4 elements of modern day keyword analysis

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Keywords are no longer the starting point for a successful content marketing strategy. Inbound marketing agencies need to be able to address the changes from keyword driven search, to persona driven …

Keywords are no longer the starting point for a successful content marketing strategy. Inbound marketing agencies need to be able to address the changes from keyword driven search, to persona driven search.

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  • 1. CMB Office Hours “4 elements of a modern day keyword analysis” Every Tuesday & Thursday @3pm Eastern www.contentmarketingblueprint.com www.contentmarketingblueprint.com
  • 2. What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation @CMBlueprint or +ContentMarketersBlueprint www.contentmarketingblueprint.com
  • 3. Today’s Schedule 15 minutes: Slide Presentation 45 minutes: CMB Partner Open Q&A www.contentmarketingblueprint.com
  • 4. www.contentmarketingblueprint.com/blog After the Webinar • Webinar recording • Slides • Blog article www.contentmarketingblueprint.com
  • 5. Today’s Question What does a modern day keyword strategy look like? www.contentmarketingblueprint.com
  • 6. The situation: You just finished presenting a complete inbound marketing plan to you prospect, but then they ask: “Where is the keyword research?” www.contentmarketingblueprint.com
  • 7. Google has changed – The simple version Keywords Long tail keywords Semantic Search & Personalized search results Google can analyze more data. They can provide better search results by understanding “why” people are searching for things. www.contentmarketingblueprint.com
  • 8. Google has changed – More technical Google uses affinity. More affinity = better accuracy in search results. Looking to the Future with Affinity Segments -Google+ Your Business on Youtube www.contentmarketingblueprint.com
  • 9. Google has changed – More technical This is only the beginning. Looking to the Future with Affinity Segments -Google+ Your Business on Youtube www.contentmarketingblueprint.com
  • 10. Rand Fishkin – Former CEO of Moz “Serve topics & people rather than keywords & rankings” -Rand’s whiteboard Friday Dec 20th 2013 www.contentmarketingblueprint.com
  • 11. Semantic Search Experiment Search is conversational – Think talking into cell phones! Google understands context – The same word may mean different things. Google understands intent – “Why” a user is searching. Semantic search changing everything www.contentmarketingblueprint.com
  • 12. Modern Day Keyword Exercise We will need to understand how to get found by the right people at the right time… this has not changed. www.contentmarketingblueprint.com
  • 13. #1 Persona – The “who” “Who are they?” What role do they play in the buyer’s journey? B2B: what is their role in the company/ what is the company vertical? B2C: What actions do they take related to your product or service? www.contentmarketingblueprint.com Understanding the person behind the visit. -IPullRank | iAcquire
  • 14. #2 Triggers – The “why” “Why do they need information?” – This is the “context”. An event A problem Seasonality Shift in market www.contentmarketingblueprint.com
  • 15. #3 Questions – The “what” “What information do they need?” Think in terms of conversational questions, not keywords. Gather questions like you would gather keywords. www.contentmarketingblueprint.com
  • 16. #4 Answers – Give them what they want. “The most helpful information possible” 1. Helpful & non-selfish -Blogs, webinars, whitepapers Persona “Help me!” 2. About your product, service and company -Brochures, sell sheets, advertisements, case studies. “How an your product/service help me?” 3. Sales content is for personas that want to buy Consultation, assessment, recommendations, fr ee trial/sample. “How can you help me make a decision?” www.contentmarketingblueprint.com
  • 17. Organization Google recognizes content when it is most helpful to the user. Organize your information into topics, or “categories” so users can find more content related to their question. www.contentmarketingblueprint.com
  • 18. Next Session: th Thursday February 6 @3pm “Using social for content strategy and execution” Special Guest: Peter Odryna | SEO at Social Ears +Blueprint 5.5 release! Signup at: www.contentmarketingblueprint.com/webinars www.contentmarketingblueprint.com