Keyword Research In 15 Minutes or Less
-
Upload
preston-van-dyke -
Category
Documents
-
view
169 -
download
2
description
Transcript of Keyword Research In 15 Minutes or Less
Keyword Researchfor SEO & Content Marketing
WhyKeyword Research
“Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the "right" keywords can make or break your website.” - SEOmoz
Keywords Drive, Search Engines Navigate
Know Your Destination
KEYWORD SEARCH VOLUME
online classes 14800
online degrees 12100
online universities 12100online degree 8100
online university 6600
accredited online universities 1900
online education degrees 1300
university online 1300
online university degree 1000
accredited online degrees 1000
online degree program 880degree online 1600
degrees online 880
Mapped URL: http://www.example.edu/online-university-degrees
Track & Measure
Prioritize & Manage
Keyword research can be as simple as identifying the type 5 terms across an entire website or as complex as managing over 25,000 phrases under one domain.
.4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+ .2((101-Ranking)/100))+.1(Competition/100%)
WhatWhat it is & What it does
Logic
Persona Topic Intention
Laptops
Desktops
Tablets
Navigational?
Transactional?
Informational?
Optimization – On & Off
image source: SEOmoz > http://bit.ly/MvCTIM
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam at augue ipsum. Donec scelerisque arcu non mauris varius elementum. Nunc euismod, chocolate donuts turpis sit amet sagittis consequat, risus sapien tristique eros, a vulputate ipsum libero sit amet augue.
Aliquam vitae elementum dui. Nulla cursus dui eget neque bibendum a convallis tortor tincidunt. Chocolate donuts curabitur rutrum venenatis urna sit amet consequat. Vivamus lectus odio, tristique nec pretium non, commodo non dui. Donec fermentum commodo tincidunt. Nam vestibulum ornare consequat.
Optimization – On & Off
Off-page– Press– Guest Authoring– Social Media– Photo, Video– Business Listing– Q & A (forums)
On-page– URL– Navigation– Titles– Headings– Images– Body Content– Internal Blogging
Less Exact, More Quality
http://www.seo.com/blog/content-marketing-strategy-guide/
Less Exact, More Quality
Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.
http://www.seo.com/blog/5-steps-keyword-research/
Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.
Less Exact, More Quality
The First Step To SEO Is Keyword Research
Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.
Search engine optimization like that performed at SEO.com is a keyword guided approach.
http://www.seo.com/blog/5-steps-keyword-research/
The First Step To SEO Is Keyword Research
Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.
Search engine optimization like that performed at SEO.com is a keyword guided approach.
HowKeyword Research
Factors
Relevance(Purpose & Content)
#seoBYU
Factors
Demand(Current & Trend)
#seoBYU
Factors
Ranking(Current Performance)
#seoBYU
Factors
Difficulty(Competition)
#seoBYU
Determine Data Availability
• Analytics Data– Revenue– Top Referring Keywords
• Webmaster Data– Relevant Keywords– Impressions
• Current Ranking• Competition / Difficulty• Search Volume• Search Trends
The Tools
Typical Processes
Great Baseline
Relevant
Competitors Rankings
Competitors Content
Typical Processes
Great Baseline
Low Ranking
Relevant$
Step 1
Gather Baseline Using Web Analytics• Export keyword data• Gather current rankings
Step 2
Select High Return / Low Ranking Keyword
• Sort keyword data to show high converting, low ranking keywords.
• Select valuable term.• Identify similar terms in analytics data.
Step 3
Check Competitors / Google Suggest
• Run queries in Google for top common terms to identify additional commonly searched phrases through Google suggest.
• Also look at competitors search results to identify keywords and keyword variations.
Step 4
Expand Keyword List / Gather Search Volume
• Select relevant terms• Go to https://adwords.google.com/o/KeywordTool
• Paste all phrases• Select “Exact Match”• Export Suggestions
Step 5
Identify Phrases in Demand
• Filter list by common terms.• Select supporting phrases with high demand.
Step 6
Build Keyword Cluster
• Identify phrases that are both valuable to the initiative & supportive to each other.
Step 7
Identify Mapped URL / Optimize Content
• Find URL on website to target keyword cluster to.• Optimize content.
Thanks!