Keyword strategy - LogicClassroom

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Master Your Keyword Strategy!
Presented by: Angela Davis, Senior Marketing Associate

CLASSROOM OVERVIEW
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What is a Keyword [a.k.a. Key Phrase]?
Words or Phrases Your Clients Would Use While Searching for Your Products, Services, or Website. (or While Looking for Solutions to Their Problems)
Also Used by Search Engines to Index Your Site / Determine What Each Page is About.
The Foundation of Your SEO & PPC Campaigns.
By Creating a Highly Relevant Keyword List, Your Site & Ads will be Shown to the Most Interested Users and Improve the Performance of Your Site!
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“Long Tail” & “Halo” Terms
“Long Tail Keywords” are More Targeted (3+ Word Phrases)(Ex. “Luxury Apartments in Beacon Hill” vs. “Boston Apartments”)
“Halo Keywords” are Variations of those Keywords.You will naturally rank for these other terms over time by using them in your content.
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DEVELOPING A KEYWORD LIST
Step 1: Brainstorm! Ask Yourself Some Basic Questions
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Where Are You?
Where is Your Office Located?
What Geographic Areas You Are Willing To Travel To In Order To Serve Your Clients?
Where are Your Potential Clients Located?(Ex.: Do You Help People Relocate From Other States / Countries?)
Are You Trying to Expand Your Service Area?
This will help you begin thinking of location-based keywords.
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What Do You Do?
What Are Your Products / Services?
What Is Your Industry Niche?
What Makes You Unique from Your Competitors?
Why Would Someone Choose You Over Your Competitors?
(Better Value, Better Service, More Experience, More Fun, etc.)
This will help you begin thinking of industry-based keywords.
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Who Are Your Clients?
What Problems Do Your Products / Services Solve?
Who Have Been Your Favorite Clients in the Past? Why?
Who Have Been Your LEAST Favorite Clients in the Past? Why?
What Words or Phrases Might a Client Use While Looking for Your Products / Services (or a solution to their problem)?
Try to Put Yourself in a Potential Client’s Shoes!
They Might Not Know the Industry Terminology You Do!
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Step 2: Do Some Investigating!
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Check Out The Competition
View the Websites + Social Media Profiles of Your Competitors + Industry Leaders.
Companies in Your Area Offering Similar Products + Services.
Companies in Your Industry but in Different Locations Than You.
TAKE NOTE:
What You Like / Dislike About Each Site As a User at First Glance?
How Do They Organize Their Information?
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Spy on Your Competition with Source Codes!
Reading Source Code Data can Provide More Insight!
Visit the Home Page + Other Pages You Are Interested In.
In the Navigation Bar of Your Browser, Click ‘View’.
Look for ‘View Source Code’ or ‘View Source’ Option & Select.
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‘Cracking the Code’ Is Pretty Easy…
Look for the Meta Title & Description & Keywords.
Some Websites Don’t Have Them.
Often Similar to Front-End Content, but Not Always.
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Do What Your Clients Will Do - Google It!
Don’t Forget to Test Your Keywords in the Major Search Engines!
View the Paid Ads +Organic Results for Each Term.
Are The Results What You Expected? Who’s Ranking Highest?
TAKE NOTE:
Of the Page Titles & Descriptions You Are Seeing in the Top Results!
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Step 3: Organizing Your Information
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Step 3: Organize Your Information
Create a Spreadsheet Listing All Your Keywords / Phrases So Far.
Be Sure to Include:
Areas / Locations You Serve
Words for Products & Services
Industry Terms & Layman Terms
Words Your Discovered During List Creation Phase
Sort Your List:
Sort Alphabetically to Help See ‘Holes’ in List
If You Serve a Large Area, Make a List for Each Regionfor Locally-Targeted Marketing
This Will Be the Foundation for the Next Step: Keyword Research.
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THE SCIENCE OF KEYWORD RESEARCH
How-To + Tools To Help!
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Free Keyword Research Tools
Best FREE Option:
Google Adwords Keyword Tool
Other Places for Ideas & Research:
Microsoft AdLab
Google Trends
Google Webmaster Tools
Bing Webmaster Tools
Twitter Trending Topics
Other Social Media Channels
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Google Adwords Keyword Tool
Google’s Keyword Tool will Suggest Related Terms:
https://adwords.google.com/select/KeywordToolExternal
Easily See Competition & Search Trends for Each Set of Terms
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Keyword Types for Google Adwords (PPC Ads)
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Google Adwords: Keyword Types Defined
Broad Match =Default Option, Enter Words Normally
Ex. Keyword: tennis shoes
Ads Appear: When query contains the words tennis and shoesin any order and can also be coupled with other terms. Also shows on similar or relevant terms.
“Phrase Match” = Add “Quotations” Around Words
Ex. Keyword: “tennis shoes”
Ads Appear: When query contains the wordstennisshoesin that order only and can also have other terms before / after.
[Exact Match] = Add Brackets Around Words
Ex. Keyword: [tennis shoes]
Ads Appear: When query contains only the words tennisshoesin that order and no other terms before or after.
- Negative Keywords = Helps You Target Better!
Ex. Keyword: -used
Ads Appear: Ensures your ads won’t show up for queries that include these terms.

Narrowing Down Your List
“Low-Hanging Fruit”
High Local vs. Global Search Volume
Mix of Long Tail Keywords & More Generic Terms
Mix in Some Highly Competitive Terms(there’s a reason they’re popular!)
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Narrowing Down Your List
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Implementing Your Keyword Strategy
Getting Your Keywords on Your Site!
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Planning Is Important!
Cluster Similar Keywords Together to Help Set Up Your Website’s Information Architecture.
You Don’t Want Your Site Pages Competing with Each Other!
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On-Page Optimization Overview
Remember to use RelevantKeywords Throughout
Create categories sing specific keywords
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Keywords in Your Headings is KEY!
Search Engines Also Give More Weight Heading Tags
HTML Offers Six Different Heading Tags:
<H1></H1> Through <H6></H6>
In Default State, H1 is the Biggest Font Size & H6 is the Smallest
H1’s are Most Important, H2’s Second Important, etc.
‘WYSIWYG’ Visual Editors Handles As User-Friendly Drop-Down
EASY! Like Selection a Font Style in Microsoft Word!
Use Keywords & Phrases for Biggest Impact on SER
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Highlight the Keywords in Your Content
Search Engines Give More Weight to Bold and Italic Words
Tells Search Engines ‘This Word or Phrase is Important’
Use Keywords as the Anchor Text for Links to Other Pages of Your Site
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Keywords in Blogs Categories
General Index of Common Topics You Blog About
Use Relevant Keywords for Category Titles
If Blog Platform Allows for Category Descriptions- USE THEM!
Don’t Add Blogs to Irrelevant Categories – Will Frustrate Users!
Don’t Have Redundant Categories! Google’s Recent ‘Panda’ Update Frowns On Repetition & Stuffing of ALL KINDS.
Create Categories Using Your Keywords
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Keywords in Blog Tags
Not As Important to SEO As Other Optimizing Techniques
Too Many People were ‘Keyword Stuffing’
Search Engines More Advanced Now - Algorithm Changed
Think of Tags That Will Be Useful to Humans
More Post-Specific Than Categories
Good For Topics Important to That Individual Post
Names of Celebrities or Events Mentioned in Blog Post, etc.
Good For Halo Terms (Variations of Your Keywords)
Ex: If Your Keyword is ‘Fenway Apartments’ -
Use Tags Like ‘Fenway Rentals’ ‘Fenway Student Housing’
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Inserting & Optimizing Images
BEFORE YOU UPLOAD:
Image File Name
Indexed by Google Images
Image File Size
KB not MB or GB!
WHEN UPLOADING:
Title
Alternate Text
Description
Link to Relevant Pages
Image Caption for Readers
Image Alignment
Image Pixel Size
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Meta Data Optimization
Meta Data Describes the Web Page or Blog Content.
Keywords: Specific/relevant keywords you want your site to rank for
Title: Interesting & Engaging Title. 60 Characters or Less.
Description: 160 Characters or Less Describing Your Blog Post or Webpage
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How Meta Data Appears In Search Results
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Content Optimization Check List
Content creation AROUND KEYWORDS
________________________________________________________
Bolding / Italicizing KEyWORDS
________________________________________________________
HeadINGs (h1) & Subheadings WITH KEYWORDS
________________________________________________________
Hyperlinks to other pages using keywords _______________________________________________________
Add tags and categories
(Blog specific)
________________________________________________________
Photo/other art
________________________________________________________
META DAta________________________________________________________
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Monitoring Your Keyword Strategy
Refine Your List & Strategy as You Go!
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Tools To Check Your Ranking & Progress
Firefox Rank Checker – Good for Quick Checks, Data Exportable
Track Referring Sites / PPC Ads, and Search Terms Used to Bring Visitors to Your Site for FREE with Google Analytics & Google Webmaster Tools!
Track What Terms People are Searching for Once On Your Site, too!
Google Places Insights Provide a List of Search Queries Used to Reach Your Listing.
Use the ‘Broad Match’ Setting in Your PPC Ads, then REFINE YOUR KEYWORDS for ADGROUPS by using the ACTUAL KEYWORDS Users Entered.
Ask Boston Logic For Help!
T: 617.266.9166
www.bostonlogic.com

Listening Channels
Use Tools like TweetBeep, GeoChirp, and Google Alerts for Email Updates!
Monitor:
Company Name, Trademarks, Website & Blog URLs
Relevant Employees Names
Brands, Products & Services
Events, Webinars, Seminars, Conferences
Competitors & Relevant Employees
Your Core Keywords / Phrases
Industry Terms
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FREE Monitoring tools
Plagiarism checks- Copyscape: www.copyscape.com
SEO Tools..
Firefox Add-on: https://addons.mozilla.org/
Firefox Rank Tracker: http://tools.seobook.com/firefox/rank-checker/
Link Diagnosis: www.linkdiagnosis.com
SEO Quake: www.seoquake.com
Search Status: www.quirk.biz/download-searchstatus
SEO Spy Glass: www.link-assistant.com/seo-spyglass
SEOmoz Tools: www.seomoz.org/tools
The SEOmoz toolset includes a complete suite of SEO tools designed to help with every aspect of SEO including competitive analysis & keyword difficulty
SiteExplorer:http://siteexplorer.search.yahoo.com
Allows you to explore all the web pages indexed by Yahoo! Search. View the most popular pages from any site, dive into a comprehensive site map, and more

Questions?
More LogicClassrooms by Boston Logic:
www.bostonlogic.com/logic-classroom
Read SEO Tips on our Real Estate SEO Blog:
www.realestateseo1.com
For More Information, Contact:
Angela Davis, adavis@bostonlogic.com
@BostonLogic
/user/BostonLogic
/BostonLogic
T: 617.266.9166
www.bostonlogic.com

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Keyword strategy - LogicClassroom

by Boston Logic Technology Partners, Inc. on Sep 22, 2011

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