What’s most important is:

• Traffic > 12 per day
• TRI Index > 30 % (co-occurrence, the term is found on the same pages as the parent theme)
• Market Share > .10 is high

Look for the keywords with the highest TRI & highest Market Share…possible articles (even if you are at the VMAD level).

Note: Remove all filters to find possible expert verbiage. Default filters will filter out keywords that don’t have any cost per click or traffic tied to them.

Keyword Selection Strategy – used to pick bulk keywords that go into articles, not necessarily titles.

Market Intelligence – used as a quick method for locating possible silos and parent themes.

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Go to Amazon.com and do a search for the keyword you are researching.

On the results that come up, click on any book that has “Search Inside” wrapped around its image.

Scroll down and look at the “Inside this Book” section.

There may be keyphrases or SIPs that are worth exploring further.

Amazon.com’s Statistically Improbable Phrases, or “SIPs”, are the most distinctive phrases in the text of books in the Search Inside!â„¢ program. To identify SIPs, our computers scan the text of all books in the Search Inside! program. If they find a phrase that occurs a large number of times in a particular book relative to all Search Inside! books, that phrase is a SIP in that book.

SIPs are not necessarily improbable within a particular book, but they are improbable relative to all books in Search Inside!. For example, most SIPs for a book on taxes are tax related. But because we display SIPs in order of their improbability score, the first SIPs will be on tax topics that this book mentions more often than other tax books. For works of fiction, SIPs tend to be distinctive word combinations that often hint at important plot elements.

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Did you know you can put spaces into the display URLs to improve readability?

Here’s a real AdWords example:

This is certainly worth testing, I’d be willing to bet that the ability to read and detach the target keyphrase it will improve CTR.

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The first step in creating a new VMAD is to come to the synonym verification screen.

KGO  Keyword Generation Only. When you leave this box checked Theme Zoom will then drill into all of the websites associated with that synonym to extract (swipe) all of the good keywords from those websites.

Rule of Thumb for selecting USE & KGO.

If you can interchange the keyword with your Parent Theme in normal conversation, then select it for USE. If it is also ‘broad scope’ then remove KGO and it will broaden the theme.

This causes TZ to grab the keywords from the pages of this synonym, but it does not tune the theme based on this term.

• Use KGO when the term is larger or broad scope and interchangeable with the parent theme.

When the term is smaller than the parent theme (# Comp. Websites) then do not select KGO and the term is considered a SEP

Pick 6 SEPs (including one or two KGOs)

In a nutshell:

USE column must be selected, then if you want just the keywords, but don’t want to broaden your theme, select the KGO column.

Important: don’t USE a SEPS if you don’t intend to build or target traffic for it. In that case do a USE-KGO.

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You can take your keyword list, and begin to develop them based on several criteria.

1. Traffic

2. Pay Per Click cost

3. Relevence

Most webmasters do not measure relevance when considering their keyword elections and priorities. The relevance of a keyword to a theme is known as Theme Relevance Index or TRI for short.

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In a spreadsheet you will note:

• Position – rank in Google
• Keyword you are searching for
• URL of article on results page
• <H1> header (if any) for the site (Headline for article)
• Article headline
• Titles in bold
• Keywords in bold
• Anchor text in the article body
• Search Engine Proven Synonyms (SEPs)

For each keyword in a theme, go to Google and enter the keyword.

For each of the top 5 or 10 results, capture the above information into a spreadsheet.

• Ignore any indented results from the same site
• When grabbing titles in bold or keywords in bold, leave out any that are not related to your topic.
• To get the <h1> go to source and search for it.
• Focus only on article content, don’t capture info from around the main body of the article (eg. margins, sidebars, headers or footer can all be ignored)
• To get the SEPs, enter the keyword into Google proceeded by the “~” character.

The goal is to fully understand what the sites already trusted by Google are writing about on that keyword.

Once this list is done for a keyword, you begin to create the outline for your article

1. Gather the headlines of the top 10 articles and look for any words that are repeated.

Look at the 10 headlines and extract the most common core keywords. These are called “nominations” and represent words that are higher priority to use in your article headlines.

Create headline by combining these nominated keywords.

2. Repeat the same process for article body text.

You are trying to extract the core terms that are relevant to your market so that you can figure out what to write and what topics to cover in your writing.

Create a list of words and phrases for each article. Synonyms or SEPs can be used for each term as well.

Group the keywords, so you don’t have to write a separate article for each one.

Select prominent keywords (for example an exact product name) and write a separate article about it, since it is likely higher priority.

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Project level or home page, will link to only the silo or category main pages.

• No off site links on the home page.
• No links to internal pages on the home page.

Silo or category pages will link to the list of articles contained within that silo.

• No off site links on the silo or category home pages

Individual articles will contain links to their category home page, or other category or silo homepages only…

• no links to individual articles in other silos.
• Individual article pages can contain off site links.

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A silo is a file folder on your website.

Into the folder, just like with a folder in a physical filing cabinet, we want to place only items related to the topic or theme of the folder.

Based on your keyword list you should have already chosen the main theme for your website. Your theme will now be known as your project or the project level of your website. Your parent themes are now known as silos (categories within your site) or the silo level.

Project Level (the overall theme of your site)

• Silo Level (the parent themes under the project level)
• Article level (your child keywords under the silo level)

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Determine the parent themes for your topic.

blog hosting

make a blog

create a blog

etc

Then gather stem all the related terms. The purpose is to do research on the stems to se if they are possibly more profitable than the one you originally identified.

Then gather keywords for all variations under the theme. Under blog hosting here is a very short list of possibilities:

adult blog hosting
best blog hosting
best free blog hosting
blog blogspot hosting typepad
blog dedicated hosting services
blog free hosting java sms yahoo
blog free hosting wordpress
blog hosting
blog hosting service
blog hosting site
blog hosting toronto
blog hosting travel
blog hosting video
blog hosting wordpress

The goal is to show the search engines that your website is 100% on target for each of the parent themes of your site which in turn are 100% on target for the main theme of your site. The only way to do this is to strengthen your themes by adding content.

Each article, product page, product description, content, etc., must fall within (under) their appropriate parent theme. If the content within your parent themes does not match your parent theme then you will have problems ranking due to relevance issues.

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Stemmed keywords are obtained by taking a keyword and then deriving different
variations of that word to create words that mean the same thing and can be
interchanged with your keyword.

For example to stem the keyword “building muscle” you would come up with the
following words:

• Build muscle
• Muscle building
• Muscle build
• Builds muscle
• Builds muscles

Each of the stems can be swapped with the stemmed word “building muscle”.
They are synonyms. Whenever you run across stems of the themes you are
investigating be sure to grab them.

You may also see stemming termed as keyword derivatives or derivatives.

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