Presenter: Madhurima Bhattacharya July 26, 2011
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First word that comes to my mind when I search for something online
July 26, 2011
2 Confidential Position www.position2.com
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What are people (potential customers) searching for? • Is it some random word that someone types in the search box? • Do the searches have any pattern? • Is there a connection between search query and keyword research?
Keyword Research = Knowing our customer
Keyword research is the process of finding out the words or phrases that potential customers are searching online.
July 26, 2011
2 Confidential Position www.position2.com
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Why are keywords crucial for online marketing? • Keywords are the words and phrases that people type into a search engine in order to find a website offering the information they are looking for • The search engine uses the keywords to decide which webpages to deliver in their result pages • Hence generating the largest list of relevant keywords to get maximum visibility and tracking their performance in the campaign are the two utmost important things • So it is absolutely essential that he finds the "right" keywords to use and so PPC keyword research becomes extremely important in relation to his overall profitability
July 26, 2011
2 Confidential Position www.position2.com
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July 26, 2011
2 Confidential Position www.position2.com
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Analyze client website to generate terms related to the product/service Expand the keywords using keyword tools such as Google AdWords, MSN Ad Centre, WordStream, Contextual Targeting, Keyword Spy
Search metatags of relevant/competitor sites for keywords
Check which keywords competitors are bidding on using keywordspy.com, spyfu.com, semrush.com
Form long tail keywords and coin keyword combinations like Ranks.NL
Add keywords in Broad, Phrase, Exact Match types Remove irrelevant and negative keywords
Google Wonder Wheel
Add misspelt keywords using tools like SEO Chat, MSN AdLabs keyword mutation tool Post bulk list creation, the keywords are grouped into relevant themes
July 26, 2011
2 Confidential Position www.position2.com
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BROAD
Samsung smartphones
PHRASE
EXACT
Blackberry Smartphone different models
Blackberry Smartphone
Broad: Allows your ad to show on similar phrases and relevant variations Phrase: Allows your ad to show for searches that match the exact phrase suffixed/prefixed with other keywords Exact: Allows your ad to show for searches that match the exact phrase exclusively July 26, 2011
2 Confidential Position www.position2.com
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Keyword Analyzer Keyword Generator Entity Association Graph Explore the correlations among entities when they co-occur within a query or user session Keyword Group Detection Given a word or phrase, find a set of similar words among the online queries Keyword Mutation Detection Detect frequent misspellings or alternative spellings of the same keyword in search query logs Keyword Forecast Forecast the impression count and demographic predictions using your selected list of keywords Search Funnels Analyze and visualize user search sequences in the form of funnels
July 26, 2011
Keyword Search Tool
Keyword Research Tool Keyword Suggestion Tool Negative Keyword Tool Google Keyword Tool Wordtracker Google AdWords Keyword Tool
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• Contextual Targeting Tool
With the Contextual Targeting Tool, you can build tightly themed keyword lists for campaigns that are running on the Google Display Network. When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a set of keywords related to your terms, and groups the keywords into themed ad groups
July 26, 2011
2 Confidential Position www.position2.com
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This tool helps gain access to a massive database of keywords which your competitors are bidding on.
July 26, 2011
2 Confidential Position www.position2.com
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July 26, 2011
Results for: flower
Keyword Combinations
Mistyped Keywords flowre rlower tlower clower dlower fpower flpower floeer floser floqer flowee flowet
A keyword list generator. The Keyword Combinations tool is made to create phrase / keyword lists by combining keywords. The generated lists can be useful when advertising on PPC search engines such as Google AdWords or Yahoo Search marketing.
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ďƒźAdding a negative keyword to your ad group or campaign means that your ads won't show for searches containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.
July 26, 2011
2 Confidential Position www.position2.com
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• Group Similar Keywords • Group your keywords into themes based on your products, services, or descriptive terms • It helps in breaking down huge lists of keywords into groups and sub groups • By doing so, Google identifies the thematic cluster and shows the relevant ad text for it Samsung smartphone Smartphone Blackberry smartphone Palm smartphone Android smartphone PDAs and smartphones Motorola smartphone Smartphone reviews Buy smartphone online Best smartphone in the market
July 26, 2011
Smartphones
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