Keyword Intelligence: Keyword Research for Search, Social, and Beyond Paperback – Nov 1 2011
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From the Back Cover
Master Modern Keyword Research for Today's Internet Marketing
This is the ultimate, in-depth guide to the next generation of keyword research mandated by the demands of social media and search engines. SEO and PPC pros will love this expert look at how to best identify and refine keywords using today's tools and techniques. Social media and mobile practitioners will find invaluable information on how keyword research can shape and inform entire campaigns. And all marketers will value the hot new modeling techniques that help them develop rich, relevant content that's sure to engage site visitors.
This unique, detailed guide to every aspect of keyword research also features case studies, examples, tutorials, tips, and previously undocumented techniques drawn from renowned keyword research expert Ron Jones's extensive professional experience.
You'll learn how to:
Leverage keyword research to positively impact search, social, and traditional media campaigns
Develop, refine, and maintain a set of keywords and align them to searcher intent and buy cycles that will energize your marketing campaigns
Find the best available tools to get keyword suggestions, forecast website traffic, perform competitive research, and analyze keyword results
Use keywords to improve your understanding of human behavior, user intent, and customer choice
Learn the latest keyword tools and techniques to get better results from your SEO and PPC campaigns
Heighten visibility in your mobile, social media, and video marketing channels
Leverage keywords to impact messaging and branding campaigns
Go global with a modern methodology for performing international keyword research
Communicate the intelligence that keyword research can bring to your organization, overall messaging, and branding
Inside: Your Google AdWords gift card worth $50
Bonus Inside: Save More Than $300 on Today's Top Keyword Tools
About the Author
Ron Jones is an Internet marketing expert who speaks regularly on the topic of keyword research at Search Engine Strategies and other international conferences. He conducts keyword research training seminars for organizations including SES, has served on the Board of Directors for the Search Engine Marketing Professionals Organization (SEMPO), and authored SEMPO's keyword research courses. He writes about keyword research for Search Engine Watch and ClickZ. Ron is President and CEO of Symetri Internet Marketing and has consulted with large brands as well as traditional agencies on how to use keyword research and Internet marketing to the fullest potential.
Most Helpful Customer Reviews on Amazon.com (beta)
On page 163, we find a typical example: "Then we optimized the landing pages with multivariate testing to determine the best organization of content for optimal conversion." Translation: Plain Vanilla SEO.
We move on through charts and charts and more charts of coupled keywords (i.e. "jewelry company," "jewelry repair," "jewelry cleaning," et. al.). Spreadsheets of analyzed Google Rankings.
Headings like this: What is a Blog? The Importance of Blogs. How To Set Up a Blog. Picking a Blogging Platform...
And this: Keyword Research for You Tube. Keyword Research for Twitter. What Is Twitter?
Shall I go on, or do you get the picture? Although there is some valuable information in this book about keywords and how to optimize your use of them on your site, you are going to have to really, really do some work to separate the wheat from the chaff.
My thinking is that the author might have set this up as a course workbook for a class he might be teaching. Because it is about as entertaining and engaging as a Statistics textbook.
In my opinion, this was just such an incredibly painful read, the only way I can recommend it is by using the index to find specific areas of interest and then forge ahead. Notice I DO give it 3 stars, not 2, because there is much of value here regarding in-depth keyword analysis.
I think the author just tried to do too much and got sidetracked from his main objective (Keyword Intelligence) so often that it pained me to think he didn't even remember his own stated goal/theme while he was writing this book.
If he were a military commander in WWII Burma, 7/8ths of his troops would be found wandering aimlessly through the jungle.
It's just a shame, because there are nuggets of wisdom buried within these pages. The question is: are you Man (or Woman) Enough to find them?
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.
I feel a bit guilty about that. The introduction said "Many consider the the task of researching keywords to be tactical and a necessary evil because it is so time consuming and tedious". That resonated rather strongly, because that's exactly how I feel. I'd take it even farther and remove "necessary".
Of course that's silly. Just type "keyword research" into Google or Bing and you'll get thousands of people telling you why it IS necessary and really, I can't argue with them. I know that real marketing requires keyword research; I just can't get away from the "tedious and boring" part.
I wanted this book to change my mind. It didn't. My eyes glazed over almost immediately and I started flipping pages, hoping to stumble upon something that would get me excited or at least mildly interested. Nothing did. Yes, I realize: my loss. I'm the fool here because I'm sure a more engaged reader could have found solid and practical advice.
I found some advice I didn't like. I started reading the section about Google Analytics because I felt at least there I could find some common ground. I like GA, I think it is an extremely powerful and under-utilized tool. Almost immediately, I found a paragraph about bounce rates that repeated the old saw about high bounce rates being "bad". That's just not necessarily true - it depends on the page. A page that answers a problem ("How to reset your furnace limit switch", for example) can be tremendously useful to readers and can highly increase their opinion of you and yet have a near 100% bounce rate because it solved their problem and they immediately ran off to reset that switch! A high bounce rate doesn't necessarily indicate a lack of interest or even engagement. If it's a funnel page that is supposed to lead them to a sales page, sure, but not every page is a funnel page. As bounces are also logged for browser tabs carelessly left open while doing other research, I don't even trust anything about those figures any more. I think that deserved more analysis.
I was also surprised to see absolutely no mention of LSI (latent semantic indexing). I strongly believe that AI is going to crack that particular nut sooner rather than later. When it reaches a certain level of effectiveness, LSI will radically change keyword research and make a lot of it completely unnecessary. No, we aren't there yet and I may be dead wrong about how soon that will come, but I think any treatment of this subject should at least mention that.
I did like the discussions of various keyword tools. I have no intention of buying any of them (I know, my loss again) but it was interesting to read about the possibilities. I also enjoyed the chapter that related keyword research to site structure. That is something often overlooked.
I guess that this might be your kind of book if you are already sold on the value of keyword intelligence, are already doing it, and want to do more. That's just not me - and yes, one more time, I am well aware that this is my loss.
I'll give it three stars. It probably deserves more if you aren't prejudiced against the subject as I am.
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.
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