4 elements of modern day keyword analysis
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

4 elements of modern day keyword analysis

on

  • 319 views

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.

Statistics

Views

Total Views
319
Views on SlideShare
209
Embed Views
110

Actions

Likes
1
Downloads
3
Comments
0

2 Embeds 110

http://www.contentmarketingblueprint.com 109
https://www.rebelmouse.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

4 elements of modern day keyword analysis Presentation Transcript

  • 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