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Content Jam 2013: Keyword Research in 2013 by Andy Crestodina

Content Jam 2013: Keyword Research in 2013 by Andy Crestodina






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Content Jam 2013: Keyword Research in 2013 by Andy Crestodina Content Jam 2013: Keyword Research in 2013 by Andy Crestodina Presentation Transcript

  • Keyword Research Andy Crestodina @crestodina #contentjam
  • If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing. - Guy Kawasaki
  • Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid (Budget) Owned, Earned (Brains) Hype Help
  • Search + Social + Email = Content Marketing
  • Traffic: Social, Email, Search
  • The Spike …and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
  • HOW GOOGLE WORKS It’s simpler than you think...
  • This is why Google won…
  • Search Ranking Factors Source: MOZ, 2013 Search Ranking Factors
  • SEO (over)simplified Links = How trustworthy? On-Page = How relevant? Keyphrases = Relevant to what?!?
  • Keyphrases: 3 Criteria
  • Sources of Content Ideas 1. Your Industry: Blogs, Videos, Influencers 2. Your Clients 3. Your Sales Team 4. Your Customer Service Team 5. Your Analytics 6. Your Email Outbox Can I really make the page page on the web?
  • Google Suggest #gettingideas
  • Ubersuggest Resource: Ubersuggest
  • CONTEXT Beware “Universal Search Results”
  • ideos in search results
  • Local Carousel
  • If you search for “happiness”
  • Search Volume: Keyword Planner Resource: Google Keyword Planner
  • Search Volume: Wordtracker Resource: Wordtracker
  • Google Trends Resource: Google Trends
  • Regional Interest Resource: Google Trends
  • Link Popularity / Domain Authority 20 40 60 80 #unfair
  • Your Authority… Resource: Open Site Explorer
  • Their Authority… Resource: MOZ Analytics *paid
  • Resource: Mozbar free!
  • What are you driving?
  • USING KEYWORDS …they call this “on-page SEO”
  • Use the phrase in 4 places 1. Title 2. Header 3. Body Text 4. Internal Links Indicate the relevance!
  • 1. Title: Once in the beginning It appears above the address bar in your browser… …and it’s the link in Google search results!
  • <title>Home</title> <title>Home</title>
  • 2. Header: once, anywhere
  • 3. Body: 4 - 6 Times
  • Don’t be too aggressive!
  • Keyword Stuffing = Spam If you’re really into “keyword density…” If your article is… 600 words 1200 words 1800 words Use the phrase… 4 times 6 times 8 times …but seriously, people. Really?
  • 4. Internal Links 1. Link from older pages to the new page 2. Use the keyphrase as the text in the links… Resource: Internal Linking
  • Internal Linking Opportunities!
  • EXAMPLES From recent Orbit blog posts
  • 200 visits / month
  • 45 visits / month
  • 275 visits / month
  • 415 visits / month
  • 3500 visits / month
  • LINK MAGNETS …the ultimate trick to ranking.
  • Link Magnets Meet Two Criteria… 1. They are high quality 2. They are highly visible
  • Rank Links Rank
  • So that’s how Wikipedia does it!
  • Where there’s traffic, there’s hope...
  • #ContentJam
  • Thank You! Andy Crestodina @crestodina #contentjam
  • Step 1: Write 2000+ words A. Teaches something useful B. It’s on a topic that you love C. Use Google Authorship tagging GOAL: Write the best page on the internet for the topic
  • Step 2: Pick a phrase A. Yes, people are searching for it. B. No, it’s not too competitive. GOAL: a realistic chance of ranking
  • Step 3: Use the phrase A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Build links to the page from other pages on your site. Use the keyphrase in the links. GOAL: indicate the relevance
  • Step 4: Not ranking on Page One? A. Write a guest post on a similar topic B. Link to the page from the guest post C. Get it posted on a site with high authority D. Improve the page however possible! GOAL: Link, Link, Nudge, Nudge.