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How To Use The Keyword Funnel To Understand Searcher Intent

May 15, 2012 at 5:17pm ET by Ted Ives

Keyword research can give you great insight into customer problems, needs, desires, and intent.I like to categorize keyword categories themselves into a total of *ten* funnel stages. After performing my initial keyword categorization (sort of into micro-categories), I like to categorize the categories themselves into a total of *ten* funnel stages I’ve developed, which are organized around a “problem/solution” mental model.

Time To Reap What You’ve Sown From Keyword Seeds

May 8, 2012 at 9:16am ET by Jenny Halasz

If you’ve been following the series on Keyword Seeds and Keyword Research over the last couple of months, I’ve been writing about how to perform really good keyword research through a series of tactics that I call the “Keyword Seed Method”. Don’t bother to go look that up in Google, as I think I’m the only one in the world who calls it that. But it helps me to think of keywords as “seeds” of information that will eventually grow into a “garden of possibilities”, if you will allow me the artistic license. I’ve been reading a lot of classic literature lately. I recei [...]

Related Topics: How To | How To: SEM | How To: SEO | Keywords & Content

3 Lessons Paid Search Can Learn From SEO

May 7, 2012 at 11:37am ET by Kelly Gillease

There’s no denying the synergy between SEO and paid search marketing, and paid search marketers would do well to take away a lesson or two from the world of organic search engine optimization to improve their campaigns. 1. Keywords! Keywords! Sherlock Holmes exclaimed, “Data! Data! …I can't make bricks without clay." And likewise, keywords are the backbone, heart and soul of all search engine marketing, paid or organic. There’s a whole mess of keywords work and reports done for organic search optimization that paid search marketers can and should utilize. On the most basic level [...]

Related Topics: Beginner | How To | How To: SEM | Paid Search

The Complete Guide To Bidding On Competitor Brand Names & Trademarked Terms

Apr 26, 2012 at 1:59pm ET by Ted Ives

It’s been long known in the industry that brand term keywords garner a much higher click-through-rate. As a result, marketers often start by bidding on their own brand terms.

Related Topics: Enterprise SEM | How To: PPC | How To: SEM | Legal: Trademarks

How To Use The AdWords Search Term View To Optimize Keywords & Negatives

Feb 3, 2012 at 11:44am ET by Crosby Grant

Optimizing Keywords and Negatives is a task I recommend to my clients that they do regularly. In this How To, I will include some real-world experience along with the basics of how to use the AdWords Search Term View to optimize keywords and negatives. What Is Search Terms View? The AdWords Search Terms View shows us the performance metrics on the Search Terms that matched against our Keywords (more detail on the difference between Search Terms and Keywords is coming up later in this post). Advertisers can use this data to optimize the Keywords and Negatives in their account. Optimization [...]

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