Create Content With SEO in Mind

Part 3 - Keywords Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com

Welcome back!

Let’s start by doing a

quick recap of last

week’s presentation

By now you probably know all about:

1 2 3 Meta

Tags

Header

Tags

Microdata

And you should be familiar with using those tags in

the HTML

If you still have any

doubts, be sure to check

our past presentations at

redbricksmedia.com/blog

So let’s get started and learn

about how keywords impact SEO

Keywords are

strategically used

words that define

what the page is

about

Think of them as adjectives that describe a page

and address a specific search intent

Keywords reside

in several HTML

elements such as

Header and Meta

tags as well as in

the content

<p></p>

Arguably, they may be the most important element in

SEO because they are the foundation to any search

engine optimization strategy

So you can

understand the

importance that

keywords have in

SEO...

They are basically

⅓ of the pie - the

other ⅔ are HTML

elements and links

For you to start using keywords,

let’s focus on the types of

keywords and which tools you

should use to find them

Keywords can be split into:

Brand Non Brand

Short Tail Long Tail

Brand Keywords

refer to any term

and search phrase

that have a brand

element in them

Non-Brand

keywords refer to

any word or phrase

that describe the

product or service

without using brand

elements in the

query

Brand Non-Brand

Coca-Cola

Coke

Diet Coke

Cocacola

Soda

Soft drink

Cola

Diet soda

The other types

of keywords are

short tail (broad)

and long tail

(specific)

Short Tail keywords are generic and are very popular

(and competitive), while Long Tail keywords address

a specific search intent and are not as competitive

To make it simple:

Think of “Recipe” as a short tail keyword and

“gluten free chocolate chip cookie recipe” as a

long tail keyword

Now that you have the base to

understand keywords, let’s learn

about the tools and ways to use

them

There are several tools we like to use at RBM for

keywords

These tools allow

us to:

1. Discover new

keywords

2. Analyze existing

keywords

3. Create strategies

based on analytics

and performance

Google Adwords Keyword Tool

Very useful

during the

keyword

discovery phase

Provides

monthly search

volume and

competition per

keyword

Allows you to

filter according

to your needs

Google Trends

Very useful

during the

keyword

discovery phase

Provides

monthly search

trends

throughout time

Allows you to

compare

different

keywords

Google Webmaster Tools

Allows you to

determine the

best performing

keywords and

opportunities

Provides

monthly

performance

analytics

Very useful

during the

keyword

evaluation phase

Internal Analytics - Google Analytics, etc.

Allows you to know firsthand the performance of your

keywords, content, and pages

Updated daily, providing you very important data for

analysis and strategic plans

But be careful! Filters, segments, and different time

ranges may affect the results

Premium SEO Tools

They provide-in depth information about your

keyword and page performance as well as other

SEO elements

But be careful! They may be cost prohibitive and

provide wrong data if not connected properly with

other analytics tools

You should use and leverage these tools to come up

with a proper keyword strategy that allows you to

rank high and get significant traffic

Be sure to have in mind Short and Long Tail keywords to

address different search intents

The three takeaways of this presentation are:

1 2 Definition and

Importance of

Keywords

Types of Keywords:

1. Brand & Non-

Brand

2. Short & Long Tail

The tools you

can use to find

and leverage

keywords

3

Up until now you've

learned a bit about:

1. SEO 101

2. HTML Elements

3. Keywords

But yes... there’s still more ground to cover

We’re still missing:

Content & Links

Check us out next week and learn how to “SEO”

your content and generate some links!

Thanks! Send us your questions and visit us at

www.redbricksmedia.com or follow us

@redbricksmedia

Alberto Cantor | SEO & Data Analyst | acantor@redbricksmedia.com