Getting Started Tutorial: Competitive Keyword Research for Results
Learn how to use competitive keyword research and iSpionage to discover the keyword strategies and best practices of your top competitors. This video explains the Keyword Effectiveness Index and the concepts of head, long-tail, and torso keywords.
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Tutorial Content Summary
Keyword Effectiveness Index
Competitive keyword research helps solve the issue of the blank page. Research allows you to glean valuable keywords from your best competitors.
An important metric iSpionage uses is Keyword Effectiveness Index, or KEI
– The KEI is a score given to each keyword indicating how long the keyword has been in use and whether it is still being used.
– If the KEI is high, then the keyword is likely a good one that is delivering results.
Head Keywords – Single word keywords with high search volume and low specificity. Head keywords are usually associated with a low conversion rate.
Long-tail Keywords – Multiple keyword phrases with a lower search volume than head keywords. Given their fact that they are very specific however, they tend to convert well.
Torso Keywords – These are short, usually two word phrases that strike a balance between specificity and search volume.
The web hosting industry example below has been provided to ensure concepts are well understood and can be immediately applied to your search marketing and competitive keyword research challenges. See how 1 & 1 Internet and Go Daddy’s keyword strategies compare. Watch this video to see how to use iSpionage in conjunction with Excel’s sorting and text filter functions to uncover valuable, high-KEI long-tail and torso keywords from your top competitors. See how to uncover your competitor’s keyword strategies.
Example Video: Watch in HD
iSpionage believes strongly that Search Marketing is best optimized by using an iterative continuous improvement process. Refer to our Continuous Improvement post for more information.
The tutorial above is part of a series intended to help you make the most of both our free account and complete system. It covers a few basics to help you get started and points out some best practices and tips and tricks along the way. Both businesses and agencies can use the information provided to improve the performance of their search marketing campaigns and achieve results. The next tutorial in this series is about the PPC ads using in search marketing campaigns: How to More Quickly Achieve Search Advertising Results.
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