OK sorry about that, I’m still getting use to having my own proper blog.
My esteemed ex-boss, @wadds has asked me to explain my little self properly before vomiting random diagrams on my page.
Before I do that, I just want to make a few points.
I always said that I’d resist blogging until I had something to say and not care what others thought. Actually I do, and your kind words have been much appreciated.
Secondly, please, PLEASE bear in mind that the diagram was thought up following a couple of nights of restless sleep. It is definitely NOT what the Digi team at PN is using for their keyword analysis. I’m not an expert at all in this field and hoping to get shot down but if you like it, use it – let me know if you make it better. But don’t blame me if people start picking holes in it mid-presentation and starts hating you. Just saying. Get a better haircut.
OK, I’ll explain myself.
See that pretty thing up there? That’s what I’ve tentatively called the Keyword research wheel – took me ages to make the circly bit. It’s just a little thought process for when you are writing a press release. It’s made up of two main sections: the Internal Review and the External Review – which are then divided into subsections:
1. Objective [Evaluation]
What are your client’s objectives and how do keywords fit into it? For instance, you have copy about a specific product or upgrade, let’s say a specific model of Camera, the Coolpix S710. If you’ve made enough people aware of it, you would then make sure you would be placed highly for when people are searching for it. Alternatively, if you have a spokeperson making up a non-story opinion linking home-working/virtual conferencing/Second Life-based-meeting with green issues [you all are and you know it] then you would want your press release to be littered with perhaps more general issues-based terms.
I’ve got another post coming up which will explain more about this.
2. Keywords [Evaluation]
Once you’ve come up with a list of keywords don’t keep it in your head. Write them down or stick them in an Excel file. There’s a table half-way down the page which is quite useful for making sure you’ve got things ticked off even though it’s more for finding keywords to track.
3. Trends [Rationalization – yes, it is a ‘z’]
What are people actually searching for? What is your target audience typing into search engines? Using Google’s Keyword Tool you can have see what are popular search terms.
4. Competition [Rationalization]
When picking Keywords you should see how much competition there is. Is it worth going all guns blazing and trying to rank highly for “Porn sex”? Probably not. Start thinking about the weird shit.
I posed a question to my colleague Kerry the other day regarding competitor’s keywords. Should you care what your direct competitors are doing? For instance, you’d think Porter Novelli should be looking at Edelman and Weber’s keyword list. Sounds obvious right? Especially with all three of us launching our new Web sites recently. But surely then you should only want to rank highly for popular/relevant search terms and whatever your competitors are doing is redundant? I don’t know, perhaps someone could help?
Once you’ve gone through the stages you then should tweak it a bit more so that it fits in with the client objectives – hence the circle. Finding the right keywords is basically about balancing your client’s needs, the popularity of keywords and how much competition there is. Hardly, deserving of the interest its had. It’s a bloody good bit of Powerpoint though.
Does this explain my reasoning behind the Keyword research wheel? Does it actually work? Who knows? Who cares?