1. Organic Keyword Selection and Targeting Presented by: Craig Paddock Plaza Digital Slide 1 of 217

2. Keyphrase Research = Popularity Click-thru rate Quality - Conversion rate or engagement Competitiveness Current Ranking

3. Keyphrase Expanders/Modifiers- best / online / buy / cheap / discount / wholesale / accessories / supplies / abbreviations (ex. STATE) Higher conversion rate

4. Keyphrase Expanders/Modifiers-

7. Keyphrase Expanders/Variations-

8. Google Instant/Suggest Check your top keyphrases using Google Suggest

9. Google Instant/Suggest www.Rob-Millard.com/

10. Google Instant/Suggest

11. www.soovle.com/

12. Google Keyword Tool Sept 24 th 2010 updated to NOT include partner Search data Use “exact match” Significantly more accurate

15. Microsoft Ad Intelligence

17. Yahoo Clues

18. 5MinuteSite.com

19. 1,538 keyphrases 325 cities nearby 560 nearby zipcodes Ordered by proximity! 5MinuteSite.com

20. YouTube Keyphrase Tool

21. Keyphrase Selection- What keyphrases are important to you? Let your customers decide!!!

22. PPC campaign data Start Adwords even if just for data Impressions ~ queries Use exact [keyword] in setup No daily limit and on 1st page. Impression, click-thru, conversion data

23. Click-thru & Quality Quality = Conversion rate (Rev/Visitor) or engagement Engagement* = T.O.S, Pages/Visit, Bounce Rate

24. CTR – Google Preview

26. Competitiveness

28. Blekko – Origin of Links

29. Current Ranking Proven keyphrase Easiest to improve Take advantage of “clustering”

31. Turn off Personalization Logging out not adequate &pws=0 Turn Google Instant Off

33. Clustering Host Crowding 2 pages listed from the same domain on the same page #1 and #9 result will be clustered as #1 & #2 #1 and #14 will not be clustered

37. Keyphrase Data

38. Turn Off Google Instant

39. Keyphrase Targeting Primary company site Video (YouTube), Images, News Social Media Sites – Twitter, LinkedIn 3 rd party positive content

40. Summary Use PPC data to guide your organic campaign Keyphrase research is more than keyphrase popularity Promote more than just your primary website Craig Paddock craig@paddock.com