Keyword Research and Targeting Without Exact Match – Whiteboard Friday

Posted by randfish

Whatever the motives behind Google’s recent removal of exact-match keyword targeting from AdWords, the resulting uncertainty makes keyword research that much more difficult. In today’s Whiteboard Friday, Rand talks about the implications of the change, and offers tips for the most effective research going forward.

For reference, here’s a still of this week’s whiteboard!

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September 5, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Keywords to Concepts: The Lazy Web Marketer’s Guide to Smart Keyword Research

Posted by Cyrus-Shepard

The SEO’s system for themed keyword research.


If Google’s Penguin update and Knowledge Graph have taught us anything, it’s that concepts have become more important than individual keywords for search marketing.

Many people in the SEO space mistakenly assume that because Google withholds keyword referral data in the form of (not provided), keywords no longer matter.

Nothing could be further from the truth.

Every search begins with keywords. Over 5 billion Google searches a day. Consider the following:

  • Google’s entire business is based on selling keywords ГўВЂВ“ over 40 billion dollars a year, most of it from keyword sales through advertising.
  • (not provided) affects only post-click analytics. It doesn’t influence the pre-click keywords users type into search boxes.
  • Keywords and their meaning remain the primary input search engines use to deliver answers to users (while other inputs such as location data and app integration are on the rise).

Marketers who invest in smart keyword research will continue to have a huge advantage over the competition.

The trick today is turning those keywords into concepts.

From single keywords to themed concepts

When most

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January 7, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Using The New Adwords Keyword Planner For Local SEO Keyword Research

Posted by Casey_Meraz

Let’s face it. Local keywords research has never been that easy since the Venice update. While we have always been able to use the Google Keyword Tool to find out search volumes for keywords with Geo Modifiers such as “City Name + Keyword” we have been lacking some reasonable data regarding keywords that do not already have a Geo Modifier.

My frustration has always been this: So what if Google tells me there are 12,100 searches for “Personal Injury Lawyer”? My client is in a local city and I want to know how many people in his city are searching for his services. The good news is that there is now an adequate solution to this problem we have long been plagued by.

Let me introduce you to the Google AdWords Keyword Planner. This new tool combines the data from the Keyword Tool and Traffic Estimator which are nowbeing replaced by this nifty piece … Read the rest

June 28, 2013  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Conducting Market Research Before Investing in Tactical Execution – Whiteboard Friday

Posted by randfish

The phrase "look before you leap" has never been more true! Before you start investing in tactics, it's important to do your market research. Many businesses are tempted to dive into the details before answering the bigger questions, like who their customers are, how those customers make purchase decisions, where their potential users are on the web, and how customers may choose between similar companies and offerings. 

In today's Whiteboard Friday, Rand discusses why building out a research-based roadmap before you start you building your tactics (like SEO, content, and social campaigns) will help boost your chance of success. Leave your thoughts in the comments below!



For your viewing pleasure, here's a screenshot of the whiteboard used in today's video:
 

 

Video Transcription

"Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week I want to talk a little bit about doing your market research before you start jumping in and investing in tactics. Shout out to @Andrew_Isidoro on

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May 25, 2013  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  One Comment

Competitor Research In An Inbound Marketing World

Posted by dohertyjf

We all know that online marketing is changing. When I started in online marketing a few years ago, all the talk was still about links and directories and ways to get more exact match anchor text. Some SEOs were doing some pretty nefarious things and profiting from it, but most of that came crashing down starting in February 2011 (with the first Panda algorithm) and then over the past couple of years with Panda, Penguin, and the EMD update all rolling out and affecting websites the world over.

Rand talked last week about the changing SEO metrics, and today I want to talk about the changing landscape of competitor analysis as more and more people make the shift from just SEO to inbound marketing. Since inbound marketing includes a lot more than SEO, if we want to be effective inbound/online marketing consultants, we need to not only have proficiency or knowledge of the different roles of an inbound marketer, but when we get into actionable recommendations for our clients or our company we need to know how to analyze what our competitors are doing across the whole marketing space, both to identify deficiencies in their … Read the rest

April 30, 2013  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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