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"The following live blogging post comes from our friend Dave Rohrer.Search Term Research &amp; TargetingThe bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. Where do you find keyword suggestions in Spanish? This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings.\nModerator:   * Jessie Stricchiola, Founder, Alchemist Media Inc.Speakers:   * Sylvio Lindenberg, SEM &amp; Center of Excellence Manager, Media Contacts Brazil\n   * Sarah Bernier, Spanish Language Search Marketing Consultant, FindLaw - A Thomson Company\n   * Larry Mersman, Vice President, Trellian Software\n   * Liana Evans, Search Marketing Manager, Commerce360Larry MersmanExample: Needmorebeer.comGerman Beer \u2013 9853 searches\nBeer [from] germany \u2013 49 searchesLooking to New MarketsTrying to add new product categories and marketing tot hat demographic can create new keyword challenges.  Adding Latin brewed beers means finding keywords that will get you found in all markets.Compiling Keywords Lists\n-\tKeywordDiscovery.com \u2013 Shows how to use the tool and how to read the results.\n*\tRegional options \u2013 has Spanish, Portuguese, access to Overture info as well.\nExpanding your ListsRelated Search TermsIdentify alternate spellings, the most common spelling and typing mistakes.\n-\t9.7 million searches for \u201Caccommodation\u201D\n-\t1.7 million for \u201Cacommodation\u201DLearning from your Competitors\n-\tKeyword Density analyzer break down page content into a list of unique words and phrasesTool: Competitive Intelligence\n-\tCompetitive Intelligence enables you to identify your competitor\u2019s top performing PPC keywords\nSylvio Lindenberg\n1.\tResearch\na.\tLook for:\ni.\tClient\u2019s business\nii.\tProducts\niii.\tRead the content\niv.\tSome keywords and synonymous\nv.\tSite\u2019s objective\nvi.\tMarket\nvii.\tTarget audience\nviii.\tRegion\nix.\tSeasonality\nx.\tEtc.\nxi.\tKnowledge and a first draft of search terms will come from this\n2.\tGathering\na.\tGrow your list\ni.\tSearch Engine Tools\n1.\tGoogle Adwords\n2.\tYahoo/Overture tool\n3.\tMiva (especially for Europe)\nii.\tPaid tools\n1.\tKeyword Discovery\n2.\tWordTracker\niii.\tBe creative and use alternative sources\n1.\tGo to CJ.com or Linkshare and see what keywords advertisers allow affiliates to use\niv.\tKeyword variations, synonymous, plural, misspelling, geographic, etc.\nv.\tYahoo Answers \u2013 can be a very good source to see what people are calling things.\n3.\tSelection\na.\tUse the parameters and be wise to find a balance\ni.\tSearch volume\nii.\tCompetition (difficulty / frequency)\niii.\tJust use your common sense and include terms related to the client\u2019s business (brand, industry related vocabulary) \n4.\tFiltering\na.\tLess is more\ni.\tUsing the parameters and specific tools to identify real search habits\n1.\tFocus\n2.\tRelevancy\n3.\tVolume\nb.\tCan use Google Trends to assist with filtering.\nc.\tUse your web analytics. You can use it to see how people get to your site, and what content people are NOT finding.5.\tDefinition\na.\tThe last word is always the client\u2019s word.\nb.\tWe know search but they know about their business.\nc.\tThey are the ones in contact with the final client on a daily basis\u2026. The client is always rightThis is a cyclical and continuous process \u2013 for evaluation and actionThe search term selection is one of the most important phases but the structure cant be ignored in order to make the entire content crawledThis is a constantly changing environment (internally and externally) and the keywords needs to reflect these changes\n-\tSearch habits\n*\tTwo studies\n--\tRankstate.com Jan 2007 Survey.  28% use 2 words, 27% use 3 keywords, 17% use 4 keywords and 13% use 1 keyword \n--\tOnestat.com from Feb 2007. Showing July 2004 to July 2006. Short searches are declining and the number of longer searchers are growing\n-\tNew content adding\n-\tCompetitors\nJessie brings up a Fact.-\tAt a conference last year John Smart gave a keynote and presented data on search queries.  In 1999 the average of search words was 1.6, Google recently gave the number of 3.6, and John had said that in the next 5 years the # would double again.\n-\tHis prediction that after the 5 keyword level we will jump to 11 keywords.  11 words is the average number of words that people use to ask someone a question.\n-\tThis brings up the future of search and how eventually we will interact with search engines just like we do with humans (in terms of asking questions)Sarah BernierGives FindLaw.com background of services.Optimization of Custom vs Translated content\n-\ttranslation of existing material \n*\twe don\u2019t perform keyword research\n--\thard to \u201Ckeyword stuff\u201D with translation\n--\tcreate meta data after the fact\n*\tstill optimized but not like customized content\n--\ttranslators don\u2019t focus on SEO; keywords might not necessarily be those we\u2019d choose.Custom Content\n-\tperform keyword research\n-\tstraight translation vs. original research of keywords\n*\tcan choose most appropriate and/or utilize synonyms\n*\tcustodia de Ninos / Menores vs. custodia de hijos\n*\tDanos Corporales / lesions personales\n-\tcreate meta data from scratch around which to build pages\nKeyword research Tools\n-\tIs the data source Us or Global?\n-\tHow rich is their data source for Spanish-language search?\n-\tMany tools with US databases show \u2018Spanglish\u2019 and Spanish misspellings, but we do not add such terms into content\n*\tRight now those \u201Ckeywords\u201D are showing up in our analytics\n-\tWe don\u2019t research keywords with accents; little to no results\n*\tWeb users don\u2019t \u201Cgenerally\u201D use accents \u2013 keyboard issues\n-\tUse keyword research tools s GUIDES only\n*\tIn English keyword research, we look at relative numbers of searches, and assume the reported number gives an idea only\n*\tIn Spanish keyword research we cannot even assume proportions are accurate.\n*\tExperiment, then use your analytics to make final decisions.Keywords and Special Characters\n-\tto use or not to use accents\n-\tmajority of search engines recognize them\n-\tuse grammatically correct meta data\n*\t\u201Ccall to action\u201D / conversion\n*\tShows professionalism / knowledge of languageLinking between pages of a site\n-\tSpanish-English or only Spanish-Spanish?\n*\tIf not all relevant practice areas(topics) are written in Spanish \u2013 offer information in the other language or opt for monolingual areas of site?\n*\tMeasure weight of importance of information against loyalty to one language\n*\tAdd \u201Cdisclaimer\u201D after links to English content\n-\tSpanish keywords / phrases are longer\n*\tLink text and navigation tends to be longer\n*\tEffects the user experience\u2026. But can be difficultInbound links to site\n-\tkeywords in anchor text need to be specific to the site/page to which they\u2019re pointing\n-\tif more then one language represented, should have relevant inbound links for eachUse geographically-specific terms\n-\tprofessional services\n-\tqualified traffic vs. quantity of traffic\n-\tdoesn\u2019t affect e-commerce as muchLack of competition on Web\n-\tdepends on subject matter \u2013 Spanish language legal information is still scarce in US\n-\tMay show up for broader searches than those targetedSpanish vs English Content\n-\tnewly releases sites with both English and Spanish content show searches right away for general Spanish terms.\n-\tEnglish results for name-only or VERY VERY specific keywords\n-\tSpanish content unique\n*\tInitially performs at a higher level than English counterpart\n*\tAppears more authoritativeLiana EvansNo matter what language, keyword research is fundamental\n-\tgives insight into your market\n-\tunderstand what your competitors are doing\n-\tunderstand who your competitors are\n* do you have the same competitors online as you do offline?\n-\tdiscover niche market opportunitiesKeyword Research-\tUtilize tools that give more than monthly results so that research is not biased or skewed.  \n-\tResearch how many searches are done on a keyword over the past year.\n-\tUnderstand your keyword\n* Sandals \u2013 the resort or what you wear on your feet?\n-\tNiche Markets\n* \tInstead of Sandals, try Open toe sandals\n-\tKnow your audience\n* Synonyms\n* Jargon\n* Country/area specific\n* Common misspellingsMisspellings and NegativesExample: recipes, sesame streetNegative (for PPC)\n-\tExample: Avenue (-candy bar, -street, -road,-song)\n-\tTriplePlay ( -baseball, -base ball)General vs Converting\nThe phrases will give you where they are in the buying cycle.  Are they beginning, close to buying, buying now.ToolsFree vs PaidFree \u2013 Yahoo Overture tool, SEO Book Took, Google, MSN\nPaid \u2013 Keyword Discovery, Hitwise, Word TrackerSeasonality\n-\tfree tools give you only one month at a time\n-\tthink globally, summer in Brazil starts in December, Summer in Canada starts in JuneBrands vs. Terms\n-\tExample: Cable internet, phone &amp; TV providers\n* Optimizing for brand limits your reach\n* Optimize for terms instead such as:\n-- Servicio de alta velocidad del internet\n-- Servicio de la tv\n... And so onRemember!!!\n-\tuse phrases rather than just one word\n-\tfree tools and the seasonality factor\n-\tgeneral terms vs terms that convert\n-\tbrand blindness\n-\tfish where the fish areQ: Where do the paid keyword tools get the information from?\nA:Wordtracker has 4 sources and Dogpile is one of them.  Trellian pulls from over 180 search engines.  Hitwise has deals with ISP\u2019s to track and obtain the information that they present.Q:  For someone starting out, what is the best tool to use?\nA: Sylvio gave the analogy of buying a car. If you are buying a car for the first time you don\u2019t buy a Ferrari.  You buy a more common popular car and start.  As you get more advanced and comfortable you move up the chain to more complex tools.Q: Is there any way you can see what your competitors are bidding on?\nA: Liana gave spyfu.com as a source that is free and cheaper then Hitwise.  Larry: goes into Trellian\u2019s Competitive Tool as a source but states that it does not give the costs of the clicks yet. Sylvio mentions Adgooroo that does a lot of what the person is looking for.Q: Seasonal fluctuations, how is the data \u201Cpredicted\u201D?\nA: Larry \u2013 if you are looking at the past year, it starts today and goes backwards.  It doesn\u2019t have future data and doesn\u2019t predict. Sylvio suggests Technorati and Blogpulse to track mentions of your company or keywords you are tracking.Q:  How accurate is the Spanish numbers and English numbers for search tools?\nA: Sarah: I don\u2019t look at the number, look at the proportion instead. Look if the keyword is even being searched on, and you may just have to go with your gut.  Track it in your analytics and see if you are really getting a lot of traffic \u2013 she goes back to her example of how the keyword tools said one thing but in the analytics they results were way different.  Jessie adds: When doing research its gut and intuition. Back 10 years ago when many people were doing the same research there weren\u2019t tools."^^<http://www.w3.org/2001/XMLSchema#string>
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