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Keyword Intelligence: Keyword Research for Search, Social, and Beyond, by Ron Jones
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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 experts
- Helps you learn how to craft a successful keyword campaign and capture a coveted spot on the first page of a results page
- Pares 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 results
- Walks 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 efforts
- Features 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.
- Sales Rank: #1949068 in Books
- Published on: 2011-11-01
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .74" w x 7.40" l, 1.20 pounds
- Binding: Paperback
- 336 pages
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:
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Leverage keyword research to positively impact search, social, and traditional media campaigns
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Develop, refine, and maintain a set of keywords and align them to searcher intent and buy cycles that will energize your marketing campaigns
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Find the best available tools to get keyword suggestions, forecast website traffic, perform competitive research, and analyze keyword results
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Use keywords to improve your understanding of human behavior, user intent, and customer choice
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Learn the latest keyword tools and techniques to get better results from your SEO and PPC campaigns
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Heighten visibility in your mobile, social media, and video marketing channels
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Leverage keywords to impact messaging and branding campaigns
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Go global with a modern methodology for performing international keyword research
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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
4 of 5 people found the following review helpful.
Can Be Obscure, Repetitious, and Dull. But Some MEAT is Valuable.
By Kerrie
I wanted to like this book. I NEEDED to know what this man knows. But even after reading it, I don't feel any personal command of the information I received. And it's taken me more than 7 months to finish reading this. Allow me to elaborate:
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?
2 of 2 people found the following review helpful.
Well Written and Organized
By Sarwat Ezzeldin
I had some knowledge about the importance of keywords in searching, but this book took me to a new level of understanding how using keywords can optimize a website. This book can be very helpful to website designers and those who seek to learn more about marketing and usage of keywords. Very well written and organized, however, not too easy to follow for a non technical reader.
1 of 1 people found the following review helpful.
Key to the foundation of your marketing campaign
By Dave Greenbaum
When you hear "keywords", SEO immediately comes to mind. This book is about the entire keyword ecosystem. While SEO is the goal, this book takes a 360 degree approach to making sure your message is consistent, marketable, and most important searchable. Unlike many books on the subject promising you some foolproof strategy to tricking Google into ranking you number 1, this book takes the slow and steady route to not just improving your search results, but your entire word of mouth campaigns.
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.
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