
Analyze
Prioritize & Plan
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Your Basic Toolbox
1. Google Keyword Tool
2. Google Wonder Wheel
3. Excel Spreadsheet
4. Google Trends
5. Wordtracker
6. Raven Tools
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Your Basic Toolbox
1. Google Keyword Tool
2. Google Wonder Wheel
3. Excel Spreadsheet
4. Google Trends
5. Wordtracker
6. Raven Tools
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
What are Your SEO goals?
Visitors
Prospects
LeadsCustomers
Retention
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Who Are You Targeting?
3 Categories of Searches
• Information – Research & pre-shoppers
• Transactional – Intending to act
• Navigation – Specific site or brand
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
3 Stages of Online BuyingInterest
• Broad terms• Filter for relevancy
Research
• More specific terms• Purchase guidance
Purchase
• Refined queries• Example: best, cheap, top, etc.
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Borrow from Your Competition
• Who are your competition?
• Why are they ranking ?
• What are their top keywords?
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Opposition Research Tools
• Spyfu
• Compete
• SEOmoz
• SEM Rush
• Raven Tools
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor KeywordsStart with your basic products
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor KeywordsResearch your search arena
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor KeywordsIdentify your competition
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Competitor Keywords
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulate Keywords1. Competitor keywords
2. Google Analytics keywords
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulate Keywords1. Competitor keywords
2. Google Analytics keywords
3. Google Keyword Tool
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulate Keywords1. Your basic products
2. Identify your competition
3. Accumulate keywords
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Accumulation Tips
1. Re-run main words alone
2. Run localized variations
3. Run shopping modifiers
4. Run negative keywords
5. Use Wordtracker
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Organize Keywords
Back-Up De-Dupe Scrub
SortFilter
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Analyze Keywords
1. Look for opportunities
2. Check difficulty levels
3. Identify problem keywords
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Keyword Analysis Tools
1. Google Trends
2. Google Advanced Search
3. SEOmoz
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Trends
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Trends
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Advanced Search
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Advanced Search
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Advanced Search
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEOmoz Keyword Difficulty Tool
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEOmoz Keyword Difficulty Tool
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEOmoz Keyword Difficulty Tool
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Prioritize
• Prioritize best opportunities
• Combine low-volume keywords
• 3-5 Home page keywords
• 100 Internal keyword pages
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Plan
• Match keywords to existing pages
• Internal keyword “hub” pages
• Keyword content calendar
• Keyword link-building campaign
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Monitor & Track
1. Rank tracker
2. Google Analytics
3. Keyword manager
Advanced Keyword Strategy Think Tank Live!SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Keyword Roadmap Clear Goals
View Competition
Accumulate Keywords
Organize
Analyze
Prioritize & Plan