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Keyword Intelligence: Keyword Research for Search, Social, and Beyond

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A unique book on the art and science of keyword research

Keyword research can make or break a marketing campaign, an optimization strategy, and pay-per-click ad campaigns. Written by a keyword research expert, this essential resource drills home the importance of targeting the right keywords or phrases in order to get traffic from search engines and social media channels. Author Ron Jones imparts his wisdom and experience for determining which keywords will work based on a ...

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Overview

A unique book on the art and science of keyword research

Keyword research can make or break a marketing campaign, an optimization strategy, and pay-per-click ad campaigns. Written by a keyword research expert, this essential resource drills home the importance of targeting the right keywords or phrases in order to get traffic from search engines and social media channels. Author Ron Jones imparts his wisdom and experience for determining which keywords will work based on a searcher's intent and he shows you how to research social, mobile, and video marketing tools that can ultimately become the foundation of a marketing campaign.

  • Boasts detailed how-to information from one of the world's leading keyword research experts
  • Helps you learn how to craft a successful keyword campaign and capture a coveted spot on the first page of a results page
  • Pares down the essential information you need to know to use available tools to get keyword suggestions, forecast web site traffic, perform competitive research, and analyze results
  • Walks you through how to best apply keywords to SEO and PPC campaigns as well as gain visibility with mobile marketing and integrate with traditional marketing efforts
  • Features case studies, examples, tutorials, tips, and previously undocumented techniques

No matter your level of experience working with keywords, Keyword Intelligence is the ultimate guide for learning how to best conduct keyword research and craft winning marketing campaigns.

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Product Details

  • ISBN-13: 9781118061831
  • Publisher: Wiley
  • Publication date: 11/8/2011
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.70 (d)

Meet the Author

Ron Jones is an Internet marketing expert who speaks regularly on the topic of keyword research at Search Engine Strategies and other international conferences. He conducts keyword research training seminars for organizations including SES, has served on the Board of Directors for the Search Engine Marketing Professionals Organization (SEMPO), and authored SEMPO's keyword research courses. He writes about keyword research for Search Engine Watch and ClickZ. Ron is President and CEO of Symetri Internet Marketing and has consulted with large brands as well as traditional agencies on how to use keyword research and Internet marketing to the fullest potential.

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Table of Contents

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

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