#OUJ4530SEO 401

Search Terms 101: Why you should care.

• Great writing aligns with search.• Search terms help Google compartmentalize

billions of web pages. • If your words don’t match how people talk

about your brand, your audience won’t find you.

• They will find competitors.• Uh oh….

Two Types of Search

• Paid (PPC and Sponsored Posts)• Organic (You search for Athens nail

salons)

All Search Involves Keywords

There are three different kinds of keywords.•Branded•Nonbranded•Competitors

Branded Keyterms

• Who knows about you? • This gives you ownership of your

name or brand.• Protect your house. • McDonalds McChicken

Nonbranded 70%

• Who doesn't know about you but should?

• These are people who are interested in the stuff you are talking about but can’t find you with organic search.

• This is based on subject matter. • Fast Food restaurant. Chicken sandwich.

Competitors • Who knows about your competitors

and not you? • This forces your competitors to bid on

their own brand.• Think about what your product

provides that competitors don’t.• Don’t go to DEFCON 5• Wendy’s Spicy Chicken Melt

Good SEO Rules of Thumb• Think Geography.

If you search for fast food, add Athens fast food.

• Think Really Broad (Short Tail)–Television

• Think Really Narrow (Long Tail)–LG 46-1080V2075

Social Media and Search Go Hand in Hand

SEO Social Big Picture• You need branded and non-branded

keyterms in your Pay Per Click and social posts.

• SOCIAL CONTENT HIGHER VALUE IN GOOGLE SEARCH…..

• Those terms also must be in your website and blogs.

• The art is incorporating the terms while keeping a conversational tone.

So How Do You Do This?Step One: Keyword Research

• Google Adwords is your best friend.• So too is your imagination. Splurge on

Starbucks.

So How Do You Do This?Competitive Research Via @JennyMunn• Once you find terms, see who ranks highest.• Use Word Clouds to see how they speak.

– http://www.wordle.net– http://tagcrowd.com

• Look for ideal opportunities.– Low competition– High search volume

• Understand where you have to be.– Columbus Ohio Moving Company

• Assign specific key terms to specific website pages and social media content buckets.

So How Do You Do This?Tags and Descriptions Via @JennyMunn

• Find up to 100 keywords.• Think about 2-5 keywords per page.• Play Tag• Every page is its own SEO campaign.• Every post should help with those

campaigns.

Let’s Create Content

Pay Per Click• Three Lines Maximum• 35 Characters per line, spaces included.• Line One: Think Headline• Line Two: Support• Line Three: Convert• Every PPC ad should have at least one

branded and non-branded term.• Every PPC ad should make me act now.

PPC Ad Example

• Quick Fresh Italian Food• Piada now open at Easton• Get 10% off with reward card• Fresh Italian food is non-branded• Piada is branded• Reward card is act now.

Pay Per Click Writing Tips:Three More Ideas

• Don’t crush the competition.• Coupons are the lowest form of sustained

engagement.• Connect to what is happening now.

Four Simple Rules to Write Organic & SEO Friendly Copy

• Search terms need to be in headlines and leads of released content.

• They should also appear in the middle and end of content.

• Content includes audio, photos and video.

• Search terms need to be in social media outreach.

Writing SEO Friendly Copy

• Links are your friends.–External links (cnn.com) provide

third party validation.–Internal links tell Google you are a

thought leader. (somewhere within the Ohio U website)

Writing SEO Friendly CopyFarkas Linking Rules

• One link for every 75-100 words of copy. • Too many makes Google think you’re spam.• Not enough makes it hard for Google to think

you’re smart.• At least one internal and external link per blog.• Columbus Ohio Moving Company• Our website

• Look at search terms external links use. They can guide you on what search terms to consider.

Writing SEO Friendly Copy

• Search terms need to align with links.• BAD: Click here.• GOOD: Click the E.W. Scripps Journalism

School page• BAD: This article talks about how good

burriots are.• GOOD: This Athens Ohio burrito review shows

how good our Big Mama’s burritos are.

Writing SEO Friendly Copy

• Make sure web tabs are search friendly.– About us is bad.– About #OUJ4530 is better.

• When web developers name the page, have them think of search terms in naming the page.– www.danfarkas.com/contactus– www.danfarkas.com/contactdanfarkas is better.