Search Marketing: Search Term Research

    • Keyword tiering: A systematic way to juggle your AdWords priorities

      Ever feel like AdWords is one giant juggling act? You cut your cost per click, only to watch your conversion rate drop. You increase lead volume, but those leads don’t turn into sales. You finally boost sales, but now your cost per click is unprofitably high… When does the madness stop? With all of these apparently conflicting priorities, it can be easy to drop the ball a few times.

      Search Engine Landin Paid Search SEO Google- 11 readers -
  • 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- 14 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- 12 readers -
  • How to get the old Google Keyword Planner volume data

    … variants. @tanestis Hi there, terms that are close variants of each other will show the same volumes within the Keyword Planner. -Mitch — Google AdWords (@adwords) July 21, 2016 Many people and tools are overestimating search volume by adding together the results that AdWords Keyword Planner has already grouped, effectively doubling or tripling volume…

    Search Engine Landin SEO Google How To's- 22 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- 20 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- 15 readers -
  • The essential metrics to analyze for keyword research success

    … Brainstorming keyword ideas is great, but you won’t get very far if you’re not looking at the right metrics. After all, it’s the metrics — the objective criteria we use to make the data-driven decisions — that make search such an effective marketing channel. But which keyword research metrics should I be considering? Isn’t search volume…

    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- 12 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- 19 readers -
  • How I Saved $1M Using Negative Keyword Lists

    … for your client’s brand or industry will keep you looped into current events that may affect what prompts your ads to appear. Branded Terms (For Non-Branded campaigns only) Example: The Cheesecake Factory cheesecake cheese cake “cheesecake factory” “cheesecakefactory” Upper Funnel Terms Example: Travel industry “when to visit…” “arches national…

    Carrie Albright/ Search Engine Landin SEO Google How To's- 35 readers -