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Keyword Intelligence: Keyword Research for Search, Social, and Beyond Paperback – November 1, 2011


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Product Details

  • Paperback: 336 pages
  • Publisher: Sybex; 1 edition (November 1, 2011)
  • Language: English
  • ISBN-10: 1118061837
  • ISBN-13: 978-1118061831
  • Product Dimensions: 7.4 x 0.7 x 9.3 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #1,551,132 in Books (See Top 100 in Books)

Editorial Reviews

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.

Customer Reviews

Also covered is Google Analytics - a great free web stats tool.
J. Moore
It probably deserves more if you aren't prejudiced against the subject as I am.
Anthony Lawrence
It's well written, the flow and layout are good, and the content is complete.
Cindy Brock

Most Helpful Customer Reviews

4 of 5 people found the following review helpful By Amazon Enthusiast TOP 500 REVIEWER on July 3, 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
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.
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2 of 2 people found the following review helpful By Sarwat Ezzeldin VINE VOICE on June 8, 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
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.
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1 of 1 people found the following review helpful By D. Greenbaum VINE VOICE on January 13, 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
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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5 of 7 people found the following review helpful By Anthony Lawrence VINE VOICE on November 24, 2011
Format: Paperback Vine Customer Review of Free Product ( What's this? )
I didn't like this book.

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.
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Most Recent Customer Reviews


More About the Author

Ron is an Internet marketing consultant, trainer, columnist, and owner of Symetri Internet Marketing, which provides strategic consulting and Internet marketing solutions for medium to large organizations. Ron has served as president and key Internet strategist since its inception in 1998. He has provided consulting services for companies like Sealy, Inc. as well as Broyhill Furniture, Kimberly Clark Healthcare, Wachovia, Shaw Industries, and Kayser Roth.

Ron has been an avid proponent of the search engine marketing industry by hosting and speaking at industry seminars and conferences. Ron's 18 years' of experience working with clients and traditional advertising agencies around the country make him one of the industry's leading authorities on Internet marketing strategy.

Prior to Symetri, Ron served as director for MCI, where he led market strategy and execution of web-based initiatives for many of MCI's clients, including Macy's, Brook Brothers, Crutchfield, and Nieman Marcus. Ron was also a consultant on MCI's branding campaign, Gramercy Press, and launched subbrands internetMCI and emailMCI.

Ron has served on the board of directors for SEMPO (Search Engine Marketing Professional Organization) and as one of its officers from 2008 through 2010. He is also one of the authors for the SEMPO Institute Insider's Guide and advanced courses on the topic of keyword research.

Ron is currently a columnist for ClickZ and Search Engine Watch.

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