Advanced Keyword Research

Here is the transcript:

Charles Heflin with SEO 2020 Interviews Russell Wright with Theme Zoom July 3, 2006

Charles: Hello this is Charles Heflin with SEO 2020 and I have the pleasure of having Mr. Russell Wright of Theme Zoom on the line with me today. The pressing question on a lot of people’s minds is, keyword research and Russell is just an absolute genius regarding keyword research and I just wanted to get him on the line to answer some pressing questions that we have been getting and to talk about Theme Zoom a little bit and to discuss what it is and why people need it. How are you doing Russell?
Russell: Excellent! Hey Charles, thanks for having me on.

Charles: No problem! Been getting a lot of questions from members, members are curious, they want to know what Theme Zoom is exactly, what it does and how it can benefit them building their online empires. I just wanted to open up with one of the biggest questions. Why did you create Theme Zoom? What was the inspiration behind it?

Russell: Theme Zoom is definitely a product of inspiration. It came when I was doing keyword research for corporations and for myself on my own websites and having a really difficult time doing it. The real “Aha” or “Eureka” came for me when I was doing, keyword research for Pay Per Click, on a major company that was spending $150,000.00 a month, on adwords. I run my own websites and businesses, but occasionally I did take on corporate clients when they paid enough. Specifically what was happening, in this company is, they were ranking really highly for terms, that they were also paying a whole lot of money for, pay per click on Adwords. So, you would drill into “incorporate Delaware”, broad or super broad general term “incorporation” may already be in the top 2, 3 or 4, sometimes more than 1, for that term. And yet they were also paying out of the nose for pay per click. There’s nothing wrong with that, in fact sometimes it’s good to bid even though you rank across general and specific depending upon what’s really happening, but you can control that spending a little bit. So, that inspiration came from a corporate level. Then it started to trickle down into my portal building and building websites for Adsense and actually creating content. As an SEO I know that standing the test of time depends on how they are structured. I was trained in siloing by a mentor named Bruce Clay, and I took that to a deeper level. What happened was I had this basic “Eureka” that showed that, if you played your cards right you could focus both on pay per click and generating the right kind of content at the same time so that you wouldn’t waste time and energy only spending money on pay per click and adwords without developing your content equity. It had been obvious that this company just writing an article a week that they would have had a multi million by the end of the year.

Charles: That’s a really good point.

Russell: So, that’s really what happened. I want to be honest with you, Charles. What really occurred, is when I did that first keyword report for them, I imported 10,000 keywords from Wordtracker, 10,000 keywords from Keyword Discovery or more. I also used Keyword Analyzer which was the equivalent of Keyword Elite at the time. I used several other tools that I know the programmers of and I basically came up with a 50,000 keyword list. What I then had to do, was go through those keywords and try to make sense of the mayhem and the themes the jumble mess of keywords and the different resources that those keywords came from. So, for example, I became quickly aware of what Word Tracker limitations were and what the were not and what Key Word Discovery were and what they were not. I suddenly began to realize, there are several different kinds of keywords, the kind that you get from your web log files and the kind that you put on the content of your page. And never the twain shall meet from those companies and even the individuals. The regular folks like my team, that just develop regular websites, according to The Plan. People don’t understand that a keyword is not a keyword, is not a keyword. It’s not like that. Keyword is a tool. Most keyword tools out there are a trap- that trick people into believing that a single keyword is how you should arctic or operate your site. You drill into one term and all the terms related to that, those are the sum or total of the keywords that will be affective in your content.

Charles: You and I both know that is very untrue.

Russell: Oh yeah. I think Charles, that’s the real issue. People turn to keyword tools with an addiction primarily because they have this idea somewhere. As you and I both know, and I’m laying everything on the table here during this call. I’m going to talk about stuff that my programmers ask me not to talk about. Essentially, the idea that a keyword tool is going to give you all these answers. That’s why people buy them by the droves. That’s why a lot of my friends have $2,000.00 worth of keyword tools or brainstorming keyword tools that randomly parch through the internet, looking for keywords that no one has yet thought of to create a website about. We all own those kinds of things.

Charles: Absolutely

Russell: They’re meaningless.

Charles: That’s a very interesting point that you’re raising. To drill through 50,000 keywords has to be a daunting task to try to figure out were they belong, if they belong. I guess the inspiration behind Theme Zoom was to put some kind of method behind all of that madness. My next question for you would be: Is it at all possible to perform that same kind of keyword research and content decision without Theme Zoom?

Russell: Yes. Here is a where I am going to give out proprietary information, so everybody can go off and not use my tool. All you need to do if you want to start preparing for latent semantic indexing, and know once we have your audio studio setup and we are having our regular show. We can start talking, specific talks about each of these themes. Because, they are siloing our audios. Which is interesting because Google is now writing algorithms to parse audio files and pull keywords from the audio.

Charles: That’s interesting.

Russell: Yeah

Charles: I didn’t know that.

Russell: The primary project by Amit Singhal, over at Google is, to be able to pull written text from audios on the fly.

Charles: The next thing we will see is, you can plug your audio in and Google will transcribe it for you.

Russell: Yeah. In fact I have my dragon technology up here and I am watching very, very closely that industry. As all you guys already know, right now Google only has a 70% success rate at pulling out text at a fairly high speeds of pulling out text.

Charles: That’s fascinating.

Russell: When they get up to 90%, life as we know it, is basically over. Because, we will speak our content, we will not write our content. But,with that aside. What I was telling you, why you shouldn’t buy my tool. All you have to do is go to Google and type in tilda key (~) and go to the top of your vertical market. Such as…lets say it was “Cats”
That’s what I call a super general term. You couldn’t get anymore general. When you type in “Cats”, I think Theme Zoom brings back kittens and there are a few other terms. Those are the search engine approved synonyms that were pulled of the tilda function, compliments of Google.

Charles: Those would be the ones that come up in bold?

Russell: Yes. They are in bold in the tilda key. Here is a free way to use it. If you don’t want my tool. Type in the term and use it. If you want to find out what the synonymic term is. Also, keep in mind that you can take the tilda after every word. You can type tilda peanut, tilda butter and tilda sandwich. If you want. It will give you the scrambling terms and synonymic terms. What I want everybody to understand is that, those are not thesaurus based terms. If you type in tilda apple, what you get is apple computer. Let’s think about that, because that is the beginning and the end of you becoming a keyword genius. The difference between you and every keyword research tool out there is just a little bit of understanding. Why is apple a synonym? In other words. Why is apple computers more of an “apple” than an apple is, to Google?

Charles: Yeah, we need to figure these things out.

Russell: Well, let me talk to you about that. Because, once you understand that, you’ll understand not only why it makes sense to use Theme Zoom, but how long it would take to do these things by yourself, without it. I am encouraging people to understand and I am just talking about the first step. Forget about the theme relevant indexing in Theme Zoom because that’s not really emulatable. But we will talk about how you can kind of do that as well. In essence apple computers are there because more people on the internet have referred to when talking about the term apple then when they have talked about “apple farming” or “apple pie”. It’s just too huge, it’s gone too broad. It’s called branding. Branding tends to do that, it tends to skew the actual offline thesaurus. Obviously apple computers is not going to come up under the A’s in the thesaurus. Not yet anyways. My point on that, is that is the term in how in inbound link structure. By the number of sites that are mentioning it in the content. By anchor text linking. All of this is a mild form of what is called topic related linking.

Charles: Okay, I follow.

Russell: Does that make sense Charles?

Charles: Yes, it makes perfect sense.

Russell: Why is that scary? It’s scary because, your words as a writer, that you think is synonymic, is not necessarily synonymic to the search engines.

Charles: Right. Because, when you are playing with the search engines you need to use synonymic terms that are proven by the search engine.

Russell: I think that it’s useful to do that. I don’t think that you should live and die by that. Because as a writer, like Collin McDougal from the VEO Report. Is find subject matter experts and use expert verbiage and add those to your pages and keep the visitor in mind first. I don’t disagree with that. But, I also want to know for pages of high level, silo-general terms. I want to know what the search engines have in mind when they say that. So, that then I can create my expert verbiage specific silos underneath those.

Charles: Okay. I follow.

Russell: Sometimes it doesn’t make sense. Because they are polysemous. If I’m writing a book on apple pie. I do a drill down into apple, on Theme Zoom, which is a general term. Because of the branding, apple is what they call a polysem. Polysemous word is a word with different meanings. And a brand name would be included in those multiple meanings. If you’re a grandma and you are creating a apple pie website. Does it really make sense to have computers and USB cables in your website? No. That’s why we give people to unselect obvious polysemous terms. This is why it is very unlikely that any website design and infrastructure, architecture and keyword research will be completely automated. In order to provide good content for the visitor. You can create adsense junk sites. Which is another method and automate this completely. In fact that’s what we are working for. Is to help people put the keywords and themes into a site, generate content and put your own content into a site. You can do that. A human being needs to look at polysemic terms and determine that it is related to the site and the market in mind. Does that make sense?

Charles: Yes that makes sense. It makes perfect sense.

Russell: I’ve been criticized for going off on tangents and latent themes.

Charles: I think in this regard, everyone is very interested and are going to stick to your every word that you are saying. If we need to back up we will.

Russell: If Google is already using a basic preliminary form of basic latent semantic form of indexing. Just by virtue of adding the word “pie” after “apple” you snap away from “apple computers” and into the real “apple pie.” With the addition of a single word you change the theme. In other words your silo is changing. We will get into that, because I know people don’t get silos. Google is just one big silo structure theme index. /apple/ which is a silo. In their silo, their first silo is all about apple computers. That would bum me out if I was putting up a website about my Grandma’s apple pie. I’m not really going to want to target apple. Or if I do, I am going to do apple/grandmas_apple_pie.html That will help people know that the theme is about Grandma’s apple pie. We can do that, because we are doing niche. We are going a mile deep and a inch wide in Grandma’s apple pie website. Google can’t do this. They’re the broadest directory in the world. To put it really simple. By the addition of one keyword “pie” they zoom in. If you remove the word “pie” they zoom out. Search engine proven synonyms is a way to figure out what they are really thinking about information that you may not have any access to.

Charles: Basically the first step in doing this by your self, without Theme Zoom. Is to type the tilde and the synonymic terms or Google proven synonymic terms.

Russell: Right. And not get too specific, but to zoom out as far as you can go. Most people have a difficult time doing that. You know how we were talking about cats? You have to ask yourself. Read the manual that you and I created together called “What the heck are silos and how do I use Theme Zoom to create them?” That’s the real issue. Who are you and what are you selling? Even if you have a lot of specific things that you are going to sell at the bottom of your silo, at the top, you still want to. I don’t care, how much you think you know who you are. You want to go to the top of the most broad term. And just have a look, because sometimes you discover, freaky stuff. For example if you didn’t know that apple computer existed and you were going to do the largest directory on apples in the universe. And you suddenly found out that it was a brand. There’s all kinds of things like that.

Charles: Yes, that’s a very good point.

Russell: You need to watch out for that kind of stuff and then zoom into apple. Not only that, but if you had a web page that’s siloed for apple, and apple content. You are going to have apple adsense pulled up on your computer. But if you add the word “apple pie” you are going to have a totally different series of adsense pulled up in that. So, again that is just latent synonymic indexing. With the addition of a single word. For example “jaguar.” Jaguar is both a cat and a car. It’s going to be delineated by the content on the page.

Charles: It’s the same thing with “Paris Hilton.” Paris is a place and Hilton is a hotel chain. But if you put it together it’s a person. So, yeah, very good point.

Russell: All you really have to do Charles, to emulate this. If you were building a website. Charles, give me an example of a website that you would want to build. And we will just go through it by hand.

Charles: Okay. Let’s just stick to the cats example.

Russell: Okay I’m writing a website on cats. And need to just to a quick little interview, asking what are the products you are selling. Are you just giving great information about cats, because you are so excited about cats? Or are you selling collars, pet boarding or breeding? What are you doing?

Charles: Let’s say we are giving general cat information for someone who is shopping for a cat and they don’t know quit which one to buy.

Russell: Okay. So just pure information?

Charles: Yeah

Russell: Okay. I would drill into “cats” or “cat”. I just want to find the synonymic terms. To do this by hand. I would just take the bold terms on the tilde key. We go to the search engine and we do that. Basically, take a good five or ten of the terms, if there is that many. Just type in “tilde cat”, “tilde cats” and they’re different. “Pets” is a synonymic term. Where cats are mentioned frequently, pets are mentioned throughout the internet. Or throughout Google specifically. You have to ask yourself immediately. Are you going to go a mile wide and an inch deep in this thing? Well no. You are telling me it’s a niche site on cats. Dump it! In Theme Zoom I would still drill into it, because you might pull cat keywords with in that silo. If you are going to do it by hand, dump the word pets. Because, you are going to be there all day.

Charles: Right. That’s too broad.

Russell: You can do it in Theme Zoom just to make sure you’re not missing anything, because you are mining for gold. You can’t do that by hand. So, cat, cats and kitten; those are useful. You just can start kind of looking at these terms. Those are the primary terms that I would use. Till I’ve gone down about 30. I’m not that interest in other things, there are some polysemic terms and the rest. Okay. At that point you could also check for cats, on Word Tracker. You could go to the Overture Keywords suggestion tool, God forbid, and drill into that term as well. And start creating a list. Start coping and pasting everything in the cat column. That would be the first step. You could also go into Google adwords and type in “cats”. Then you can go into the top 20, 30, 50 sites on cats using the Google adwords tool. Copy and paste the URLs of the top 10 of your favorite cat sites. And extract their keywords based on their structures, from the Google adwords tool. That is a powerful technique. If gets to be too much, just stick to the adwords tool first. Then if you are more of an expert you can go to Word Tracker. Although what Word Tracker does, is search for a lot of specific terms and phrases. You’ve got to be careful about that. At that point you would create a few hundred specific terms. Then you start looking through these terms. Am I making sense here?

Charles: Yeah. You’re making perfect sense. I’m actually taking notes as we are talking here?

Russell: You know this site is about cats. Then you got to ask yourself. Based on this research, in Word Tracker and the rest. Start, looking at the top sites for cats. When you pull up those terms, you are going to want to look at the most highest trafficked terms. And here’s a secret. I chose Google for a very specific reason. When I look at things that I want to do and I want to do it by hand. I’ll go into the Google Adwords area. Because, the real information that I want to know on the planet. If I had a fantasy come true. It would be to have direct intelligence, direct intel access to all the keyword data behind the Google Firewall. Then you would know what everybody in the planet is doing; when, why and how. You would get access to specific terms that no keyword tool in the planet has. Here is a quick example.

This is a true story. There was a keyword that was a very specific term. It was a business to business term. This term came up on no keyword tools. In fact, they didn’t even know what it was. It’s called expert verbiage That’s you and I have been talking about. Expert verbiage cannot be pin pointed by any keyword tools out there. Specifically Overture. Sometimes Word Tracker will pick them up. Occasionally. The KEI is very high but the traffic is zero. Most people don’t get excited about that, even though they really should consider it. But this term came up in nothing. Because it was a industry niche specific term. They were still getting traffic. You could look at the web log files. This term would still come up. When this term closed to sell, because it was a buyer for toxic waster products for dumps, for the association of toxic waste dumps and disposal. When they sold the product on this, it was ½ million dollars. Here is an example of a true life scenario of missing the specific keyword terms and not paying attention to the experts and not paying attention to your web log files. When they got some leads. It was only sometimes 2 to 4 per month. Which was no where in the keyword tool trap, obviously. They made ½ million dollars in the close. For them it was sure fire deal. If they could just get the guy on the phone, it was a done deal. Because, they provided the loan, they provided everything up front.

Charles: That is absolutely amazing.

Russell: It’s huge! That is just one small little pinky of a keyword. Let’s look at what we just said now. At the bottom of the silo, that’s where that specific term would sit. You are going to rank highly for that. Toxic waste, uranium, conversion module refractor unit. That is not going to come up as broad term. That is not going to be a silo. If it is, your building a website for 3 people. Which, is fine. I’ve done that before. Normally that is called an intranet. My point is. Don’t forget that if you type a specific term into Theme Zoom, you’re not going to get anything. If you type a specific word into Google, because you were doing it by hand. You’re not going to get many synonymic terms for a specific term like that. You want to zoom out to “toxic waste” or “toxic waste disposal” or “disposal”

Charles: Basically you want to drill from the top down instead from the bottom up.

Russell: That’s what I want to introduce to everybody here. This is secret stuff. I have paid a lot of money to learn some of this stuff. But were giving it away. That’s because people on our team, as we come forward with software to help make this easier. We want them to have the best and understand what we have been through to learn this stuff.

Charles: Yeah. I think that it is absolutely essential that everybody understand the power behind this, so that they can see the benefit of it.

Russell: It is called vertical market assessment. This off line market research. And my company that I am friends with and very closely tied to in a business level. Is Elliot Gluskin, and it is a market research company. You have to look at the market from the highest possible level and keep in mind that your off line market might be different that your from the search engine proven synonyms. But, you still want to get a good look at it. To keep it really simple. Just take a look from the highest level, even though you may not ever use those keywords. If you have done it by hand, you have just taken “cats” and pulling out every possible keyword for “cats”. What I suggest that you do, because I love Google so much. I really do, even though people say all kinds of things about them. But the fact is, even when they are giving you anecdotal data. Everybody data that you are paying for at Word Tracker, Dave over at Keyword Discovery has been doing a great job. We have had him on conversations about how he is doing stuff. And he is pulling in really specific themes and that has a use if you have a way to automate that process of content. The fact of the matter is that, these data bases or anecdotal, their rolling and their “ad hoc”, they’re not necessarily fresh. But they do what they do. But they are a piece of the puzzle. Dave won’t tell me where he is getting his keywords for his network. I’ve asked him like ten times. Of course he won’t. They are coming from all his own hosts. Word Tracker gets it from two places and that’s not good enough for me. When it comes to themes, you don’t really need that. You can get really great specific stuff from Word Tracker. You can get really great thesaurus and out lays and things like that. What we are doing is theme-ing. We are more concerned about the higher level of the global perspective you should start, where you should drop in. I use the Google Adwords account. Because, they are still pulling, even though there are suggestions for adwords, from a data base made up of huge amounts of easily parse-able data. Based on really excellent antidotal evidence. And when they are going to earn money when you succeed. Which they do in adwords. You are able to get a fairly big pieced of the anecdotal puzzle when you consider theme-ing using their tool.

Charles: That’s nice nugget of gold there, that I am sure that a lot of people weren’t aware of.

Russell: The biggest piece there is, because when you are starting to look at themes. You want to use, the largest company in the world that is serving up data helping you buy keywords. Yeah, of course there is an agenda. Of course their motivated. But when it comes to themeing, that’s fine. Because, they want to at least get you into the ball park. Where as Word Tracker is paid a yearly fee to get you more specific. That’s why I use Google as a clearing house for themes. And I can rest in my mind, when I am doing this by hand. When you import keywords; remember I told you to create that list of keywords from Word Tracker, Overture and all the keyword free sources that you could find. You can copy and paste those keyword directly into the cost per click suggestion tool, the traffic estimator. There is only 5,000 places available in that. And how, you might ask, that I would know that. Well I’ve been doing this for a while. I primary use for that company was spending $150,000.00 on adwords. So, I had 30,000 keywords to investigate and drill into. I would always clear them on that tool, just to get some idea what was going on with the cost per click and the prices and where the traffic was running. Do you see what I am saying?

Charles: Yes.

Russell: What I would do was start putting up the lower part of my priority list, keywords that didn’t come up with huge amounts of traffic. Because, they have a great tool that allows you to itemize from most traffic to least traffic. Do you see what I am saying?

Charles: Yes. That’s something that a lot of people don’t know about.

Russell: Well it’s the most important tool on the planet, to my opinion, when it comes to keyword theme-ing, next to Theme Zoom. Because their firewall contains all the data and media bot is pulling relational data to help you at least get into the ball park with the words that you buy. They are still listing words that may not be currently used for adwords, and we tested some of this. They are offering great, free information. Well it’s no longer free actually, you have to sign up and it’s like $5.00 for the initial fee. They are making their living just doing that. Here’s the challenge. Five thousand keywords at a time, really wasn’t enough for me with big accounts. Because I wanted to be able to take five thousand, ten thousand. You can actually do that. Now I admit Theme Zoom gets a little slow if you put in ten thousand keywords, at least right now, until we move into a different system. But, I wanted to be able to look a spread sheet that had five thousand, ten thousand terms, sorted by cost per click, and started looking at what I wanted.

Charles: So, it gives you a better way to gauge what you wanted.

Russell: Honestly, our whole team, everybody in SEO 2020, all of my mentorship group, you guys can all do this by hand until your hearts content. It’s not that hard once you start getting the Excel spreadsheet system down. The next step is how do you determine what content should be focused on first.

Charles: The priorities are the important thing and I am sure everybody has been waiting to hear this.

Russell: They priorities in Theme Zoom are generated by an algorithm that, I know I said I would give away a lot of stuff. But, obviously, I’m not going to give away too much stuff about that. What we do is, we have to go through out the search engines and find out what the authority sites are already writing about. We do it by dealing with intersections and of primary themes, relating to specific terms both on the website content and in the meta tags and a variety of other places. In essence, we’re able to find out what major topics on specific themes are about through out the internet. Then you can sort and parse that data based on whatever you want, cost per click. The priority article of content is determined in a very sophisticated algorithm, which Sue wrote. Which determines, based on the overall theme that you are doing, these are things that you are going to want to talk about in topics and articles to a hungry market.

Charles: So, let me ask you this question. If you were to take all this keyword research, so for instance on the theme of “cats”, that we were discussing earlier and do all of this work by hand and do it effectively. How long, in your estimation, would that take?

Russell: I worked on biz filings accounts, which was only 700 keywords and about 15 niches that I was trying to help them expand. That probably took me about 2 months.

Charles: WOW! Two months. That’s just absolutely incredible, that it would take that long to compile a list of keywords properly.

Russell: You’ve got to understand. And I will admit to everybody on hear, because I can hear ideas about that. I was trying to create major content strategies for a major corporation. Now, if I was trying to build that for our “cats” site. In order for me to do it right, it would take a good part of a couple days it do it to a level that I felt really comfortable beginning on my theme. In other words, just come to a decision about what my theme was going to be, if I didn’t have a product and I didn’t have a business, I didn’t know what I was selling. I just wanted to create the best information out there on sites and I wanted to be a runner up with Cat Fancy or something. Then I would really have to look at the topics and what the themes are. I would have to the equivalent of the TRI. That’s what TRI is doing. It’s going out there and giving you descent suggestions, down a synonymic set, in a variety of different ways. Additionally, starting on friday, we are going to have a new thing in there, a new topic, which is Adsense Nominated article. Because sometimes you have things that don’t qualify in the TRI, but for whatever reason, there is a huge pay per click bid on them. We have not been lifting them up in the article priority, but now we realize, there are usually destinations, locations and things like that. In other words, it’s a super micro-niche that no one is really aware of and we have found little gold nuggets. So, we actually altered an algorithm around that.

Charles: That would be a really handy tool.

Russell: Yeah it’s useful. Like under skydiving, there’s a brand new nitch, we accidentally stumbled upon this, using Theme Zoom. So, we had to implement it. We found a keyword that was $47.00 and it wasn’t coming up in our TRI for most of anything. And we actually found out that it was “Skydiving Charity” or “Charity Skydiving”. The reason it didn’t come up high on TRI and for excellent content selection in the rest, is because, it was just to new. There was only like two websites out there. That would barely qualify as micro-niche or whatever you would be doing. But, adwords gave it away.

Charles: I’m certainly glad that you found that little nugget.

Russell: We had to write in the algorithm and realize, oh okay. And these are going to be adwords nominated and they often imply, destination, location or a brand new emerging market. You can tell the complexity of what we are dealing here with.

Charles: Absolutely. And the research that would go into constructing a website, or coming up with a website blueprint to go after a market. Say you are trying to beat out Cat Fancy magazine for instance. All the research and things that would have to go into doing that.

Russell: Here is the million dollar question everyone has waiting for. Could I do this effectively with out Theme Zoom? I think that I could. I think it would take a couple of days. And it wouldn’t be automated. And I would be spending a whole lot of time in my Google Adwords account. A lot of time. And would I have discovered things like “Charity Skydiving”? Would I have discovered content as quickly and had a prioritize list given to me with keyword density that could just dump into any content software. Definitely not! It’s very difficult to plan that strategy. Would I have software telling me what nominated silos and what the silos could be? I wouldn’t. I would have to become an expert in how to silo.

Charles: And that’s where the power of Theme Zoom comes in.

Russell: Yeah. The architecture basically tells you, this is nominated for a silo and here is what we believe are the priorities of the silo. As I have already told you. Not only will we not be limited by search engine proven synonyms, but what will happen, and this is coming very shortly in about two weeks, if you type in the word “cats”, this top sites for cats, which are; Fanciers, National Geographic. It will basically go to those, we have a text summarization software that will actually go and find the silos for those competitors and it will actually give you non-synonymic potential silos. You can then drill down into the Zoom analyses screen and pull up all the related keywords to those.

Charles: Gotcha.

Russell: So, that’s pretty heavy duty artillery. Can I do that stuff by hand? I certainly can. It’s going to take, anywhere for me and I am a professional, it would take me 2 days to really do it the way I want to do it. And that’s before you even start building a site. You haven’t even started adding the content. You might have an outline structure.

Charles: Well that’s a very good explanation of all things that have gone into Theme Zoom. It sets Theme Zoom apart from all the other keyword research tools, for sure.

Russell: It’s not keyword research tool, Charles and we know that. Right?

Charles: Yeah, it sets it apart. No longer are we looking at Theme Zoom as a keyword research tool, but it’s way to come up with an overall plan of attack.

Russell: Yeah, it’s a strategy and SEO is basically a content decision assistant and SEO strategy tool.

Charles: Okay. I guess another question would be, that people are asking, is; Who could benefit from using this tool and why?

Russell: The jury is in on that one. Right now SEO’s limit, people who get things in at a high level. Who have been struggling with the issues of themeing. There are a lot of different guys out there who have written about themeing. Bruce Clay is just one of them. Bruce Clay declined a telephone call about silo structures. Why would he do that?

Charles: Yeah that raises an interesting question.

Russell: Yeah

Charles: He’s trying to keep something a secret.

Russell: Well it’s possible. But we could ask him. I don’t want to hype it that way. It could be that he doesn’t want to cater to our particular market.

Charles: That’s true.

Russell: Because he does very high end corporate work. The very high end corporate work that he does, is he builds silo structures depending upon the business model. His file structures are very organized. He’s very pedantic with the data. And he uses themeing very successfully. Along with other techniques. In bound links and marketing. He is very big now. He was, last I heard, creating a tool, to do exactly like what I have been trying to do. Which is off set your pay per click cost for your content. In other words, go out, find out where you are ranked highly on the natural search engines and which terms you are spending too much on pay per click and adjust those bid prices. That’s really the future. It’s like knowing where you are in your expertise and your own authorship and what you are paying to promote. Themeing is essentially is the way he does his infrastructure. You can go to Mike really understands the basic outline of themeing. He didn’t spend enough time focusing on the categories in my opinion. But he’s doing the same thing. I would have spent more time focusing on the actual keyword in the theme silo. But he’s ranked for a huge number of specific terms. So there is all of these kinds of things that we know work.

Charles: In regard to building the silo structures, like we have discussing. The SEO 2020 forum, this all kind of follows right in line with that. I use Theme Zoom personally and I can see huge benefit into using Theme Zoom to help me decide on what silos to build, what priority to write my articles in and many other things, that help me design an overall site blueprint and do it very quickly and efficiently, compared to having to do it manually. As we all know, time equals money in this business. And the more time you spend doing, what I call, grunt work. Which is, doing keyword research, looking at different various websites and trying to figure out what goes where and why is this related to that. All this stuff can become very cumbersome and very confusing, and Theme Zoom, to me, is a really wonderful and genius tool to help automate all of that and help break it down into just a matter just a few hours, instead of a few days.

Russell: Exactly. And that’s what it was designed to do. We just got so excited, because we didn’t have to spend the time that we were doing on just kind of looking at a market. I want you to understand too, it’s like the guys in our forums. The whole purpose is to look at an entire vertical market at a glance. For example “scams”, “schemes” and “frauds”. When you look at that and all the landing screen of all the parent themes, see how much traffic is coming to just those alone. All those terms put together. Look at the clicks per day natural and give yourself a good idea of just on those terms what the overall traffic, if you were above the fold on the search engine and that’s like the top five or ten. That’s really great indicator of a wide synonymic net, of how much of interest is around topics and themes, regarding that market. It’s the same with bicycles. There’s seven synonymic terms that go with the word bicycle. When you look at all the traffic that goes to all of them, it’s an immense amount of traffic. In my opinion there is now competition for that vertical market, if you do it right. Ironically Charles, when you go to the number 1 or 2 website for all of those broad or general terms, or even the specific terms, there is a different website ranked number 1 for all of the parent themes in the specific and general.

Charles: That’s interesting.

Russell: The reason is that they don’t know. There aren’t targeting synonyms or related themes. For bicycles, it’s near the same thing. There are exceptions like “mountain bike” if you don’t have a mountain bike manufacture, you might not want to optimize for that top term.

Charles: That raises an interesting point. There is really a wide open net out there for those of us in the know, to go out there and take advantage and to get some really good rankings.

Russell: And stable rankings, not rankings that fluctuate. Why is Ezine article directory still ranking high and doing well? During the spam crunch a lot of the other article directories fell off the higher listings. Well, silo-ing. I’m trying to be to much of a silo fundamentalist, but I do believe that, that anchors you, like The Plan anchors you. The Plans anchors you by not sending up any red flags by having adsense on your site right away. Yeah you can put adsense on your site right away and still get indexed, but the question is; how soon will you be ranked as a site that has higher paying ads on that site? This is tricky. At the beginning you have to ask; where are you going and who are you and how do you want to do business?

Charles: Yes. That is the best first step.

Russell: Obviously where Charles and I are going, the big blue button is coming in Theme Zoom, you can do all this stuff by hand. If you doing one site at a time, that’s fine. Maybe that’s what you do. Obviously we are trying to help you publish this stuff in this exact format. And we have a variety of products coming in which, you will be able to create a website fairly quickly in a way that is just a really unfair advantage from anybody trying to do it without them.

If you already looking at terms across the wide synonymic net and you already have a strategy, you can now spend 90% of your time creating articles and filling out the content and producing the meat on the bones of your structure rather than spending 90% of your time organizing structures and strategies and talking about it in the forums. Which is what most people do. So, that’s what Charles and I are creating. It’s a step by step approach that is not available in a freee forum

Charles: Exactly.

End of advanced keyword research call.


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