0
Keyword Research   for SEO & Content Marketing
“Keyword research is one of the most important,valuable, and high return activities in the searchmarketing field. Ranking ...
Keywords Drive, Search Engines Navigate
Know Your DestinationKEYWORD                          SEARCH VOLUMEonline classes                                         ...
Track & Measure
Prioritize & ManageKeyword research can be as simple as identifying thetype 5 terms across an entire website or as complex...
WhatWhat it is & What it does
Logic  Persona         Topic                     Intention                                       Navigational?            ...
Optimization – On & Off  Lorem ipsum dolor sit amet, consectetur  adipiscing elit. Etiam at augue ipsum. Donec  scelerisqu...
Optimization – On & OffOff-page               On-page  – Press                 – URL  – Guest Authoring       – Navigation...
Less Exact, More Qualityhttp://www.seo.com/blog/content-marketing-strategy-guide/
Less Exact, More Quality  Without keywords you have nothing in SEO. You  can consider the keywords the vehicle of your  ca...
Less Exact, More Quality  The First Step To SEO Is Keyword Research  Without keywords you have nothing in SEO. You can  co...
HowKeyword Research
Factors          Relevance           (Purpose & Content)#seoBYU
Factors          Demand          (Current & Trend)#seoBYU
Factors          Ranking          (Current Performance)#seoBYU
Factors          Difficulty            (Competition)#seoBYU
Determine Data Availability• Analytics Data    – Revenue    – Top Referring Keywords• Webmaster Data    – Relevant Keyword...
The Tools
Typical Processes                                Competitors                                  Content               Compet...
Typical Processes               Relevant                               $                            Low                   ...
Step 1Gather Baseline Using Web Analytics• Export keyword data• Gather current rankings
Step 2Select High Return / Low Ranking Keyword• Sort keyword data to show high  converting, low ranking keywords.• Select ...
Step 3Check Competitors / Google Suggest• Run queries in Google for top common terms  to identify additional commonly sear...
Step 4Expand Keyword List / Gather Search Volume•   Select relevant terms•   Go to https://adwords.google.com/o/KeywordToo...
Step 5Identify Phrases in Demand• Filter list by common terms.• Select supporting phrases with high demand.
Step 6Build Keyword Cluster• Identify phrases that are both valuable to the  initiative & supportive to each other.
Step 7Identify Mapped URL / Optimize Content• Find URL on website to target keyword cluster to.• Optimize content.
Thanks!
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Keyword Research in 15 Minutes or Less

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Keyword Research In 15 Minutes or Less — Presentation Transcript

1. Keyword Research for SEO & Content Marketing
2. “Keyword research is one of the most important,valuable, and high return activities in the searchmarketing field. Ranking for the "right" keywordscan make or break your website.” - SEOmoz Why Keyword Research
3. Keywords Drive, Search Engines Navigate
4. Know Your DestinationKEYWORD SEARCH VOLUMEonline classes 14800online degrees 12100online universities 12100online degree 8100online university 6600accredited online universities 1900online education degrees 1300university online 1300online university degree 1000accredited online degrees 1000online degree program 880degree online 1600degrees online 880 Mapped URL: http://www.example.edu/online-university-degrees
5. Track & Measure
6. Prioritize & ManageKeyword research can be as simple as identifying thetype 5 terms across an entire website or as complex asmanaging over 25,000 phrases under one domain..4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+.2((101-Ranking)/100))+.1(Competition/100%)
7. WhatWhat it is & What it does
8. Logic Persona Topic Intention Navigational? Desktops Transactional? Informational? Laptops Tablets
9. Optimization – On & Off Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam at augue ipsum. Donec scelerisque arcu non mauris varius elementum. Nunc euismod, chocolate donuts turpis sit amet sagittis consequat, risus sapien tristique eros, a vulputate ipsum libero sit amet augue. Aliquam vitae elementum dui. Nulla cursus dui eget neque bibendum a convallis tortor tincidunt. Chocolate donuts curabitur rutrum venenatis urna sit amet consequat. Vivamus lectus odio, tristique nec pretium non, commodo non dui. Donec fermentum commodo tincidunt. Nam vestibulum ornare consequat.image source: SEOmoz > http://bit.ly/MvCTIM
10. Optimization – On & OffOff-page On-page – Press – URL – Guest Authoring – Navigation – Social Media – Titles – Photo, Video – Headings – Business Listing – Images – Q & A (forums) – Body Content – Internal Blogging
11. Less Exact, More Qualityhttp://www.seo.com/blog/content-marketing-strategy-guide/
12. Less Exact, More Quality Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.http://www.seo.com/blog/5-steps-keyword-research/
13. Less Exact, More Quality The First Step To SEO Is Keyword Research Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted. Search engine optimization like that performed at SEO.com is a keyword guided approach.http://www.seo.com/blog/5-steps-keyword-research/
14. HowKeyword Research
15. Factors Relevance (Purpose & Content

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  • Keywords drive decisions online.
  • End result / overall goal is a cluster of supportive terms that will be used in content both on and off the page to add relevance and strength to the page for that particular topic.
  • Most basically your keyword research will be used in two different approaches online: off-page and on-page. Both fall under the category of content marketing or SEO.
  • Transcript of "Keyword Research in 15 Minutes or Less"

    1. 1. Keyword Research for SEO & Content Marketing
    2. 2. “Keyword research is one of the most important,valuable, and high return activities in the searchmarketing field. Ranking for the "right" keywordscan make or break your website.” - SEOmoz Why Keyword Research
    3. 3. Keywords Drive, Search Engines Navigate
    4. 4. Know Your DestinationKEYWORD SEARCH VOLUMEonline classes 14800online degrees 12100online universities 12100online degree 8100online university 6600accredited online universities 1900online education degrees 1300university online 1300online university degree 1000accredited online degrees 1000online degree program 880degree online 1600degrees online 880 Mapped URL: http://www.example.edu/online-university-degrees
    5. 5. Track & Measure
    6. 6. Prioritize & ManageKeyword research can be as simple as identifying thetype 5 terms across an entire website or as complex asmanaging over 25,000 phrases under one domain..4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+.2((101-Ranking)/100))+.1(Competition/100%)
    7. 7. WhatWhat it is & What it does
    8. 8. Logic Persona Topic Intention Navigational? Desktops Transactional? Informational? Laptops Tablets
    9. 9. Optimization – On & Off Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam at augue ipsum. Donec scelerisque arcu non mauris varius elementum. Nunc euismod, chocolate donuts turpis sit amet sagittis consequat, risus sapien tristique eros, a vulputate ipsum libero sit amet augue. Aliquam vitae elementum dui. Nulla cursus dui eget neque bibendum a convallis tortor tincidunt. Chocolate donuts curabitur rutrum venenatis urna sit amet consequat. Vivamus lectus odio, tristique nec pretium non, commodo non dui. Donec fermentum commodo tincidunt. Nam vestibulum ornare consequat.image source: SEOmoz > http://bit.ly/MvCTIM
    10. 10. Optimization – On & OffOff-page On-page – Press – URL – Guest Authoring – Navigation – Social Media – Titles – Photo, Video – Headings – Business Listing – Images – Q & A (forums) – Body Content – Internal Blogging
    11. 11. Less Exact, More Qualityhttp://www.seo.com/blog/content-marketing-strategy-guide/
    12. 12. Less Exact, More Quality Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.http://www.seo.com/blog/5-steps-keyword-research/
    13. 13. Less Exact, More Quality The First Step To SEO Is Keyword Research Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted. Search engine optimization like that performed at SEO.com is a keyword guided approach.http://www.seo.com/blog/5-steps-keyword-research/
    14. 14. HowKeyword Research
    15. 15. Factors Relevance (Purpose & Content)#seoBYU
    16. 16. Factors Demand (Current & Trend)#seoBYU
    17. 17. Factors Ranking (Current Performance)#seoBYU
    18. 18. Factors Difficulty (Competition)#seoBYU
    19. 19. Determine Data Availability• Analytics Data – Revenue – Top Referring Keywords• Webmaster Data – Relevant Keywords – Impressions• Current Ranking• Competition / Difficulty• Search Volume• Search Trends
    20. 20. The Tools
    21. 21. Typical Processes Competitors Content Competitors Rankings Relevant Great Baseline
    22. 22. Typical Processes Relevant $ Low Ranking Great Baseline
    23. 23. Step 1Gather Baseline Using Web Analytics• Export keyword data• Gather current rankings
    24. 24. Step 2Select High Return / Low Ranking Keyword• Sort keyword data to show high converting, low ranking keywords.• Select valuable term.• Identify similar terms in analytics data.
    25. 25. Step 3Check Competitors / Google Suggest• Run queries in Google for top common terms to identify additional commonly searched phrases through Google suggest.• Also look at competitors search results to identify keywords and keyword variations.
    26. 26. Step 4Expand Keyword List / Gather Search Volume• Select relevant terms• Go to https://adwords.google.com/o/KeywordTool• Paste all phrases• Select “Exact Match”• Export Suggestions
    27. 27. Step 5Identify Phrases in Demand• Filter list by common terms.• Select supporting phrases with high demand.
    28. 28. Step 6Build Keyword Cluster• Identify phrases that are both valuable to the initiative & supportive to each other.
    29. 29. Step 7Identify Mapped URL / Optimize Content• Find URL on website to target keyword cluster to.• Optimize content.
    30. 30. Thanks!
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