In this 4 hour training session, attendees will explore the tools available for identifying, researching and zeroing in on the right keywords for your SEO or PPC campaign. We will walk through the process in theory first and then work on a real world example that leverages the latest tools available. Students are welcome to bring their laptops to this session. Wireless access will be provided.

Who should attend?
Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

Benefits
After attending this workshop, you will be able to:

* Understand the role of Keyword Research/Discovery and how it is integral to SEO and PPC Campaigns
* Identify and refine the initial set of possible keywords for any campaign
* Analyze the initial set of keyword to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term.
* Be able to score your keywords and sort them in order of which are most likely to lead to a conversion
* Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

Agenda
Keyword Strategy and its role in SEO and PPC
* Overview of importance of Keyword Research
* SEO and PPC Comparisons
* Developing a strategic keyword campaign

Keyword Identification
* Customer analysis
* Competitor analysis
* Wordplay exercises
* PPC Provider Suggestion Tools

Keyword Research Tools
* Keyword Discovery
* Wordtracker
* Other Tools

Competitive Research
* Learning competitors' keywords
* Identifying broad, phrase, & exact match bids
* Following competitors' ads

Organizing and Scoring Keyword Lists
* Popularity
* Specificity
* Long Tail, Short Tail Keywords
* Effectiveness Scoring

Analytics & Feedback Metrics
* Converting Terms
* Integration of SEO & PPC keywords
* Learning which keywords convert