DAVID BLACK CUSTOMER SUCCESS DIRECTOR SEMRUSH, USA [email protected] TWITTER: @THEGUYATSEMRUSH
GOOGLE HUMMINGBIRD
• MOST RECENT ITERATION OF THE GOOGLE ALGORITHM
• DESIGNED TO BETTER INTERPRET CONVERSATIONAL QUERIES
• ENHANCED MOBILE EXPERIENCE
IMPACT ON KEYWORD RESEARCH• SHOULD NO LONGER FOCUS ON RANKING FOR ONE, SINGULAR
KEYWORD - FOCUS ON AN ENTIRE CONCEPT
• ALTER YOUR APPROACH TO KEYWORD RESEARCH - THINK LIKE THE AUDIENCE AND LIKE THE SEARCH ENGINE
• MEASURE YOUR RESULTS DIFFERENTLY - TRACKING POSITIONS FOR ONE KEYWORD MAY NOT BE THE WAY TO GO
EXPECTATIONSGOOGLE LIKES TO RANK WEBSITES/CONTENT FOR THEMATIC
KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE
“REVERSE” KEYWORD RESEARCH• WITH SOFTWARE, LIKE SEMRUSH, WE CAN GET INTO THE MIND OF THE
SEARCH ENGINE TO SEE WHICH KEYWORDS IT ASSOCIATES WITH THE CONTENT
• NOW, YOU CAN WRITE FOR THE AUDIENCE AND FOR THE SEARCH ENGINE
• FIND THE KEYWORDS GOOGLE DOESN’T LIKE TO ASSOCIATE WITH THE CONTENT
• IF YOU CAN’T BEAT EM’ , JOIN EM’
IMPLEMENTING YOUR KEYWORDS PT. 1• PAGE TITLE TAGS - USE “MAIN” KEYWORD AS CLOSE TO THE BEGINNING
AS POSSIBLE TO REINFORCE RELEVANCY AND POSSIBLY INCREASE CTR
• H1 / HEADLINE - SAME IDEA AS ABOVE. PSYCHOLOGY KEEPS VISITOR FROM BOUNCING. BUT DOESN’T NECESSARILY HAVE TO MATCH THE TITLE
• BODY TEXT/CONTENT - OLD RULES APPLY. OVERUSE OF A KEYWORD MAY RESULT IN PENALTY. HAVE A THIRD PARTY GIVE YOU THEIR OPINION
• URL - AGAIN, REINFORCES RELEVANCY AND PEOPLE OFTEN PASTE RAW URLS WHICH, PLACES KEYWORDS IN THE ANCHOR TEXT
IMPLEMENTING YOUR KEYWORDS PT. 2• BACKLINKS - THESE KEYWORDS MAKE FOR GREAT, RELEVANT ANCHORS
AND VARIETY ALLOWS YOU TO EVENLY DISTRIBUTE THEM.
• MISC. - ALT TEXT FOR IMAGES, INTERNAL LINKS (MENUS), META DESCRIPTIONS
• OVERALL IDEA - DISTRIBUTE YOUR THEMATIC KEYWORD GROUPS EVENLY AND NATURALLY. HAVING A GROUP OF KEYWORDS, AS OPPOSED TO ONE, PROMOTES HEALTHY DISTRIBUTION
MEASURING YOUR RESULTS• YOU CAN TRACK YOUR RANKING FOR ONE KEYWORD. BUT, WHY?
• SEMRUSH POSITION TRACKING SOFTWARE ALLOWS YOU TO CREATE DOMAIN AND URL-LEVEL CAMPAIGNS.
• STRUCTURE YOUR CAMPAIGNS IN SUCH A WAY THAT LENDS ITSELF TO YOUR ULTIMATE GOALS.
• URL LEVEL CAMPAIGNS FOR CONTENT THAT MAY RANK FOR MULTIPLE GROUPS OF KEYWORD CONCEPTS
• DOMAIN LEVEL CAMPAIGNS FOR E-COMMERCE OR SERVICE ORIENTED WEBSITES
KEYWORDS AREN’T DEAD!!• IT’S THE APPROACH AND ATTITUDE - NOT THE KEYWORD ITSELF
• FOOD FOR THOUGHT:
• KEYWORD PLANNER SUGGESTS KEYWORD GROUPS
• ADWORDS ENCOURAGES YOU TO BID ON KEYWORD GROUPS FOOD
• SMART SEARCH ENGINES - GOOGLE LEARNS IN ORDER TO ACCURATELY PREDICT
• NO MATTER HOW SOPHISTICATED, IT WILL ALWAYS NEED KEYWORDS
Top Related