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SEO Crash Course: Keyword Tune-Up

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Stoney deGeyter
Stoney deGeyter

Keyword research is the foundation for effective inbound marketing and search engine optimization. It involves finding core terms and related search phrases that are relevant to your business and audience. Core terms are the most essential keywords for your site's content and targeting, while search phrases include additional qualifiers and variations to capture relevant searches. Effective keyword research requires analyzing industry terminology, competitor content, internal site data, and keyword tools to map terms to your site's content and information needs.

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SEARCH RANKING CRASH COURSE @PolePositionMkg #SearchRankCC
KEYWORD TUNE-UP FIND, ORGANIZE AND USE KEYWORDS FOR EFFECTIVE INBOUND MARKETING @PolePositionMkg #SearchRankCC 2
KEYWORD RESEARCH: INTRODUCTION Keyword research is… Confusing… Frustrating… Annoying Perplexing Baffling Cumbersome Discouraging Perturbing Burdensome All research and no play makes Jack a dull boy.
KEYWORD RESEARCH: INTRODUCTION Keywords are your foundation
Every keyword search starts with KEYWORD RESEARCH: INTRODUCTION a desire Questions Who What How When Where Why Education News Recent How to Ways to Ideas for about events Shopping Price Trust Policies Shipping
Keywords help you know your audience KEYWORD RESEARCH: INTRODUCTION Searcher Interest Need Business Education Strategy Students Information Direction Hobbyists Ideas Community Every SEARCHER has an INTEREST in a specific NEED
Keywords help you target KEYWORD RESEARCH: INTRODUCTION your audience How your audience searches words they use search volume What your audience wants important terminology searcher intent Speak your audience’s language content development search engine optimization
How we search with keywords KEYWORD RESEARCH: INTRODUCTION How People Search 1 word 2 words 3 words 4 words 5 words 6 words 7 + words 5% 6% 20% 9% 15% 23% 22% Source: Onestat
Cycle of search activity KEYWORD RESEARCH: INTRODUCTION Until SEARCHES GOALS start with achieved an idea SEARCHER SEARCH Learns and RESULTS Searches provide Again answers SEARCHER gains knowledge
Not all keywords are the same KEYWORD RESEARCH: INTRODUCTION Single- • High volume, low targeted traffic • Answers “about” type questions word • Low ROI • Target as secondary Info Multi- queries word • Lower search volume, Higher targeting • Actively searched phrases • Start with lower-hanging fruit • Plurals, singulars and stems • Changed word order Search Phrase volume variations • Analyze for convertability • Geo-targeting improves conversions • Eliminate phrases that don’t convert • Add geo-qualifiers as necessary Convert- Localized ability
Keyword Tune-Up, Step 1 Find Your Core Terms
What are core terms? KEYWORD RESEARCH: CORE TERMS ski Are Are Not Water bottle Baby bedding Garage plans School supplies Ski gear Cost segmentation Battery Motorcycle battery Battery charger Flowmeters Snowmobile clothing Plastic key cards
Why single words don’t work KEYWORD RESEARCH: CORE TERMS What do these words have in common? Bag Bag of Bean Lady Worms Bag Sandwich Sleeping Duffel Bag Bag Bag
What terms are used in Start to brainstorm KEYWORD RESEARCH: CORE TERMS industry glossaries and reference materials? What is the average What can I find in customer searching thesauri, taxonomies for? and ontologies? What related categories can I find in search directories? What are my visitors trying to Are there any accomplish? geographical phrases that are relevant? What questions are my visitors What terminology asking? describes problems I solve? What solutions do I provide?
Learn from your competition KEYWORD RESEARCH: CORE TERMS Title tags Meta keywords Meta description Text Navigation
KEYWORD RESEARCH: CORE TERMS Use research tools Keyword Discovery Google Adwords Wordtracker
Investigate server logs KEYWORD RESEARCH: CORE TERMS Traffic Conversions Variations
Just the facts core terms, ma’am! KEYWORD RESEARCH: CORE TERMS No Wholesale qualifiers Rolling Honda Large Waterproof supply No stems supplies teach teacher teaching No trademark infringement!
Map core terms to site content KEYWORD RESEARCH: CORE TERMS Buy Blue Widgets California Widgets How to Use Widgets Red Widget Review Discount Widgets Custom Widget Design
Keyword Tune-Up, Step 2 Uncover Valuable Search Phrases
What a core term isn’t KEYWORD RESEARCH: SEARCH PHRASES a search phase is core + Wholesale Rolling qualifiers Honda Large Waterproof core + supplies stems teacher teaching
Core vs. phrases KEYWORD RESEARCH: SEARCH PHRASES school supplies school school discount store school supplies supply supply home school supplies
Where to find search phrases KEYWORD RESEARCH: SEARCH PHRASES Competitors Search AdWords Suggest In-Site Keyword Make crap Search Tools up
Can you have too many? HOW MUCH IS ENOUGH? Elimination Evaluation
KEYWORD RESEARCH: SEARCH PHRASES Good keywords float to the top
Take out the garbage KEYWORD RESEARCH: SEARCH PHRASES free uk unrelated untargeted inaccurate cheap bad changed ridiculously grammar context long search nonsensical operators
Four prioritization factors KEYWORD RESEARCH: SEARCH PHRASES Search Target Profit Meet volume Audience Margin Demand • How often? • Better conversions • Better conversions • Avoid driving • Low volume = low • Better targeted = • Higher markup traffic where results lower volume • More demand expected demand cannot be met
Look for ROI phrases KEYWORD RESEARCH: SEARCH PHRASES Trends • Intent • Gaps • Desire • Seasonal • Profits • Future Searcher ROI
Performance KEYWORD RESEARCH: SEARCH PHRASES matters More Exposure increases deceptively traffic & makes Low Exposure sales keywords look poor @PolePositionMkg #WebDriveEd
Don’t assume you know KEYWORD RESEARCH: SEARCH PHRASES searcher intent “cordless cordless telephone” “telephone headset? headset”
KEYWORD RESEARCH: SEARCH PHRASES
Keyword Tune-Up, Step 3 Organizing Keywords Into Targeted Groups
The search cycle KEYWORD RESEARCH: KEYWORD ORGANIZATION Interest Purchase Gather Exclude Research
How we search using keywords KEYWORD RESEARCH: KEYWORD ORGANIZATION • beauty products • facial cleansers • hair styles Specific Broad • reduce irritation • environmentally friendly Desires Topics • all natural Immediate Concerns • dry skin remedy • organic shower gel • look younger
Searcher shopping phases KEYWORD RESEARCH: KEYWORD ORGANIZATION Researchers Shoppers Buyers Research Shop Buy Info Purpose: Purpose: Purpose: Purpose: Deciding on Comparing Looking at Seeking Needs Aspects Specifics Knowledge Pass visitors through each of the stages
Determine which pages work best KEYWORD RESEARCH: KEYWORD ORGANIZATION Research (main category) Shop Core Term (sub category) Buy (products)
KEYWORD RESEARCH: KEYWORD ORGANIZATION The one-keyword-per-page myth
Head vs. long-tail targeting KEYWORD RESEARCH: KEYWORD ORGANIZATION More volume More conversions
It’s all in how you group them KEYWORD RESEARCH: KEYWORD ORGANIZATION by relation… by meaning… Cheap Organic Present • discount • natural • gift • bargain • raw • surprise Basketball Foxtrot Oscars • baseball • Waltz • Grammys • football • Tango • Emmys
There’s more than one way KEYWORD RESEARCH: KEYWORD ORGANIZATION to group keywords Wheeled leather travel bag Wheeled travel Overnight travel bags bag on wheels Wheeled sports travel bag Travel bags Leather weekend travel bag Weekend travel Durable weekend bags travel bag Heavy duty weekend travel bag
KEYWORD RESEARCH: KEYWORD ORGANIZATION Keyword organization spreadsheet
You can combine keyword groups KEYWORD RESEARCH: KEYWORD ORGANIZATION Small groups (<10) Low search volume Single Group All fit the page
You can split keyword groups KEYWORD RESEARCH: KEYWORD ORGANIZATION Original Too many Differing Tighter Group phrases qualifiers focus
Keyword Tune-Up, Step 4 Putting Keywords Into Action
All these keywords… where do you start? KEYWORD RESEARCH: KEYWORD IN ACTION Achievable Quickest results Most profitable
KEYWORD RESEARCH: KEYWORD IN ACTION What is it you really want? Traffic Sales
The not-enough-pages myth KEYWORD RESEARCH: KEYWORD IN ACTION Write Answer information questions articles Add Content Provide Expand on expert benefits advice Review products
KEYWORD RESEARCH: KEYWORD IN ACTION The paid search test
Sometimes you get it wrong KEYWORD RESEARCH: KEYWORD ORGANIZATION Poorly High Bounce Low Targeted Rates Conversions Get over it
Keyword tool numbers rarely measure up KEYWORD RESEARCH: KEYWORD IN ACTION
Keyword Tune-Up: Wrap up
KEYWORD RESEARCH: CONCLUSION Keyword research isn’t easy, but it is important
Don’t rush! Right is right. KEYWORD RESEARCH: CONCLUSION Research Analyze Eliminate Evaluate Document
KEYWORD RESEARCH: INTRODUCTION Cool! Keyword research is…
Thank You! Next Up Website Rebuild Creating a friendly site structure to improve search presence

More Related Content

SEO Crash Course: Keyword Tune-Up

  • 1. SEARCH RANKING CRASH COURSE @PolePositionMkg #SearchRankCC
  • 2. KEYWORD TUNE-UP FIND, ORGANIZE AND USE KEYWORDS FOR EFFECTIVE INBOUND MARKETING @PolePositionMkg #SearchRankCC 2
  • 3. KEYWORD RESEARCH: INTRODUCTION Keyword research is… Confusing… Frustrating… Annoying Perplexing Baffling Cumbersome Discouraging Perturbing Burdensome All research and no play makes Jack a dull boy.
  • 5. Every keyword search starts with KEYWORD RESEARCH: INTRODUCTION a desire Questions Who What How When Where Why Education News Recent How to Ways to Ideas for about events Shopping Price Trust Policies Shipping
  • 6. Keywords help you know your audience KEYWORD RESEARCH: INTRODUCTION Searcher Interest Need Business Education Strategy Students Information Direction Hobbyists Ideas Community Every SEARCHER has an INTEREST in a specific NEED
  • 7. Keywords help you target KEYWORD RESEARCH: INTRODUCTION your audience How your audience searches words they use search volume What your audience wants important terminology searcher intent Speak your audience’s language content development search engine optimization
  • 8. How we search with keywords KEYWORD RESEARCH: INTRODUCTION How People Search 1 word 2 words 3 words 4 words 5 words 6 words 7 + words 5% 6% 20% 9% 15% 23% 22% Source: Onestat
  • 9. Cycle of search activity KEYWORD RESEARCH: INTRODUCTION Until SEARCHES GOALS start with achieved an idea SEARCHER SEARCH Learns and RESULTS Searches provide Again answers SEARCHER gains knowledge
  • 10. Not all keywords are the same KEYWORD RESEARCH: INTRODUCTION Single- • High volume, low targeted traffic • Answers “about” type questions word • Low ROI • Target as secondary Info Multi- queries word • Lower search volume, Higher targeting • Actively searched phrases • Start with lower-hanging fruit • Plurals, singulars and stems • Changed word order Search Phrase volume variations • Analyze for convertability • Geo-targeting improves conversions • Eliminate phrases that don’t convert • Add geo-qualifiers as necessary Convert- Localized ability
  • 11. Keyword Tune-Up, Step 1 Find Your Core Terms
  • 12. What are core terms? KEYWORD RESEARCH: CORE TERMS ski Are Are Not Water bottle Baby bedding Garage plans School supplies Ski gear Cost segmentation Battery Motorcycle battery Battery charger Flowmeters Snowmobile clothing Plastic key cards
  • 13. Why single words don’t work KEYWORD RESEARCH: CORE TERMS What do these words have in common? Bag Bag of Bean Lady Worms Bag Sandwich Sleeping Duffel Bag Bag Bag
  • 14. What terms are used in Start to brainstorm KEYWORD RESEARCH: CORE TERMS industry glossaries and reference materials? What is the average What can I find in customer searching thesauri, taxonomies for? and ontologies? What related categories can I find in search directories? What are my visitors trying to Are there any accomplish? geographical phrases that are relevant? What questions are my visitors What terminology asking? describes problems I solve? What solutions do I provide?
  • 15. Learn from your competition KEYWORD RESEARCH: CORE TERMS Title tags Meta keywords Meta description Text Navigation
  • 16. KEYWORD RESEARCH: CORE TERMS Use research tools Keyword Discovery Google Adwords Wordtracker
  • 17. Investigate server logs KEYWORD RESEARCH: CORE TERMS Traffic Conversions Variations
  • 18. Just the facts core terms, ma’am! KEYWORD RESEARCH: CORE TERMS No Wholesale qualifiers Rolling Honda Large Waterproof supply No stems supplies teach teacher teaching No trademark infringement!
  • 19. Map core terms to site content KEYWORD RESEARCH: CORE TERMS Buy Blue Widgets California Widgets How to Use Widgets Red Widget Review Discount Widgets Custom Widget Design
  • 20. Keyword Tune-Up, Step 2 Uncover Valuable Search Phrases
  • 21. What a core term isn’t KEYWORD RESEARCH: SEARCH PHRASES a search phase is core + Wholesale Rolling qualifiers Honda Large Waterproof core + supplies stems teacher teaching
  • 22. Core vs. phrases KEYWORD RESEARCH: SEARCH PHRASES school supplies school school discount store school supplies supply supply home school supplies
  • 23. Where to find search phrases KEYWORD RESEARCH: SEARCH PHRASES Competitors Search AdWords Suggest In-Site Keyword Make crap Search Tools up
  • 24. Can you have too many? HOW MUCH IS ENOUGH? Elimination Evaluation
  • 25. KEYWORD RESEARCH: SEARCH PHRASES Good keywords float to the top
  • 26. Take out the garbage KEYWORD RESEARCH: SEARCH PHRASES free uk unrelated untargeted inaccurate cheap bad changed ridiculously grammar context long search nonsensical operators
  • 27. Four prioritization factors KEYWORD RESEARCH: SEARCH PHRASES Search Target Profit Meet volume Audience Margin Demand • How often? • Better conversions • Better conversions • Avoid driving • Low volume = low • Better targeted = • Higher markup traffic where results lower volume • More demand expected demand cannot be met
  • 28. Look for ROI phrases KEYWORD RESEARCH: SEARCH PHRASES Trends • Intent • Gaps • Desire • Seasonal • Profits • Future Searcher ROI
  • 29. Performance KEYWORD RESEARCH: SEARCH PHRASES matters More Exposure increases deceptively traffic & makes Low Exposure sales keywords look poor @PolePositionMkg #WebDriveEd
  • 30. Don’t assume you know KEYWORD RESEARCH: SEARCH PHRASES searcher intent “cordless cordless telephone” “telephone headset? headset”
  • 32. Keyword Tune-Up, Step 3 Organizing Keywords Into Targeted Groups
  • 33. The search cycle KEYWORD RESEARCH: KEYWORD ORGANIZATION Interest Purchase Gather Exclude Research
  • 34. How we search using keywords KEYWORD RESEARCH: KEYWORD ORGANIZATION • beauty products • facial cleansers • hair styles Specific Broad • reduce irritation • environmentally friendly Desires Topics • all natural Immediate Concerns • dry skin remedy • organic shower gel • look younger
  • 35. Searcher shopping phases KEYWORD RESEARCH: KEYWORD ORGANIZATION Researchers Shoppers Buyers Research Shop Buy Info Purpose: Purpose: Purpose: Purpose: Deciding on Comparing Looking at Seeking Needs Aspects Specifics Knowledge Pass visitors through each of the stages
  • 36. Determine which pages work best KEYWORD RESEARCH: KEYWORD ORGANIZATION Research (main category) Shop Core Term (sub category) Buy (products)
  • 37. KEYWORD RESEARCH: KEYWORD ORGANIZATION The one-keyword-per-page myth
  • 38. Head vs. long-tail targeting KEYWORD RESEARCH: KEYWORD ORGANIZATION More volume More conversions
  • 39. It’s all in how you group them KEYWORD RESEARCH: KEYWORD ORGANIZATION by relation… by meaning… Cheap Organic Present • discount • natural • gift • bargain • raw • surprise Basketball Foxtrot Oscars • baseball • Waltz • Grammys • football • Tango • Emmys
  • 40. There’s more than one way KEYWORD RESEARCH: KEYWORD ORGANIZATION to group keywords Wheeled leather travel bag Wheeled travel Overnight travel bags bag on wheels Wheeled sports travel bag Travel bags Leather weekend travel bag Weekend travel Durable weekend bags travel bag Heavy duty weekend travel bag
  • 41. KEYWORD RESEARCH: KEYWORD ORGANIZATION Keyword organization spreadsheet
  • 42. You can combine keyword groups KEYWORD RESEARCH: KEYWORD ORGANIZATION Small groups (<10) Low search volume Single Group All fit the page
  • 43. You can split keyword groups KEYWORD RESEARCH: KEYWORD ORGANIZATION Original Too many Differing Tighter Group phrases qualifiers focus
  • 44. Keyword Tune-Up, Step 4 Putting Keywords Into Action
  • 45. All these keywords… where do you start? KEYWORD RESEARCH: KEYWORD IN ACTION Achievable Quickest results Most profitable
  • 46. KEYWORD RESEARCH: KEYWORD IN ACTION What is it you really want? Traffic Sales
  • 47. The not-enough-pages myth KEYWORD RESEARCH: KEYWORD IN ACTION Write Answer information questions articles Add Content Provide Expand on expert benefits advice Review products
  • 48. KEYWORD RESEARCH: KEYWORD IN ACTION The paid search test
  • 49. Sometimes you get it wrong KEYWORD RESEARCH: KEYWORD ORGANIZATION Poorly High Bounce Low Targeted Rates Conversions Get over it
  • 50. Keyword tool numbers rarely measure up KEYWORD RESEARCH: KEYWORD IN ACTION
  • 52. KEYWORD RESEARCH: CONCLUSION Keyword research isn’t easy, but it is important
  • 53. Don’t rush! Right is right. KEYWORD RESEARCH: CONCLUSION Research Analyze Eliminate Evaluate Document
  • 54. KEYWORD RESEARCH: INTRODUCTION Cool! Keyword research is…
  • 55. Thank You! Next Up Website Rebuild Creating a friendly site structure to improve search presence