• How to do it, and what to use it for once it’s done. Presentation By: Frank Scharnell @fscharnell +fscharnell
** Keyword Research is finding the most searched and intent driven queries or phrases for your website to be optimized for.* Could also be considered market research for your niche to succeed in inbound marketing.* Necessary for any internet marketing campaign as a point to indicate KPIs.* Must have well defined goals.
** Static - these are used on unmoving pages that will be optimized for a specific keyword or phrase. (landing pages, homepage, services)* Long Tail – these are often used to get better searches for a piece for content marketing or that is blogged about. These are typically low competition KWs.(blog posts)* Geo – These are KWs that have a “kw + location” structure, often giving more intent and less competition.(location specific)* Conversion – typically exclusively used for eCommerce these are KWs very specific to a product or offering that are tailored to the most common language of the consumer.(specific products)
** Gain most used and common language of searchers.* Focus marketing and company story(optimize website for intent)* Priorities: * Static pages(i.e. Homepage, services, ect.) * If ecommerce use it for products as well(gain common consumer language).
** 1)Find a keyword research tool * Examples * Google Adwords Keyword Tool –FREE * WordStream – Paid tool * Wordtracker – Paid tool * Just to name a few, Many other’s out there most SEO software will come with a KW research tool.
** 2) Use “exact match” searches(adwords)* Results for only that [exact] keyword
** Insert Keywords and compare different search volumes( can use “keyword ideas” for more results)
** What to do with the data? * Local monthly Searches(only US searches) * Competition isn’t “exactly accurate” * Cross reference with your intent/ Google Trends
** Any keyword with local monthly searches that has intent for your content/website page* Ex. Good geo keywords have around 300 local monthly searches* Too many searches can be an indicator of not enough intent or a high competition.
** At Ethical SEO Consulting we like to create keyword mappings* Define your keyword per page(make sure they are intent driven)* Create content if needed(location based in most cases)* EX. * Keyword: Local SEO Services --- URL: /local-seo/ * Don’t optimize multiple places for one kw * Use same page for variants of the keyword(not a fixed optimization Google is smart).
** Make your keywords common language on your website and optimize your specific page for those targeted keywords.* URL* Page Title* Meta Description should be relevant of KW* H1* Internal links* Don’t over Optimize!
** Often KWs will be over used on a website don’t cannibalize your content over use them.* Think of KW research as a way to better speak to your customers online, stay relevant* KWs should be used to help your website.* Meta Keywords don’t work…..
** Add your new skill to your tool box of internet marketing, help make sure your searches are meaningful.* Any Questions? Email me or connect with meTwitter: @fscharnellGoogle +: +Frank