Generate the candidate list
Research candidate keywords
Prioritize keywords
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CSE 197/BIS 197: Search Engine Strategies 10-1
In this chapter, we will conduct keyword planning step by
step
Fall 2006 Davison/Lin
True for both organic and paid placement search!
Keyword planning – the first real step in SEM campaign
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It is now time to “position” your web site!
Choose Your Keyword
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CSE 197/BIS 197: Search Engine Strategies 10-2
STEP 1: GENERATE CANDIDATE LIST
- FEW or NO demand
- SPECIFIC meanings
- LOW bidding price (for paid placement)
TOO COLD:
- HIGH demand
- GENERAL meanings
- HIGH bidding price (for paid placement)
TOO HOT:
Common Mistakes in Keyword Selection
LOW conversion
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Avoid multiple meanings
keywords
Find the closest match to
your site
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CSE 197/BIS 197: Search Engine Strategies 10-3
STEP 1: GENERATE CANDIDATE LIST
There are times when
a broad term might be
right for you…
Exception:
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The bottom line:
LOW click-through rate
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The risk of using
a hot keyword:
Fall 2006 Davison/Lin
Common Mistakes in Keyword Selection: The keywords
that may burn you
Why is it cold in the first place?
Wrong audience
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CSE 197/BIS 197: Search Engine Strategies 10-4
STEP 1: GENERATE CANDIDATE LIST
Your brand name
Exception:
Lost in translation
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The birth of cold keywords
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The risk of using
a cold keyword:
Fall 2006 Davison/Lin
Common Mistakes in Keyword Selection: The keywords
that may freeze you
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 10-5
STEP 1: GENERATE CANDIDATE LIST
70 – 75% searches contains 3 words or more
Be specific – 3,4,5-word phrases do a better job
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Be yourself – stick to keyword that truly reflect your site
Choose the keyword that is JUST RIGHT
Write down all nouns
Categorize the nouns (product, brand, goal, etc.)
Generate adjectives to qualify the nouns
Brainstorm
Gather a group of people that are stakeholders or end users of your web
site
Be realistic and objective with your product / site
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CSE 197/BIS 197: Search Engine Strategies 10-6
STEP 1: GENERATE CANDIDATE LIST
Don’t get lost in your domain knowledge
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Be careful:
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Think about a focus group
Fall 2006 Davison/Lin
Choosing Keywords: generate the list
Think outside of the browser
Keyword timing
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CSE 197/BIS 197: Search Engine Strategies 10-7
STEP 1: GENERATE CANDIDATE LIST
Generate Conversion
Which phase are the searchers in?
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WHAT keywords to use for brand image campaign?
66% searchers believe top search result sites are top companies in the
field
Fall 2006 Davison/Lin
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55% of Internet users expect to see big brand listed as top search
results
Building Brand image
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Web site GOAL is important!
Choosing Keywords: generate the list
Just because you don’t see a keyword…
Use your site search results if available
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CSE 197/BIS 197: Search Engine Strategies 10-8
STEP 1: GENERATE CANDIDATE LIST
Pay attention to low-volume keywords
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Use your current search referrals
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Choosing Keywords: expand the list
Title, keywords, product category, etc.
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CSE 197/BIS 197: Search Engine Strategies 10-9
STEP 1: GENERATE CANDIDATE LIST
Do NOT use competitors trademarks or brand names to your
advantage!
Reverse engineering competitor keyword strategy
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Use your competitors
Fall 2006 Davison/Lin
Choosing Keywords: expand the list
Understand the demand
Understand the competitive landscape
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CSE 197/BIS 197: Search Engine Strategies 10-10
STEP 2: ANALYZE THE LIST
Get even more phrases!
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Use the keyword tools to:
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Analyze the list
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Word variation
KEI
User friendly
Specific user group
CSE 197/BIS 197: Search Engine Strategies 10-11
STEP 2: ANALYZE THE LIST
English only
CON
Relatively free of “rank checking”
PRO
Wordtracker
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Analyze the list
Word variation
Rank checking
CON
Global Search
PRO
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Word variation – similar keywords, recommender system
CSE 197/BIS 197: Search Engine Strategies 10-12
STEP 2: ANALYZE THE LIST
No actual demand – estimated number only
CON
Global Search
PRO
Google
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Yahoo
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Analyze the list
Popular, high conversion
Somewhat popular, acceptable conversion
Enough demand to be a paid placement but not worth
organic search optimization
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CSE 197/BIS 197: Search Engine Strategies 10-13
STEP 3: PRIOITIZE THE KEYWORDS
There is a limitation on how many keywords a SEO campaign could
target
Focus on close matches to your site for ALL categories
BEWARE:
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Low priority:
−
Medium priority:
−
Top priority:
Fall 2006 Davison/Lin
Prioritize your keywords
Focus on “must win” words
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CSE 197/BIS 197: Search Engine Strategies 10-14
STEP 3: PRIOITIZE THE KEYWORDS
For paid placement, it is an ROI decision
For organic, focus on keywords that bring the highest
conversions
Increase conversions
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Building Brand Awareness
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Prioritize your keywords
Effective landing pages
High priority
−
−
Take into consideration the popularity & match
Focus on demand and match, test run a few and observe
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CSE 197/BIS 197: Search Engine Strategies 10-15
STEP 3: PRIOITIZE THE KEYWORDS
Probably hard to tell the conversion
−
Keywords from LEARN stage
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Keywords from SHOP stage
High quality searchers
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Keywords from BUY stage
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Prioritize your keywords