Keyword Research Tools and Techniques

[StevenCoffeyTeilnehmer]

Keyword Research Tools and Techniques
Christine Churchill (described by her fellow panellist as ‘the first lady of keyword research’) spoke about he process and best practice for keyword research. She put particular emphasis on ensuring that you are “speaking the customer’s language” – with the sensible recommendation of involving sales people, customer service staff or call-centre employees to assist in the process, as they have direct experience of transcription and talking to the consumers, in their language.
I’d highly recommend seeing Christine speak if you have the opportunity, but for companies that have recently employed new SEM team members, it would be particularly worth giving them the chance to hear the First Lady.
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Completing this session, Tor Crockatt seemed excited to be able to discuss her ‘keyword algebra’ process for identifying positive and negative keywords for a PPC campaign, and explained the pitfalls of not using exact matching on brand names or media titles.
Landing Page Testing and Optimisation
This session found a good balance between paid and organic search landing pages, with some valuable insights from panellists. Graham Cooke (Google) suggested that many of the pages a user encounters during their journey through your site may be landing pages, and showed the improvements that had been made to the AdWords sign-up page, after they employed Google’s multivariate testing tool, Website Optimizer.
Anders Hjorth was unapologetic in his belief that designing a landing-page design can be as difficult as designing an entire website. He also discussed the differences in data collected and impression made on a user who has arrived on a page from a search engine, rather than navigated to it through the site hierarchy.
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Jon Myers explained how, thanks to personalized search and blended search results, users are increasingly likely to interact with your brand on websites other than your own. By way of an example he offered Dove, who have received many more views of a recent video via YouTube than their own site.
To finish the presentations, Mark Simpson discussed successes that some of his clients had seen when testing their landing pages. One example was Jobsite.co.uk, who managed to increase sign-up rate by 50%, by using two pages for the sign up process (rather than one) which made the process seem simpler and less daunting to first-time visitors. Mark reminded us that for a PPC campaign you can create as many landing pages as necessary (even one for each keyphrase) and then use robots.txt to disallow bots from crawling these pages and causing duplicate content issues.
For a company just staring with landing page optimisation, the final tip from the Q&A provided a useful jumping-off-point: use analytics to identify the pages with highest bounce rate on your site, and begin by working on these.

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