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SEO Fundamentals

SEO Fundamentals. Keyword Research and Analysis. Presented by: Asif Anwar. About the Presenter. SEM Account Manager for Blueliner Marketing, LLC Learning about SEO since the meta age, i.e. 2001 Started Professional SEO in 2003 Started Multilingual SEO in 2005 Started PPC in 2008

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SEO Fundamentals

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  1. SEO Fundamentals Keyword Research and Analysis Presented by: Asif Anwar

  2. About the Presenter • SEM Account Manager for Blueliner Marketing, LLC • Learning about SEO since the meta age, i.e. 2001 • Started Professional SEO in 2003 • Started Multilingual SEO in 2005 • Started PPC in 2008 • Started Social Media Marketing in 2007 ASIF ANWAR @SEOExpertBD /asifanwarpathik www.seoppcsmm.com

  3. Why KRA? To plan Offpage SEO and Link Building Strategy To find the best keyword to advertise To understand competition To find topics for blogging To find the best keyword for SEO For planning your social media marketing

  4. Stages of KRA Collect Search Analyze Filter

  5. Collect Keywords

  6. Sources of Keywords Web Analytics Historic Keywords Tools: AdWords KW Tool, SEMRush, KeywordSpy, Spyfu Google Webmaster Search Queries Competitors’ Organic and PPC Keywords Keyword Combination AdWords or PPC Campaign Keywords

  7. Before You Start • Identify your products and service • Identify your brand value • Identify your competition • Identify your target markets (B2C vs. B2B) • Identify you potential products (Verticals)

  8. Practice Product/Service Brands Competition Target Markets Verticals

  9. Keyword Types • Product or Service Keywords (MP3 Player) • Brand Keywords (Sony MP3 Player) • Modifier Keywords (Portable MP3 Player) • Entity Keywords (MP3 Player Shop) • Geographic Keywords (MP3 Player Shop in Dhaka) • Demographic Segmented Keywords (Pink MP3 Player for Women) • Call to Action Keywords (Buy MP3 Player) • Educational Keywords (How to buy MP3 Player) • B2B Keywords (MP3 Player Wholesale)

  10. Identify Keywords Pre-words Core-words Post-words • Modifier (Portable) • Brand (Sony) • Geographic (Dhaka) • Demographic (Men’s) • Call to action (Buy) • Educational (How to) • Major Product (Bag) • Major Service • B2B Keywords • Entity (Shop) • Geographic (Dhaka) • Demographic (Men’s) • Call to action (Buy) • Leather Bag • Ladies Leather Bag • Ladies Leather Bag Shop • Ladies Leather Bag Shop in Dhaka • Gucci Leather Bag Company in Dhaka • Buy Leather Bag in Dhaka

  11. Practice Pre-words Core-words Post-words • Company • Firm • Factory • Shop • Provider • Supplier • Exporter • Consultant • Expert • Developer • Dhaka • Bangladesh

  12. Generate Keyword Combination Use http://bit.ly/3colkwcomgen or http://www.rolbe.com/keyword_combiner.htm Or use IBP 9.X’s Keyword Combination Generator Tool

  13. Google Webmaster Keywords Go to next page Go below the table and download it Go below the table and download it Keep going along as long as there are at least 2 impressions Go to Google Webmaster’s Search Queries Download Tables as long as there are at least 2 impressions

  14. Google Analytics Historic Keywords Sort by Visits Click Export and then CSV for Excel Change period to start day to today Go to next page and more pages as long as there in at least 2 visits for a keyword Go to Google Keyword Report Download CSV for each table as long as there is at 2 visits for a keyword

  15. Find Your Keywords • Generate a list of most important pages on your site (for existing site) • Use those URLs in Google Keyword Tool (Search by URL) • Search with your URL in KeywordSpy (Search by Domain) • Search with your URL in SEMRush (Search by Domain)

  16. Competitors’ Keywords • Search in Google with important keywords to find competitors • Search for local, near-shore, and global competitors • Use competitors’ URL in Google Keyword Tool (Search by URL) • Search competitors’ URL in KeywordSpy (Search by Domain) • Search competitors’ URL in SEMRush (Search by Domain)

  17. Related and Peripheral Keywords • Google Keyword Tool Suggest Related Keywords • Microsoft adCenter Keyword Search tool suggests related keywords • You can find synonyms at http://www.thesaurus.com • WordTracker also suggests related keywords based on meta search • In keyword search for competitors, you will find related keywords • Google, Yahoo, Alexa, and Bing Suggest feature also refer related and peripheral keywords • Google Wheel used to suggest peripheral keywords • http://www.quintura.com also suggests related and peripheral keywords

  18. Search Keywords and Parameters

  19. Tools for Searching Keywords • Google Keyword Tool • MicroSoftadCenter Keyword Tool Online • Microsoft Advertising Intelligence (adCenteraddin for MS Excel) • SEO Book Keyword Suggestion Tool • Keyword Discovery Free Search Term Suggestion Tool • Wordstream Keyword Search Tool • WordTracker • SEMRush • SpyFu • Keyword Spy

  20. Google Keyword Tool Hit Search Select appropriate category if required Select your desired target audience Shows results of exact keywords used Paste <100 keywords here Shows related and peripheral keywords

  21. Other Intelligence You May Need • The PPC Bid Price of the Keyword from Traffic Estimator of Google Keyword Tool)https://adwords.google.com/select/TrafficEstimatorSandboxShows you the estimated price per click, daily click & cost, etc. • Keyword Difficulty Level Tool by SEOMozhttp://pro.seomoz.org/tools/keyword-difficulty/Shows you a % index on how tough a keyword is for SEO • Keyword Effectiveness Index (KEI) by Sumantra Roy (most probably Indian Bengali) provided by WordTrackerhttp://www.wordtracker.com/find-the-best-keywordsShows you a value that tells you how effective and the keyword is, in terms of the competition

  22. Analyze Keywords

  23. Interpret Results Average Number of searches done locally in a month Average Number of searches done worldwide in a month Relative Index on how competitive is the keyword More search value = Worldwide popular keyword More search value = Locally popular keyword More index value = more competitive or more effective keyword

  24. Things You Should Consider • Popular Keywords have high competition (not always) • Popular Keywords don’t sell or convert well • Popular keywords are very good for reputation and branding • Highly competitive keywords are hard to beat • Highly competitive keywords are also those keywords that sells, assuming that the industry is mature enough • Trying to beat global competition can take you years of efforts • Finding the best match for your identity is a good option, even if it is a long keyphrase or belong to long tail keyword category • B2B Keywords are the ones that businesses will use, not general public. So, they might be less popular than other similar keywords

  25. Further Keyword Analysis • Assess if the found keywords are relevant to your core-words using the excel formula “=IF(ISERROR(FIND(I$3,$B4,1)),"Not Relevant","Relevant")” • Do a word count to filter out Long Tail Keywords into separate sheet using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)” • Finally sort your results by Relevance, then by Competition (highly effective keywords) and then by Global Monthly Searches (highly popular keywords)

  26. Analyze Filtering Keywords

  27. Removing Irrelevant Keywords • Using the excel formula “=IF(ISERROR(FIND(I$3,$A2,1)),"Not Relevant","Relevant")” find the relevant keywords that matches your core-words • Sort the keywords according to relevance, so that the irrelevant keywords are shown together • Go through the irrelevant keywords and delete them • Keep the keywords that are not relevant, but may be related

  28. Long Tail & Phrase Keywords • Using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)” find the word count in a keyword • If the word count is more than 3 or 4 (use your judgement), then separate them to another sheet for long tail keywords • You can use them as topics to generate contents for blogging, link building, and social media content distribution • Keep highly relevant long keyphrases in important keyword list if required

  29. Dealing with Conflicting Keywords • Google Keyword Tool shows same popularity and competition result for broad match keywords like: web design company, company design web, design web company, etc. You can see similar keywords like this when you sort by popularity and competition. But the keywords show different bid price. Choose the keyword with highest bid. Additionally, you can do a phrase search to see which keyword has the highest number of competing pages in Google, Yahoo or Bing. • The popularity does not tell you if it will fall in future, while other’s popularity will rise. Use Google Trend to understand this. • When you collect keywords from various sources, you also get duplicate keywords. Remove them from excel with remove duplicate tool.

  30. Score Your Keywords • Use 10 score scale for either Global or Local Popularity (whichever target market is important for you), Competition, and Keyword Difficulty • You can also bring in other factors with custom 10 scale scores and specific weights, like: B2B relevance (1-10), how specific is the keyword to your business (1-10), how converting is the keyword (1-10), etc. • Determine your best weight for Global or Local Popularity, Competition, and Keyword Difficulty (use personal judgment or monitor output) • Find weighted average of the keyword and sort keyword accordingly

  31. Multilingual Keyword Research Tools Strategies • Find the keyword in Wikipedia and find various versions • Translate English keywords into desired language with various online machine translation tools • Retranslate the translated keywords with various online machine translation tools • Verify keyword with image search • Find the popularity of the translated keyword in Google Keyword Tool • http://translate.google.com • http://babelfish.yahoo.com • http://www.worldlingo.com/products_services/worldlingo_translator.html • http://www.appliedlanguage.com/free_translation.shtml • http://www.freetranslation.com • http://translation2.paralink.com • http://freetranslation.imtranslator.com • http://www.tranexp.com:2000/Translate/index.shtml • http://en.wikipedia.com • Image Search

  32. Additional Resources • KRA on Search Engine Guide: http://www.searchengineguide.com/stoney-degeyter/comprehensive-guide-to-keyword-research.php • KRA on SEOMoz: http://www.seomoz.org/blog/10-steps-to-advanced-keyword-research • BIMPA Group in Facebook: https://www.facebook.com/groups/bimpa/ • Microsoft Ad Intelligence for MS Excel (Video) http://advertising.microsoft.com/small-business/adcenter-downloads/advertising-intelligence/overview

  33. Thank You for Your Time Now, go and have a struggling time, because prosperity brings more struggles

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