Blog items tagged with "keyword-research"
Tags: seo , ppc , keyword research , tips , search marketing , match types
If you have spawned an interest, need, or aspiration for search marketing, you'll soon learn that keyword research is an integral aspect to building a solid campaign. One of the best tools to start your keyword research is the Google AdWords Keyword Tool. And although the Keyword Tool appears easy to use, there are a few things that you most certainly need to know to get the best results.
Whether for SEO or PPC advertising, successful keyword research is the foundation for any search marketing campaign. In this post, I will share with you three tips to help ignite your research in the right direction.
Learning the 3 Match Types
An important part of doing keyword research is understanding the three keyword match types. The names of these three match types are Broad, Exact, and Phrase match. Although the basis for each match type is for PPC keyword bidding, learning the differences between each match type is critical for SEO.
For instance, observe my example below for research for "marble cleaner" keywords. Each match type (which can be filtered in the left-hand navigation of the Keyword Tool) is shown for the keyword "marble cleaner;" however, different search volumes are shown for each match type.
The reason for this variation in search volume is best denoted by defining each match type:
- [marble cleaner] (exact match) - search volumes represent only the two-word phrase marble cleaner, and that is all
- "marble cleaner" (phrase match) - search volumes include exact match, as well as long-tail variations (e.g. best marble cleaner, marble cleaner for counter tops, marble cleaner reviews)
- marble cleaner (broad match) - search volumes include any keyword search that includes similar semantics (e.g. how to get marble its cleanest, cleaning marble, marble floor cleaners)
As you can see, the broad and phrase match types for marble cleaner can appear inflated, from a SEO standpoint. Broad in particular is almost useless for search engine optimization, and in some cases, PPC too. Broad match is just far too ambiguous to get an accurate gauge on traffic potential. In almost any form of keyword research, de-select broad match, and select exact match. Again, this can be done using the options in the left navigation.
Using the Advanced Settings
Depending on your target search market, you may need to modify some of the advanced options when doing keyword research. Here you can set the geographic and language parameters so that your results are more focal to your search market.
You can also filter the results based on the device used to perform a search (e.g. mobile and tablet devices vs. desktop or laptop.) This can be very useful if you're pursuing a mobile search campaign, or sticking solely with desktop or laptop-based searches.
One tip that I recommend to considering is checking the filter box (above the advanced settings) that reads "Only show ideas closely related to my search terms." The thing is Google's Keyword Tool will give you a lot of keyword insights - almost too much. Checking this option helps keep your results more focused to what you're researching.
Look-up Results in Chunks
With respect to the latter tip of choosing to "only show ideas closely related to my search terms," you'll want to segment your research into semantic-related chunks. That is, you do not want to insert the keywords marble cleaner, granite polish, cleaning marble, granite restoration, all in the same batch. The results that Google will offer will probably have too much overlap. Instead, segment your keywords into relevant groupings.
Based on our example, we'll definitely want to keep granite and marble keywords separate. Additionally, we will further segment our keywords in secondary tiers based on cleaners, polishers, etc.
So based on the image shown, we'll look-up keyword results in relevant chunks. We will do this again for a grouping like marble polish, polishing marble, marble polisher, etc. This will not only provide more focal keyword results, but help keep the research organized throughout the process.
This blog post was written by Tyler Tafelsky, SEO and Internet marketing manager here at OIC Group, Inc. You can contact Tyler directly via email at Tyler@oicgroup.net, or connect with Tyler on Google+. He's publish other content that you can explore, like How to Use the Google Keyword Planner, a project with YisooTraining.com.
Tags: keyword research , social media , google+ , local , strategy , small business , seo , ecommerce
Ecommerce SEO is not just for big brands with big advertising budgets. When executed in the right manner, ecommerce SEO for small business retailers can have a momentous impact.
The first step toward ecommerce SEO success is building logical expectations and setting realistic goals. In short, most small business ecommerce sites are not going rank highly for 2-to-3 word product-related keywords (e.g. "Asics running shoes" or "mens vintage clothing"). There's just too many well-optimized websites dominating the playing field.
Instead, an ecommerce SEO strategy for a local retailer needs to be extremely specific with keyword targeting. That is, small businesses need to optimize their ecommerce sites for more detailed long-tail keywords (e.g. "Asics nimbus gel 12 womens" or "mens vintage leather pants".)
Additionally, any small business retailer can benefit from having a local SEO strategy that merges aspects of social media marketing. Addressing the local approach to optimization (and social marketing) can significantly benefit ecommerce SEO for small businesses. This is primarily because Google is starting to integrate more locally-focused search results that also include social activity of Google+.
So how does a small business begin in creating the optimum ecommerce SEO strategy? Let's dive into greater detail below.
Latch-On to the Long-Tails
Although high-volume keywords look attractive for SEO, the more volume a keyword offers, typically the more competition it has. In fact, this is a primary reason most ecommerce SEO campaigns fail - they try to optimize for keywords that just not plausible to rank for (and they spend months trying to reach page 1 with no success.)
When doing keyword research for small business ecommerce SEO, start with phrases that are highly relevant to your website and core product offering. Get very specific with your research and try to uncover long-tail keywords that offer substantial search volumes, but with minimal competition. Although this can be an exhausting effort, choosing the right keyword targets can make or break your ecommerce SEO campaign.
Look for 3-to-5 word phrases that get 10-200 local monthly searches. The keywords in this range of search volume are typically less competitive, yet significant for SEO. And if your business is highly relevant on these long-tail keyword phrases, you chances to rank for these terms are even greater. Be sure to actually search these phrases in Google and get look that the search engine results page (or "SERP".)
Take note of the websites that ranking in the top 10 results. Additionally, take a gander at any paid or sponsored listings surrounding the organic results. A competitive keyword is sometimes evident based on who is bidding for the keyword using PPC advertising.
Combine Local SEO with Ecommerce SEO
In effort to ensure better quality results, Google is starting to serve its users more relevant, localized listing. Earlier this year, Google started integrating Google+ social activity into it search results. This has underscored the importance of locally optimizing a small business website.
The first step of local optimization is quite basic. You simply need to include your geographic references of your location through certain areas of the site. One of the best ways to achieve this to ensure your address is accurately mentioned in the site-wide footer of your website. In addition, you can further locally optimize your ecommerce site by:
- including the city and state in the Page Titles and Meta Descriptions of the primary optimized pages of your site
- mentioning your geographic location in the page copy or text of certain webpages
- building links to your website using geo-specific anchor text (e.g. "mens vintage clothing in Boston")
- cross-linking your Google+ Local page with your ecommerce site (more below)
Share Your Goods via Google+
A priority for any small business pursuing online marketing should be creating a Google+ Local page. This social media profile is a powerful web property that can significantly enhance the ecommerce SEO efforts of a small business.
Here you can share links to products, video reviews, or other relevant content that you deem valuable to social users. As a result, you can inbound more traffic to your website, in addition aiding your 2013 local SEO strategy with social signals pointing to your content and optimized product pages.
When Google+ followers or simply local searchers go to Google to find a product that you're offering, it's possible that your Google+ posts can be seen in their search engine results. To maximize the potential of this happening, be sure to use the hashtag (#) to tag relevant keywords that best describe your post.
For instance, if you're posting a review about a 'green countertop cleaner' include at the end of your Google+ post a few hashtags, like #green #ecofriendly #cleaner. This will increase the keyword relevancy of your post around green cleaners, and can increase the chances that your post will be visible on both Google+ and Google search.
To learn more about ecommerce SEO services, contact us or visit our subsidiary company ClickCentricSEO.com