The right-way-to-develop-keyword-strategy


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The right-way-to-develop-keyword-strategy

  2. 2. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY2www.Hubspot.comShare This Ebook!Introductory content is for marketers who are new to the subject. This contenttypically includes step-by-step instructions on how to get started with thisaspect of inbound marketing and learn its fundamentals. After reading it, you willbe able to execute basic marketing tactics related to the topic.INTRODUCTORYIS THIS EBOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description todetermine if your level matches the content you are about to read.Intermediate content is for marketers who are familiar with the subject but haveonly basic experience in executing strategies and tactics on the topic. Thiscontent typically covers the fundamentals and moves on to reveal more complexfunctions and examples. After reading it, you will feel comfortable leading projectswith this aspect of inbound marketing.INTERMEDIATEAdvanced content is for marketers who are, or want to be, experts on thesubject. In it, we walk you through advanced features of this aspect of inboundmarketing and help you develop complete mastery of the subject. After readingit, you will feel ready not only to execute strategies and tactics, but also to teachothers how to be successful.ADVANCEDTHIS RESOURCE
  3. 3. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY3www.Hubspot.comShare This Ebook!... brings your whole marketing worldtogether in one, powerful, integrated sys-tem.HubSpot’s All-in-OneMarketing Software.Marketing analyticsYRequest A DemoVideo OverviewAnalyze your web trafficand see which sourcesare generating the mostleads.NBloggingCreate blog contentquickly while getting SEOtips and best practicepointers as you type.MemailSend personalized,segmented emails basedon any information in yourcontact optimizations Improve your rank insearch engines by findingand tracking your mosteffective keywords.ULead managementTrack leads with acomplete timeline-view oftheir interactions with yourcompanyqsocial mediaPublish content to yoursocial accounts, thennurture leads based ontheir social engagement.
  4. 4. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY4www.Hubspot.comShare This Ebook!SEO from the experts: THERIGHT WAY TO DEVELOP AKEYWORD STRATEGYExpert Advice By Richard BaxterRichard is the CEO of SEOgagdet, aU.S. and U.K. based inbound marketingagency. When he’s not building newSEO tools or helping search marketerslearn new skills, he loves driving fastcars, listening to loud music and jet-setting around the world speaking atvarious digital marketing conferences.Follow me on twitter@RICHARDBAXTERFollow me on twitter@DetectiveddubsDesigned By Desmond WongDesmond is currently a creativedesigner and inbound marketer atHubSpot. He has worked with a varietyof start ups, medium, and large sizedcompanies over the years with a focusin branding and business development.
  5. 5. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY5www.Hubspot.comShare This Ebook!The buying process has changed.The subject of user behaviour research, keyword research, or searchprofiling is a relatively broad topic -- but an extremely interesting one. It’sbecome possible, with a handful of free tools, to fetch data to tell us whatsearch terms people use in their day to day use of search engines.Using free tools like Google’s Keyword Tool, it’s easy to learn howmany people are searching for a particular keyword. That data can betranslated into a site architecture that “catches all” of the potential searchterms you can think of, and in classic SEO, that’s where the journeyends. It’s important, however, to fully understand your customer’s buyersearch behaviour.Introduction
  6. 6. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY6www.Hubspot.comShare This Ebook!The buying patterns of our target markets have changed. Imaginesearch as a decision funnel, where organic search might present one ortwo touch points with a customer in a journey or three or four. To makea purchase decision, a customer might ask a friend and read a reviewon their desired purchase before buying.Understanding Buyer SearchBehaviour in a Wider ContextPotential customers are finding your business in new and uniqe ways. The buyer decisionprocess has changed as a result.
  7. 7. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY7www.Hubspot.comShare This Ebook!Understanding how your customers use search engines to find yourproducts, services, blog posts, or any other content you may haveavailable to share is a critical component of your inbound marketingefforts. Keyword research is such a powerful skill, and allows the searchmarketer to size and prioritize their efforts, while keeping a keen eye onthe behaviour of their users.In this chapter, we’ll look at the theory, and the practice, of discoveringkeyword opportunities, organising them into meaningful campaigncategories, and translating those categories into decisions about yoursite architecture.If you have intermediate to advanced skills in Excel, you’ll find thisapproach easy to absorb and assimilate into your existing keywordresearch process. If you’re an Excel user, you might have come acrossNiels Bosma’s SEO Tools for Excel and SEOgadget’s Adwords APIExtension for Excel.Speaking the Right Language -Finding the Right Keywwords
  8. 8. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY8www.Hubspot.comShare This Ebook!My process for keyword research falls into four simple steps:In this ebook, we’ll look at methods to gather and group your keywords,show you how to analyse the data, and use the outcome to betterstructure your website.Gathering Your KeywordsThere are a variety of tools available to generate keyword ideas – someprovided by search engine companies themselves, others provided as aservice specifically for search marketers.Our goal in the “keyword gathering” stage is to build a complete list. Thislist should be built with the intention of benefiting your business, notnecessarily picking up on “hot” keyword. As many as 25% of all queriesGoogle processes daily have never been seen before! With a completelist, you can take away a sense of certainty that you’re not missing outon an important keyword opportunity.Keyword Research in FourSimple Steps
  9. 9. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY9www.Hubspot.comShare This Ebook!There are a number of different keyword sources – a great, and oftenoverlooked starting point is your own analytics. Try exporting the first1,000 referring keywords from Google Organic search, and build a list inExcel.Gathering Your Keywords From CompetitorsBoth SearchMetrics and aHrefs have a similar competitive analysistool. Both provide keyword data for your own organic (and paid search)activity, but also allow you to investigate your competitor’s rankingkeywords. This is useful if you need to understand their most importantkeywords. HubSpot customers, you can simply use the HubSpotKeywords and Competitive Intelligence tools to gain valuable insight.
  10. 10. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY10www.Hubspot.comShare This Ebook!Free Tool: UbersuggestUbersuggest is a tremendously powerful way to expand a keyword list.By entering a “seed” keyword, the tool extracts related terms that wouldappear in Google suggest. You can select web search, news search andchoose your geo location and language.Tip: The more technically savvy marketers will notice that the “search results in html” URL can bescraped and exported into Excel very quickly.
  11. 11. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY11www.Hubspot.comShare This Ebook!HubSpot’s Keyword ToolHubspot’s keyword tool is another great source for identifying relevantkeywords for your business. It shows you all the keywords your websiteis ranking for and will add a bunch of additional metrics like how manyvisits the keyword is generating, how difficult it is to rank for the keywordand what is the total monthly search volume of the keyword. This allowsyou to easily spot high volume keywords that you don’t currently rankwell for. You can use the difficulty metric to sort these from easiest first.
  12. 12. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY12www.Hubspot.comShare This Ebook!Google Adwords APIFor most of us, the Google Keyword tool is a powerful enough aid tokeyword research, fetching monthly average search volume and trendsdata in your geo-location. The tool allows you to paste in up to 800keywords at a time, making it a simple matter of recombining that datainto your spreadsheet at a later point.For those lucky enough to have a Google Adwords API key, theSEOgadget Adwords API Extension for Excel can fetch large amountsof search volume data in a single API call. This drastically speeds upthe process of fetching search volume data and allows the researcher tohurry along to categorising their keywords.
  13. 13. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY13www.Hubspot.comShare This Ebook!Google Insights - Related SearchesGoogle Insights offers two features that I believe are immenselypowerful: “top searches” and “related terms.” Simply enter a keyword,and Google Insights expands on that list for you. The data can beexported and added to your list.
  14. 14. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY14www.Hubspot.comShare This Ebook!Grouping Your Keywords IntoCategoriesWhen you’re designing your site navigation, you might want to considerlinking to pages with the highest likely search volume potential. Imaginefor a moment that you’re a website that sells used cars, and youcategorize by brand. Which of your brand pages should be linked tofrom your homepage? Keyword categorisation answers precisely thatquestion.A simple methodology to group your keywords together is to use Excelfilters:
  15. 15. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY15www.Hubspot.comShare This Ebook!Create a custom filter, and then your data’s ready to go into a chart:In our example above, “share price” would be a great top term to target,so in site architecture terms, you’d want to consider creating a top levelcategory on your website called “share prices.” As you’re designing yournavigation, work down the keyword list in search volume order, pickingout the keywords you’ll need pages for.While this guide was an extremely fast introduction to keywordcategorisation, and how to determine the types of pages you might wantto create and link to from your navigation, I hope you found it valuable.For a full guide on the topic, take a look at this post over on SEOmoz.
  16. 16. seo from the experts: DEVELOP YOUR KEYWORD STRATEGY16www.Hubspot.comShare This Ebook!Now that you know about building links, learn how HubSpot can give youinsight into your SEO. Click here to start a free demo.GAIN INSIGHT INTO YOURSEO STRATEGY WITHHUBSPOT.SEE HUBSPOT INACTION TODAY.