Keyword Analysis

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Recap – SEO and Keywords

Non Brand Terms & Organic Traffic

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Keyword Funnel

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Keyword Analysis

Keyword Analysis is the starting point and cornerstone of search marketing

campaigns. By understanding what queries qualified visitors to your website type into
search engines, search marketers can better customize their landing pages to increase
conversion rates. For this reason, keyword analysis is an integral skill for SEO experts.

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Types of Keywords
SERPs may show on
Match type Special symbol Example keyword Example searches
searches that
women's hats
include misspellings, buy ladies hats
synonyms, related searches, women's caps
Broad match none women's hats
and other relevant hats for girls
variations woman's hats
Buy red hats for women
women's hats
are a phrase, and close buy women's hats
Phrase match "keyword" "women's hats"
variations of that phrase woman's hats
Women's hats
are an exact term and close
women's hats
Exact match [keyword] [women's hats] variations of that exact
woman's hats
term
girls' hats
are searches without the
Negative match -keyword -women sun hats
term
baseball hats

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Is it Important?

Consumers treat search engines like a trusted and

knowledgeable friend

When consumers have a question, they ‘Google it’.

When they need to understand how something works,
they do a search

When it’s time to BUY something, consumers use a

search engine to find reviews, suggestions and the best
price

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Do I need it?

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Which Ones?

Business
Objective

Metrics Themes
Basic Brainstorming
Keyword
Analysis

Suggestions Geography

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Business Objectives
Solutions

Services

Products/E Commerce

Locations

Downloads – PDF/Brochures

Leads

Brand Awareness

Blog

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Solutions (http://www.etq.com/etq-software-solutions/)

• Quality Management Software Solutions

• QMS Solutions
• FDA Compliance Solutions
• FDA Compliance Software Solutions
• EHS Software Solutions
• Food Safety Solutions
• Aviation Safety Solutions
• SAAS Solutions

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Services (http://www.convonix.com/search-engine-marketing/)

• Search Engine Marketing • Search Marketing

• Search Engine Optimization • SEO
• Paid Search Marketing • PPC
• Social Media Marketing • SMM
• Online Reputation Management • ORM
• Web Analytics • Google Analytics Service

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Products (http://www.wirelessemporium.com/)

• Faceplates • Cell Phone Accessories

• Chargers • Cell Phone Chargers
• Screen Protectors • Cell Phone Batteries
• Cell Phones • Mobile Accessories
• Tablets • IPhone
• Batteries • Buy Cell Phone Accessories

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Location (http://www.gingerhotels.com/hotels/index.aspx)

• Hotel in Agartala • Budget Hotel in Bangalore

• Hotel in Goa
• Hotel in Bangalore
• Hotel in Chennai
• Hotel in Pune
• Hotel in Tirupur
• Hotel near Andheri
• 3 Star Hotel in Goa
• Business Hotel in Chennai
• Goa Hotels
• Budget Hotels in India

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Brand Awareness (http://www.hdfcsec.com/Customer-
Services/Education/201011020740489897158)

• What is…….
• Why to…….
• How to……
• Basics of…..
• Which is….
• Complete Guide to…….

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Blogs (http://thermal-imaging-blog.com/)

On The FLY!!!!!!!!!!!!!!!!!!!!!!!!

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Themes
CarTrade

New Cars Used Cars Sell Cars Reviews Compare Insurance Mileage

Sell used Honda amaze Compare swift Maruti suzuki

Honda city Buy used cars Car insurance
maruti swift reviews and ritz ertiga mileage

Honda city Buy used Sell honda Honda amaze Swift and ritz Best car
Ertiga mileage
new model maruti swift city review comparison insurance

Used honda Audi expert Car insurance Tata aria

Sell used car Swift vs ritz
city review renewal mileage

Mileage of
skoda yeti
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 Themes

Purplle

Products Salon/Spa

Fragrance Skin Makeup Hair Body Men Electronics Baby Care Hair Face Nails Body Massage Makeup

Buy engage Nevia men

Anti hair fall Manicure in Thai foot spa
deodorant dark spot
treatment mulund at myo
fuzz reduction

Engage
Buy kaya skin Hair spa in Fish pedicure Thai foot spa
deodorant
awakening gel thane at enrich salon in colaba
fuzz

Axe chocolate
dark
temptation

Location Based

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Keyword Tool

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Metrics

Search Volumes

Quotes

Ranks

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Shortlist Keywords

High Search Lesser

Volume Competition

Low/No
Relevancy
Final Rank
Keyword
List
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Keyword Analysis Process

Brainstorm

Suggestions/ideas

Metrics

Shortlist

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Advanced Keyword Analysis

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Brand Terms

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Long Tail Graph

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Long Tail Graph

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Long Tail Graph

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Long Tail Graph

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Buying Cycle

Recognition
of Need

Loyalty Research

Purchase Consideration

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Buying Cycle

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Buying Cycle and Long Tail

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Keyword Value Pyramid

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Advanced Suggestions

WMT GA Trends

Google Auto
Competitors PPC
Suggest

UberSuggest/
Soovle

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Google Webmaster Tools

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Google Analytics

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Google Trends

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Competitors

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PPC

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Google Auto Suggest

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UberSuggest

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Soovle

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Keyword Analysis Process

Brainstorm
Suggestions
Business Metrics
goals Keyword Shortlisting
Themes Planner Search
Geography Advanced Volume Relevancy
Techniques Competition Metrics
Ranks Business goal

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Thank you!

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