Following article is written by Hyun Kim. PDF content is originally from SEObook.com and it belongs to Aaron Wall.
I’ve been reading upon the SEObook.com, which is one of the most searched websites in the India and the USA. Alexa has ranked this website as #3100 (for the USA), and #710 (for India). SEObook.com was started by Aaron Wall, who was disappointed by SEO firm scamming him $5000. After realizing he wanted to be more educated and knowledgeable, he started creating SEObook.com with his wife and offered free education to people. (P.S You have to realize that, back in 2006, the SEO was simply a bunch of keywords added into the top of the website or into the website HTML code. So it did bother many people. Not much of the digital analytics or strategy was involved back then.)
SEO researcth flowshart is illustrated by Aaron Wall, who has provided his SEO research online in this simple PDF download. But I wanted to explain step by step, how each step works and provide you how it could work on your website.
P.S To do this keyword research flowchart, you might want to open up an excel. It helps you follow the process much easier.
1. Start with a question “Is my website receiving any search traffic?”
If not, then you must brainstorm keywords ideas and add them into your excel sheet.
If yes, create a seed list by pasting historical keyword data from your server logs into spreadsheet. If you do not know historical keyword data, then you can check your website keywords search by looking at SEMrush.com. It will show you list of keywords people have searched in the past.
2. Check if you have enough keywords in your list.
If not, then use junk mail, competitors websites, television programs, news resources or popular articles to generate ideas. If you get stuck, open a thesaurus or dictionary online to find terms. If you want to do an easy way, you can use the Google Keyword Generator.
If yes, then use your different range of keywords to build a list.
3. Happy Test
If you are happy with your keyword list, then you are ready to use it!
If you are not happy with your keyword list, then go back to step 2!
4. Web Traffic Test
By adding your keyword list into the keyword tool or keyword estimator, check if they receive sufficient traffic volume. It should receive at last few thousands to +300,000 impressions. Anywhere between 80,000 – 500,000 impressions is a good start.
5. Market Value Test
Market value test refers to checking whether if your keywords provide high level of ROI or search traffic. Your keyword list will certainly show how many times specific keywords have been used, clicked and shown (Check for impressions, position, click-through-rate (CTR), and cost-per-click (CPC)). You certainly want to remove or erase the low value terms. They won’t help you and could eat up your keyword costs.
6. Dipping Test
Do you remember your first time trying to swim into a pool? Everyone has tendency to be careful and people dip their toes to check the water temperature.
Just as you are testing the water, you need to utilize the same idea into keywords testing in Google Adwords & Bing Ads.
Test your keyword list by running an Adwords campaign to verify traffic level (impressions) and test the keywords. This will help you reduce future cost and save you money.
7. Consistency Test
If your adword campaign test shows consistent level of impressions and click through rate, then you are on to the best Google adword marketing!
If your adword campaign test shows no consistency, then you have to discard the non-performing terms. Try using the negative keywords at the bottom of the Google campaign and click the “+ ADD NEGATIVE KEYWORDS” button.
8. Aligning URLs & Keywords
Open an excel spreadsheet and align your keywords with URLs.
You could make additional sections – “related keywords”, “page title”.
Using ranking and conversion data learnt from the “Dipping Test” – Section 6 of this post, you can improve your site structure and know which pages to build links for.
9. Stay Alert using Google Alerts
Open up the Google Alerts on a browser. (https://www.google.com/alerts). In the Google Alerts, you can monitor the webs for the contents you wish. For example, if you are looking for “honda”, you can create an alert for “honda news” or “honda”. This tool will track news to find hot new products, stories and keywords.
Use your site’s internal searches and research tools to find keywords you are not yet covering. This will help enhance your keyword searches and keep your keyword competitive.
Search Flux Monitors
These are tools which use a seed set of keywords and compare today’s search results against yesterday’s results & then compare how much the recent change has been against the typical daily churn.
- Mozcast – Developed by SEOMoz, it is one of the more popular flux monitor tools. It contains metrics for SERP diversity and domain name related measurements.
- AdvancedWebRanking – This is a very comprehensive SEO tool that show your local keyword ranking in real-time, manage unlimited clients & users, provides SEO audit (check your website’s keyword errors, and broken links, etc), and check your social page shares (Facebook, Twitter, LinkedIn, Google+, and Pinterest).
- Serpmetrics – SERPmetrics is a robust search engine rank monitoring platform with a full featured API, built specifically for SEO agencies with bulk keyword tracking needs. We process billions of results every month.
- SERPs.com – You can check your website indexing rank in real time on Google and Yahoo (30 Days & 90 Days). It looks much like how stock markets are, except the indexing is your website ranking on daily basis.
- Algaroo – Developed by DEJEAN. This integrates Google indexing system and show indexing volatility by daily. This system monitors roughly 17,000 keywords to 100 search positions deep and looks for fluctuations. You can sign-up to get updates, but also attain widget to monitor your website indexing volatility.
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You can check me at Twitter @hyunkim85. Thank you!