0
CMB Office Hours
“4 elements of a modern day
keyword analysis”
Every Tuesday & Thursday @3pm Eastern
www.contentmarketingb...
What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’...
Today’s Schedule
15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A

www.contentmarketingblueprint.com
www.contentmarketingblueprint.com/blog

After the
Webinar
•

Webinar recording

•

Slides

•

Blog article

www.contentmar...
Today’s Question
What does a modern day keyword strategy look like?

www.contentmarketingblueprint.com
The situation:
You just finished presenting a complete inbound
marketing plan to you prospect, but then they
ask:
“Where i...
Google has changed – The
simple version

Keywords

Long tail
keywords

Semantic
Search
&
Personalized
search
results

Goog...
Google has changed – More
technical
Google uses affinity. More affinity = better accuracy in search results.

Looking to t...
Google has changed – More technical

This is only the
beginning.

Looking to the Future with Affinity Segments
-Google+ Yo...
Rand Fishkin – Former CEO of
Moz
“Serve topics &
people rather than
keywords &
rankings”
-Rand’s
whiteboard Friday
Dec 20t...
Semantic Search Experiment
Search is conversational – Think talking into cell phones!

Google understands context – The sa...
Modern Day Keyword
Exercise
We will need to understand how to get found by
the right people at the right time… this has no...
#1 Persona – The “who”
“Who are they?”

What role do they play in the
buyer’s journey?
B2B: what is their role in the
comp...
#2 Triggers – The “why”

“Why do they need information?” – This is the
“context”.

An event
A problem
Seasonality

Shift i...
#3 Questions – The “what”

“What information do they need?”
Think in terms of conversational questions, not
keywords.
Gath...
#4 Answers – Give them what
they want.
“The most helpful information possible”
1. Helpful & non-selfish
-Blogs, webinars, ...
Organization

Google recognizes content when it is most
helpful to the user.
Organize your information into topics, or
“ca...
Next Session:
th
Thursday February 6
@3pm
“Using social for content strategy and execution”
Special Guest: Peter Odryna | ...
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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 search.

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Transcript of "4 elements of modern day keyword analysis"

  1. 1. CMB Office Hours “4 elements of a modern day keyword analysis” Every Tuesday & Thursday @3pm Eastern www.contentmarketingblueprint.com www.contentmarketingblueprint.com
  2. 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. 3. Today’s Schedule 15 minutes: Slide Presentation 45 minutes: CMB Partner Open Q&A www.contentmarketingblueprint.com
  4. 4. www.contentmarketingblueprint.com/blog After the Webinar • Webinar recording • Slides • Blog article www.contentmarketingblueprint.com
  5. 5. Today’s Question What does a modern day keyword strategy look like? www.contentmarketingblueprint.com
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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