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Master Your Keyword Strategy | LogicClassroom by Boston Logic
 

Master Your Keyword Strategy | LogicClassroom by Boston Logic

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Boston Logic's Senior Marketing Associate, Angela Davis, talks about the techniques and tools behind building and monitoring an effective keyword strategy to help your website rank higher in search ...

Boston Logic's Senior Marketing Associate, Angela Davis, talks about the techniques and tools behind building and monitoring an effective keyword strategy to help your website rank higher in search engines.

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    Master Your Keyword Strategy | LogicClassroom by Boston Logic Master Your Keyword Strategy | LogicClassroom by Boston Logic Presentation Transcript

    • T: 617.266.9166
      www.bostonlogic.com
      Master Your Keyword Strategy!
      Presented by: Angela Davis, Senior Marketing Associate
    • CLASSROOM OVERVIEW
      T: 617.266.9166
      www.bostonlogic.com
    • What is a Keyword [a.k.a. Key Phrase]?
      Words or Phrases Your Clients Would Use While Searching for Your Products, Services, or Website. (or While Looking for Solutions to Their Problems)
      Also Used by Search Engines to Index Your Site / Determine What Each Page is About.
      The Foundation of Your SEO & PPC Campaigns.
      By Creating a Highly Relevant Keyword List, Your Site & Ads will be Shown to the Most Interested Users and Improve the Performance of Your Site!
      T: 617.266.9166
      www.bostonlogic.com
    • “Long Tail” & “Halo” Terms
      “Long Tail Keywords” are More Targeted (3+ Word Phrases)(Ex. “Luxury Apartments in Beacon Hill” vs. “Boston Apartments”)
      “Halo Keywords” are Variations of those Keywords.You will naturally rank for these other terms over time by using them in your content.
      T: 617.266.9166
      www.bostonlogic.com
    • DEVELOPING A KEYWORD LIST
      Step 1: Brainstorm! Ask Yourself Some Basic Questions
      T: 617.266.9166
      www.bostonlogic.com
    • Where Are You?
      Where is Your Office Located?
      What Geographic Areas You Are Willing To Travel To In Order To Serve Your Clients?
      Where are Your Potential Clients Located?(Ex.: Do You Help People Relocate From Other States / Countries?)
      Are You Trying to Expand Your Service Area?
      This will help you begin thinking of location-based keywords.
      T: 617.266.9166
      www.bostonlogic.com
    • What Do You Do?
      What Are Your Products / Services?
      What Is Your Industry Niche?
      What Makes You Unique from Your Competitors?
      Why Would Someone Choose You Over Your Competitors?
      (Better Value, Better Service, More Experience, More Fun, etc.)
      This will help you begin thinking of industry-based keywords.
      T: 617.266.9166
      www.bostonlogic.com
    • Who Are Your Clients?
      What Problems Do Your Products / Services Solve?
      Who Have Been Your Favorite Clients in the Past? Why?
      Who Have Been Your LEAST Favorite Clients in the Past? Why?
      What Words or Phrases Might a Client Use While Looking for Your Products / Services (or a solution to their problem)?
      Try to Put Yourself in a Potential Client’s Shoes!
      They Might Not Know the Industry Terminology You Do!
      T: 617.266.9166
      www.bostonlogic.com
    • DEVELOPING A KEYWORD LIST
      Step 2: Do Some Investigating!
      T: 617.266.9166
      www.bostonlogic.com
    • Check Out The Competition
      View the Websites + Social Media Profiles of Your Competitors + Industry Leaders.
      Companies in Your Area Offering Similar Products + Services.
      Companies in Your Industry but in Different Locations Than You.
      TAKE NOTE:
      • What You Like / Dislike About Each Site As a User at First Glance?
      • How Do They Organize Their Information?
      T: 617.266.9166
      www.bostonlogic.com
    • Spy on Your Competition with Source Codes!
      Reading Source Code Data can Provide More Insight!
      Visit the Home Page + Other Pages You Are Interested In.
      In the Navigation Bar of Your Browser, Click ‘View’.
      Look for ‘View Source Code’ or ‘View Source’ Option & Select.
      T: 617.266.9166
      www.bostonlogic.com
    • ‘Cracking the Code’ Is Pretty Easy…
      Look for the Meta Title & Description & Keywords.
      Some Websites Don’t Have Them.
      Often Similar to Front-End Content, but Not Always.
      T: 617.266.9166
      www.bostonlogic.com
    • Do What Your Clients Will Do - Google It!
      Don’t Forget to Test Your Keywords in the Major Search Engines!
      View the Paid Ads +Organic Results for Each Term.
      Are The Results What You Expected? Who’s Ranking Highest?
      TAKE NOTE:
      • Of the Page Titles & Descriptions You Are Seeing in the Top Results!
      T: 617.266.9166
      www.bostonlogic.com
    • DEVELOPING A KEYWORD LIST
      Step 3: Organizing Your Information
      T: 617.266.9166
      www.bostonlogic.com
    • Step 3: Organize Your Information
      Create a Spreadsheet Listing All Your Keywords / Phrases So Far.
      Be Sure to Include:
      Areas / Locations You Serve
      Words for Products & Services
      Industry Terms & Layman Terms
      Words Your Discovered During List Creation Phase
      Sort Your List:
      Sort Alphabetically to Help See ‘Holes’ in List
      If You Serve a Large Area, Make a List for Each Regionfor Locally-Targeted Marketing
      This Will Be the Foundation for the Next Step: Keyword Research.
      T: 617.266.9166
      www.bostonlogic.com
    • THE SCIENCE OF KEYWORD RESEARCH
      How-To + Tools To Help!
      T: 617.266.9166
      www.bostonlogic.com
    • Free Keyword Research Tools
      Best FREE Option:
      Google Adwords Keyword Tool
      Other Places for Ideas & Research:
      Microsoft AdLab
      Google Trends
      Google Webmaster Tools
      Bing Webmaster Tools
      Twitter Trending Topics
      Other Social Media Channels
      T: 617.266.9166
      www.bostonlogic.com
    • Google Adwords Keyword Tool
      Google’s Keyword Tool will Suggest Related Terms:
      https://adwords.google.com/select/KeywordToolExternal
      Easily See Competition & Search Trends for Each Set of Terms
      T: 617.266.9166
      www.bostonlogic.com
    • Keyword Types for Google Adwords (PPC Ads)
      T: 617.266.9166
      www.bostonlogic.com
    • Google Adwords: Keyword Types Defined
      Broad Match =Default Option, Enter Words Normally
      Ex. Keyword: tennis shoes
      Ads Appear: When query contains the words tennis and shoesin any order and can also be coupled with other terms. Also shows on similar or relevant terms.
      “Phrase Match” = Add “Quotations” Around Words
      Ex. Keyword: “tennis shoes”
      Ads Appear: When query contains the wordstennisshoesin that order only and can also have other terms before / after.
      [Exact Match] = Add Brackets Around Words
      Ex. Keyword: [tennis shoes]
      Ads Appear: When query contains only the words tennisshoesin that order and no other terms before or after.
      - Negative Keywords = Helps You Target Better!
      Ex. Keyword: -used
      Ads Appear: Ensures your ads won’t show up for queries that include these terms.
    • Narrowing Down Your List
      “Low-Hanging Fruit”
      High Local vs. Global Search Volume
      Mix of Long Tail Keywords & More Generic Terms
      Mix in Some Highly Competitive Terms(there’s a reason they’re popular!)
      T: 617.266.9166
      www.bostonlogic.com
    • Narrowing Down Your List
      T: 617.266.9166
      www.bostonlogic.com
    • Implementing Your Keyword Strategy
      Getting Your Keywords on Your Site!
      T: 617.266.9166
      www.bostonlogic.com
    • Planning Is Important!
      • Cluster Similar Keywords Together to Help Set Up Your Website’s Information Architecture.
      • You Don’t Want Your Site Pages Competing with Each Other!
      T: 617.266.9166
      www.bostonlogic.com
    • On-Page Optimization Overview
      • Remember to use RelevantKeywords Throughout
      Create categories sing specific keywords
      T: 617.266.9166
      www.bostonlogic.com
    • Keywords in Your Headings is KEY!
      • Search Engines Also Give More Weight Heading Tags
      • HTML Offers Six Different Heading Tags:
      • <H1></H1> Through <H6></H6>
      • In Default State, H1 is the Biggest Font Size & H6 is the Smallest
      • H1’s are Most Important, H2’s Second Important, etc.
      • ‘WYSIWYG’ Visual Editors Handles As User-Friendly Drop-Down
      • EASY! Like Selection a Font Style in Microsoft Word!
      • Use Keywords & Phrases for Biggest Impact on SER
      T: 617.266.9166
      www.bostonlogic.com
    • Highlight the Keywords in Your Content
      • Search Engines Give More Weight to Bold and Italic Words
      • Tells Search Engines ‘This Word or Phrase is Important’
      • Use Keywords as the Anchor Text for Links to Other Pages of Your Site
      T: 617.266.9166
      www.bostonlogic.com
    • Keywords in Blogs Categories
      General Index of Common Topics You Blog About
      Use Relevant Keywords for Category Titles
      If Blog Platform Allows for Category Descriptions- USE THEM!
      Don’t Add Blogs to Irrelevant Categories – Will Frustrate Users!
      Don’t Have Redundant Categories! Google’s Recent ‘Panda’ Update Frowns On Repetition & Stuffing of ALL KINDS.
      Create Categories Using Your Keywords
      T: 617.266.9166
      www.bostonlogic.com
    • Keywords in Blog Tags
      Not As Important to SEO As Other Optimizing Techniques
      Too Many People were ‘Keyword Stuffing’
      Search Engines More Advanced Now - Algorithm Changed
      Think of Tags That Will Be Useful to Humans
      More Post-Specific Than Categories
      Good For Topics Important to That Individual Post
      Names of Celebrities or Events Mentioned in Blog Post, etc.
      Good For Halo Terms (Variations of Your Keywords)
      Ex: If Your Keyword is ‘Fenway Apartments’ -
      Use Tags Like ‘Fenway Rentals’ ‘Fenway Student Housing’
      T: 617.266.9166
      www.bostonlogic.com
    • Inserting & Optimizing Images
      BEFORE YOU UPLOAD:
      Image File Name
      Indexed by Google Images
      Image File Size
      KB not MB or GB!
      WHEN UPLOADING:
      Title
      Alternate Text
      Description
      Link to Relevant Pages
      Image Caption for Readers
      Image Alignment
      Image Pixel Size
      T: 617.266.9166
      www.bostonlogic.com
    • Meta Data Optimization
      • Meta Data Describes the Web Page or Blog Content.
      Create categories sing specific keywords
      Keywords: Specific/relevant keywords you want your site to rank for
      Title: Interesting & Engaging Title. 60 Characters or Less.
      Description: 160 Characters or Less Describing Your Blog Post or Webpage
      T: 617.266.9166
      www.bostonlogic.com
    • How Meta Data Appears In Search Results
      Create categories sing specific keywords
      T: 617.266.9166
      www.bostonlogic.com
    • Content Optimization Check List
       Content creation AROUND KEYWORDS
      ________________________________________________________
      Bolding / Italicizing KEyWORDS
      ________________________________________________________
      HeadINGs (h1) & Subheadings WITH KEYWORDS
      ________________________________________________________
      Hyperlinks to other pages using keywords _______________________________________________________
      Add tags and categories
      (Blog specific)
      ________________________________________________________
      Photo/other art
      ________________________________________________________
      META DAta________________________________________________________
      Create categories sing specific keywords
      T: 617.266.9166
      www.bostonlogic.com
    • Monitoring Your Keyword Strategy
      Refine Your List & Strategy as You Go!
      T: 617.266.9166
      www.bostonlogic.com
    • Tools To Check Your Ranking & Progress
      Firefox Rank Checker – Good for Quick Checks, Data Exportable
      Track Referring Sites / PPC Ads, and Search Terms Used to Bring Visitors to Your Site for FREE with Google Analytics & Google Webmaster Tools!
      Track What Terms People are Searching for Once On Your Site, too!
      Google Places Insights Provide a List of Search Queries Used to Reach Your Listing.
      Use the ‘Broad Match’ Setting in Your PPC Ads, then REFINE YOUR KEYWORDS for ADGROUPS by using the ACTUAL KEYWORDS Users Entered.
      Ask Boston Logic For Help!
      T: 617.266.9166
      www.bostonlogic.com
    • Listening Channels
      Use Tools like TweetBeep, GeoChirp, and Google Alerts for Email Updates!
      Monitor:
      Company Name, Trademarks, Website & Blog URLs
      Relevant Employees Names
      Brands, Products & Services
      Events, Webinars, Seminars, Conferences
      Competitors & Relevant Employees
      Your Core Keywords / Phrases
      Industry Terms
      T: 617.266.9166
      www.bostonlogic.com
    • FREE Monitoring tools
      Plagiarism checks- Copyscape: www.copyscape.com
      SEO Tools..
      Firefox Add-on: https://addons.mozilla.org/
      Firefox Rank Tracker: http://tools.seobook.com/firefox/rank-checker/
      Link Diagnosis: www.linkdiagnosis.com
      SEO Quake: www.seoquake.com
      Search Status: www.quirk.biz/download-searchstatus
      SEO Spy Glass: www.link-assistant.com/seo-spyglass
      SEOmoz Tools: www.seomoz.org/tools
      The SEOmoz toolset includes a complete suite of SEO tools designed to help with every aspect of SEO including competitive analysis & keyword difficulty
      SiteExplorer:http://siteexplorer.search.yahoo.com
      Allows you to explore all the web pages indexed by Yahoo! Search. View the most popular pages from any site, dive into a comprehensive site map, and more
    • Questions?
      More LogicClassrooms by Boston Logic:
      www.bostonlogic.com/logic-classroom
      Read SEO Tips on our Real Estate SEO Blog:
      www.realestateseo1.com
      For More Information, Contact:
      Angela Davis, adavis@bostonlogic.com
      @BostonLogic
      /user/BostonLogic
      /BostonLogic
      T: 617.266.9166
      www.bostonlogic.com