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Keywords Aren't Dead: A Different Approach to Keyword Research

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Instructed by David Black.

Instructed by David Black.

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  • 1. DON’T BELIEVETHE HYPE KEYWORDS AREN’T DEAD! A DIFFERENT APPROACHTO KEYWORD RESEARCH
  • 2. DAVID BLACK CUSTOMER SUCCESS DIRECTOR SEMRUSH, USA DAVID_BLACK@SEMRUSH.COM TWITTER: @THEGUYATSEMRUSH
  • 3. ORIGINAL BROADCAST DATE - FEB. 25, 2014
  • 4. GOOGLE HUMMINGBIRD • MOST RECENT ITERATION OFTHE GOOGLE ALGORITHM • DESIGNEDTO BETTER INTERPRET CONVERSATIONAL QUERIES • ENHANCED MOBILE EXPERIENCE
  • 5. IMPACT ON KEYWORD RESEARCH • SHOULD NO LONGER FOCUS ON RANKING FOR ONE, SINGULAR KEYWORD - FOCUS ON AN ENTIRE CONCEPT • ALTERYOUR APPROACHTO KEYWORD RESEARCH -THINK LIKETHE AUDIENCE AND LIKETHE SEARCH ENGINE • MEASUREYOUR RESULTS DIFFERENTLY -TRACKING POSITIONS FOR ONE KEYWORD MAY NOT BETHE WAYTO GO
  • 6. EXPECTATIONS GOOGLE LIKESTO RANK WEBSITES/CONTENT FORTHEMATIC KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE
  • 7. “REVERSE” KEYWORD RESEARCH • WITH SOFTWARE, LIKE SEMRUSH,WE CAN GET INTO THE MIND OFTHE SEARCH ENGINETO SEE WHICH KEYWORDS IT ASSOCIATES WITHTHE CONTENT • NOW,YOU CAN WRITE FORTHE AUDIENCE AND FORTHE SEARCH ENGINE • FINDTHE KEYWORDS GOOGLE DOESN’T LIKETO ASSOCIATE WITHTHE CONTENT • IFYOU CAN’T BEAT EM’ , JOIN EM’
  • 8. IMPLEMENTINGYOUR KEYWORDS PT. 1 • PAGE TITLE TAGS - USE “MAIN” KEYWORD AS CLOSETOTHE BEGINNING AS POSSIBLETO REINFORCE RELEVANCY AND POSSIBLY INCREASE CTR • H1 / HEADLINE - SAME IDEA AS ABOVE. PSYCHOLOGY KEEPSVISITOR FROM BOUNCING. BUT DOESN’T NECESSARILY HAVETO MATCHTHETITLE • BODY TEXT/CONTENT - OLD RULES APPLY. OVERUSE OF A KEYWORD MAY RESULT IN PENALTY. HAVE ATHIRD PARTY GIVEYOUTHEIR OPINION • URL - AGAIN, REINFORCES RELEVANCY AND PEOPLE OFTEN PASTE RAW URLS WHICH, PLACES KEYWORDS INTHE ANCHORTEXT
  • 9. IMPLEMENTINGYOUR KEYWORDS PT. 2 • BACKLINKS -THESE KEYWORDS MAKE FOR GREAT, RELEVANT ANCHORS ANDVARIETY ALLOWSYOUTO EVENLY DISTRIBUTETHEM. • MISC. - ALTTEXT FOR IMAGES, INTERNAL LINKS (MENUS), META DESCRIPTIONS • OVERALL IDEA - DISTRIBUTEYOURTHEMATIC KEYWORD GROUPS EVENLY AND NATURALLY. HAVING A GROUP OF KEYWORDS,AS OPPOSEDTO ONE, PROMOTES HEALTHY DISTRIBUTION
  • 10. MEASURINGYOUR RESULTS • YOU CANTRACKYOUR RANKING FOR ONE KEYWORD. BUT, WHY? • SEMRUSH POSITIONTRACKING SOFTWARE ALLOWSYOUTO CREATE DOMAIN AND URL-LEVEL CAMPAIGNS. • STRUCTUREYOUR CAMPAIGNS IN SUCH A WAYTHAT LENDS ITSELFTOYOUR ULTIMATE GOALS. • URL LEVEL CAMPAIGNS FOR CONTENTTHAT MAY RANK FOR MULTIPLE GROUPS OF KEYWORD CONCEPTS • DOMAIN LEVEL CAMPAIGNS FOR E-COMMERCE OR SERVICE ORIENTED WEBSITES
  • 11. KEYWORDS AREN’T DEAD!! • IT’STHE APPROACH AND ATTITUDE - NOTTHE KEYWORD ITSELF • FOOD FORTHOUGHT: • KEYWORD PLANNER SUGGESTS KEYWORD GROUPS • ADWORDS ENCOURAGESYOUTO BID ON KEYWORD GROUPS FOOD • SMART SEARCH ENGINES - GOOGLE LEARNS IN ORDERTO ACCURATELY PREDICT • NO MATTER HOW SOPHISTICATED, IT WILL ALWAYS NEED KEYWORDS