Wednesday, February 20, 2013

SES London Day 1 keyword research training by Bill Hunt

After having spent an entire day at a fantastic SES London conference opening today I decided to look back at yesterday's training session will Bill Hunt, ex IBM search guru and head of SEO and relate what I thought were some very good and valid pointers with regards to understanding keywords for both paid and organic search and how these two relate.

Apologies for the brief pointers but it's pretty late and if i don't write this post now I'll never do it.

The moral or message that i really want to get across is that you need to identify keyword opportunities and what you are spending trying to rank or convert these opportunities.

So its a closely debatable topic and one that paid department and organic departments often debate internally. The problem is its not a debate it's a discussion that needs to be had.

If I rank 1st organically and I'm bidding on the same keyword is it really necessary?

- if you are ranking for both paid and organic you need to get people to recognise that both are same company. Otherwise you compete with your own rankings.
- 53% click on first organization listing
- 81% of paid listing don't have organic rankings
- 90% of users for travel are using mobile

What this has to do with the topic at hand, no fucking clue but the stats are cool.

IDEAS

- Segment by intent or interest
- Segment by content type
- Segment by device

KEYWORD SEARCH

Google keyword tool is not enough to do the research data you need to use multiple tools. Raventools have a great bit of software that pulls from everything.

WORK OUT

Cost of missed SEO.
Cost of paid search.
How much would it cost to get x number of clicks on paid vs seo and which is more profitable for you.

KEYWORD RESEARCH!!!

Use google suggest.
Über suggest.org great tool.
Identity seo and paid keyword terms.

Start by asking questions when doing your keyword research;

Make a list of products, services and categories
What do people search for when finding your products
When you search for your own site what do you search

With B2B searches - add the word strategy cause thats what management searches for.

identifying missed keyword opportunities;
Total, inspiration, discovery, design, purchase, relationship(5 phases of the buy cycle)

GOOGLE COMING OUT WITH NEW VERSION OF SERCH API! This is for all those seo agencies out there.


It is imperative that you separate landing pages based on the phase of the search cycle that they are in:

Learn, shop, buy, get, use...
Research, buy or returning...

Live person is a brilliant way to find what people are searching for by asking them what their jobs are. This would work really well for insurance.

NB : SALES PITCH
identity how many keywords you should be ranking for.
Give top 10 competitors.
Identify opportunities
Show them % of traffic being missed
Revenue that they are missing out on

BACKLINK TIP Match up "organic keywords" to social media tracking. Find website back link opportunity. Using social media to help identify what people are searching for in your industry and then use that in Adwords.

Facebook knowledge graph tool is available to find people's interests.

As I said this post was pointers from the conference so not the best English but hopefully useful.

From SES I'm out!D

3 comments:

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clarence juliet said...

SES London has been great for Adthena. I attend many Search events throughout the year but SES has been the best among all.seo sheffield