Don't Believe the Hype, Keywords Aren't Dead!

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Every time we turn around, there's another alarmist trying to fill our heads with the idea that keywords have no place in modern Internet Marketing. But, keywords always have, and always will be the cornerstone of any search marketing campaign.

Don't be part of the herd! Learn why keywords are still important, how to conduct keyword research and how to implement your keywords.

This webinar is designed for the beginner-immediate and will help you:

1. Develop and optimize your keyword targeting strategy
2. Use software in the execution of your strategy.
3. See which keywords your competitors target.
4. Implement your keywords naturally.
5. Measure your results.

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Don't Believe the Hype, Keywords Aren't Dead!

  1. 1. DON’T BELIEVE THE HYPE KEYWORDS AREN’T DEAD! A DIFFERENT APPROACH TO KEYWORD RESEARCH
  2. 2. DAVID BLACK CUSTOMER SUCCESS DIRECTOR SEMRUSH, USA DAVID_BLACK@SEMRUSH.COM TWITTER: @THEGUYATSEMRUSH
  3. 3. ORIGINAL BROADCAST DATE - FEB. 25, 2014
  4. 4. GOOGLE HUMMINGBIRD • MOST RECENT ITERATION OF THE GOOGLE ALGORITHM • DESIGNED TO BETTER INTERPRET CONVERSATIONAL QUERIES • ENHANCED MOBILE EXPERIENCE
  5. 5. 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
  6. 6. EXPECTATIONS GOOGLE LIKES TO RANK WEBSITES/CONTENT FOR THEMATIC KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE
  7. 7. “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’
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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

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