1. Golden Keywords Course (GKC) Academy Keyword Research Demystified

2. Training Course Overview The important definitions you need to memorize The power and limitations of keyword tools The characteristics of good keyword research tools GKC list of free keyword research tools GKC list of commercial keyword research tools Comparisons between each keyword research tool Assignments and due date

3. Two Important Definitions Qualitative data: Describes data Quantitative data: Data that can be measured

4. Practical Examples of Each The coffee is 100 degrees Fahrenheit (quantitative, can be measured w/ thermometer) The coffee is hot (qualitative data, describes but is not measured) Classic examples of quantitative data is numbers (height, weight, speed, time, age) Classic examples of qualitative data is tastes, smells, beauty (subjective)

5. Quantitative Data & Your Web business In every business certain #’s you MUST know Conversion rate of subscribers, cost per click, average revenue per user How many? How often? Who? When?

6. Is Qualitative Data Useless? NO! It has practical applications in your business such as: Opinions, attitudes, and beliefs of your target audience Can help augment quantitative research Why, Would Why did they respond to the advertising message the way they did?

7. Understanding Keyword Tools Keyword Research Tools Are Just Tools Tools have limitations: – Tools can’t think for you – I.e., computer, tell me the perfect decisions I should make in my life Tools only provide statistics and forecasts – Don't expect precise quantitative data from keyword tools – Be skeptical of ANY keyword tool that claims to provide EXACT data – Your mind is more important than ANY keyword tool

8. The Dangers of Keyword Tools No keyword tools are 100% accurate – even Google’s Keyword Planner! – Egosurfing – Click bots – Rank checkers – Random automated traffic (spam) – Quantitative data shouldn’t be taken for face value

9. How to get Precise Estimates If you want precise current estimates, you MUST run paid advertising campaigns. E.g, Google Adwords, Bing Ads If this is not optimal you should use keyword tools primary for qualitative data – Does the niche have low, medium, or high competition?

10. What Makes a Good Keyword Research Tool? Explains how it works Suggests keywords Competitive analysis Content analysis Link analysis Import / Exports data Aggregates large datasets (save time) Keyword database is frequently updated

11. Free Keyword Tools Google Adwords: Keyword Planner Bing Ads Tool 7search Yandex Keyword Statistics Soovle Übersuggest

12. Commercial Keyword Tools WordStream Wordtracker SEMrush Moz Keyword Difficulty Tool Keyword Spy SpyFu HubSpot Keyword Tool

13. Honorable Mentions Blekko Search Tools Your competitors source code

14. Free Keyword Tools

15. Google Adwords Keyword Planner

16. Pros Google Adwords Keyword Planner: – Credible data –built by Google! – Allows you to find new keyword ideas – Search volume statistics – PPC traffic forecasts – Multiply keyword lists – Historical statistics (12 month average default) – Local settings – Language settings (ENG, FR, IT) – Network settings (Google or Google & partners) – Filtering options (negative keywords, avg monthly searches, etc) – Keyword competition (ppc) – Suggested bid (ppc) – Time comparisons – Search volume trends (mobile, breakdown by device, location, etc) – Graphical displays – Copy or export keywords

17. The Cons Current month data is not revealed No organic keyword competition Returns a sample of keywords in their index Not good for trending topics (think Google trends) Good for organic search, better for paid search

18. Bing Ads Tool

19. Pros – Credible data – built by Bing! – Allows you to find new keyword ideas – Search volume statistics – Language settings (ENG, FR, IT) – Geotargeting (country/region) – Device (Desktops, Smartphones, &Tablets) – Import from Google adwords – Show brand names

20. Cons – No historical statistics – No Keyword competition (ppc) – No organic keyword competition analysis

21. 7search Keyword Suggestion Tool

22. Pros Built by 7search Keyword suggestions Displays clicks and costs estimates Export keywords to CSV No account needed

23. Cons Limited functionality. Simply provide keyword counts and bids.

24. Yandex Keyword Statistics Built by largest search engine in Russia (Over 50% market) Search query statistics for searches in Yandex Provide keyword suggestions Forecasts for organic keywords Target specific regions View search history

25. Cons Keyword tool is biased towards regional users, may not be suitable if you’re targeting outside this demographic

26. Soovle

27. Pros Great for keyword suggestions View popular keywords Frequently updated Save suggestions Aggregates data from several search engines Download keywords in csv file

28. Cons Limited features

29. Ubersuggest Tons of keyword suggestions Copy and paste keywords

30. Pros Does one thing and does it well which is to provide you w/ plethora of new keyword ideas

31. Cons Like Soolve its limited in features

32. Commercial Keyword Tools

33. Wordstream Purchases volume keyword search data from ISPs, browser toolbars, & search engines

34. Pros Keyword discovery (lots of keywords) Keyword analysis Keyword grouping Negative keyword finder Long tail keyword finder PPC management

35. Cons Uses statistical model to generate data which uses an idealized form (data is never ideal) Costly for small businesses: $249 monthly

36. Wordtracker A popular keyword research tool that gets its data from DogPile and MetaCrawler. Its database is huge and is updated monthly. It currently contain over 3.5 billion search terms, 350 million unique keywords. Minimum price is $27 monthly (3 months required).

37. Pros Keyword discovery (2,000 keywords in 1 search) Build/save projects Competition analysis Keyword effectiveness index (KEI) is it worth targeting? Related keywords (up to 300 per search) Quality support (phone, live chat, webinars, etc)

38. Cons Its dataset represents a small portion of web users < 1%

39. Semrush Popular competitive analysis tool from the people who developed seoquake plugin Analyzes top 20 Google & Bing search results for keywords in their database. Collection method is proprietary Contains over 100,000 million keywords and 26 databases Data is frequently updated - refreshed daily, weekly, or monthly Starting costs is $69.95 monthly

40. Pros Organic research Discover position change of domains Advertising research View top publishers and advertisers Backlink analysis See your competitors best ads Keyword difficulty

41. Cons Gets its data mainly from the adwords api and scrapes Google for ads Longevity of this is questionable since Google can disable providers from scraping their search engine.

42. Spyfu Originally known as GoogSpy, search analytics company based in Scottsdale AZ Data is obtained by web scraping, uses technology developed by velocityscape Started in April, 2005 $79/month

43. Pros Shows keywords advertisers bid on Reveals changes to your competitors ppc ads for over 7 years Reveals the keywords your competitors rank for Shows fluctuations of your competitors in the serps Cost per click and search volume statistics or keywords Negative keyword suggestions 7+ years of history

44. Cons Accuracy of data is dependent on size of the site No keyword monitoring

45. Uggh, Too Many Options, What Tools to Use??? Think how humans used tools in stone age Study tools and know the features of each one and used when needed 1…2…3…. 4 keyword tools may be used No such thing as best keyword tool Your mind is still better than all tools mentioned, tools cant replace business savviness

46. Complete Homework Assignments! Due date for this assignment: 29 days from now This will be the easiest section. Things will get more intensive but make sure you familiarize yourself with the keyword tools