Keyword intelligence: Keyword research for search, social and beyond

Keyword research can make or break a marketing campaign, an optimization strategy, and pay-per-click ad campaigns. Written by a keyword research expert, this essential resource drills home the importance of targeting the right keywords or phrases in order to get traffic from search engines and social media channels. Author Ron Jones imparts his wisdom and experience for determining which keywords will work based on a searcher's intent and he shows you how to research social, mobile, and video marketing tools that can ultimately become the foundation of a marketing campaign. Boasts detailed how-to information from one of the world's leading keyword research experts. Helps you learn how to craft a successful keyword campaign and capture a coveted spot on the first page of a results page. Pares down the essential information you need to know to use available tools to get keyword suggestions, forecast web site traffic, perform competitive research, and analyze results. Walks you through how to best apply keywords to SEO and PPC campaigns as well as gain visibility with mobile marketing and integrate with traditional marketing efforts. Features case studies, examples, tutorials, tips, and previously undocumented techniques. No matter your level of experience working with keywords, Keyword Intelligence is the ultimate guide for learning how to best conduct keyword research and craft winning marketing campaigns.

Chapter 1. Keyword Research History and Its Evolving Role in Marketing. How Keyword Research Has Evolved. Why Keywords and Keyword Research are Vital for Success. Online Searching Begins with a Search Query or Keyword Link. Keyword Research is a Strategic Function. Form the Foundation for All Marketing Campaigns. Picking the Wrong Keywords Can Waste Time and Money. The Six Principles of Keyword Research. The Secret Formula of Success. Keyword Relevance. Keywords and the Buying Cycle. Broad Keywords vs.Specific Keywords. The Long Tail. Keyword Interpretation. Chapter 2. How to Develop a Successful Keyword Strategy. Develop Your Marketing Strategy, Plan, and Goals. Decide Which Marketing Channels You Will Use. How Will You Measure Success? Setting Up SMART Goals. Benchmarking. Team Members and Their Roles and Goals. Organization Design. Keyword Competitive Intelligence. Look at Your Competitors' Metadata. Keyword Gap Analysis. What Is Your Competition Seeing about You? Keyword Research Process. Brainstorming: Find All Possible Keywords. Refine: Identify High-Potential Keywords. Categorize: Organize into Categories or Audience Segments. Test and Validate Keyword Performance. Chapter 3. Keyword Research Tools. Keywords and the Search Funnel. Searches. Search Engine Results Page. Search Clicks. Conversions. Building Your Toolset. Where Does Keyword Data Come From? Why Do Different Tools Report Different Numbers? Keyword Tools That Streamline Processes and Save Time. Stage 1 and 2 Keyword Tools. Keyword Discovery. WordStream. Wordtracker. Search-Engine-Specific Tools. Google AdWords Keyword Tool. Google Insights for Search. Google Trends. Microsoft Advertising Intelligence. Stage 3 and 4 Keyword Tools. Keyword Competitive Analysis Tools. SpyFu. KeywordSpy. iSpionage. comScore Search Planner. Hitwise Search Intelligence. Compete Pro Search Analytics. Chapter 4. Finding Keywords. Building Your Keyword Toolset and Methodology. Computer Automated vs.Computer Aided. Brainstorming and Seed Keywords. Seed Keywords. Mind Mapping. Where to Find Good Keywords. Within Your Company. Company Statements. Press Releases and News Articles. Your Company's Website. Within Your Industry. What Is Your Niche? Magazines and Trade Journals. Membership Organizations. Trade Organizations. From Your Competition. From Social Media and Blogs. Focus Groups and Surveys. Hashtags. Social Tagging and Tag Clouds. Blogs and Discussion Boards. Keyword Modification Techniques. Thesaurus. Plural and Singular Forms. Misspellings and Typos. Prefixing. Suffixing. Keyword Stemming. Chapter 5. Refine Your Initial List of Keywords in Seven Steps. The Keyword Refinement Process. Step 1: Categorization and Audience Segmentation. Audience Segmentation. Step 2: Scoring for Relevance. Step 3: Scoring for Specificity. Step 4: Scoring for Competitiion. Step 5: Scoring for Popularity. Step 6: Overall Scoring and Prioritization. Step 7: Keyword Interpretation. Seasonality of Keyword Usage. Understanding Ambiguity. Chapter 6. Using Keywords for SEO. Keywords and Their Role in SEO. How Many Keywords Should I Use for SEO? Keyword Optimization. Keywords in Domain Names. Keywords in URLs and File Structures. Keywords in HTML and Tags. Keyword Density, Frequency, and Prominence. Keywords and Link Building. Internal Links. Contextual Link Building. Optimizing Image and Video Assets with Keywords. For Images. For Video. Chapter 7. Using Keywords for PPC. Keywords and Their Role in PPC. Keyword Categories and Ad Groups. Ads and Ad Groups. Using Keywords in your Headlines. Dynamic Keyword Insertion. Ask the Question. Descriptions. Qualify Your Traffic. Launch Campaign-Measure and Tweak. Keywords and Quality Score. Quality Score Factors. Steps to Achieve a High Quality Score. Quality Score Case Study. Using Negative Keywords. Which Matching Type Should You Use? When to Use Negative Keywords. Benefits of a Negative Keyword List. How to Find Negative Keywords. Search Funnels. How Many Ads Do Your Users View Before They Convert? How Long Does It Take Before Users Convert?