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What is Keyword Research and SEO and why does it matter?
 

What is Keyword Research and SEO and why does it matter?

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Writing Across Platforms university communication writing course. ...

Writing Across Platforms university communication writing course.

Teaches students keyword research for SEO, including what it is, what link building is, and why it matters. This lecture relates to a lecture that follows with in class activities for students. See lecture "Writing for Search Engines: SEO, Google Trends, Adwords Keywords Tool" under my profile.

In-class activity explained in blog post: http://mattkushin.com/2013/04/10/seo-keyword-research-with-google-trends-class-activity-students/

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    What is Keyword Research and SEO and why does it matter? What is Keyword Research and SEO and why does it matter? Presentation Transcript

    • Writing Across Platforms.Matthew J. Kushin, Ph.D.Dept. of Comm | Shepherd University
    • Journal Time: 5 minutes
    • AP Quiz #2
    • AP Handout #3 – Quotes &Practice
    • AP Quiz #3 = next class.
    • Lead Lab Pair & Share
    • Social News Release
    • What? News release optimized for web & online sharing.  Optimized for search engines. today  Links  Graphics / videos.  Shareable.
    • Optimization Asks: How can we optimize our content to increase chance people will find it online?
    • SEO Search Engine Optimization – best practices to optimizing content to increase chances will be found via web search. Why?  People turn to search!  They pick from top few links.  Content @ top influences audience perceptions.  Creates: Competition to be highest in search results.
    • How Search Engines Work Accuracy & effectiveness:  Search engines attempt to determine what’s relevant and credible content to:  Create algorithms to weigh cues thought to:  Meet user search needs.
    • The Magic Formula? Search engines use SHH SECRET!! algorithms to rank content. SEOers attempt to learn & capitalize on algorithm. Algorithem changes  ERGO! SEO is constantly evolving.
    • Content + Links SEO will change, but @RockablePress states SEO =  Content – matches what’s searched.  Links – how much your content is linked to.
    • Inbound Links = Authority Links to your site on pages around web. Logic: Lots of people linking to you means you have: AUTHORITY. Your Link Awesome Link Content
    • Right Content = Relevancy. How closely does what people search for… Match your content? Photo CC Michael Dunn
    • Writing for 2 audiences. All web writing should be written for:  Humans  Search Engines.
    • How do we search? With No matter what we search, we think of keywords:  Can be single words or phrases.  Cars: “fuel economy” “safety” “price”  Restaurant: “pizza” “Italian”
    • Keywords are king So are vitally important to search! Knowing what terms others search when looking for what we’re offering is critical
    • About Keywords Primary Keywords – single words or short phrases.  Searched for more.  Less specific – may not relate to what you are writing about.  Greater competition (more people use this term in the content they create). Example:  Search: Automobile.  You are writing about: Automobile repair.  Could be searching for: auto dealers, after market products, reviews, etc. Photo CC KirtT
    • Long Tail Keywords: Phrases built on primary keywords. Get fewer searches. Are more relevant. Example:  Keywords: Automobile muffler making noise.  You: Have content about fixing mufflers. Photo CC KirtT
    • Competition!? Too much content competing for a popular keyword means your chances of ranking high in search = more difficult Image: rutty
    • Goal  Find RIGHT keywords people use when searching for your topic  Relevant but not high competition.  When keyword market = saturated  be creative & diligent.  There is usually a way in!
    • Example Selling Samsung Galaxy accessories. Lots of competition -> lots of people selling these. Use keywords about new product “TruSound wireless earbuds” Write web content about that!
    • For Class AFTER Next Class Brainstorm a list of 5-7 keywords (terms that you think people might search the web). The topic is:  Soup. Image creative commons: nettsu
    • Preview: Next class:  Formal Critique Day  See guidelines on Sakai. Image: CC natetherobot  Must bring soft & hard copy of your draft.  Structured: I will provide guidelines to help you. Following class we’ll discuss:  How we use these keywords once we figure them out.