Keyword Research Training

Workshop

January 25, 2007

Spaces Limited

8:00am–12:00pm

Keyword strategy is the cornerstone of all search engine marketing efforts. As long as people use words to search, finding and targeting searchers will depend on effective keyword research. In this 4–hour class, "keyword gurus" Christine Churchill and Dan Thies will walk you through the process of researching and developing effective keyword lists for SEO and pay-per-click campaigns, identifying and countering competitors´ tactics, and leveraging the flow of incoming data to improve the effectiveness of your pay–per–click campaigns.

This program is intended for SEO/SEM consultants, site designers, developers, in-house search engine marketing specialists, Internet consulting professionals and entrepreneurs who want to make the most of the opportunity search engines offer. If you are serious about growing your business, we'll help you get there with this fast–paced training, emphasizing best practices in keyword research.

After attending this workshop, you will be able to:

• Perform a detailed analysis to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term.
• Obtain the most accurate information available on the popularity of your keywords and realize which keywords are most likely to convert to sales.
• Know which keywords you absolutely must include on your client's site.
• Choose the optimal keywords so that your PPC ads and organic optimization yield the best opportunities for quality traffic.
• Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

1. Keyword Strategy Concepts
1. Breadth
2. Depth
3. Targeting
4. PPC vs. SEO

2. Keyword Research Tools
1. Keyword Databases: Keyword Discovery & Wordtracker
2. PPC Provider´ Suggestion Tools (Google, MSN, Yahoo)
3. Competitive Research Tools
4. Other Tools

3. Conceptual Keyword Research
1. Customer research
2. Seed lists & lateral research
3. Brand, Product, Problem, Application

4. Competitive Research
1. No More Secrets: Extracting competitors' keyword lists
2. Identifying broad, phrase, & exact match bids
3. Tracking competitors´ ads

5. Organizing & Managing Keyword Lists
1. Improving Breadth
2. Meaning Elements
3. Synonyms
4. Permutations
5. How far should you go?

6. Analytics & Feedback Loops
1. Selling Terms
2. Negative Matches
3. Creating synergy with SEO & PPC
4. Tying conversion to keywords
5. Closing the loop on conversion

Christine Churchill, the President of KeyRelevance, is a recognized expert in the field of Search Engine Marketing. She is a strong advocate for ethical search engine marketing, and was a member of the founding Board of Directors of the Search Engine Marketing Professional Organization (SEMPO).

Christine serves as the Associate Editor for e-marketing-news with Mike Grehan and is the Chairman of the Dallas-Fort Worth Search Engine Marketing Association (DFWSEM). Ms. Churchill holds a Masters Degree in Business and has over 15 years marketing experience.

Christine is a regular speaker at Search Engine Strategies, Webmaster World Publishers Conference, High Rankings Seminars, Internet World, and other Internet conferences. In addition, she has written widely on search engine marketing for publications including SearchDay, MarketPosition, Workz, SitePoint, SearchEngineGuide, and NetMechanic, and has taught SEO classes through the International Association of Webmasters.

Prior to founding KeyRelevance, Christine was the Director of Web Development at NetMechanic. In this role she was the subject matter expert for NetMechanic's Search Engine Power Pack and HTML Toolbox, the best-selling toolkit used by many search engine optimizers.

As the Search Engine Optimizer for the NetMechanic site, Christine consistently doubled search engine traffic to the site every 6-9 months. As Editor of the NetMechanic Webmaster Tips Newsletter, Christine increased the subscriber base from 20,000 to 100,000 happy subscribers.

In addition to running KeyRelevance.com, Christine is the Search Engine Friendly Design and Usability Moderator and the Pay Per Click Moderator on the High Rankings Search Engine Optimization Forum with Jill Whalen.

Dan Thies has been helping his clients (and friends) promote their businesses online since Netscape was a start–up. He is the author and publisher of the top–selling e–book "Search Engine Optimization Fast Start," now in its 4th edition. Dan launched SEO Research Labs in early 2003, following numerous requests from readers for keyword research services.

SEO Research Labs´ services were initially available only to readers of "SEO Fast Start," with Dan personally preparing each report. Outsourcing services for search engine marketing consultants and site designers were offered beginning in the summer of 2003, which required an expansion in staffing. With a team of 3 consultants in place, Dan is responsible for managing business relationships and driving the development of new processes and tools.

In December 2003, Dan was invited to speak on the "Search Term Research" panel at the Search Engine Strategies conference in Chicago, and is now a regular speaker on keyword research. Dan is moderator of the keyword research forum at the High Rankings forum. Dan recently joined the executive committee of SEOPros, the organization of search engine optimization professionals.