Keyword Intelligence

Introduction xvi Chapter 1 Keyword Research History and Its Evolving Role in Marketing 1 How Keyword Research Has Evolved 2 Why Keywords and Keyword Research Are Vital for Success 4 Online Searching Begins with a Search Query or Keyword Link 4 Keyword Research Is a Strategic Function 4 Form the Foundation for All Marketing Campaigns 5 Picking the Wrong Keywords Can Waste Time and Money 8 The Six Principles of Keyword Research 9 1. The Secret Formula of Success 9 2. Keyword Relevance 10 3. Keywords and the Buying Cycle 11 4. Broad Keywords vs.Specific Keywords 13 5. The Long Tail 15 6. Keyword Interpretation 22 In Summary 23 Chapter 2 How to Develop a Successful Keyword Strategy 25 Develop Your Marketing Strategy, Plan, and Goals 26 Decide Which Marketing Channels You Will Use 27 How Will You Measure Success? 29 Setting Up SMART Goals 31 Benchmarking 32 Team Members and Their Roles and Goals 32 Organization Design 34 Keyword Competitive Intelligence 37 Look at Your Competitors' Metadata 38 Keyword Gap Analysis 41 What Is Your Competition Seeing about You? 42 Keyword Research Process 42 Brainstorming: Find All Possible Keywords 43 Refine: Identify High-Potential Keywords 43 Categorize: Organize into Categories or Audience Segments 45 Test: Test and Validate Keyword Performance 46 Summary 46 Chapter 3 Keyword Research Tools 47 Keywords and the Search Funnel 48 Searches 48 Search Engine Results Page 49 Search Clicks 50 Conversions 50 Building Your Toolset 51 Where Does Keyword Data Come From? 51 Why Do Different Tools Report Different Numbers? 52 Keyword Tools That Streamline Processes and Save Time 53 Stage 1 and 2 Keyword Tools 53 Keyword Discovery 54 WordStream 62 Wordtracker 65 Search-Engine-Specific Tools 69 Google AdWords Keyword Tool 69 Google Insights for Search 73 Google Trends 73 Microsoft Advertising Intelligence 74 Stage 3 and 4 Keyword Tools 75 Keyword Competitive Analysis Tools 75 SpyFu 76 KeywordSpy 77 iSpionage 77 comScore Search Planner 78 Hitwise Search Intelligence 79 Compete Pro Search Analytics 80 Summary 80 Chapter 4 Finding Keywords 81 Building Your Keyword Toolset and Methodology 82 Computer Automated vs.Computer Aided 82 Brainstorming and Seed Keywords 83 Seed Keywords 83 Mind Mapping 85 Where to Find Good Keywords 87 Within Your Company 88 Company Statements 88 Press Releases and News Articles 89 Your Company's Website 89 Within Your Industry 94 What Is Your Niche? 94 Magazines and Trade Journals 95 Membership Organizations 95 Trade Organizations 96 From Your Competition 96 From Social Media and Blogs 97 Focus Groups and Surveys 98 Hashtags 98 Social Tagging and Tag Clouds 99 Blogs and Discussion Boards 100 Keyword Modification Techniques 101 Thesaurus 101 Plural and Singular Forms 102 Misspellings and Typos 102 Prefixing 103 Suffixing 103 Keyword Stemming 104 Summary 106 Chapter 5 Refine Your Initial List of Keywords in Seven Steps 107 The Keyword Refinement Process 108 Step 1: Categorization and Audience Segmentation 109 Audience Segmentation 109 Step 2: Scoring for Relevance 110 Step 3: Scoring for Specificity 112 Step 4: Scoring for Competitiion 114 Step 5: Scoring for Popularity 117 Step 6: Overall Scoring and Prioritization 120 Step 7: Keyword Interpretation 122 Seasonality of Keyword Usage 123 Understanding Ambiguity 124 Conclusion 126 Chapter 6 Using Keywords for SEO 127 Keywords and Their Role in SEO 128 How Many Keywords Should I Use for SEO? 129 Keyword Optimization 130 Keywords in Domain Names 130 Keywords in URLs and File Structures 131 Keywords in HTML and Tags 133 Keyword Density, Frequency, and Prominence 136 Keywords and Link Building 137 Internal Links 137 Contextual Link Building 138 Optimizing Image and Video Assets with Keywords 142 For Images 143 For Video 146 Summary 150 Chapter 7 Using Keywords for PPC 151 Keywords and Their Role in PPC 152 Keyword Categories and Ad Groups 152 Ads and Ad Groups 156 Using Keywords in your Headlines 156 Dynamic Keyword Insertion 157 Ask the Question 158 Descriptions 159 Qualify Your Traffic 160 Launch Campaign--Measure and Tweak 160 Keywords and Quality Score 160 Quality Score Factors 161 Steps to Achieve a High Quality Score 162 Quality Score Case Study 163 Using Negative Keywords 164 Which Matching Type Should You Use? 165 When to Use Negative Keywords 166 Benefits of a Negative Keyword List 167 How to Find Negative Keywords 167 Search Funnels 168 How Many Ads Do Your Users View Before They Convert? 169 How Long Does It Take Before Users Convert? 170 What Is Your Customer's Search Process? 171 What Are the Most Common Paths Your Users Take to Convert? 172 What Are the Enabling Keywords that Support Your Conversions? 172 Summary 173 Chapter 8 Using Keywords for Social Media 175 Role of Keywords and Social Media 176 What Is Social Media? 177 Social News 177 Social Sharing 178 Social Networks 178 Social Bookmarking 179 Benefits of Social Media 179 Social Media Strategy 180 1. Listen 181 2. Identify Goals and Objectives 182 3. Develop Your Plan and Time Your Content 182 4. Develop Your Content 183 5. Engage 184 6. Measure 185 Social Media Keyword Research Tools 189 Keyword Research for YouTube 190 Keyword Research for Twitter 191 What Is Twitter? 192 Understanding Twitter Lingo 193 Tools for Using Twitter and for Keyword Research 194 Keyword Research for Facebook 197 Keyword Optimization for Facebook 198 Keyword Research for Blogging 201 What Is a Blog? 202 Blogging and Keyword Research 205 Summary 206 Chapter 9 Using Keywords for Mobile and Local 207 Local Search Visibility 208 Local Keyword Research 208 Step 1: Classify Keyword Phrases 208 Step 2: Localize Your Keywords 209 Step 3: Combine Keyword Parts 212 Step 4: Local Business Competition 213 Optimize Your Site Using Local Keywords 213 Solicit Local Links 214 Use Keywords for Local Listings 215 Update or Add Your Site on Local Search Engines 215 Mobile Keyword Research 217 Google Suggest Mobile 218 Google Keyword Tool for Mobile 219 Google Webmaster Tools Query Stats 220 Developing a Mobile Strategy 220 1. Define Target Audience and Personas 221 2. Conduct Your Research 221 3. Develop Your Mobile Solution 221 4. Design Your Pricing Model 221 5. Develop Your Support Model 222 6. Develop Retention or Loyalty Program 222 Summary 223 Chapter 10 Keywords and Site Architecture 225 Understanding Site Architecture 226 Step 1: Your Site Structure 227 Step 2: Keyword Modeling 229 Step 3: Developing Your Personas 234 Step 4: Content Design 237 Step 5: Wireframes and Prototyping 238 Summary 241 Chapter 11 Creating Great Content with Keywords 243 The Importance of Quality Content 244 Writing for the Web 246 Writing for Search Engines 247 Copywriting 247 Writing Great Headlines 247 Web Page Body Copy 249 Content Management 250 Content Marketing 251 Digital Asset Optimization 253 Identify Media Types for Targeted Keywords 254 Use Keywords in Filenames and Tags 254 Map Keywords to Digital Assets 254 Summary 255 Chapter 12 Using Keywords for Branding and Messaging 257 Keywords Research for Branding and Messaging 258 The Keyword Research Brief 259 Five Elements of a Keyword Research Brief 259 Keywords in Press Releases 262 Keyword Research Techniques for Press Releases 264 Keywords in Brand Positioning 265 Six Steps to Stronger Brand Positioning 265 Summary 268 Chapter 13 International Keyword Research 269 The Challenges of International Keyword Research 270 Researching in Other Languages 271 International Keyword Research Process 271 Step 1: Discovery, Refinement, and Segmentation 272 Step 2: Variations in Different Languages 272 Step 3: Translation 273 Step 4: Find The Right Partner 274 Expanding Your International Keyword Lists 277 Keyword Research Tools 277 Summary 278 Chapter 14 Keyword Measurement 279 Defining Metrics for Success 280 Measuring Keyword Performance 280 Using PPC to Test Keywords and Marketing Messages 281 Keyword Rank Reports 286 Keyword Monitoring in Google Webmaster Tools 286 Other Rank Reports 288 Keyword Monitoring in Google Analytics 289 Keyword Analysis Spreadsheet Tracking 291 Summary 293 Introduction 295