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D-Marketing-02-Understanding SEO and Keywords.pptx

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Dr. Sajjad Ahmad
Dr. Sajjad Ahmad

The document discusses the importance of keywords in SEO and provides best practices for keyword research, selection, mapping to webpages, and ongoing optimization. It explains how to categorize keywords as primary, secondary or LSI, and outlines tools for keyword research and an Excel template for organizing keywords. Proper keyword selection and mapping are emphasized as crucial elements of a successful SEO strategy.

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Understanding SEO and Keywords Dr. Sajjad Ahmad
Keywords: Introduction, Purpose, Types of keywords (primary, secondary, LSI keywords),
SEO Keywords: Introduction • Search Engine Optimization (SEO) • SEO is a fundamental aspect of enhancing a website's visibility and ranking on search engines. One crucial element of SEO is understanding and effectively utilizing "keywords." • Keywords: A Vital Term • Keywords are words or phrases that people type into search engines to reach specific content, articles, or information. • In SEO, keywords are fundamental as they determine how well your content is discovered by search engines. • They hold immense importance for search engines because when an individual searches for something, they typically use one or more keywords. • These keywords help search engines determine the most relevant and useful results to display.
Purpose of Keywords • - Purpose of Keywords: • - Improve Search Visibility: Help your content to be found by your target audience. • - Drive Traffic: Attract more visitors to your website. • - Enhance Relevance: Ensure that your content is relevant to what users are searching for.
Types of Keywords • Primary Keywords: • - Main keywords that directly represent your content. • Secondary Keywords: • - Supporting keywords related to your primary keywords. • LSI (Latent Semantic Indexing) Keywords: • - Contextually related keywords that enhance the overall relevancy of your content.
Examples • Primary Keywords • "Digital Marketing Strategies" • "Healthy Vegan Recipes" • "Mobile App Development Guide" • Secondary Keywords • 1. "Social media marketing techniques" • 2. "Quick and easy vegan recipes" • 3. "Best practices for mobile app UI design" • LSI (Latent Semantic Indexing) Keywords • 1. "Social media engagement" • 2. "Plant-based diet ideas" • 3. "User-friendly mobile app interface"
SEO: Keyword Research and Planner Tools • - Keyword Researching and Planner Tools: • - Google Keyword Planner: Helps in finding relevant keywords and estimating their search volume. • Create your account. Set a budget. Write an ad & decide where you would like it to appear. Show ads to more customers on Google when they search for your products or services. Promote Your Website. Appear On Google Search. • - SEMrush: Provides insights into competitor keywords and helps in finding profitable keywords. • used for keyword research, competitive analysis, site audits, backlink tracking, and comprehensive online visibility insights. • - Moz Keyword Explorer: Offers keyword suggestions and helps in analyzing keyword difficulty. • Research your competitors, find traffic-driving keywords, build quality backlinks & more. Huge keyword databases: relevant, complete, accurate. 20B keywords with the recent data. 140+ geo databases. 20+ billion keywords
Other 3rd Party Tools and Desktop Applications • - Other Tools: • - Ahrefs: Assists in competitive analysis and keyword research. • - Ubersuggest: Provides keyword ideas and content ideas for better SEO. • - KeywordTool.io: Helps generate long-tail keywords for better targeting.
Mapping Keywords to Webpage • - Mapping Keywords to Webpage: • - Assign relevant keywords to specific webpages based on their content and purpose. • - Ensure that keywords align with the content to improve SEO rankings.
Mapping Keyword Keyword mapping is a crucial process in SEO that involves associating specific keywords with relevant pages on a website. This ensures that each webpage is optimized for specific target keywords. Here are the steps to perform keyword mapping effectively: 1. Keyword Research: Conduct comprehensive keyword research to identify potential keywords relevant to your website's content, services, or products. 2. Website Content Analysis: Evaluate existing content on your website to understand its relevance to potential keywords and identify gaps that need to be filled. 3. Grouping Keywords: Categorize keywords into groups based on similarity and relevance. Grouping helps in organizing and managing the keywords effectively. 4. Assigning Landing Pages: Determine the most appropriate landing pages for each keyword group. Match keywords to specific pages that align with the intent and content. 5. Creating a Keyword Map: Develop a visual or tabular representation (a keyword map) that clearly shows the relationships between keywords and their respective landing pages. 6. Mapping Primary Keywords: Assign primary target keywords to the most relevant landing pages. These are the main keywords you want each page to rank for.
Mapping Keyword 7. Mapping Secondary Keywords: Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking potential of the page. 8. Mapping LSI Keywords: Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and relevance to the main keywords. 9. Review and Optimization: Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta tags, content, and other on-page elements accordingly. 10. Implementation: Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural and seamless integration of keywords within the content. 11. Tracking and Monitoring: Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and refinements as needed based on performance data. 12. Iterative Process: Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in keyword trends, competitive analysis, and website updates.
• Mapping Secondary Keywords: • Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking potential of the page. • Mapping LSI Keywords: • Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and relevance to the main keywords. • Review and Optimization: • Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta tags, content, and other on-page elements accordingly. • Implementation: • Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural and seamless integration of keywords within the content. • Tracking and Monitoring: • Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and refinements as needed based on performance data. • Iterative Process: • Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in keyword trends, competitive analysis, and website updates.
Segregation of High and Low Priority Keywords • - Segregation of Keywords: Segregation of keywords into high and low priority helps in organizing your SEO strategy and content creation efforts. Here's how you can segregate them: • - Identify high-priority keywords that align with your business goals and focus on optimizing them first. • - Low-priority keywords can be optimized later based on resources and objectives.
High Priority Keywords • 1. Relevance and Core Content: • - Primary Keywords • - Key phrases directly relevant to your content and mission. • - Words or phrases that best describe your product, service, or content. • 2. High Search Volume: • - Keywords with a significant search volume. • - Phrases that users commonly search for. • 3. Conversion Keywords: • - Keywords that are likely to lead to conversions or desired actions. • - Specific product names or action-oriented phrases (e.g., "buy now," "download," "sign up").
Low Priority Keywords • 1. Long-Tail Keywords: • - Lengthy phrases or questions with lower search volume but higher specificity. • - Keywords that address a niche audience or specific queries. • 2. Generic or Broad Keywords: • - General terms with a broad meaning. • - Keywords that are more competitive and might be harder to rank for. • 3. Less Relevant Keywords: • - Keywords that are related but not directly aligned with your core content. • - Phrases that have some relevance but are not central to your content or goals.
Excel File of Keywords • - Excel File of Keywords: • - Create an organized Excel sheet to keep track of your keywords, search volume, competition, and performance metrics. • - Helps in efficient keyword management and analysis. • In this Excel file, you can add, edit, and manage your keywords, making it a valuable tool for your SEO efforts. Adjust the columns and information based on your specific requirements and SEO strategy.
Excel File of Keywords: Structure 1.Keyword: Column to list the actual keywords (primary, secondary, LSI, etc.). 2.Type: Specify the type of keyword (primary, secondary, LSI, etc.). 3.Search Volume: Estimated number of monthly searches for that keyword. 4.Competition: Level of competition for ranking for this keyword (e.g., low, medium, high). 5.CPC (Cost Per Click): The cost per click if using paid advertising for this keyword. 6.Relevance: How relevant the keyword is to your content or target audience (e.g., highly relevant, relevant, somewhat relevant). 7.Priority: Assign a priority level (high, medium, low) based on your strategy. 8.Page URL: The specific webpage associated with the keyword. 9.Notes: Any additional notes or context related to the keyword.
Sample Excel File
Uses of Formulas to Find Best Keywords • - Uses of Formulas: • - Formulas in Excel can be used to calculate keyword competitiveness, prioritize keywords, and assess potential ROI. • - Examples: Keyword Difficulty Calculation, ROI based on Search Volume and Conversion Rates.
Formulas to Find Best Keywords : Examples • - Formula: `KEI = (Search Volume^2) / Competition` • - Usage: Higher KEI values indicate better opportunities - finding keywords with high search volume and low competition. 1. Keyword Efficiency Index (KEI): • - Formula: `CTR = (Clicks / Impressions) 100` • - Usage: Estimate CTR for keywords to identify potential high-performing keywords. 2. Click-Through Rate (CTR) Estimation: • - Formula: `CR = (Conversions / Clicks) 100` • - Usage: Estimate conversion rates for keywords to prioritize those with higher potential for conversions. 3. Conversion Rate (CR) Estimation: • - Formula: `CPC = Cost / Clicks` • - Usage: Estimate the cost per click for keywords to evaluate budget allocation. 4. Cost Per Click (CPC) Estimation:
Formulas to Find Best Keywords : Examples 5. Return on Investment (ROI) Estimation: •- Formula: `ROI = ((Revenue - Cost) / Cost) 100` •- Usage: Estimate ROI for keywords based on expected revenue and costs. 6. Keyword Density: •- Formula: `Keyword Density = (Number of keyword occurrences / Total word count) 100` •- Usage: Assess keyword density to ensure an appropriate keyword-to-content ratio. 7. Long-Tail Keyword Identification: •- Formula: Varies based on criteria, e.g., identifying keywords with more than a specific number of words. •- Usage: Identify and prioritize long-tail keywords for specific targeting. 8. Average Position Calculation: •- Formula: `Average Position = (Sum of all positions) / Number of keywords` •- Usage: Calculate the average ranking position of keywords to evaluate performance.
Q&A • - Open the floor for any questions or discussions regarding SEO, keywords, or related topics.

More Related Content

D-Marketing-02-Understanding SEO and Keywords.pptx

  • 2. Keywords: Introduction, Purpose, Types of keywords (primary, secondary, LSI keywords),
  • 3. SEO Keywords: Introduction • Search Engine Optimization (SEO) • SEO is a fundamental aspect of enhancing a website's visibility and ranking on search engines. One crucial element of SEO is understanding and effectively utilizing "keywords." • Keywords: A Vital Term • Keywords are words or phrases that people type into search engines to reach specific content, articles, or information. • In SEO, keywords are fundamental as they determine how well your content is discovered by search engines. • They hold immense importance for search engines because when an individual searches for something, they typically use one or more keywords. • These keywords help search engines determine the most relevant and useful results to display.
  • 4. Purpose of Keywords • - Purpose of Keywords: • - Improve Search Visibility: Help your content to be found by your target audience. • - Drive Traffic: Attract more visitors to your website. • - Enhance Relevance: Ensure that your content is relevant to what users are searching for.
  • 5. Types of Keywords • Primary Keywords: • - Main keywords that directly represent your content. • Secondary Keywords: • - Supporting keywords related to your primary keywords. • LSI (Latent Semantic Indexing) Keywords: • - Contextually related keywords that enhance the overall relevancy of your content.
  • 6. Examples • Primary Keywords • "Digital Marketing Strategies" • "Healthy Vegan Recipes" • "Mobile App Development Guide" • Secondary Keywords • 1. "Social media marketing techniques" • 2. "Quick and easy vegan recipes" • 3. "Best practices for mobile app UI design" • LSI (Latent Semantic Indexing) Keywords • 1. "Social media engagement" • 2. "Plant-based diet ideas" • 3. "User-friendly mobile app interface"
  • 7. SEO: Keyword Research and Planner Tools • - Keyword Researching and Planner Tools: • - Google Keyword Planner: Helps in finding relevant keywords and estimating their search volume. • Create your account. Set a budget. Write an ad & decide where you would like it to appear. Show ads to more customers on Google when they search for your products or services. Promote Your Website. Appear On Google Search. • - SEMrush: Provides insights into competitor keywords and helps in finding profitable keywords. • used for keyword research, competitive analysis, site audits, backlink tracking, and comprehensive online visibility insights. • - Moz Keyword Explorer: Offers keyword suggestions and helps in analyzing keyword difficulty. • Research your competitors, find traffic-driving keywords, build quality backlinks & more. Huge keyword databases: relevant, complete, accurate. 20B keywords with the recent data. 140+ geo databases. 20+ billion keywords
  • 8. Other 3rd Party Tools and Desktop Applications • - Other Tools: • - Ahrefs: Assists in competitive analysis and keyword research. • - Ubersuggest: Provides keyword ideas and content ideas for better SEO. • - KeywordTool.io: Helps generate long-tail keywords for better targeting.
  • 9. Mapping Keywords to Webpage • - Mapping Keywords to Webpage: • - Assign relevant keywords to specific webpages based on their content and purpose. • - Ensure that keywords align with the content to improve SEO rankings.
  • 10. Mapping Keyword Keyword mapping is a crucial process in SEO that involves associating specific keywords with relevant pages on a website. This ensures that each webpage is optimized for specific target keywords. Here are the steps to perform keyword mapping effectively: 1. Keyword Research: Conduct comprehensive keyword research to identify potential keywords relevant to your website's content, services, or products. 2. Website Content Analysis: Evaluate existing content on your website to understand its relevance to potential keywords and identify gaps that need to be filled. 3. Grouping Keywords: Categorize keywords into groups based on similarity and relevance. Grouping helps in organizing and managing the keywords effectively. 4. Assigning Landing Pages: Determine the most appropriate landing pages for each keyword group. Match keywords to specific pages that align with the intent and content. 5. Creating a Keyword Map: Develop a visual or tabular representation (a keyword map) that clearly shows the relationships between keywords and their respective landing pages. 6. Mapping Primary Keywords: Assign primary target keywords to the most relevant landing pages. These are the main keywords you want each page to rank for.
  • 11. Mapping Keyword 7. Mapping Secondary Keywords: Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking potential of the page. 8. Mapping LSI Keywords: Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and relevance to the main keywords. 9. Review and Optimization: Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta tags, content, and other on-page elements accordingly. 10. Implementation: Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural and seamless integration of keywords within the content. 11. Tracking and Monitoring: Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and refinements as needed based on performance data. 12. Iterative Process: Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in keyword trends, competitive analysis, and website updates.
  • 12. • Mapping Secondary Keywords: • Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking potential of the page. • Mapping LSI Keywords: • Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and relevance to the main keywords. • Review and Optimization: • Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta tags, content, and other on-page elements accordingly. • Implementation: • Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural and seamless integration of keywords within the content. • Tracking and Monitoring: • Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and refinements as needed based on performance data. • Iterative Process: • Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in keyword trends, competitive analysis, and website updates.
  • 13. Segregation of High and Low Priority Keywords • - Segregation of Keywords: Segregation of keywords into high and low priority helps in organizing your SEO strategy and content creation efforts. Here's how you can segregate them: • - Identify high-priority keywords that align with your business goals and focus on optimizing them first. • - Low-priority keywords can be optimized later based on resources and objectives.
  • 14. High Priority Keywords • 1. Relevance and Core Content: • - Primary Keywords • - Key phrases directly relevant to your content and mission. • - Words or phrases that best describe your product, service, or content. • 2. High Search Volume: • - Keywords with a significant search volume. • - Phrases that users commonly search for. • 3. Conversion Keywords: • - Keywords that are likely to lead to conversions or desired actions. • - Specific product names or action-oriented phrases (e.g., "buy now," "download," "sign up").
  • 15. Low Priority Keywords • 1. Long-Tail Keywords: • - Lengthy phrases or questions with lower search volume but higher specificity. • - Keywords that address a niche audience or specific queries. • 2. Generic or Broad Keywords: • - General terms with a broad meaning. • - Keywords that are more competitive and might be harder to rank for. • 3. Less Relevant Keywords: • - Keywords that are related but not directly aligned with your core content. • - Phrases that have some relevance but are not central to your content or goals.
  • 16. Excel File of Keywords • - Excel File of Keywords: • - Create an organized Excel sheet to keep track of your keywords, search volume, competition, and performance metrics. • - Helps in efficient keyword management and analysis. • In this Excel file, you can add, edit, and manage your keywords, making it a valuable tool for your SEO efforts. Adjust the columns and information based on your specific requirements and SEO strategy.
  • 17. Excel File of Keywords: Structure 1.Keyword: Column to list the actual keywords (primary, secondary, LSI, etc.). 2.Type: Specify the type of keyword (primary, secondary, LSI, etc.). 3.Search Volume: Estimated number of monthly searches for that keyword. 4.Competition: Level of competition for ranking for this keyword (e.g., low, medium, high). 5.CPC (Cost Per Click): The cost per click if using paid advertising for this keyword. 6.Relevance: How relevant the keyword is to your content or target audience (e.g., highly relevant, relevant, somewhat relevant). 7.Priority: Assign a priority level (high, medium, low) based on your strategy. 8.Page URL: The specific webpage associated with the keyword. 9.Notes: Any additional notes or context related to the keyword.
  • 19. Uses of Formulas to Find Best Keywords • - Uses of Formulas: • - Formulas in Excel can be used to calculate keyword competitiveness, prioritize keywords, and assess potential ROI. • - Examples: Keyword Difficulty Calculation, ROI based on Search Volume and Conversion Rates.
  • 20. Formulas to Find Best Keywords : Examples • - Formula: `KEI = (Search Volume^2) / Competition` • - Usage: Higher KEI values indicate better opportunities - finding keywords with high search volume and low competition. 1. Keyword Efficiency Index (KEI): • - Formula: `CTR = (Clicks / Impressions) 100` • - Usage: Estimate CTR for keywords to identify potential high-performing keywords. 2. Click-Through Rate (CTR) Estimation: • - Formula: `CR = (Conversions / Clicks) 100` • - Usage: Estimate conversion rates for keywords to prioritize those with higher potential for conversions. 3. Conversion Rate (CR) Estimation: • - Formula: `CPC = Cost / Clicks` • - Usage: Estimate the cost per click for keywords to evaluate budget allocation. 4. Cost Per Click (CPC) Estimation:
  • 21. Formulas to Find Best Keywords : Examples 5. Return on Investment (ROI) Estimation: •- Formula: `ROI = ((Revenue - Cost) / Cost) 100` •- Usage: Estimate ROI for keywords based on expected revenue and costs. 6. Keyword Density: •- Formula: `Keyword Density = (Number of keyword occurrences / Total word count) 100` •- Usage: Assess keyword density to ensure an appropriate keyword-to-content ratio. 7. Long-Tail Keyword Identification: •- Formula: Varies based on criteria, e.g., identifying keywords with more than a specific number of words. •- Usage: Identify and prioritize long-tail keywords for specific targeting. 8. Average Position Calculation: •- Formula: `Average Position = (Sum of all positions) / Number of keywords` •- Usage: Calculate the average ranking position of keywords to evaluate performance.
  • 22. Q&A • - Open the floor for any questions or discussions regarding SEO, keywords, or related topics.