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"Speaker Christine Churchill of KeyRelevance.comModerator Detlev Johnson, Search ReturnWhat is keyword research?\u00A0 The processes of selecting keywords which are relevant to your site and are used by potential customers as query terms.\u00A0 Keyword research for paid and SEO are done differently.Find new concepts by using keyword terms when looking for keywordsThere are 3 stages of keyword research, start with brainstorming.Keyword brainstorming and discovery phase using multiple sources and toolsBrainstorming.\u00A0 When brainstorming, don't judge your words, goal is to cast your net widely and generate broad list.\u00A0 Use keywords the market is already using, look at printed collateral and website for clues on keywords.\u00A0 Use their site search box from the web site;\u00A0 give insight to the number of words being used as well as the word themselves.\u00A0 You can follow a visitor's path and see if the site is converting. Traditional print.\u00A0 Look at online and traditional print magazine, company and product reviews as well as online thesaurusInterviews.\u00A0 Learn the lingo of your customers, conduct interviews with customers\u00A0 and focus groups look for targeted keywords.\u00A0 Talk to the support and customer service people and ask what they're hearing.Forums.\u00A0 Review discussion forums and blogs, how are they talking about products and what are they calling them.Competitors.\u00A0 Create keyword lists by using diverse sources such as looking at your competitors, review their sites and their print collateral as well as their keyword buysLog files.\u00A0 Look at your log files, captures the exact phrase of what searchers have entered.\u00A0 Look at single words not just the phrases, people using single words are associating single words with a phrase.Keyword Research ToolsThere are many many tools out there.\u00A0 A few\u2026Word tracker, Trellian Keyword Discovery, Yahoo (Overture)\u00A0 Keyword tool, Google keyword tool, etc .Wordtracker is the granddaddy of search tools, data is pulled from meta search engines, eliminates most\u00A0 skewing issues caused by robots, differentiates between singular and plural, does have a free trialWhen you look at tools, don't go by the numbers.\u00A0 Look at the overall trend, run your phrases through multiple tools look for trends.Keyword discovery - pulls from multiple databases (global premium, historical global, international, news, and bay) Provides seasonal data and a suite of tools that takes misspellings, fuzzy and related words into account. It is easy to import and export data.Yahoo Overture Keyword Tool - not updating the database at the moment.\u00A0 Still a nice quick tool to go to\u00A0 look for trends.\u00A0 Doesn't do misspellings, or plural/singular.\u00A0 Good for quick brainstorming.The Google keyword tool is free.\u00A0 http://adwords.google.com/select/keywordtoolexternal\u00A0 or in your Adwords account.\u00A0 Google webmaster tools are good for diagnostics on a website. MSN adcenter tools does a good job coming up with tools, early in development, getting better.\u00A0 Search funnel shows what searches happened first and what searche\u00A0 n\u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 bb\u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 \u00A0 s happened later.\u00A0 Higher level viewpoint of what's happening to keyword.\u00A0 Also give demographic predications, can tell you if it's men or women.Vivisimo (Clusty)\u00A0 Clustering search engines provides clustered results.\u00A0 Ask does this as wellQuintura\u00A0 not real well known but allows you to navigate by\u00A0 clouds. Google trends allow you to compare popular phrases.\u00A0 Monitor trends using it by phrase, city and brandGoogle hot trends shows hottest current search in close to real time. SEOBook has a great suggestion tool - good tool to use.MSN ad intelligence a plug in for excel 2007\u00A0 data source live.com and Adcenter, provides related keywords, extracts keywords from a URL givens insights on seasonal spikey keywords\u00A0 shows geographic and demographic info on keywords.\u00A0 Must have MSN account.Technorati - is good for brainstorming terms shows related tag searches.\u00A0 Also gives hot topicsTake the list of words you have and expand them by targeting variations of your keywords, apply actions to the keywords.Seobook permutation tool\u00A0 http://tools.seobook.com/keyword-list/generator.php How do you know if a phrase is worth keeping on your keyword list?\u00A0 It has to be relevant.\u00A0 If the term isn't relevant to your site, drop it.\u00A0 Is the term popular?\u00A0 Is it an overrated popular term?\u00A0 Wildly competitive term?\u00A0 If yes, it might not be worth pursuing.\u00A0 A less popular term may convert and provide higher conversions.Try to get inside your searchers head and figure out what makes a person search for a phrase.\u00A0 \u00A0 Searches are tied to stages of the buying cycle, there are stages of buying:Problem recognition, information search, select alternatives, evaluation of alternatives, purchase decision.\u00A0 \u00A0 You can tell, depending on the phrase they searched on - where in the buying cycle the person was when he used the site search tool.People search in three ways:\u00A0 Navigational, informational, transaction. Another way to evaluate terms is by competition.\u00A0 You need to see how active the competitors are within the same marketing environment are they doing ppc, how much are the bids?\u00A0 How optimized are their sites, look at linkage data and the anchor text they're usingCompetitive intelligence tools to use:\u00A0 Hitwise Comscore, Trellian's competitive intelligence tool, Spyfu, Keycompete, Keywordspy, Adgooroo, Keyword AnalyzerOnce you've picked your terms, looked them over and done the research, it's time to do the test.What are the performance considerations before picking keywords?\u00A0 Run them through ppc before SEO'ing the sites.\u00A0 \u00A0 Track the performance of the ppc campaign; use Google analytics if you can't pay.Remember is not about the keywords you want to be found for, it's about the keywords the end user uses to find you.The success to you search campaign depends on good keywordsKeyword selection takes time and is an ongoing activityDon't use popularity as the only criteriaGet feedback.\u00A0 And it a term isn't working - change it!\nContributed by Debra Mastaler from Alliance-Link."^^<http://www.w3.org/2001/XMLSchema#string>
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