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Keyword Research & SEO Copywriting by Christine Churchill

Keyword Research & SEO Copywriting by Christine Churchill



From SMX East 2013 - Boot Camp:

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    Keyword Research & SEO Copywriting by Christine Churchill Keyword Research & SEO Copywriting by Christine Churchill Presentation Transcript

    • KEYWORD RESEARCH & SEO COPYWRITING # Christine Churchill Key Relevance @ChrisChurchill #SMX #11A October 1, 2013 #
    • • President of KeyRelevance, LLC • Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) • Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) • Author at Search Engine Land & Web Marketing Today • Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences • Over 15 years online marketing experience Speaker: Christine Churchill Copyright 2013 KeyRelevance LLC
    • • Keyword Research – What is it? Why do it? • The “Not Provided” Issue • How to do KW Research • Keyword Tools • How to use Keywords to Optimize Content • SEO Copywriting Tips What We’ll Cover Copyright 2013 KeyRelevance LLC
    • Keyword Research Fundamental step to all search marketing Keyword Research is the process of researching to identify the keyword terms customers use to find your products and services Keyword Research helps you get inside the mind of customers Copyright 2013 KeyRelevance LLC
    • • People use search engines to find you on the web • Engines use text to categorize pages • Research unveils terms people actually use • KW Research improves performance of online marketing Why Do Keyword Research? Copyright 2013 KeyRelevance LLC
    • Who Benefits from Keyword Research? • Everyone in publishing • Marketing staff and Search Marketers – both paid and organic • PR – use keywords in press releases for wider readership • Content writers – a way to keep content fresh and relevant – Inspires topics readers are interested in • Your targeted audience – By using the phrases readers are using in search, your audience can find your great content • Your Company – targeting the phrases people actually use brings motivated customers to your site which improves conversions and user experience Knowing the best words to target helps you plan your content marketing strategy Copyright 2013 KeyRelevance LLC
    • The RIGHT Content is King Copyright 2013 KeyRelevance LLC 7
    • 8 Speak the Language of Customer Increase conversion by speaking the customer’s language Correct bad keyword choices – Missing traffic – Missing sales Discover new keyword opportunities - Find overlooked or new keywords - Take advantage of longer tail phrases “Duplicate a CD” vs “Burn a CD” Copyright 2013 KeyRelevance LLC
    • 9 The Long Tail Finding New Opportunities • Based on frequency graph • Chris Anderson wrote book about it – Describes it as new economic model – Unlimited selection – Amazon books, iTunes – Idea is that non-hits can make money based on sheer volume • Popular phrases on left – highly competitive and expensive. Less popular on right – lower volume “20 to 25% of the queries that Google sees today have never been seen before.” – Udi Manber, Google VP of Engineering Copyright 2013 KeyRelevance LLC
    • Example Head-Tail Keywords Copyright 2013 KeyRelevance LLC 10 Image: jscreationzs / FreeDigitalPhotos.net Camera, digital camera, Sony Nikon D7000 digital SLR camera compare digital cameras buy digital slr camera
    • The “Not Provided” Problem Copyright 2013 KeyRelevance LLC 11
    • Once Upon a Time… ….When visitors landed on your site from search results pages, Google would report all the referring keywords in Analytics Site owners used the keyword data to improve the user experience on their site and to provide visitors with pages for which they were searching Copyright 2013 KeyRelevance LLC 12
    • Then Things Went Dark Copyright 2013 KeyRelevance LLC 13
    • Then Things Went Dark On 18 Oct 2011, Google stopped providing keyword data for logged in organic visitors Then on 23 Sept 2013, Google stopped providing keyword data for ALL organic visitors Copyright 2013 KeyRelevance LLC 14
    • The Not Provided Issue • Biggest change in SEO and Keyword Research to date • Means site owners and marketers have lost the connection between the search keywords and their performance on Google Copyright 2013 KeyRelevance LLC 15
    • Traditional Sources of Keyword Data • Site analytics for converting keywords 85% • Site analytics for frequent words 54% • Internal site search 46% • Competitors’ sites 36% • Competitive intelligence tools 34% • Exploring long search phrases 31% • Social semantic mining 15% • Keyword suggestion tools 15% Copyright 2013 KeyRelevance LLC Source: MarketingSherpa Survey 2009
    • So What Works Now? Copyright 2013 KeyRelevance LLC 17
    • Option 1 – Use Bing Data Look at Bing Keywords in Analytics – Bing market share 17.9% in August 2013 compared to Google’s 66.9% (comScore) – Bing provides all keyword information – “Your data, always fully provided” Copyright 2013 KeyRelevance LLC 18
    • Option 2 – Use PPC • PPC keyword data still provided, so use performance data from there • Assume keywords that work well in PPC are good words to target organically Copyright 2013 KeyRelevance LLC 19
    • Option 3 - Use GWT KW Data Advantages: – Shows KW, impressions, and click data – Impressions w/out clicks might indicate a Title/Meta Description/Snippet issue Disadvantages: – Cannot break out data by other segments (KW leading to conversions, for example) so data is not highly actionable – Mapping KW to landing page is tedious 1-at-a-time process – not useful for large scale KW analysis – Requires you to download reports regularly since GWT data expires in 90 days Copyright 2013 KeyRelevance LLC 20
    • GWT Top Queries Data Copyright 2013 KeyRelevance LLC 21 GWT provides up to 90 days of query data and up to 2000 terms Sort by Clicks to see the terms that actually brought the most traffic to the site If you click on the query, it shows which pages appear for the term Using Filters can separate brand/non-brand and core terms, plus sources from web, image, mobile, & video
    • GWT Top Pages Copyright 2013 KeyRelevance LLC 22 Sort by clicks to find which pages brought the most traffic. Can click on Page URL to see which terms the page ranked for
    • Super Important Tip • The GWT query data defaults to web data • To use the corresponding SEO query data in Google Analytics, you MUST FILTER for Google Property Web! – Otherwise you get image, mobile, video and web search all mixed together Copyright 2013 KeyRelevance LLC 23
    • Option 4 – Analytics Landing Pages • Review which landing pages are getting traffic in analytics • See where the page is ranking in the SERPS • You can usually tell the keyword theme of the page – you may not know specific keyword phrases, but can get close by looking at the optimization • Labor intensive, doesn’t scale Copyright 2013 KeyRelevance LLC 24
    • Copyright 2013 KeyRelevance LLC 25 Option 5 – Use Site Search Data Site Search Box • Reveals keywords and expressions that visitors are actually using / wanting • Acts as a direct feed from the visitors brain • Make sure you collect site search data Downside is data is limited and site search is usually a fall back when users can’t find what they are looking for on your site.
    • Copyright 2013 KeyRelevance LLC 26 Site Search
    • Copyright 2013 KeyRelevance LLC 27 View Search Queries in Analytics
    • Option 6 – Use Keyword & Competitive Intelligence Tools • Many tools get their data from a variety of sources – user panels, scraping, etc. • Competitive Intelligence tools allow you to enter a domain and the tool will tell you the keywords bringing the domain traffic. Copyright 2013 KeyRelevance LLC 28
    • Copyright 2013 KeyRelevance LLC 29 How to Do Keyword Research
    • Copyright 2013 KeyRelevance LLC 3030 Keyword Research is an Iterative Process Brainstorming & Discovery Keyword Expansion Keyword Evaluation
    • Copyright 2013 KeyRelevance LLC 31 Keyword Brainstorming and Discovery Phase
    • Copyright 2013 KeyRelevance LLC 32 Create Keyword List Using Diverse Sources • Brainstorming session – no judging words at this stage. Goal is to cast your net widely and generate broad list. • Keyword lists from within company – Review company web site and print collateral – Press Releases – Often too much insider jargon – May or may not be customer’s lingo
    • Copyright 2013 KeyRelevance LLC 33 Learn the Lingo of the Customer – Customer interviews – Customer Surveys and Focus Groups – Talk to support or sales personnel who talk directly to customers – Review discussion forums, user generated content, blogs, social media The best keywords come straight from the customer’s mouth.
    • Copyright 2013 KeyRelevance LLC 34 Create Keyword List Using Diverse Sources • Online and Traditional Print Magazines • Company and Product Reviews • Online Thesaurus • Search in Google with tilde ~ for synonyms
    • Copyright 2013 KeyRelevance LLC 35 Create Keyword List Using Diverse Sources (cont) Competitors – Review their web site and collateral for keywords – Look at words they are buying in PPC – What terms are they – targeting in SEO – Can give you competitive insights and ideas on overlooked terms
    • Keyword Research Tools Copyright 2013 KeyRelevance LLC
    • Benefits of Keyword Tools • Saves money and time • Provides insight outside of your site • Identifies keyword opportunities you might miss • Offers popularity numbers you can’t get from your own analytics • Moves you beyond keyword assumptions • Allows you to compare phrases 37Copyright 2013 KeyRelevance LLC
    • 38 Keyword Research Tools Free • Google Keyword Planner Tool • Google Webmaster Tools • Google Trends • Google Display Planner • Bing Keyword Tool • Bing Ads Intelligence Excel Plug-In Fee Based • WordTracker • Trellian Keyword Discovery • Hitwise • WordStream • SEMRush • ComScore • SpyFu Copyright 2013 KeyRelevance LLC
    • Google Keyword Tool Copyright 2013 KeyRelevance LLC
    • Google Contextual Targeting Tool Copyright 2013 KeyRelevance LLC 40 -Free tool - Builds themed keyword lists - Great for keyword expansion and lateral thinking - Provides ideas for organizing and structuring your keyword lists
    • Google Traffic Estimator Copyright 2013 KeyRelevance LLC 41
    • YouTube Keyword Tool - Before Copyright 2013 KeyRelevance LLC
    • YouTube’s Keyword Tool Today Copyright 2013 KeyRelevance LLC 43
    • New Google Keyword Planner Copyright 2013 KeyRelevance LLC 44 - Combines old Google Keyword Tool and Traffic Estimator Tool - Oriented for Paid Search - Must be Logged Into AdWords to Use - Only shows Exact Match results for search volumes - No device filtering (no mobile vs desktop filtering) - Numbers shown are average search volume numbers for ALL devices (old tool defaulted to desktop) so numbers may look higher than old tool’s exact match
    • Google Trends Copyright 2013 KeyRelevance LLC 45 Google Trends provides trends from web searches, images, news, shopping and YouTube
    • Google Hot Trends Copyright 2013 KeyRelevance LLC 46
    • Google Webmaster Tools shows top search queries Copyright 2013 KeyRelevance LLC Shows up to 2000 top queries for the last 90 days Not affected by the Not Provided – this is limited but actual keyword data Provides Impression, Clicks, and CTR, but no conversion data
    • Google Display Planner (replaced Contextual Targeting Tool, Placement Tool, and the Google Ad Planner) Copyright 2011 KeyRelevance LLC 48
    • Bing Keyword Tool Copyright 2013 KeyRelevance LLC - Shows actual queries numbers (not rounded) -Has 6 months of data -Drill down by Country
    • Bing’s Ad Intelligence Copyright 2013 KeyRelevance LLC 50 • Plug-in with Excel • Data source Live.com and adCenter • Provides related keywords • Extracts keywords from a URL • Gives insights on seasonal “spiky” keywords • Shows geographic and demographic info on keywords
    • Copyright 2013 KeyRelevance LLC 51 Keyword Discovery Suite of Tools Includes Keyword Density Tool
    • WordTracker.com • Data pulled from meta search engines • Eliminates most skewing issues caused by robots • Differentiates between singular & plural • Offer Free Tool for trial Copyright 2013 KeyRelevance LLC
    • Wordstream http://www.wordstream.com/keywords Copyright 2013 KeyRelevance LLC 53 /
    • Google Instant Copyright 2013 KeyRelevance LLC 54 Shows suggestions as you type
    • Google Instant – Shopping Search Copyright 2013 KeyRelevance LLC 55 Different set of keywords on Shopping search from regular web search
    • Soovle.com Gives suggestions from different perspectives Copyright 2013 KeyRelevance LLC Provides suggestions from Google Wikipedia Answers YouTube Bing Yahoo Amazon Plus option for15 other sites
    • Ubersuggest http://ubersuggest.org/ Copyright 2013 KeyRelevance LLC
    • Twitter Search Provides real time search results and trending topics Copyright 2013 KeyRelevance LLC
    • YouTube Keyword Suggestions Copyright 2013 KeyRelevance LLC
    • Keyword Expansion Phase Copyright 2013 KeyRelevance LLC
    • Target Variations of Your Keywords • Comparison (best, compare, reviews) • Price (cheap, discount) • Product Description (green, plus size, unique) • Intended use (gift for mother, baptism gown) • Product (gift basket, mortgage, flight) • Location • Action (apply, book, find, buy) • Season (holiday, Christmas, Halloween) • Abbreviations • Brand / vendor / manufacturer Copyright 2013 KeyRelevance LLC Modifiers are great at helping you expand your keyword list, but remember to keep “user intent” in mind when you combine the modifier to the core term!
    • Copyright 2013 KeyRelevance LLC 62 Keyword Permutations • Number of keyword permutation tools – Tools that allow you to mix and match terms to create new keyword phrases • Enter keyword terms, and modifiers • Combines variations of phrases • Can use concatenate function in Excel or specific tool
    • SEOBook Permutation Tool http://tools.seobook.com/keyword-list/generator.php Comma- separated lists Save the ones you like here Combinations appear here Copyright 2013 KeyRelevance LLC
    • 64 Using Excel to Expand KW List Copyright 2013 KeyRelevance LLC
    • • Group related keywords into lists of related terms • Do a series of keyword research projects on a site, not one • Develop a keyword matrix Keyword “Buckets” Copyright 2013 KeyRelevance LLC
    • 66 Evaluating Keywords Copyright 2013 KeyRelevance LLC
    • 67 KW Selection Considerations • Relevancy to Site • Keyword Popularity • User Intent • Competition • Performance Copyright 2013 KeyRelevance LLC Always test your keywords. Keywords can sounds like a good idea, but upon testing, they can fail miserably.
    • Copyright 2013 KeyRelevance LLC 68 Relevancy Considerations Relevancy means choosing the keywords that best describes what the site offers Traffic alone isn’t the goal, you want targeted traffic that is searching for what you sell Best bet: Find words that resonate with your target audience and are descriptive of your site
    • Popularity Considerations • Popularity gives insight on traffic potential • Being popular Is overrated • Popular phrases – Less relevant – More competitive – Examples: “cars” or “homes” • Less Popular – More Focused – Satisfies Need of Searcher – Higher Conversion – Less Traffic Copyright 2013 KeyRelevance LLC
    • Popularity Considerations (cont) • Consider seasonality and cyclical popularity of phrases • Identify trend lines • Many phrases lost or increased popularity in recession Copyright 2013 KeyRelevance LLC Seasonal trends of term “air conditioner”
    • Copyright 2013 KeyRelevance LLC 71 Consider User Intent Getting inside the searcher’s head • Understand the “why” behind the motivation for the search and you can better target how to respond – Research vs Purchase – Stage in buying process – Audience Demographic Buying vs Browsing “car reviews” “fast auto financing” “80% of all searches on the Web are non- commercial” - Jim Lanzone of Ask.com
    • Copyright 2013 KeyRelevance LLC 72 Evaluating by the Stage in Buying Process • Keywords indicate where consumer is in the Buying Process • Match your content to satisfy the user’s intent when using the keyword Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Adapted From: Marketing Management by Philip Kotler Select Alternatives
    • Searcher Behavior Three types of searches: • Navigational - I just want to be at your web site. • Informational -Do hybrid cars require special maintenance? •Transactional -Interactive, purchase, subscribe, download -I want financing to buy a hybrid car. Adapted From: A Taxonomy of Web Search by Andrei Broder Copyright 2013 KeyRelevance LLC
    • Evaluating KW By Competition Who Are Your Competitors? • Who is ranking for your keyword terms? • Who has PPC ads? Copyright 2013 KeyRelevance LLC
    • Copyright 2013 KeyRelevance LLC 75 Evaluating KW By Competition To compete, you need Search Term Parity You need to see how active the competitors are within the same marketing environment - What keywords are they targeting? - How optimized are their sites? - Are they doing PPC? How much are the bids? - What’s their linkage situation?
    • Copyright 2013 KeyRelevance LLC 76 Competitive Intelligence Tools • Hitwise • ComScore Marketer • Trellian’s Competitive Intelligence • Keyword Difficulty Tool • SpyFu • SearchMetrics • KeyCompete • Compete • SemRush • KeywordSpy • AdGooRoo • Keyword Analyzer
    • Hitwise Search Terms Gap Analysis Copyright 2013 KeyRelevance LLC 77
    • Copyright 2013 KeyRelevance LLC 78 comScore’s Marketer Tool • Data source from more than 2 Million user tool bars • Tells terms for categories • Provides demographic profiles for terms • Shows which sites visitors visit before coming to your site and after • Can look at competitors terms • Tells top sites for search terms
    • SearchMetrics Copyright 2013 KeyRelevance LLC
    • Copyright 2013 KeyRelevance LLC 80 Trellian’s Competitive Intelligence
    • Competitive Intelligence Copyright 2013 KeyRelevance LLC 81 Tells who is advertising on keyword phrases and how well they are doing.
    • Copyright 2013 KeyRelevance LLC 82 SEMRush 82 Provides: • Top Keywords • Rankings • PPC Terms • PPC Bids • Traffic Trends
    • SpyFu Copyright 2013 KeyRelevance LLC 83
    • SEOMOZ Keyword Difficulty Copyright 2013 KeyRelevance LLC 84 Relative yardstick of difficulty
    • Copyright 2013 KeyRelevance LLC 85 Performance Considerations • Use PPC to test candidate KWs • Gives quick quantitative feedback on the KW performance while controlling costs Test Keyword Performance Early
    • Copyright 2013 KeyRelevance LLC 86 Get Feedback Down to the Keyword Level Note: If using PPC to test, make sure performance problem isn’t bad ad or poorly converting landing page..
    • Content Optimization Putting the Pieces Together Copyright 2013 KeyRelevance LLC
    • Copyright 2013 KeyRelevance LLC 8888 Everything Is Better with Chocolate Image: Graeme Weatherston / FreeDigitalPhotos.net Keywords • Web sites • Paid search • Articles • White Papers • FAQ pages • Product Feeds • News • Blog Posts • Press Releases • Images • Videos • Podcasts • Email • Social Media • Content Marketing Optimize all digital assets
    • Good SEO Copywriting Is a Balancing Act • You have to write to engage human reader • You have to write so search engines understand relevancy of content • It is this talent for doing both that separates high quality SEO content from spam Copyright 2013 KeyRelevance LLC 89
    • On-Page SEO Guidelines Has to be NATURAL Elegantly work keywords into visible content on web pages - Don’t stuff keywords - Do the “Read Aloud” test to gauge natural tone Image: winnond / FreeDigitalPhotos.net Copyright 2013 KeyRelevance LLC
    • 91 On-Page SEO Guidelines (cont) Think keyword phrase NOT single keyword Create a matrix chart to assign different keywords to different pages - Divide and conquer Use synonyms and related words on page to reinforce main phrase Copyright 2013 KeyRelevance LLC
    • Keyword Calendar Copyright 2013 KeyRelevance LLC 92 • Develop “keyword calendar” to identify popular phrases over the year • Concept similar to editorial calendar • Identify scheduled events, seasonal, & trends • Develop lists of related popular queries
    • Why Use a Keyword Calendar? Copyright 2013 KeyRelevance LLC • Proactive planning • Pre-publish content • Allows you to react faster • Think strategically • Coordination across media outlets – Blog, PPC, articles, SEO, graphics, videos, etc all working together • Complements Editorial Calendar
    • How to create Keyword Calendar • Excel is your friend – Different months or seasons – Identify seasonal, event, or trend phrases – Develop separate keyword lists for best terms Copyright 2013 KeyRelevance LLC
    • More Reasons to Use Keyword Calendar • Significant traffic potential on seasonal and event-related phrases • Think ahead – People search before the event or season • Having content waiting in the wings makes you more responsive – Identifying popular relevant terms ahead of time provides time to develop high quality content in advance • Consider making seasonal content evergreen Copyright 2013 KeyRelevance LLC
    • Copyright 2013 KeyRelevance LLC 96 • On-Page Keyword Usage • A Quick Primer
    • Where to use keywords Title Tags Meta Description Meta Keywords H Tags Visible portion of page Alt Attribute Links and anchor text File names URL Schema code Copyright 2013 KeyRelevance LLC
    • Title Tags <title>Interesting Relevant Keyword Rich Blurb</title> • Most important “on-page” tag • Title contents appears in first line of listing on SERP • Spend extra time to create compelling titles that grab attention • Include keywords early in title • Keep titles short – under 120 characters, less is better • Should be unique…don’t use same title on multiple pages • Title should be accurate and reflect content of page Copyright 2013 KeyRelevance LLC 98
    • Example SERP (Search Engine Results Page) Copyright 2013 KeyRelevance LLC 99
    • Example Code <HTML> <HEAD> <TITLE>ACHILLES TENDON INJURIES</TITLE> <META NAME="keywords" CONTENT="ankle pain, Achilles' tear, tendon rupture, Achilles' tendonitis, surgery, tendon repair "> <META NAME="description" CONTENT="Description of Achilles' tendon anatomy and injury including tendonitis and rupture. Treament options including surgery discussed. "> </HEAD> Copyright 2013 KeyRelevance LLC 100
    • Meta Description Tag <meta name="Description" content=“Compelling marketing message that reads well and contains targeted keywords"> • Should provide a summary of the page • Frequently used as snippet on results page • Should contain keywords relevant to the page • Should be unique to the page • Don’t exceed 180 characters (less is better) Copyright 2013 KeyRelevance LLC 101
    • Images as Content • Optimize images by using descriptive keywords in filename, alt text, caption, and in words around the graphic • Alt text is used for accessibility (page readers). • Don’t embed text in a graphic Copyright 2013 KeyRelevance LLC 102
    • Other On-Page SEO Keyword Uses Place keywords in: • Meta keyword tag • Heading tags (H1, H2, …) • Bold, strong, emphasized tags • Text in body • Anchor text of links • URL Filename • Breadcrumb navigation Remember: it’s a balancing act, don’t stuff Copyright 2013 KeyRelevance LLC
    • Home Page SEO • Usually your strongest page • Target most competitive relevant keyword phrase • Depending on strength of your site and the competition, target 2-3 keyword phrases • Don’t try to cover EVERY KEYWORD related to what your company does Copyright 2013 KeyRelevance LLC 104
    • Internal Page SEO • Divide and conquer: Assign KW phrases to different pages on site • Focus, focus, focus: Make that page ALL ABOUT the keywords you’re targeting • Include keywords in title, metas, headings, visible text, images, etc • Create links to that page where the anchor text includes a targeted phrase • Balance: resist temptation to stuff Copyright 2013 KeyRelevance LLC 105 Image: winnond / FreeDigitalPhotos.net
    • Golden Rules for Writing Copy Talk about benefits, not features - You have to tell them why they should care Appeal to emotions and senses….most buying decisions are emotionally based Copyright 2013 KeyRelevance LLC 106
    • Make Content Easy to Read • “Chunk up” the content – Use headers, subheadings & bullet lists to add hierarchy – White space is your friend – Keep paragraphs short • Avoid “noise” and distracting items on page • Include visually attractive graphics – Faces & bright colors attract the eyes • Hook the reader in title and initial paragraphs • Make it easy to share! Copyright 2013 KeyRelevance LLC 107
    • Points to Take Home 1. Keyword Research is first step in online marketing & content development 2. Keyword Research needs management support – Requires time, budget, tools & resources 3. Use tools to increase productivity & provide insights 4. Don’t use keyword popularity as sole evaluation criteria – Look at popularity as traffic potential and consider seasonality – Review keyword competition 5. Use keywords in all digital assets 6. Remember the user experience when publishing content on the web 7. Users love and reward good content 8. Make content easy to share Copyright 2013 KeyRelevance LLC
    • Copyright 2013 KeyRelevance LLC 109 Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com @KeyRelevance @ChrisChurchill
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