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Finding the Right Keywords: Keyword Research and Beyond
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Finding the Right Keywords: Keyword Research and Beyond


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As a blogger, finding the right keywords to use in your blog posts is an important step in the process. This presentation helps you identify how to find the right keywords, how to make them work for …

As a blogger, finding the right keywords to use in your blog posts is an important step in the process. This presentation helps you identify how to find the right keywords, how to make them work for you to get the results you want, and how to measure so you know what's working.

Presented for Bloggy Conference 2012 by Allison Kulage of Bare Knuckle Marketing, Inc.

Published in: Education, Technology, Design

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  • Hi, thanks for this presentation, did you use maybe tools like Metrics11 to increase your site traffic and you have some insight/opinion?
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  • 1.  Keywords are what people are searching for Keywords help you:  Get more readers  Get more fans  Get more subscribers  Increase revenue Understanding SEO (search engine optimization) and how it affects your blog = gain new readers The right keywords will attract the right traffic
  • 2. “Unfortunately, too many assume that SEO means trying to trick search engines. It doesn’t. It simply means building a site that’s friendly to them.” –Danny Sullivan, Search Engine Land
  • 3. When writing, find the balance between writing forpeople and writing for the search engines (SEO)
  • 4.  We must use keywords so they understand what we want to rank for Semantic themes help engines understand the concepts, and what you should rank for But there’s a balance – don’t spam, and keep the user experience in mind.
  • 5. How does the search engine know a Jaguar is a car and not an animal, a football team, etc.? Themes  Cars, Vehicles, Automobiles Supporting Themes  Engine, Tires, Spark Plugs, Brake Pads Additional Targets  Reviews, Sales, Prices, Specs
  • 6.  To serve the needs of the user = Create Value To make search engines understand what we’re about and what we want to rank for (keywords) To convert readers to leads/sales/subscribers To attract links that use our keywords To rank in the search engines for our keywords
  • 7.  Avoid duplicate content ( Consider semantics Keywords should appear throughout various HTML tags Consider USP (Unique Selling Proposition)
  • 8.  Why do you deserve to rank? What makes you better than the competition? What makes you different / unique? What is your specialized knowledge? It attracts more targeted, specific searches (chocolate candy vs. gourmet chocolate candy order online) Identify your USP and talk about it everywhere
  • 9. How to define your USP List your key benefits What do your customers want, that they’re not getting elsewhere? Be specific and prove it with case studies and testimonials (sure you’re the best, but at what?) Be concise (graphics, short phrases) USP should be everywhere (in text, in photos, in action) Keywords should be aligned with your USP
  • 10.  Use keyword phrases that they use Use the right keywords Social Media: LinkedIn, YouTube Clear call to action Links to other valuable resources
  • 11.  Google Keyword Research Tool Phrases, not single words: be specific The long tail effect Keywords can be an answer to a question or solution to a problem Don’t forget your HTML Tags: Title, meta tags, headline (H1), anchor text, alt attributes…
  • 12.  Google Keyword Tool Bing Webmaster Tools Social Media  (or just use the box at the top)  listen to your market  watch the competition  LinkedIn “Hints” from Google Google Analytics (what are you already ranking for)
  • 13.  Google Insights for Search Spot seasonal trends Regional interest Identify increase or loss of interest
  • 14.  Throw out keywords that are too general Throw out keywords that are too competitive Google - allintitle:
  • 15.  Know the value of Long Tail Keywords Can bring 70% of traffic! Convert better Easier to rank for
  • 16. What do you do with the keywords you’ve identified? Identify new topics to write about Find products / services to review Find related sites to market to / guest blog for Address a regional audience Focus on seasonal topics
  • 17.  Title Tag (different than your Headline)  Capture the search engine – most important words in front Meta Description  Appears in search results  Keywords are bold  Be compelling  Under 165 characters Meta Keywords  Ignored by major search engines  …unless you spam  Ok to put misspelled words here
  • 18.  For news related blog posts, use the News_keywords metatag:<meta name="news_keywords" content="World Cup, Brazil 2014, Spain vs Netherlands"> for details
  • 19.  Headline (Heading, H1 – capture the reader, but don’t forget keywords) Content  Focus and use your main keyword theme throughout  In general, more than 300 words, but always consider your audience first  Bold keywords when it makes sense  Use variations = semantics  No magic formula for frequency or density Link Out  To other content within site  To other authority sites with relevant content  Use keywords in anchor text
  • 20.  Measure everything What keywords bring traffic? What keywords result in conversions? Are you getting traffic for the keywords you expected? Are you getting traffic for keywords you didn’t expect?
  • 21. Filter Keywords Overview / Organic / Paid Excluding brand name – identify theme based traffic Containing brand name – identify brand recognition Containing root term
  • 22.  Use the right keywords Write good keyword rich content Attract new readers Measure everything so you know what works!
  • 23. Allison Twitter @BareKnuckleMktg