- Christine Churchill, President of Key Relevance
- Wil Reynolds, Founder of SEER Interactive
- Ken Jurina, President of Epiar Inc
- Stoney deGeyter, President of Pole Position Marketing
- Larry Mersman, Vice President of Trellian
The first speaker of the session was Wil Reynolds, who's thesis involved a lot on OPD, other people's data. Sites such as Amazon, Google's Hot Trends provide you with a lot of information that can help you prioritize your keywords. Whereas the former gives useful information on its best sellers and categories, the latter allows you to see what are the newest trends. It is particularly useful for products which rely heavily on trends. Moreover, spot trends can even give you an idea on when exactly to run your ads.
You can use Google Trends and Yahoo! Pipes to get it right on the platter. All you have to do is to parse out the RSS feeds in order to find a trend. One can simply download the CSV file and then analyze it to get an idea of long term trends. One can also automate the clicks to get the required files by using Firefox Macros and Excel to save the same.
The trends around a search term gives an idea what keywords to target. It is important to not simply rely on one tool to zero down on trends, since it might have some flaws. Keep in mind that there's a possibility of regionalism. Trends might significantly vary between regions.
One can get a lot of help from some keyword research resources, such as Quintura, Delicious, Microsoft adCenter Labs, Shopping.com, etc. One can obtain graphical representation of searches at Quintura. Delicious provides you content tagged by users, which can help you discover synonyms as well as track trends. One can confirm trends on Microsoft adCenter Labs by using the multiple tools present. At Shopping.com, you could use the rankings for keywords and search terms, not only as data point, but also to confirm your other tools.
The second speaker of the session, Ken Jurina, conveyed a lot of information about negative keywords. He stated that negative keywords can be great for filtering irrelevant queries. Ken provides some valid reasons to employ the strategy of making keywords negative:
- Avoid zero conversions
- Avoid expensive conversions
- Avoid expensive clicks
- Work on Limited budget
- Avoid Bad brand associations
Lowering irrelevant queries, impressions and clicks could enable you to get a higher CTR, in turn lowering your CPC, allowing you to spend more. The increase can be as much as 30 to 50 percent.
How to implement the same? Google, Yahoo! Search and MSN Live allow you to add up to 10,000, 250 and 65 negative keywords respectively. One has to combine phrases and NKWs in order to get the best and the widest reach possible. How to create an NKW list? Here are some steps to follow
- Conduct brainstorming sessions and rely on Intuition
- Refer the thesaurus
- Get in touch with your consumers
- Set specific and measurable goals. Make a clear division between organic and paid and have a clear demarcation between what's working and what is not.
- Have a look at the phrases that did not convert, had a good bounce rate or were simply useless.
Use some relevant tools to find NKWs, such as Search Suggest, Google Keyword Suggestion Tool, Keyword Discovery and Wordtracker. She explained more using the case studies of 'Vintage Tub & Bath' and 'Consult Sales, Inc.'
Stoney deGeyter was next up and he delivered a thoughtful lecture on the process of organizing and managing keyword lists. He emphasized a lot on the process of segmenting keywords. One should be aware of the type, such as shopping words, buying words or researching words, in which the particular keyword can be classified. A general idea of the people hitting these types would help substantially. Researchers are mostly looking for general information and should be optimized for higher level category pages or articles. The second type searchers, namely shoppers, should be optimized to category and comparison pages. Buying visitors should be ideally optimized to specific pages since they have a specific product in mind and are simply looking for a trustworthy place to buy.
Each page should ideally target 5 to 15 pages. Grouping qualifiers that have a similar meaning can help in doing so. For example, elegant, designer, modern and contemporary can be clubbed up together.
The most important thing is to giving the important aspects their due time. Rushing will just lead to poor results. The best keywords need a sound foundation.
Larry Mersman was the concluding speaker and he pointed out some crucial aspects of the process of Keyword Research. One should target the terms that most customers are using to find their or even their competitor's site. Think about this, 'Beer Germany' got 49 searches, whereas 'German Beers' got 12,000.
What does this show?
The huge relevance of order for your keywords. One should use every possible to mine for keywords. Also keep in mind the importance of misspellings, they can give you a huge opportunity but it's equally important to not look stupid. Do your homework to get those right keywords. Build your keyword list and then test their validity.
Come back to PageTraffic Blog for more on the PubCon Las Vegas 2008.Keyword Research, Selection and Optimization: PubCon Las Vegas 2008, Day 1,