Seriously, Use This Keyword Research Demonstration To Avoid Search Engine Failure
Below is a walk-through of a pretty cool in-depth keyword research strategy laid out by Ben Strickland who is the Co-Founder of Noble Samurai. Below you'll find a 1 hour+ presentation he put on for our live audience. Pay attention, take notes and use the free $900 bonus he's giving you. You'll find it right below this video. There's no hype, no selling, just pure, golden, valuable keyword research and website organization information to help you stand out in the crowd.
Please Note: Typically when I run a webinar for live training I try have a Q & A session. However, on this presentation we ran over time and it left no time for a Q & A & I do apologize for that. If you have questions please put them in the comment section below and I'll answer everything you need. Also note, Ben had a slight audio issue that occured right before going live and while most of the recording turned out O.K there are a few small parts where there is some static noise.
Grab The Un-official Market Samurai $900 Sorting Tool <=== Use the demo Ben shows in the video for how to use this. There are no helpdesk areas for this. Hey, it's completely free!
Entire Above Video Transcript:
Michael Brown: I want to welcome everyone here tonight. You guys all probably know me. I’m Michael Brown and I really want you to pay attention to everything that’s going to go on tonight because tonight’s presenter is Ben Stickland, who is a co-founder of Noble Samurai and these guys are some of the smartest guys on the entire internet. I’ve followed them for the last couple of years on everything from keyword research to content and you guys probably have heard me speak very highly of them all the time. So, tonight, Ben is going to be going through not just going into keywords and how to use keywords but kind of a complete layout of how your website should be laid out for SEO purposes and getting the most benefit out of Google and the other search engines. So, I’m going to shut up tonight and I’m just going to let Ben take it over. So Ben, I’m going to go ahead and give you the floor and go ahead and let you get started here.
Ben Stickland: Fantastic! Well, thank you Michael and welcome to everybody who’s on the line and maybe listening to this after the event. It’s a pleasure to be here. It’s actually nice and early in Australia but I understand it’s evening for most of the folks over in the US who are watching. Please excuse my Australian accent. Hopefully it’s all okay and understandable. So let’s jump in, really what I want to do is cover up on some basic content on keyword research that then move into a few more advanced topics and hopefully we’ll get some good value out of that the, I’m just going to jump back into my couch. So kind of the outcomes that I’d hope will get out of this and this is material that we don’t normally teach. So, Michael, feel free to jump in with any questions because I’m kind of going to lift the lead on a couple of things that hopefully will be interesting.
Firstly, we’re just going to review how we go about picking good keywords and then we want to, I hope that beyond simply being able to pick a good keyword, we want to actually structure out the website in an effective manner and then we’d also like to, once we’ve got a website then we have to go to work to market that website and I’d like to give you some thought processes about how you find your work. You want to use an appropriate amount of effort relevant to the award you’re going to get. You only want to do a small amount of work when the reward is small and then maybe you’d be more happy to put more work in when the reward is going to be bigger. And then, finally, I’m going to show you something that’s very unofficial. We are actually, I’m involved in three technology companies and have ownership stake in each of them.
And so, the Nobel Samurai which produces Market Samurai but we also have a division of people that do development services and we regularly get asked to do keyword research for our client and so we’ve just put together some scripts that we use to create an Excel spread sheet that basically takes data out of Market Samurai and consolidates it into a report that we then go and sell to our clients and I must say, I don’t produce these myself anymore because I’ve just thought my PA to do it but what I’m hoping to do is go through the process that my PA, that I’ve thought my PA to do and these reports will typically sell with a couple of hours consulting for say $900, $1200 end. I think listeners, you’re starting to understand niche marketing, you probably got people talking to you and one of the great ways to sort of boost your income is you can do a little bit of services then you kind of get to spend more time doing insternet marketing which will build your skills and it’s kind of like you’re being paid to learn what you do.
So, the script that we use for this is not an official Samurai tool, I’ve put it up on our website and I’m happy to give Michael the code and happy for you guys to get the code and run it up on your website but please don’t send an email to the Market Samurai support people saying, “Hey, that’s scripted” then talk about that produces those great keyword reports, how do we this with it because they’re just not going to know. So, that’s kind of the advanced piece and then we’ll jump in to it. I suppose just a little bit of background, one of the things I see is there are so many ways that you can do online marketing that people who are new to it sometimes feel a little bit overwhelmed and kind of they learn a bit about something and then they’ll jump onto something else and they’ll jump onto something else, they never really get traction and then after a while, they can become dejected. They’re like, this thing’s hard, when the reality is they just not necessarily persist with one thing well enough to actually succeed and it’s kind of like this shiny object syndrome that you’re just looking for shiny object. The driver in here is really what I think successful online marketers do
Day in day out and if you can get this thought process right, it’s going to stop you jumping around the place and it’s going to help you focus on your projects and really succeed. And so, this is kind of, this diagram hasn’t change in 10 years. This is kind of timeless almost. The first piece is market research and obviously we’re selling keyword niche tools so I acknowledge my biases but I think it’s really important to know where your market is and figure out the ways you’re going to get it. Keyword research for search engines is just one part of our research, knowing what the Facebook groups that people participate in and where they are in social media or in what forms people are acted in and those such things, knowing where your market is lets you sit down and say, “Well, that’s where my market is. How do I add value to that market? How do I engage with that marketplace?”
Now, the next piece is traffic and obviously if you don’t have traffic to your website and you have the traffic that offers that you aren’t familiar, then you don’t have a business and we’re going to talk about structuring a website for SEO which is essentially wanting to build websites that are optimized to maximized their impact in the search engines and that is a form of traffic and that is one of probably 4 or 5 key traffic driver that most people are going to use that the search engine traffic but the “free version” previous work to get there, the paid traffic you can get from search engines, the traffic you can drive out of social media, traffic you can get by building network affiliates and traffic you can drive from offline. So, there’s different ways you can drive traffic and there’s often, you see that people jump around a bit that don’t really take the time to get good any one traffic area and hopefully that then you’ll get better at SEO space.
The next piece is conversion and if you’ve got a hundred plus people come to your website and you’ve never done a test to test the different offerings that you do, then I would a hundred people a day type thing, but once you kind of get that hundred a day, that for me is, I’ll often setup a split test on the very when I first setup a website because often you don’t know you’re trying different marketing campaigns and something will take off and you’ll have this traffic and I’m going to use that for testing and improving my conversion rates but you miss out. So I’ll set them up off on a brand new website so that it takes three months then it takes three months. But if you do have regular traffic to your website and you’re not testing, Google has some fantastic free tools that just yesterday, moved their website up to tools to become part of Google Analytics itself.
But, they offer a split testing tool which lets you test different versions of your webpage and see which one does a better job of convincing people to buy, I don’t want to set this as an expectation because normally when we run a split test looking for a 20% improvement in your leads or sales or whatever it is we’re testing for. But, in the last two tests that we ran, we got, I think one was 187% and one was just over 100%. So, it’s very possible to get significant increases in the response rate about what you do. And so, if you consider yourself someone who’s serious about internet marketing and you’ve not worked on conversion, then I don’t want to distract to what we’re going to say today but it’s a really important part of the mix and in my opinion it’s often is the difference between professionals, non-professionals and amateurs. And then finally, you’ve got the product that you’ve built which is the actual product you’re selling, the technology, etc. But most internet marketers will get up every day and say, “Look, what do I need to build? Do I need to build traffic sources? Do I need to get it to convert better?
Is my website essentially a weak offering? Do I need to build that?
Do I need to find more customer sources” and during all of that they will create assets. And an asset is something where you’ve got and, think about it, if there are two competitors in the marketplace and one of them has got no website or they’ve got a very small website, not many pages, they don’t rank well on the search engines, they haven’t got a successful pay per click or some sort of campaign going, they’ve got no affiliates. And the other competitor has got a great website. They’ve got, they done their SEO works, they were ranking well, they’re successful, they executeed and pay advertising and campaigns, they’re building affiliate network or they’ve got successful advertising, they’re doing great with social media, all of those things are assets and often we get hang on a whole bunch of stuff but if you just, in your internet marketing, if you’re still in your day job and you say I’ll put an hour a day in this developing my online revenue then I would encourage you rather than just looking at silver bullets. If you just say every day, I want to end the day with an asset I didn’t have at the start. I want to build some new content that’s going to draw people to my website. I want to run a test that’s going to make give me a better converting page.
Ben Stickland: I want to go and find a new source of customers and attempt to tap in to those. I want to improve something. And literally, if you just keep building assets, you still cannot fail in the long-term. If build asset day in day out it might take longer than you would have hoped. But it is a practical thing that you can do and if you avoid the distraction of jumping from one target object and one promise of hope to another and just get down to the work of building assets, you just cannot fail in the long-term. Hopefully that’s just an encouragement and it gives you some framework to think about. And so, within this framework, really, what we’re looking at today is traffic and that’s kind of I just want to give a context where it fits into the whole scheme of things. Michael, does that kind of make sense? Is that sort of sensible?
Michael Brown: Yeah. That’s right on where I really think people need to be focusing. And, too often, it seems like people, like you mentioned, they’re looking for that one, that silver bullet where instead of building those assets day in and day out. So I think that’s actually fantastic advice even if it’s just a new blog post every day or something along those lines or an article out there or something on a social network just making contact out there at people. So I think you’re right on and I think so many people overlook that. Sorry.
Ben Stickland: Yeah. Yeah. Yeah.
Michael Brown: Your audio is chopping in and out just a little bit. I don’t know if, I know we had a mic issue there at the beginning of this.
Ben Stickland: Okay. Just literally, give me 10 seconds and I’ll just make sure that we’re not competing for any traffic here, we’re on a corporate organization but so I can tell everybody they’re not doing down that but just give me 10 seconds.
Michael Brown: Sure. No problem. But going back into what Ben said while he’s dealing with the mic there, he’s right on the money when he’s talking about testing conversions as well because I know a lot of people like to throw on just the AdSense ads and just leave it at that. But, it makes more sense to test other offers, whether it’s Amazon, whether you’re testing additional affiliate products while you’re still building your assets at the end of the day. So make sure you’re using that advice that he’s putting out there today. It’s just fantastic stuff there.
Ben Stickland: Hey, I’m back and hopefully the audio will, it has improved or in the next few moments will. Let me tell you one little story that I’ve seen happen a number of times. In our consulting business which is what we just do general websites. It’s fascinating. I look back and I don’t, a lot of that sort of happens without me being directly involved but I’ll go back to the customers that we’ve served and a lot of people just come to us just what we used to a lot of basic websites.
And so, you’ve talked to people and people have put up a 4 or 5 page website would say, “Oh, you know, I don’t really get much out of my website but at least people weren’t actively promoting it, they’re weren’t doing the things that they’ve got to know how to do and then you’ll talk to somebody who’ve put up a shopping cart and the project was painful because we, they basically had to go and figure out descriptions and everything for the thousand products that they sell. And you talk to the media later and they go, “Yeah, this whole internet thing’s really good. We just find that we’re getting a lot of sales and it’s really working for us” and the difference is they actually did the work to build a whole bunch of pages and they’ve, when you look at their stats, they’re collecting a whole lot of long tail traffic and they’ve just this asset of a thousand page website, a 5 page website, they don’t realize what’s happening but it’s actually consistently working for them and have that whole thing of volume and these guys because that is their store but they put up quality stuff as well that the asset work that they know they have to do but they don’t actually think of it as building assets just works for them. So, have you got any better there Michael?
Michael Brown: Yeah. Your audios definitely better. I think, I saw a couple people there earlier mention that the audio is down a little bit but that you actually sound pretty good there.
Ben Stickland: Okay. We’ll keep paring through. So, let me take SEO in one slide which is a little bit ambitious but essentially when I think about constructing a website in a kind of an ideal world and I do acknowledge that sort of social signals are becoming more important in SEO’s space. But, if we look at sort of basic of SEO, what we’re going to do, we’re going to have a website that is going to have a homepage which in most cases will be the most
Ben Stickland: The highest authority page on that site, not necessarily always, but often that’s the case. We’re going to go for a theme keyword on our homepage or a collection of tightly related theme keyword. And then underneath that, we’re going to have a series of what I call category pages. And so a category is, in most cases, it’s they’re also high authority pages on your website and then generally what you can get from the site navigation in most cases. And that they’re kind of that second level of pages, they do carry high authority and we’re going to go for what I refer to as category level keywords.
These are the theme keyword and the category level keywords typically we can take on a bit more competition because they’re the stronger parts of our site, they’ve got more links both internally and from the rest of the web coming through them. But we’re also going to build out lots of content on our site because 50% of all traffic is actually long tail traffic and just having lots of pages will actually drive traffic to our website. And so, given kind, the bells of our website, the parts we have to click multiple times to get to. We’ll have this what we call long-tail keywords and these pages that we’re going to have the long-tail keywords and so we go, those long tail keywords typically, by definition, these are the weaker pages on our site. We don’t have the strength to necessarily go after really competitive keywords. So, we want to find less competitive keywords if possible that we can make the most for. The art of this SEO is basically structuring your page correctly, your site correctly so that you target appropriate keywords. It’s getting links from the rest of the web back to your website so that you grow the authority and the reputation of your website and basically building enough pages to target enough keywords.
And so, that kind of, what I refer to the three answers to most questions. When we’re presented with an SEO problem, SEO problems are questions hammed in lots of categories but on the end it actually ends up as the same set of answers. The answers are generally, okay you have a structure of problem, you’re hoping to rank on keywords that you’re not putting on the right pages of your site or you have a link problem. You’re going for competitive keywords and your competitors have much more authority, they’ve done more link building or they’ve naturally attracted more links than you have and then, or finally, you’re playing a competitive SEO game and you’ve got a 10 page website and then maybe your strategy is to think, “How do I go from 10 pages to a thousand pages?” And as we do Q&A at the end, I can talk about some ideas to how you do that because certainly overwhelm people when they hear it. But it’s actually not that difficult to build a thousand page website and have it and maintain quality and not just sort of expand.
So, if we just break the touch on the on page setup of a webpage, I’m not going to spend a lot of time on this. But, the notion is that the keyword you want to rank for, so let’s say you want to rank for green widgets. If you want to rank for green widgets, then you better put green widgets on the page that you want to get rank for. And so, typically we’ll put it into the title tag and we’ll put it into, we’ll have it in the content of our page, we’ll actually talk about it so in heading and content and then we’ll also put in some meta-tags which are the hidden tags behind the pages that you currently have. I’ll just show you a little plugin that we use to go and check this stuff out. When I’m doing meta-tags, a couple of thoughts on this, is the description tag will generally show up in the search engine results although it’s not 100% of the time but it will generally show up and having it show up there, I’ll often think of description title tags very much around conversion.
So, if I’ve got my page to rank, I’d like my keywords in my description tag. But also, I want to get as many people who view my results to click on it. So I’ll try and write a description tag that’s really engaging and draws the click into my website. There’s a thing called a keywords tag which is essentially ignored by Google and I used to ignore it as well. I used to not bother to put it in because if Google, if it’s irrelevant, then why do it? The reason I do it is often I’ve come back to a website a year or two later and I’ll be thinking to myself which keywords was I actually going for and yes my competitors can see my keywords but I find it, I’m not really that stress about my competitors and so I’ll often just turn my keywords into my keywords tag just to remind me what I was doing when I come back after a while. And then I like to put if I can the keyword in the page name as well. So, they are sort of the basic things but really I’m wanting to make sure it’s in my title, my description tag that I just put in my site and in the page that I want to rank. So, why do keyword research?
What are we hoping to achieve out of keyword research. My view on the reason we’re doing keyword research is that keyword research gives us intelligent experiments to run. If somebody tells you that keyword research will guarantee you that the keyword you’re trying to rank for is an absolute winner, then I think they just think they’re just trying to sell you something. But, what I found in many cases is, I look at a market, and I can generate thousands of perspective keywords that make sense. And of those thousand, I might use keyword research, I generate those down, or I would have been at a brainstorm.
But I’ll also then narrow it back and go, “You know what? What are the 50 or the 100 best prospect that I’m going to take the time to build content to build links that maybe much more than might be 20 but even with that smaller number, I’ll find that there may be a percentage of those that don’t perform and don’t drive sales in the way that I’d hoped. But I’d rather kind of get it right 30 to 50% of the time out of the 20 keywords that I’ve narrowed it down to, I’d rather find 20 and have 10 that are real winners than find 4,000 and have to randomly try them all to find the 10 that was winners that you would simply give up. So, keyword research is about narrowing the field to keywords that are going to be a good basis for your experiment on.
So, the question then comes, well, one of the criteria that we use to take out the thousands and thousands of keywords that could represent our market and narrow them down. Now, when I say a keyword, I should also just explain, I said a moment ago, blue widgets, keywords, a keyword is actually grammatically incorrect, we should be referring to these things as keyword phrases because they can often be 2 and 3 words. But, we refer to a keyword phrase as a keyword because we’re basically lazy. So whenever we say keyword, it actually means 2 or 3 words form together.
So, the keyword criteria, just take a moment and think for yourself what are some of the criteria that you would want in a keyword? So, you want to find keyword phrases you’re going to put on your website and you’re going to take the time to build content around them. You’re going to take the time to maybe build some links. What makes a good keyword for you? And, I think it comes down to 4 and the first 2 are really pretty obvious.
Firstly, there must be traffic. If a keyword doesn’t have traffic, then you’re kind of wasting your time. The next thing that I look for in a keyword is what I’ll refer to as an acceptable level of competition. And so, there are, I haven’t, for a long time, say in a keyword that I want to go after that has no competition. But we want an acceptable level of competition that we feel that we can rank in. And, there’s a degree to it which this is relative because if you bring, if you’re a powerful player coming into the market with a powerful website and you got a lot of skill, then you can go after much more competitive keywords and if you’re just starting out, then you really need to pick less competitive keywords. But, so that’s a second criteria. The third and the fourth criteria are probably a little bit less obvious. Competition and traffic are kind of the obvious ones.
The third criteria that I look for is what I refer to as the business relevance. So, let me give you an example of that. We’ve recently had our house painted, the painters came through and painted the place and we were talking to them about websites and about and about keyword research. And, they would’ve been mistaken if they were looking to go for a keyword that might have been say painting supplies Melbourne which is where we live, because even though the keyword had lots of traffic, they’re not in the business of selling painting supplies that is for the paint shop to go after that wants to sell paint to either the public or to them as a painting crew. They really want to go after house painting Melbourne or even the suburb that I live in which is called Mitcham, house painting Mitcham. As I say this, it kind of sounds like a statement of the blatantly obvious, you would pick keywords relevant to your business, but I see this all the time, people see a keyword with lots of traffic and they say, “Well, that’s fantastic. I’ve got to get that keyword” and you’re asking the question, say well, how many people who search that keyword would actually care about your business? And, a lot of the times it’s a very small number I might be tempted to say it.
If only 10%, then take the traffic that you’re seeing then reduce it to 10% and then decide if it’s still an attractive keyword. So, business relevance, and then the last piece that we look for which can actually be hard to measure in advance, is commercial intent behind the keyword. Now commercial intent, what that means is, let me give you an example, we ranked a website recently or a while ago, number 1 on the keyword, tennis racket, tennis rackets and tennis equipment and we pick those keywords because they look good on a range of factors but we didn’t consider commercial intent well enough and what we’ve discovered was, tennis, they both brought the same amount of traffic. And tennis rackets, made great profit. And tennis equipment, nobody bought a single thing and you’ll find that there are a lot of keywords that are purely information seeking and don’t actually represent buyer behaviour.
And so, the way that we tend to get an assessment of that in advance is we say, “Well, what are people in AdWords, people who are paying per click to advertise, what are they paying for these things.” It’s not a precise science because a lot of people do silly things in AdWords. But, if we see a keyword that people are spending 50 cents a click on and another keyword is spending $5 a click on, we can make it a reasonable assumption that the keyword with $5 per click is probably got more commercial intent because people are beating each other up because they expect that they’re looking at their analytics and actually seeing what’s making them profit and driving leads, etc. So, they’re part of the criteria that we want and if you can remember those 4 criteria when you’re selecting a keyword, you’ll do better.
So, let’s jump into how we go about planning out a website from an SEO perspective. So, if we take it as a given that we can fill the keywords in those criteria and I’ll show you how to do that in Market Samurai in just a moment, then we want to say, “Well, we don’t want to just find one keyword per page and there are times where we you just write in a blog post doing keyword research for one keyword is perfectly acceptable. We want to go from playing at a bigger level. Let’s plan it out from a whole site perspective. So the process that we use, is either we’ll collect prospective keywords. I’ll go and just brainstorm keywords.
I’ll look at the analytics for the website, if it’s a redevelopment or if I already got an existing site and I’ll look at my competitors and see what they are ranking for. And so, I’ll just get myself a collection of perspective keywords and then I’ll expand on that set and that’s what Market Samurai does, it essentially uses data from Google and basically if you give it one seed keyword, it will give you back between a few hundred up to sort of 800 relay keywords and so we’ll take our small number and we’ll expand them up and we’ll get lots and lots of prospects. And then we’ll begin the process of filtering down. So we’ll filter again on, like we said, if there’s no traffic, we don’t want to know about it, if it’s too competitive, we don’t want to know about it, and one of the ways that we look at competition is we use essentially what is a proxy measure. We say, “Okay.
How many pages in the world or in our target market, I think the example I’ve got here is actually from Australia, how many pages in this case in Australia are actively vying or actually just mention the keyword and what we often find is there sort of a rule of thumb or a correlation that said, a hundreds of thousands of pages mentioning this keyword, it’ll generally be quiet competitive whereas if there’s only tens of thousands of pages and I know that still sounds like a very big number but remember, there’s lots of pages that just talk about a range of things and optimize for your keyword. But if it’s only a few thousand or tens of thousands of pages then generally that will be a far less competitive market. And so, we can use that as a broad rule of thumb that to filter and then we can go and have a look at from a specific keyword if we’re about to put a lot of it, to what we can do a double check and just check the competitive metrics from there. So, we filter down, we create the plan and then we execute the plan. So let’s jump into Market Samurai and just have a little look at how we might do some of that filtering work. Okay. What I’ve done here, I’ll just use the keyword commercial printing because I’m about to get some printing done and it came to mind. But, if we, just to show you how the tool works, the component I’m about to show you is actually the full free component of the tool. So, you can do this even if you don’t pay any money. But, the advanced analysis piece is the piece you pay the united box for. Let’s jump in, if you want to do a new keywords, you want business cards, add that keyword, click update.
Go into keyword research and then press the generate button. Now, this process will take a couple of minutes because it’s basically going back to Google, working a bunch of data from Google as well as from websites to give us metrics on the traffic and the competition etc. So, what I’ll do, I’ll cancel that out and I’ll just go into one where we’ve already generated out some keywords. Now, it may be difficult to see but hopefully you believe me when I say, we generated, the seed keyword of commercial printing, we said, “Okay. We want to generate more keywords related to that and we generated out 521 related keywords.” And what we want to do is we want to say okay, I’m not going to build a website for 521 keywords and because it’s just whole bunch of things. So, we want to start the process of filtering out some of those keywords.
So, the first thing that I’m going to do is I’m going to say, “Okay. I’m only interested in keywords that and this is local traffic stats because we’ve set this up for Australia but it would be the same if applied for a global website or if you are going after a particular market. I’m going to say, I’m only interested if I can get 50 people per day to my website. So, one thing that sometimes tricks people up a little bit is, in Market Samurai, you can filter by the total number of searches. But people incorrectly assume that the number of searches per keyword is the number of people they’re going to get to their website. When you think about it, you often search for something you, in many case, don’t click on anything. If you do click, you don’t always click on the first result. And so, the number of searches, it is a small fraction of that there’s people that will actually come to your website.
And these numbers here are, we got daily search volumes in here. So, I’m going to limit that down to 50 and I’ve actually got to 96 keywords out, from I think it was 450 whatever it was. Next, I’m going to say, “Look, I only want pages where there’s less than 100,000 competing web pages” in this case, in the Australian market and I’m down from 400 down to 69. There’s another filter that we use, in our own, I will take a few minutes to explain, this will filter out keywords that I just won’t need, and I mean, they’re often in a format that a human wouldn’t use. Google suggested them but they’re actually just strange and there’s, if you go to the NobleSamurai.com/dojo and look at the phrase to broad match training it will explain what this is. But, for the sake of revenue, if you’ll take it on faith, the value of 15 will filter out a bunch of keywords. We’re actually starting to get down to keywords that start to make sense. So we’ve got business card printing with 266 searches per day. At maximum, we get 112 people to our website. I think that’s still even an ambitious number. It’s probably still half of that if we did really well. And, the competition is looking like it’s acceptable. And then the last thing we haven’t filtered on, is what we call SEO-V.
Now, SEO-V is actually just the AdWord bid, so it’s four bucks a click, multiplied by the amount of traffic. So, if we’ve got a keyword with lots of traffic and people in AdWords build, are bidding a high amount, that’s got commercial value. If we’ve got a keyword with really high traffic but people aren’t bidding anything in AdWords or 5 cents, keyword free jokes doesn’t represent buying behaviour. Look, people only have lunch break looking for distraction. If we simply put a filter up here, of say, 30, we will typically rid out a lot of the keywords that don’t actually represent buying behaviour. We’re now down to 19 keywords that we can start to focus our attention on.
Now, the thing that we will need to do, if we’re going to make a major effort on one of these keywords, the failing in this methodology is that, in terms of these keywords, let’s take for example CD printing has 40,600 competing competitors in this case in the Australian market. But it’s possible still that that could be very competitive. In most cases, it won’t be too bad. But, for 80 or 90% of cases, this will have an acceptable level of competition. But if we’re going to make this a major part of our campaign, we should do a double check. And the way we do that, is we click on the little key, brings up CD printing, we go to SEO competition and we generate some results on these which is going to take the top 10 in Australia and actually give us an idea of how competitive this market is. And as I look at it, it’s right. This is a moderately competitive keyword.
So, I can see here there’s a range of page rank zero through to 4 so there’s some competition on that and a number of these do have the keyword in the title tag as I look at this on here. So there’s reasonable competition but I’m not saying complete, blow you out of the water competition. So, I call that modest to, medium to high competition if you’re just starting out. So, what we’ve now done is we have, we’ve gone from 450 keywords down to a subset that look good.
But, if all you were doing was trying to find a keyword for a blog post, this would be great. The thing I’d probably do if I was just doing a blog post and it wasn’t going to be one of the key pages on my site, I’d probably actually reduce the competition level. And you can do this by the way if there are filters in here. Gold rules is actually the filter that I’ve just described to you. If you just click on gold rules, it would have done a lot for you but I wouldn’t be able to explain it. Long tail actually would change the filters and say, “I’ll accept less traffic but I demand low competition” and it would show you the low traffic, low competition phrase to after. So this is essentially, this piece is actually a free piece in market samurai, you can use this for free. It’s the pieces like the rank traffic component which will track your rankings overtime in the competition analysis we showed a moment ago that what you essentially paid for.
What i want to do, I’m just going to jump into a PowerPoint again. I’d like to assume if we can that we’ve said, “Okay. We’ve done this. We’ve generated some groups of good keywords. Now, what do we do? And the way that I think about planning out an entire site is as follows. So it’s time for a plan. What I will do, assuming we’re in this batch of some good keywords, there will actually be some keywords that are in that fall under some subcategories.
So the keywords within our acceptable group that have high traffic and strong competition, now it’s not unbeatable competition but it’s at the stronger end of the spectrum. There’ll be keywords with high traffic and weak competition. There’ll be keywords with low traffic and strong competition and there’ll be ones low traffic and weak competition. What do we do under each of these scenarios? So we’ve got a keyword with high traffic, strong competition. Well, the response there is what I call, Kung-Fu, we go to fight, this is worth fighting for. By definition, the traffic is worth going after. The competition is strong but it’s within our bounds of reasonableness. So, we build internal links in that page, we do serious inbound linking and these are what typically end up being category level keyword, the main keywords we’re going for on the key pages of our website.
The next one is, what happens if we find high traffic keyword with weak competition, to use an Australian phrase and excuse this, we have a phrase in Australia called you beauty. And, the Australian accent would say, “You Beauty!” We would simply go and, by definition, this is a great opportunity because it’s high traffic and weak competition. We’d start out by just posting a page and maybe doing some lightweight inbound linking and the, because we want to see how far that gets us. We don’t want to do a whole lot of work if we don’t have to.
Now we might find that we do this and we have to do a little bit more work to get there, that would be justified because of the high traffic. But to start out with, we’re going to post a page and a little bit of linking into where we’re going. So, this keyword could either be a category keyword used in the key page of our site or it could be a long tail keyword used more as a blog post that’s not going to be highly featured on our site in the long-term. What do we do if we find a keyword with low traffic, maybe 5-10 searches per day but had strong competition. Well generally, we skip that keyword, unless there’s some other major compelling reason why. We would simply skip the keyword and move on to other keywords. And then finally, we find a keyword with low traffic and weak competition. In this case, we’re going to post a quick page, we might put a little bit of lightweight inbound linking. It’s worth it because the traffic is still worth going after but we’re not going to spend a long amount of time doing that. So, in this printing space, let’s review a site plan. This is probably moving to a spread sheet that we’ll end up creating and I’m going to give you the script to create the spread sheet for you or to help you in the creation. We will go, let’s have a look at how we have a site plan. I’ll just bring out my Excel spread sheet and zoom on it if I can. Okay. So, what we’ve got here is a spread sheet where, we’ve got some subcategories in here that someone in the printing space
would consider going after. So, we sort of say, what’s our theme keywords that’s the main keyword for the site and again if I was a printer in Melbourne I might go after printing Melbourne. Beneath that, I might have say online printing as a category that I would go after. Now, the piece that I haven’t done in here is the business relevance check I’m not in the printing industry. And then underneath that, card printers or book printing might be something that would be another thing, would be another keyword. Now, just to be really clear, this one here was a thing where it’s got lots of traffic over a hundred searches per day and the potential for bringing my website over 300 people per day under an optimum scenario.
These ones down here could all have been category level keywords because they all had lots of, lots of traffic. But they also had, in most cases, like this one here for example, book printing actually has great traffic and also looks like, based on the number of competing webpages, it’s less than 30,000, that would generally be an indication of low competition. Now, again, if we put a lot of effort into going and checking the SEO competition module. But, what we’re starting to see here is kind of 3 levels.
There’s the theme keyword for the site and you might have a couple that you go after. There’s a keyword for the categories you’re looking at and then there’s the long tail keywords and what you often do is, you’ll start by doing a number of these and then overtime as you’re producing more content, you’ll come back to them and say, “Okay. What other keywords might I go for?” And so, again, we’ve picked multiple categories and then some theme keywords to go after, some long tail keywords to go after in the pages that we produce. We’ve got lots of ideas on stuff that we can produce pages for. Now, at this point, I do want to give you a kind of reality check. We produce these reports and we give them to clients. But what we’ll say to them is this, A: knockout keywords that aren’t relevant to your business that’s really important. B: Some of these keywords can be group together and if they’re, I use a big word, if they’re semantically related, if they’re closely themed together, you might go for 2 or 3 of this keywords on the same page and you might group them together.
And so, the way that we do that is we just reshuffle these in Excel and just group them together and then we put a star next to them or something and say a big group. And then thirdly, there will always be pages on a commercial website that don’t really fit any of your keywords and that’s okay. We ultimately are building, we want to use search engines to drive us traffic and so we want to go after keywords that makes sense. But ultimately we’re building for humans and if we build, I would rather build a website that was 80% “SEO perfect” and, but really cater well to the human audience than build something that was perfectly structured but a human had a bad experience because ultimately if you’ve got to get them to your site, you still want to convert them and so you need to engage from a human perspective. But this spread sheet is how we will do accurate research and how we’ll go and think about our structure. And the thing that I haven’t done, when I’m getting really serious about keywords, is I’ll go and review the competition level up in Market Samurai will go back to this tab, and I’ll look at this, and I’ll look at the numbers. What is the page rank of the site? How many inbound links do we have to get? How much are these going to really use the keywords in the title and in the components of their site? So, what we’ll do, let’s have a look at how we might go about building a report like this, and as I’ve said, it’s good activities, but it’s also something that you we have very successful.
So, a simple plan is this. We’re going to pick a theme keyword. We’re going to pick a number of category keywords. We’re going to pick our long tails. We’re going to do serious linking to our theme and our category pages and we’re going to do more modest linking to our long tail pages. The way that we break these things up, generally speaking, as our theme keyword, I want more than a hundred searches per day. Our competition won’t be less than a hundred thousand. Again, if you’re an establish planner in the market, you’ve got a high authority site, you can up your competition levels, and category is the same. And then long tail, only want more than 10 searches per day but I demand lower competition. Now, before we go into this spread sheet to sort of show how you can create these reports, something that I need to focus on is how we pick up good theme keyword for our niche website. Let’s say we’re in the power tool space and we’ve got 3 keywords that look really good. We’ve got portable power tools, angle grinders and drill bits.
And we look at it and we think, “You know what? Drill bits would probably be a great theme keyword because it’s got the highest traffic and what looks like at the first glance, the lowest level of competition. But, we will make a mistake to pick drill bits as our theme keyword and the reason for that is, let’s say instead we pick portable power tools, it’s not as good on traffic and the competition is higher and I’m assuming we’re not looking at the, we’ve been also affected in the, that the commercial intents that what people are aiming at would consider. I would go after the power tools as my theme keyword, and the reason for that is because, portable power tools contains within it, the phrase power tools, to state blatantly obvious.
But power tools, if we look at it, it’s got huge, I just made these numbers up by the way but it’s got huge traffic and really high competition. And in the couple of years’ time, we’re going to be in position where we built the authority in our website that we will be able to go after some really heavy hitting keywords. And so often, I would go after, in this case, portable power tools, if this was the them keyword of my niche website, I know that when the day comes that I’m a powerful player in that space, I’ve already optimized with the word power tools in the right spots on my home page to go after the biggest keyword in the market. So, whereas drill bits, if drill was a big word or bits was a big word, that would make sense but in this example, it’s not.
So, we’ve got these 3 levels and the criteria, if I just go back up one, the criteria for a theme and a keyword in terms of competition and traffic are exactly the same. The only reason we pick the theme keyword is because we make a strategic choice, in the long term, it’s the one we really want to go for and is closely related phrases. And, particularly, the example that was given to me was how to write a resume. Well, how to write a resume was a good theme keyword for a niche site because write a resume would set you up, is a really competitive but high traffic keyword you want to go for and use.
So, what I’d like to do, is jump in and show you, the little tool that we’ve got and we’re happy to give a copy to Michael and you can use it off our website if you like but happy for Michael to host it as well that we use to take the data out of market samurai and create these excel spread sheets. So, let’s jump in and, I’m going to go back to, now, just a couple of features on these reports, I’ll give you this template as well.
When I produce these reports, it’s really nice to be able to say to a client, you know what, we reviewed 5, 794 keywords for those client. You can actually tell them the whole number and particularly clients will often say to you, mate I really want XYZ keyword and if you can look it up and say, “Yeah. We’ve thought about that as well out of that five thousand people but it had really poor traffic. Nobody was looking for it and the competition was too high. It just makes you look really good.” So, the way we lay this spread sheets, we have one tab which is all keywords, just everything that we’ve looked at, we have one tab which is our category prospects, keywords with high traffic and acceptable competition. We have another tab for our long tail prospects.
These once have got less traffic but low competition generally. And then we have our plan where we take our category in our long tail prospects and we do some human work of actually slotting them in and planning it out. So let’s look at in how we would go about crafting one of this either for our own project or for something that we, if we’d want to do this for our client as well. So, what I’m going to do here, I’m actually going to go back to Market Samurai and I’m going to remove all the filters because I’m about to export this data with, and I want to get it all, I’ve now gone from the 19 order of a good keyword that we had back to our, in this case, it was 521 keywords. I’m going to take that data by clicking the export button and I’ll give it a name too, I’ll save that data out, I know have a CSV file which is essentially a spread sheet for that data. And what you often do when you’re doing keyword research, is you’ll look at commercial printing, you’ll look at business cards, CD printing, you’ll see something here that looks really good, brochures, I’ll click on brochures, I’ll do another tab, I’ll go into that, I’ll do my keyword research.
I’ll generate out a whole bunch of keywords around brochures because assuming that you get clients in them, so we were in the brochure business and we’ll have this problem that across all of that tab, there’ll be keywords that are generated under both and what we’re going to do, the little tool that we’ve got, the first thing it does is just it duplicates all of that and it actually, there’s a thing called soloing or structuring website into theme areas and it actually does that for you as well. So, assume, if you would for a moment, that I’m going and chocolate would generate a lot of keywords and I’ve done export process you saw a moment ago. I’ve got myself maybe 5 or 10 CSV files with, in many cases, hundreds or 800 keywords with lots in there. What I’m going to do now is take that back and try to make sense out of it. So, what I’ll do, I’ll just bring across, so this is the very, very unofficial market samurai data sorting tool that we’ve got. And what I’m going to do, I’m going to go into this tool and it is really, a moment ago I created the CSV file, I exported out, it is ready for those files.
I’m going to upload a couple of these CSV files and get that across. So let’ say we did commercial printing and fulfilment services. You may not be able to see it, but what it’s doing is basically telling you that it’s uploading those files. It ask me do I want to use local competition as my measure of, as my filtering, in this case, I’ve done in the strange parts, so I’ll click okay. Now, what I’ve got, if I go under perspective categories, I’ve got a lovely little bold data here. And if I copy it and go back to Excel and I’ll just open up, I’m going to open up a blank spread sheet in the form that you had a moment ago. And again, I’ll zoom in so you can see what I’m doing. I go to my category prospects tab, paste it all in, I have a list of and it’s actually, I have two files, it’s actually put of break in here based on, it was only, the second file only one keyword made the criteria as a category prospect.
Let’s go and get our long tail, exactly there’s going to be a product of multiples in there. So now, I get my perspective long tails and copy that now. Again, zoom in so that you can see it, paste it in, and these are the perspective long tail keywords. Again, it’s broken into two section but the second one only had a couple of keywords in there but these are still broken into themes that I can start to look at. And again, if I want to go in and impress the client by saying, what we really look at lots of stuff and by the way I’m not copying these headings and I’ve put on the input not include the headings and it will actually be getting to the headings and I just using them, skipping them as I copy and paste. If I can take that, stick it in my all keywords tab, and with just two exports of Market Samurai, I’m already starting to look like I’m doing a grea job because I have reviewed for them officially so far.
Let’s see what it is, 800 keywords. You can imagine you could do this for 4 or 5, it’s going to get up to 4,000. What I now have is a bunch of category prospects, a bunch of long tail prospects and will work and this is the piece, getting to this point, once you’ve done it a couple of times, you can get to this point in an hour. The piece where it actually takes some time is you basically think for yourself, okay I’m going to start to look at these keywords, I’m going to pick, these guys, printing company, let’s assume I didn’t do online printing. If I was an offline printer then online printing wouldn’t be any good. But, let’s say the writing label printing. Well, that might make for a really good category keyword, so I will just copy that across and I will then go about start finding the long tail prospects that might relate to that and it might be online printing, it might be, I might finding a whole bunch of labels on to there, book printing it might be.
There’s probably a better category keyword there. So let’s take print shop, which is an Australian phrase that would be pretty common for guys to look for print shop. On the print shop, there’ll be a whole bunch of long tail prospects I can put on there like A-2 posters, A-1 posters and letterhead printing. All of these would be great long tail keywords that I could build out pages for. And so, what you do is you essentially end up copying and pasting a bunch of these keywords over, crafting up your plan, and then if I come back to it, the only thing that I do is I will grab these keywords. Let’s say I’ve got of long tail prospects, let’s bring some across. Let’s say I’ll grab randomly those.
What I will do, I’ll just grab those keywords and we found it really helpful. We do it once just so the idea of the long tails, this is the category keyword and I can go. If I go back to our page, assuming that you’ve been through and knock out the ones that weren’t relevant to your business, you actually now have a spread sheet that you can delete in as a working man. It’d be very easy, let’s say that you have a site that there are five techniques that you’re going to use to build links to your page. So, it might be that, the first one might be, to build a page, you’re actually going to build a page on the keywords. The next one might be social bookmarking which is kind of the lowest of all and most basic of all linking techniques.
The next one might be article distribution. The next one might be something in forums, it might be a social post to bring some social traffic to it. You basically, what I would do is simply met out the techniques that I’m going to use and obviously you should be building your library of techniques to use. But once you’ve picked this, literally, these spread sheets can become your work plan. Have I build that page? Yes I have. Have I done the activities and again you might outsource some of this stuff. The various link building forms that I’m going to use, having done that work, this spread sheet is the thing that then guides you day to day on the work that you need to do and you wake up in the morning, you end this day with more Excels in this spread sheet than you started and you have a very simple work plan that moves you away from the ministry of, well I’ve found these keywords, what the heck do I do with them. So now I’ve built a page where my theme keywords I want to rank on and the category I’m going online printing and then long tail and this other ones to go for.
So, hopefully it’s relatively straightforward but that is basically a pretty simple plan and this spread sheet that this analysis that we give, so yes, you put the keyword linking [lan to be, I’m like doing indexing linking, am I doing basic links, am I doing serious links, these attempts to how I focus indexing linking social bookmarking through the more serious link building which could be PR related link building, etc. So, this is, based on the component of your site is the right kind of point. And really, at this point, it’s just a case of, now you’ve got your plan, you get to work, and this plan will work for your own work, this plan will work for, if you ever want to do it for clients and as I’ve said, people are known that are trying to sort of write the rat races found that a little bit of consulting work doesn’t hurt income stream and this is nice little report that you can throw into your kid’s stuff if you offer people from a consulting space. So, Michael, that kind of runs it out, I do have the problem that, because I not only just do this and don’t actually teach a whole lot, I may have miss something that’s not clear, some very open questions that you may have picked up and you think, “Hey Ben, maybe you should just clarify something before we wrap it up, is there any questions you wanted to shoot in there?”
Michael Brown: No, I don’t have any myself. But the one thing I want everyone that who’s on to understand is what Ben just showed you is easy way to lay your structure out right from the beginning like if you, especially if you have a brand new site, structure it using that technique. And again, I’ll make sure that everyone who’s on this call gets the unofficial market samurai spread sheet and work sheet there. But, use that to help structure and if you have an existing site that you need to do work on, you can use that site to start structuring. I really hope everyone pulled that out when Ben was going through the demo there that you can use that to actually just get your entire structure in place because that’s what the search engines want. They want the keywords and all the semantic keywords or closely knitted keywords to be used on your site. So, Ben just showed you an easy way to make it happen.
Michael Brown: You guys know how I love tools. So, tools just make life easier in this business. So, really that should be the ultimate take away to save yourself a lot of time and structure everything.
Ben Stickland: Yeah. Once you’ve got your structure get to work, the thing that’s going to, that there is a feedback loop that is kind of just tuned, we should probably just make that clear. You’re going to build your site and you’re going to start to get traffic. And then as you gain a traffic profile, and you can excel right there if you wanted to with some AdWords on these keywords you’re picking, you’re going to find keywords that perform, if you don’t do this, you’re completely shooting in the dark. But even with this knack of keywords, you’re going to find some that perform well, some that don’t, and you should be using good analytics and e-Commerce, analytics traffic and selling stuff. You’re going to find some keywords that perform really well for you. Well that’s kind of a way you heap it on. And so, my work flow for a lot of this is, I’m going to start building up a bunch of content buildings and links. Now this is my initial site. And over a period of time, I’m going to do some of this work flow plan but some of my activities is going to be reinforced by looking at my analytics and going, “You know what? I’ve got these keywords that are really making me money and I’m going to focus my link building efforts on the ones that are making me money just because it makes sense to do that. So, that’s kind of the flow between structuring new site then you need the feedback of the market to actually focus your energy as well as you go.
Michael Brown: Yeah. That’s, sorry, my mic turned down there. But, that’s a great way to look at it. And also, guys, if you’re doing this and you’re not building content, start building content because I know, I usually get quite a few questions in the forums that I’m in where a lot of people will say, “Hey, I’m not getting a lot of traffic” and I look and they have 4 pages on the site or post on the site. It’s like, you got to get that content and that, to get that traffic in there. So, like Ben mentioned, if you’ve got a thousand pages, you’re going to have more ability to get more results in than if you had 4 or 5 pages. Look at the big picture as you’re growing it.
Ben Stickland: Maybe just a good way to end the conversation off, is to ask, you and I can just talk for 20 seconds, if someone’s going, I’d like to write a lot of pages but I just don’t know what to write about. Let me give you some of the techniques that I think can be really powerful in this space. One is a technique I learned from Dan Peters, I really love his stuff, and this thing he’s done really, really well. You look at the blogs in your marketplace that are popular and you get a feed of those things and often what you do, is you’ll just write, if you’re completely out of ideas, you’ll see whether it’s new sites or blogs or whatever that a publisher does and you will actually, let’s say there’s a whole post or something, you’ll actually take an excerpt of that post and then write a summary of what was said in your opinion and something else about it but you’ll actually use other content publishing ideas as, and you’re the author of it, you’re not making them up, that you’ll use those, that the popular things that are being said as a way to kick start your own ideas. Beyond that, just the act of doing keyword research and then just looking at each keyword and thinking, “Hey, how could I write on this?” It’s funny.
One of the techniques that I find really helpful is, let’s take something silly, let’s say, label printing, and I said to you, I want you write a page on label printing, and you go, I don’t know what the heck to write. A technique that works really well is if I put the question in different way, let’s say you’re new something in that label which you know nothing about. You could say, I could tell you, “What are the top 10 tips for getting a great label?” And as soon as you move from, I’m just going to write something on this to asking a question in the form of a list and saying what are the top X, I find that people go, what are the top 10 tips in label printing, well firstly you’ve got to make sure it’s got the right kind of stickiness and with the right sort of colour and blah, blah, blah. And all of a sudden, people are meant to do decisions and say important things about X. It’s kind of like the content really flows out of people. So, whether you’re citation, you’re referencing other stuff, whether you’re looking at keywords and asking yourself, what are top 10 labels are, there are just a couple of ideas that I’ve seen people use and we’ve used ourselves to kind of break through it where you can go and interview people as a bunch of us you can do. You can find the, if I was, let me give you an example. Let’s say you’re looking at the cleaning industry and you want to do some stuff in cleaning.
Go buy 5 good books on cleaning and see what their table of contents and pick out bits and pieces, help out one person is ripping them off. If there are 5 people, it’s research. So, those are some of the ways you can do it. But if you have a 5 page site and you’re not doing well in the search engines, you’ve been doing link building already, I would say to you, the next thing you need to do is move to a hundred page website. So, maybe that’s just something to finish off. Hey, one of the things I want to do is, in terms of, we’ve shown the product, and Michael’s been good enough to get us on. So, make sure if you’re going to go and get Market Samurai, the easiest way to do it is by going on MichaelSBrown.com and just click on the Samurai logo here.
One thing I will say is we are about to release our new rank tracking module and the way it’s going to work. It’s an automatic tool that will, you just put your keywords in there and it’ll automatically every week go and collect all the data and come back and put a nice little reports and so forth and that’s just a couple of weeks away, if you have market samurai before that launch which is going to happen in a few weeks’ time, you’ll forever be able to track 50 free keywords. If you have that after our launch and you get market samurai after launch that number drops back to 10. That’s probably a reason to think about if you haven’t got market samurai getting a hold of it because the ability, to give you an example, most of the competitive offerings around automated rank tracking of a lot of keywords, a lot of them $50 to $100 a month and you’ll basically have life-long access to that forever at no on-going cost if you get a hold of market samurai the next couple of weeks. We’re about done. Michael, have we round it up there?
Michael Brown: Yeah. Ben made a good point. Right now, just get a free copy of market samurai, test it out. I’m all about any tool that they’ll let you test out because at the end of the day, you can see if you love it, if you don’t love it, but you can do all the things that Ben just demonstrated that make life so much easier and I ultimately just recommend that. So, just test it, if it’s not for you, don’t stay in. But most people I send over that way love the tool.
So, it just makes life so much more simpler when you’re trying to build and grow your business online. I’ll make sure that after the webinar here, everyone will be able to, who’s on here, will be able to watch the replay here and get a copy of the stuff that Ben just went over, the work sheet and all that.
Ben Stickland: Absolutely! Hey, Michael, I really appreciate having us on mate. It’s been fun.
Michael Brown: Ben, thanks a lot and everyone, I’ll see you over at the blog and I’ll have this posted up sometime tonight. So, again, Ben, thanks for taking the time out today to come share this with us.
Ben Stickland: My pleasure. Thanks guys!
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