A unique book on the art and science of keyword research
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 expertsHelps you learn how to craft a successful keyword campaign and capture a coveted spot on the first page of a results pagePares 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 resultsWalks 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 effortsFeatures 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.
- File Size: 6204 KB
- Print Length: 336 pages
- Publisher: Sybex; 1 edition (October 19, 2011)
- Sold by: Amazon Digital Services, Inc.
- Language: English
- ASIN: B005WX099M
- Text-to-Speech: Enabled
- X-Ray: Not Enabled
- Lending: Enabled
Well Written and Organized
Keyword Research textbook
Keyword Intelligence was written prior to Penguin. Understanding
how Penguin changed the face of online marketing would be helpful
before reading Keyword Intelligence.
Keywords certainly continue to be pertinent because ultimately
google has no other big way to categorize information.
You’ll discover lots of cool tools in Keyword Intelligence.
You’ll find out how to know just how strong your competition is and
that will never go out of style.
I suspect later editions will include yet more information about
keyword research in social media, but the table has been laid.
Perhaps one of the most important areas where Jones text comes
in handy is in in keyword research for PPC.
Site architecture and branding are well covered.
In a world where writing books about anything related to SEO
is filled with risks of becoming soon dated, Ron Jones does
an excellent job of sticking with what matters most.
Keywords and more
Keyword research is a bit of an arcane art – combining market psychology, technology, and the use of industry standard tools.
This book demystifies keyword research and presents a very usable primer. The real winners in this book are the sections on using specific keyword tools, and the use of keywords for social media.
It should be noted that may of the keyword tools mentioned are paid tools, however most have free trials. Also covered is Google Analytics – a great free web stats tool.
If you’re new to SEO – this book is a great place to start. If you’re pretty familiar with SEO, this will be a great reference for you with broad and deep coverage on keyword research.
Key to the foundation of your marketing campaign
The book starts with looking at how keywords are an integral part of marketing. Anyone who can quote a brand’s slogan or jingle is using keywords and it’s time your organization did the same (businesses and non-profits are covered in the book).
The bulk of the book then covers how to find the right keywords and how to use them in various on and offline marketing campaigns such as SEO, PPC, Social Media and Mobile as well as using keywords on your website and blog.
While reading the book, I completely consumed a stack of sticky notes marking items I wanted to come back to and reference in the future for my business. Unfortunately, like any book that includes web based information, some of the tools and tips referenced were a bit out of date. Additionally, the free Google advertising offered in the book didn’t work on my account since I previously received a promotional credit from them.
Well written and thorough book for keyword research and digital strategy
An Effective Primer on Optimizing Keyword Usage in Any Awareness-Building Strategy
For much of the book, Jones focuses on helpful modeling techniques to get started. One of the more tactical though helpful exercises is “mind-mapping” where keyword brainstorming breaks down into mini-assignments that allow you to identify one level of keywords at a time. Mind-mapping allows marketers to see their plans take shape by beginning with a seed term, drawing a circle around it, and brainstorming on additional words related to that seed term. However, the book’s most intriguing sections relate to the role of keywords in social media and how they help isolate the specific needs and wants of your target audience, even though search query variances between Google and a social networking site can be quite different. Jones also wisely emphasizes the need to step back and consider the entire customer experience, not just the optimized content being distilled.
One manifestation of this approach is how he recommends the structure of a six-step process for outlining a mobile strategy: (1) defining a target audience and personas; (2) conducting research; (3) developing a mobile solution; (4) designing a pricing model; (5) developing a support model; and (6) developing a retention/loyalty program. The author also emphasizes the value in dedicating time upfront to discern the success metrics with a marketing campaign and the importance of setting measurable goals such as increases in overall website visitor traffic, keyword rankings, and top keyword placement. This focus leads to insights that broaden brand awareness, highlight behavioral patterns within a target audience and most elusively, build the connection from keywords to generated revenue and ROI. In sum, Jones has written a valuable primer on the next generation of keyword research necessary for marketers looking to make a large impact on social media and search engines.
Lots of Useful Information