Search Marketing: Search Term Research

  • The ins and outs of keyword research

    … accounts to become more aggressive. Competitive research. Where better to identify industry terms than to look toward your competitors? There are various tools that you can use to look at terms your competitors are bidding on, which can then be compared to your own keyword list to identify opportunities. Don’t limit yourself toward only using paid search…

    Amy Bishop/ Search Engine Landin SEO- 15 readers -
  • Integrate lifetime value to benefit a customer-led SEO strategy

    … conversion rates. Not prioritizing page load performance enough. (I mean, seriously, it’s getting worse.) How does this relate to SEO strategy? I take a view of organic traffic growth as a path to organic customer growth. That path needs to work with your other marketing channels — particularly paid search, as you are operating on the same playing field…

    Chris Liversidge/ Search Engine Landin SEO- 13 readers -
  • How to get the old Google Keyword Planner volume data

    … Back in June, the AdWords Keyword Planner started displaying the same volume of searches for keywords that were similar. Search Engine Land reported on the anomalies and asked Google about it but didn’t receive a response at the time. Ginny Marvin speculated, and now an AdWords representative has confirmed, that this was caused by close…

    Search Engine Landin SEO Google How To's- 24 readers -
  • Machine learning for large-scale SEM accounts

    … here. About The Author David Fothergill is a search marketer with a wealth of experience in Paid Search, Conversion Optimization & Web Analytics. As Head of Product Development & Insight at performance-driven SEM agency QueryClick, his main focus is working with the account team to ensure that client search marketing campaigns…

    Search Engine Land- 23 readers -
  • Broad match: What is it good for?

    …? Try building AdWords campaigns composed of broad match keywords, with very minimal bids (targeting 5 to 9 ad position, or even lower), and use the Search Terms report to add more specific keywords that come directly from the users. Using the Search Terms report in this manner turns your keywords into a research tool, giving you real data to use…

    Search Engine Land- 17 readers -
  • The essential metrics to analyze for keyword research success

    … on a page-to-keyword level. Again, it’s not a perfect metric, as the composition of Quality Score is a bit of black box, and not all of the factors may be representative, but it is another example of a good approximation. Conclusion Search engine optimization has the ability to be a very data-driven process, with all the data now available. By now…

    Search Engine Landin SEO- 15 readers -
  • Four Tools To Break You Out Of The Keyword Research Box

    … Keyword research is a fundamental activity for an SEO professional, and although everyone does it a little bit differently, there are a few typical steps most people employ: Come up with a list of base keywords that will be used to come up with more ideas. Expand upon your base keywords using autosuggest and/or other means. Find search volume…

    Search Engine Landin SEO- 16 readers -
  • Decoding Keywords To Forecast Marketing Opportunities

    … a significant role in the development of effective online exposure and ROI. Projecting the outcomes of your marketing campaigns with certified insights improves the business case for digital campaigns and grants a clear perspective for revenue generated from search and content marketing. Quantifiable keyword revenue forecasting can lead to more persuasive…

    Search Engine Landin SEO- 20 readers -
  • How I Saved $1M Using Negative Keyword Lists

    … When seeking opportunities for improved cost-efficiency, one of the most highly recommended checkpoints is the search term report in your paid search interface. Discovering a keyword spending well beyond its CPL threshold results in a mix of joy (“Great! Another keyword to exclude!”) and pain (“How did this search term spend that much…

    Carrie Albright/ Search Engine Landin SEO Google How To's- 36 readers -