Keyword Marketing is the act of effectively researching and marketing keywords and phrases to get your message to users. We know that not everybody is an expert at keyword marketing, so here are some in depth articles to help you succeed with your keyword marketing efforts.
The following was previously a series of blog posts. We're repurposing the series in a single document here to make the piece easier to link at and reference; additionally our readership is much larger than it was when we first started the blog, and we thought the new readers might find the content valuable.
The original posts can be found here: Why the Most Efficient Frontier May Be a New One Starting Another Graph: How to Expand Your Keyword Lists The Value of Keyword Expansion & Discovery Continual keyword discovery and keyword expansion in paid search marketing is immensely important. There are actually a number of instances where strategically expanding your keyword portfolio offers more ROI than bid manipulation. The concept of "diminishing returns" and modern portfol... > Read more
In This Post Benefits of Creating a Keyword Map Chart Before You Start How to Create a Structured Keyword Map Next Step Keyword Mapping You've Got Your Keywords Mapped Behold! the power of Keyword Mapping In a previous post I talked about the importance of keyword mapping for aggressive linking. But keyword mapping is also critical for SEO.
If you’re building a new website or taking on a new SEO project, it’s imperative that you clearly map out a highly organized and structured keyword map. Let’s explore why keyword mapping is so important. Benefits of Creating a Keyword Map One of the most daunting challenges of SEO can be trying to manage a site with hundreds (or even thousands) of web pages and trying to determine which keywords to associate with which pages. The way to solve ... > Read more
I read a blog recently about "bad keywords." The blogger concluded that some keywords are just no good for search. His advice to readers was to purge your poorly performing PPC campaign of all these nasty keywords and banish them forever because they'll never work, never convert, never love you back no matter what you do.
They're the equivalent of keyword delinquents, rotten to the core. The idea that some keywords (or words for that matter) are intrinsically bad is ridiculous. And frankly, the post sounded like a cop out, one big "not my fault." The blogger blamed the keywords for everything wrong in his life and never once acknowledged that it could be his technique that's flawed. The fact of the matter is, a keyword is only "bad" in a relative sense. Now I'... > Read more
Brand Query Management is about seeking to influence and control the first page search results for brand-related queries (a search for your company, product or service). A company's brand is one of its most valuable assets. So brand query management is a means of both enhancing and protecting that asset.
Why is Brand Query Management Important? When searchers run brand queries, it's important that your brand has a strong presence in the SERPs. Having a strong brand query provides the following benefits: Protecting what you've built - the more results you control, the less opportunity there is for potential brand vultures. Perceived value - a strong brand query demonstrates perceived value to a customer, which enhances your brand franchise and brand equity. Brand consistency – an acr... > Read more
I love log files, analytics, and looking in your own backyard for PPC keyword strategies. I think your own site's keyword database is the best and purest (though not the only) place to start your keyword research. Your site's keyword data offers you three things: relevance, accuracy, and relevant accuracy.
Relevance - You know these keywords are relevant to your business and your site's content, because people have already gotten to your site via these keywords. Accuracy - I find that actual traffic data is a much better indicator of actual traffic than playing around with the daily/weekly/monthly estimates from keyword tools. Relevant Accuracy - If I go to a keyword research tool and see that a lot of people are searching for a keyword, that's obviously useful data. But what would be ... > Read more
Launching a New Website? Query Analysis Can Make the Difference Between Thriving or Diving in the SERPs
One of the best ways to conduct keyword research is to explore your website’s data files. By looking at the search queries your visitors used to find your website, you discover new, proven keywords to optimize for. But what if you're a brand new website with no search data and you want to target a new query space? How do you find the right keywords to build your list around? For new websites, conducting a Competitive Query Analysis is very effective for researching keywords.
Running queries for keywords you're thinking of targeting gives you a very good idea how competitive a particular query space is among marketers. You also find out how high the interest level is for a particular query among searchers. With the results of your query research, you can chart a more informed keyword ... > Read more
In the last installment of this keyword series, we talked about how sharing information between paid and natural search marketing campaigns could leverage shared data to improve the results of both channels. We used the following graphic to illustrate the process of sharing information amongst PPC and SEO campaigns: The graphic above makes a lot of sense in the event that you’re: Launching a new site Launching a new product/product line/offering Attempting to target a new keyword vertical This cross-channel thinking can certainly be applied by anyone engaging in search marketing, but for our purposes we’ll focus on the process surrounding any of the above.
Step 1: Test Your Keywords with PPC First you want to generate a list of keywords. You can do this any number of different ways,... > Read more
The Power of Data Sharing - How Sharing SEO & PPC Information Can Improve the Results Enjoyed By Both
Anyone engaging in search marketing should be analyzing SEO and PPC concurrently. By creating a data-driven Web marketing environment in which you can share insights from multiple channels, you provide yourself with a marked advantage over companies and marketers who segment their information sets. This is particularly true within search marketing itself.
Because of the input required for success in the two disciplines, SEO and PPC search engine marketing are often managed separately by everything from pay-per-click tools to agencies to in-house search teams. The implementation of strategies really can require significantly different skill sets. But the DATA offers a very important commonality that should be exploited by anyone attempting to truly “optimize” for search engines.... > Read more
NOTE: This is the second in a two-part series entitled Why the Most Efficient Frontier May Be New One: The Value of Keyword Discovery & Keyword Expansion. In the last installment of our keyword discovery and keyword expansion how to, we talked about the value of “discovering new graphs” and explained that, in many cases, it’s better to expand your keyword portfolio to new keyword verticals: The premise here is that ideally, instead of moving “up the ladder” and paying more money for every new conversion (forcing us to choose between volume and controlled costs), we would simply start another graph and find a means of generating more conversions for the same average cost.
To do this we need to unearth new, relevant keyword verticals. There are a few means of doing that:... > Read more
Why the Most Efficient Frontier May Be a New One - The Value of Keyword Discovery & Keyword Expansion
Continual keyword discovery in PPC search marketing is immensely important. There are actually a number of instances where strategically expanding your keyword portfolio offers more ROI than bid manipulation. The concept of "diminishing returns" and modern portfolio theory is applicable to more than just economics.
In a keyword portfolio, not unlike in a stock portfolio, there is a point in the optimization of a vertical when the work you put in and/or increased bidding will cease to yield the same (and often any) sort of return. This principle can be effectively applied to pay-per click management and marketing (Efficient Frontier has an excellent white paper on this concept as it regards paid search bidding here). Basically, the premise here is that there is a certain amount of “low-ha... > Read more
This is the third in a three part series on strategically targeting mid-level keywords. In the first installment, we discussed the value of the long tail and that you can reach the long tail by targeting the middle. In the second section, we discussed site navigation and information archtecture that will help you to rank for the middle and the long tail.
In the final article in the series, we'll show you how to build links and create content that will rank on mid-tier and long tail keywords. On and Off Page SEO for Mid-Level & Long Tail Keywords In the previous two posts in this series, we’ve discussed the value of long tail keywords, and we’ve covered how you can develop a long-tail-friendly navigation structure. In this installment, we’ll show you how to build links and create ... > Read more
This is the second section in a three-part series titled "Heads or Tails? - How to Profit from Keywords that Don't Exist". In the first post of our series we talked about the value of targeting mid-level keywords (keywords that bring a medium amount of traffic and are moderately difficult to rank for).
In this edition, we'll discuss how you can structure your site and link within your pages so that you can effectively target "mid-tail" or mid-level keywords. The final installment will be published tomorrow, so stay tuned! Optimize Your Site’s Navigation & Information Architecture for Mid-Level and Long Tail Keywords In attempting to rank for the middle of the long tail keyword graph down, step one is to create an intelligent navigation structure, or information architecture. There’... > Read more
This is the first in a three-part series on the types of keywords you should be targeting. Section two will follow tomorrow, and the final installment will be published on Monday, so stay tuned! Special thanks to Virginia Nussey, Lisa Barone, and Adam Viener for editorial contributions.
By strategically targeting keywords of varying competition levels you will see more and better qualified streams of traffic.At a high level, search engine keywords will fit into three core traffic profiles:“Head” – Popular, highly competitive, and broad keywords. These are typically one or two term keywords, such as “search marketing.”Mid-Tier or “Torso” – These are basically what they sound like: slightly longer keyw... > Read more