Keyword optimization
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Keyword optimization

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Keyword optimization (also known as keyword research) is the act of researching, analyzing and selecting the best keywords to target to drive qualified traffic from search engines to your website.

Keyword optimization (also known as keyword research) is the act of researching, analyzing and selecting the best keywords to target to drive qualified traffic from search engines to your website.

Keyword search optimization is a critical step in initial stages of search engine marketing, for both paid and organic search. If you do a bad job at selecting your target keywords, all your subsequent efforts will be in vain. So it’s vital to get keyword optimization right.

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    Keyword optimization Keyword optimization Document Transcript

    • Keyword Optimization: Why Optimizing forthe Right Keywords is Do or DieKeyword optimization (also known askeyword research) is the act ofresearching, analyzing and selecting thebest keywords to target to drive qualifiedtraffic from search engines to yourwebsite.Keyword search optimization is a criticalstep in initial stages of search enginemarketing, for both paid and organicsearch. If you do a bad job at selectingyour target keywords, all yoursubsequent efforts will be in vain. So it’svital to get keyword optimization right.But optimizing keywords isnt something you do ONLY at the outset of a search marketingcampaign. Ongoing keyword optimization is necessary to keep uncovering new keywordopportunities and to expand your reach into various keyword verticals. So keyword optimizationisnt a set it and forget it process. By continuously performing keyword analysis and expandingyour database of keywords, your site traffic, leads and sales will continue to grow.Benefits of Keyword OptimizationIn a recent survey, participants listed keyword optimization as one of the hardest tasks in searchengine marketing. Because of its difficult nature, most site owners, marketers and bloggers dontspend enough time optimizing keywords. This is ironic since optimizing keywords is the mostimportant aspect of SEO and PPC. If you dont choose and use keywords your customers aresearching for, you wont get found. That means no traffic, no sales, no money.So to look at the big picture, you must practice search engine keyword optimization to: Drive qualified traffic to your website: To drive searchers to your site, you must optimize for the keywords theyre searching for Measure traffic potential: Analyzing the popularity of keywords helps you gauge the size of a potential online market. Write effective content: By incorporating optimized keywords into your website content, you can connect instantly with potential customers and address their needs. Understand user behavior: By analyzing the words that your customers use, you get an idea of their needs and how to service those needs.
    • Where Keyword Search Optimization Comes into PlayKeyword optimization plays a major role in every aspect of Internet marketing from contentstrategy, to link building, to how you group your keywords in your AdWords ad groups, to howyour site content is organized, a.k.a your information architecture.SEO Keyword OptimizationWhen it comes to SEO, the success of your organic search efforts rests largely on how effectiveyou are at discovering, researching, analyzing and selecting the right search engine keywords foryour website. All other aspects of SEO rely on successful keyword optimization. Whats more,optimizing keywords touches every aspect of your SEO marketing efforts. Title Tag: Your target keywords must be included in the title tag (and front loaded). This is the most important piece of content on your website, both on and off-page. Links: Keyword optimization should be integrated into your link building strategy. Internal links, inbound links, breadcrumb links, navigational links should all have your top optimized keywords. Its also important to track and manage your link text efforts Content strategy: If you want to rank well and connect with searchers, you need to use your target keywords in your content. WordStream for SEO helps combine keyword research with content authoring (just saying...). Images: Dont forget to optimize keywords in the pictures on your website. Target keywords should be used in your image alt attribute and file names, to name a few. Meta Description: Theres some debate over whether or not including target keywords in your text snippets helps rankings. But theres little doubt that having your optimized keywords here produces more clicks in searches, which is optimal. URL: Be sure to include keywords for SEO in file name slugs, like Ive done with this pages URL. The page is about keyword optimization, so the slug name is /keyword- optimization. Site Structure: Keyword optimization is also critical to how you structure and organize your site content. Not only do you need to select the right keywords, but you need to group them hierarchically and order the corresponding pages on your website accordingly.PPC Keyword OptimizationBut optimized keywords arent just for organic search marketing. Theres tremendous value inoptimizing your PPC keywords. To be effective with your pay-per-click campaigns, you mustspeak the searchers language. The more keywords you select that your customers are searchingfor, the more traffic youll drive to your website, the more consumers youll convert to customers. Creating a keyword list: Determining which keywords to target and bid on is the linchpin for all your PPC marketing strategies. Different keywords have different demand and traffic potential. Grouping and segmenting: Keyword optimization helps organize your keywords into tight groups that are semantically related.
    • Improved relevancy: The key to a higher click-through rate is being relevant to the searchers query. Higher CTR leads to better Quality Score. Optimized keywords are instrumental in being relevant. Crafting ad text: To coax searchers into clicking on your ads, you need to integrate your keywords into your PPC ad text. Landing page optimization: Once a user lands on your page, your message must match the offer. So the optimized keywords that were present in your ad text, must be present on your landing pages.Social Media Keyword OptimizationDetermining which keywords to target and how to incorporate them into your messaging is alsoa big factor in social media marketing. This guide to Keyword Research for Social Media is agood resource for determining which keywords your audience is using and covers everythingfrom how to conduct keyword research for YouTube to researching keywords for Facebook.What to Evaluate When Optimizing KeywordsWhen determining which keywords to choose for your optimizations efforts, there are a numberof factors you should evaluate.Keyword Popularity – The more popular a keyword is (meaning the more that people search forit), the more traffic it will drive to your website, should you rank highly for it, that is. When itcomes to choosing keywords based on popularity, there are two lines of thinking. Target the most popular keywords. This seems pretty straightforward. If you want to attract the most visitors to your website, you should optimize for the most searched for keywords. Right? But the more popular a keyword is, the harder it is to rank for. Target less competitive keywords. It may seem counterintuitive to go after keywords that aren’t as popular, but for a new website, this is often the best approach. It’s very difficult to compete with mature websites that have achieved trust and authority for the most popular keywords in competitive ranking verticals. So sites that are young typically have more success optimizing for keywords that aren’t that popular or competitive or optimizing your keywords by integrating modifiers (thematic modifiers or geo-targeted modifiers) and creating mid to long tail keywords.Keyword Relevance – It’s critical to choose keywords to optimize for based on how relevantthey are to your products or services. If your keywords are not intrinsically relevant to whatyoure offering on your website, the traffic the search engines feed your website will not bedelivered a relevant message. Thus, they will be unable to complete the “search and rewardcycle.” You see, searchers seek relevance and without it youre unlikely to convert them intocustomers.Keyword Intent – To determine the value of your keywords, you need to identify the intent ofthe searchers. Which stage are they at in the search cycle? Are they browsing? Are they ready tobuy? Or are they simply looking for solutions or pursuing information?
    • The intent behind keywords or more specifically "search queries" can be broken down into threecategories. Navigational: company or brand queries, domain queries Informational: curiosity, question-oriented, solution-seeking queries Transactional: looking to purchase queriesIts important to optimize for the high intent keywords rather than keywords of low intent. Byidentifying, classifying and segmenting your high intent keyword groups into separate baskets ofintent and eliminating the low-value keywords, you’ll see your search relevance rise and you’llgenerate more, qualified traffic.Keyword Optimization Tools and ResourcesFinally, since its so important to choose the right keyword for blogging, Web copy and landingpage creation, lets wrap this up with some of the best tools on the Web for researching,analyzing, discovering and optimizing keywords. Ive also included some of my favorite articleson keyword optimization, analysis and research so you can learn more about optimizingkeywords.Tools for Keyword SuggestionIf you’re starting a site from scratch, it can be difficult to know which keywords to target. Thegood news is there are a number of free tools to help you discover keywords. WordStream Suite of Free Keyword Tools o The Free Keyword Tool: discover thousands of profitable keyword opportunities o The Free Keyword Niche Finder: get keyword suggestions grouped semantically SEO Book Keyword Suggestion Tool: Aaron Wall serves up a great tool for finding new keywords Google Keyword Tool: keyword suggestions straight from the horses mouth Google Trends: discover new keyword opportunities based on popularity, trendiness and seasonality Yahoo Buzzlog: more on hot, trending search terms Google Search Based Keyword Tool: great keyword optimizer tool for mining the long tail of search Google Insights for Search: gauge interest in pertinent search termsGreat Keyword Optimization Resources Free Keyword Research Tools – the Ultimate Guide - Ann Smarty gives us a nice list of the keyword research tools and optimization resources that isnt the same old same old Free Keyword Suggestion, Research and Analysis Tools - Aaron Walls keyword tools are slick and pretty sick Keyword Research Guide - Practical guide to researching keywords from, well, us
    • Keyword Research Master Class - Angie Nikoleychuk schools us on how to performsolid keyword researchKeyword Research for Bloggers: 5 Part Guide - Optimized keywords arent just for SEO,PPC and social media...if you want your blog to rank well in the SERPs, read this guideComprehensive Guide to Keyword Research, Selection and Organization - StoneyDeGeyter takes you start to finish on how to find, analyze, prioritize and organize yourkeywordsTools for Local Keyword Research - Big list of tools for finding keywords to targetlocally from Michael GrayKeyword Research Strategy Flowchart - Aaron Wall stikes again with this fantastickeyword strategy chart