Success with Keywords: How to Do Effective Keyword Research

In 18 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.

TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116

Success with Keywords: How to Do Effective Keyword Research

Meet The Expert

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TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116

What Happened During the Previous Webinar

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In the previous webinar, we discussed how you can effectively use each part of SEOReseller’s SEO Site Audit to win new clients, recommend the right solutions, and begin a successful SEO campaign.

● Keyword Selection● Accessibility and Indexability● On-Page● Off-Page● Penalties and Warnings

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What’s Next:Discussion Overview

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PPC Promo

A PPC Offer To Get You Started

Start driving instant traffic for your clients. Get a setup fee rebate on the

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What’s Next:What are Keywords?

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Discussion Overview

Keyword research lays the foundation for your SEO campaigns and makes it easier to set expectations with clients. Join Bernard in our third Partner Bootcamp Webinar and learn how to win at keyword research to drive more business and value for your clients.

• Understanding Your Keywords• User Intent Classification of Keywords• Determining the Ideal Keywords• Keyword Density and Grouping • Challenges in Keyword Selection (and How to Overcome Them)

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What are Keywords?

Definition • Terms used in queries• Search terms you want to be relevant for• Not a digital marketing concept; they’re a general marketing concept

What’s Next:Understanding Your Keywords

Parts of a Keyword Phrase

Core Term

Find an affordable car loan

Supporting Keywords Prefix or suffix that turns a keyword into a long tail variation


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Understanding Your Keywords

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:Understanding Your Keywords bit.ly/callsked






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Understanding Your Keywords

• Drive traffic to the site• Eventually convert traffic into customers• Use the right keywords according to the

different stages in the sales funnel

What’s Next:User Intent Classification for Keywords

Understanding your keywords makes it easier to narrow down your keyword list

This helps you:


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dUser Intent Classification for Keywords


What’s Next:User Intent Classification for Keywords bit.ly/callsked






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User Intent Classification for Keywords

• Navigational - Company or brand queries, domain queries.

• Informational - Curiosity, question-oriented, solution-seeking queries.

• Commercial - Informational search with future business implications.

• Transactional - Looking to purchase queries.

Pro-tip:Following these four user intents helps you identify the best fitting keywords for a client.

What’s Next:Applying Keywords in the Sales Funnel bit.ly/callsked






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Applying Keywords in the Sales Funnel

What’s Next:The Value of Traffic

Pro-tip:The longer the tail of the keyword, the closer to the conversion portion of the funnel. The more general the keyword, the more informational it tends to be.

Sales Funnel

INFORMATIONHotels in New York

CONSIDERATIONHotels in Manhattan NY

DESIREBest Hotels in Manhattan NY

CONVERSIONOnline Booking for Best Hotels in

Manhattan NY

General

Specific


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The Value of Traffic

What’s Next:Google’s Micro-Moments bit.ly/callsked






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Google’s Micro-Moments

What’s Next:Determining the Ideal Keywords

“I-Want-to-Know” Moments• Consumers act on a need to learn something new instantaneously.• People doing research

“I-Want-to-Go” Moments • Consumer expectations grow as location-based queries rise.• Queries are focused on Maps or local searches

“I-Want-to-Do” Moments• Consumers use their smartphones to search for ideas while doing a

task.• Queries are focused on “how-to” content.

“I-Want-to-Buy” Moments• Consumer decisions are influenced by what they find online at the

last minute. • Commercial and transactional queries.


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Determining the Ideal Keywords


What’s Next:Determining the Ideal Keywords bit.ly/callsked






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Determining the Ideal Keywords

What’s Next:Keyword Purpose to Landing Page Match

Factors which affect the success of Keyword Selection

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KeywordPurposetoLandingPageMatch

ExistingSemanticRelevance

SupportiveContent

ExistingRankingEquity

KeywordSelectionSuccessFactors






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1. Keyword Purpose to Landing Page Match

• Don’t try to target a money term to the homepage unless the money term is the core business

• What keywords you allow your clients to have depends on what kind of pages they have or are willing to have inside their website

Example:

Informational Keyword = Informational Page

What’s Next:Existing Semantic Relevance

Pro-tip: You should be the expert.


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2. Existing Semantic Relevance

• Website is already talking about a particular topic inside their content.

• Contextual relationship.• Easiest way to pick your keywords is

through the Google Keyword Planner tool.

1. Make sure to enter the domain in the keyword section and not in the domain.

What’s Next:Existing Ranking Relevance

http://adwords.google.com/keywordplanner


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2. Existing Semantic Relevance

2. Select Keyword Ideas

What’s Next:Existing Ranking Equity

http://adwords.google.com/keywordplanner


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3. Existing Ranking Equity

• Don’t deny your clients a keyword if it is good enough to be on the 1st page of search results.

• Easier to rank; you just have to beat the competing pages.

What’s Next:Existing Ranking Equity

Google Search Consolehttps://www.google.com/webmasters/tools


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3. Existing Ranking Equity

What’s Next:Supportive Content

SEMrushhttps://www.semrush.com


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4. Supportive Content

•One of the characteristics of a perfectly optimized page is keyword targetedness.

•You can’t rank for a term you’re ashamed to mention.

The keyword, topic, and client should have the following relationships:

Semantic = You’re actually talking about the topic.

Contextual = You have topics somewhat related to the keyword.

Syntactic = Keyword exists in its exact match on your site.

What’s Next:Short-tail vs. Long-tail bit.ly/callsked






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Short-tail vs. Long-tail

Q: When do you long-tail or short-tail your keywords?

A: It depends on what your website is designed to do.

• Informational or commercial terms are better for driving traffic.

• Use long-tail variations to bring users to the lower portion of the funnel and drive more conversions.

What’s Next:The Wedding Analogy bit.ly/callsked






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The Wedding Analogy

What is your client after?

What’s Next:Keyword Density and Grouping

Cheap

Beautiful

Fast


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Keyword Density and Grouping


What’s Next:Keyword Density and Grouping bit.ly/callsked






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Page Density Content Density

Inclusive of all the times the key term appears on the page based on the source code

Inclusive of all the times the key term appears in the <body> with the most powerful appearing at the top and to the left

< 5% < 3%







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On-Page Off-Page

1% - 2%Hyperlinked to most

relevant page

1% - 2%1 exact match to 2 partial matches

One is hyperlinkedwith 1 to 2 other semantically-related terms pointing to relevant websites







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Keyword Grouping

The practice of categorizing sponsored keywords into groups to simplify PPC campaign administration.

Example:Digital marketing agency, digital marketing service provider, digital marketing company

Pro-tip:Don’t say yes to everything; otherwise, you’re doing clients a disservice.

What’s Next:Challenges in Keyword Selection bit.ly/callsked






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dChallenges in Keyword Selection(and How to Overcome Them)


What’s Next:Saying No to a Keyword bit.ly/callsked






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Challenge #1: Saying No to a Keyword

Solution: It’s about gunning for the holy grail vs. gunning for multiple little grails.

Example: Client wants to rank for “Family law Houston”.

• Gun for variations of what comprises family law. (Ex. divorce, child custody, child support, prenuptial agreements, etc).

• Look for the easier wins to get relevant traffic.

What’s Next:Watering Down the Vanity Keyword bit.ly/callsked






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Challenge #2: Watering Down the Vanity Keyword

Solution: Set the right expectations.

ExampleClient wants to beat a competitor for a specific term, even if they are already on the top spots for over a hundred keywords.

•Set expectations on what you can and cannot win.• Focus on long-tail variations that drive business today,

then get vanity keywords later on. •Sometimes, it’s wiser to say no.

What’s Next:Targeting for a Specific Term bit.ly/callsked






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Challenge #3: Targeting for a Specific Term, but the Equity is on the Homepage Solution: Steal the equity in the homepage and make the inner pages rank.

ExampleClient offers a range of services and wants to rank for a specific term “white water rafting in Colorado”.

• Make the inner page relevant.• Split the term ‘white water rafting in Colorado”

between the homepage and inner page.o Long-tail variations on the homepageo Exact match variations on the inner page

• Take content from the homepage about white water rafting and transfer to the inner page.

What’s Next:Synthesis bit.ly/callsked






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Synthesis

• Understanding keywords helps you select the right search terms according to the different stages of the sales funnel.

• Categorize your keywords according to user intent: Navigational, Informational, Commercial, or Transactional.

• Queries are based on moments: “I-want-to-know”, “I-want-to-go”, “I-want-to-buy”, and “I-want-to-do”.

• Keywords should match the purpose of the landing page.• Find the existing semantic relevance between the keyword and the website.• Don’t deny your clients a keyword if it is good enough to be on the 1st page of search results.• The keyword, topic, and client should be a semantic, contextual, and syntactic match.• Keywords should have the right density and should be in the right group.

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For Our Partners

What’s Next:Q&A Session

How To Do Effective Keyword Research (Downloadable PDF Training Guide)

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Feel free to call us at any time for questions.

TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700

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Success with Keywords: How to Do Effective Keyword Research

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Transcript of Success with Keywords: How to Do Effective Keyword Research