Digital Marketing.

1. Understanding
SEO and Keywords
Dr. Sajjad Ahmad

2. Keywords:
Introduction,
Purpose,
Types of keywords (primary, secondary, LSI keywords),

3. SEO Keywords: Introduction
• Search Engine Optimization (SEO)
• SEO is a fundamental aspect of enhancing a website's visibility and ranking on search
engines. One crucial element of SEO is understanding and effectively utilizing
"keywords."
• Keywords: A Vital Term
• Keywords are words or phrases that people type into search engines to reach specific
content, articles, or information.
• In SEO, keywords are fundamental as they determine how well your content is
discovered by search engines.
• They hold immense importance for search engines because when an individual
searches for something, they typically use one or more keywords.
• These keywords help search engines determine the most relevant and useful results
to display.

4. Purpose of Keywords
• - Purpose of Keywords:
• - Improve Search Visibility: Help your
content to be found by your target
audience.
• - Drive Traffic: Attract more visitors to
your website.
• - Enhance Relevance: Ensure that your
content is relevant to what users are
searching for.

5. Types of Keywords
• Primary Keywords:
• - Main keywords that directly represent
your content.
• Secondary Keywords:
• - Supporting keywords related to your
primary keywords.
• LSI (Latent Semantic Indexing) Keywords:
• - Contextually related keywords that
enhance the overall relevancy of your
content.

6. Examples
• Primary Keywords
• "Digital Marketing Strategies"
• "Healthy Vegan Recipes"
• "Mobile App Development Guide"
• Secondary Keywords
• 1. "Social media marketing techniques"
• 2. "Quick and easy vegan recipes"
• 3. "Best practices for mobile app UI design"
• LSI (Latent Semantic Indexing) Keywords
• 1. "Social media engagement"
• 2. "Plant-based diet ideas"
• 3. "User-friendly mobile app interface"

7. SEO: Keyword Research and
Planner Tools
• - Keyword Researching and Planner Tools:
• - Google Keyword Planner: Helps in finding relevant keywords and estimating
their search volume.
• Create your account. Set a budget. Write an ad & decide where you would
like it to appear. Show ads to more customers on Google when they search
for your products or services. Promote Your Website. Appear
On Google Search.
• - SEMrush: Provides insights into competitor keywords and helps in finding
profitable keywords.
• used for keyword research, competitive analysis, site audits, backlink
tracking, and comprehensive online visibility insights.
• - Moz Keyword Explorer: Offers keyword suggestions and helps in analyzing
keyword difficulty.
• Research your competitors, find traffic-driving keywords, build quality
backlinks & more. Huge keyword databases: relevant, complete, accurate.
20B keywords with the recent data. 140+ geo databases. 20+ billion
keywords

8. Other 3rd Party Tools and
Desktop Applications
• - Other Tools:
• - Ahrefs: Assists in competitive analysis and keyword
research.
• - Ubersuggest: Provides keyword ideas and content ideas for
better SEO.
• - KeywordTool.io: Helps generate long-tail keywords for
better targeting.

9. Mapping Keywords to
Webpage
• - Mapping Keywords to Webpage:
• - Assign relevant keywords to specific webpages based on
their content and purpose.
• - Ensure that keywords align with the content to improve
SEO rankings.

10. Mapping Keyword
Keyword mapping is a crucial process in SEO that involves associating specific keywords with relevant pages on a
website. This ensures that each webpage is optimized for specific target keywords. Here are the steps to perform keyword
mapping effectively:
1. Keyword Research:
Conduct comprehensive keyword research to identify potential keywords relevant to your website's content, services, or products.
2. Website Content Analysis:
Evaluate existing content on your website to understand its relevance to potential keywords and identify gaps that need to be filled.
3. Grouping Keywords:
Categorize keywords into groups based on similarity and relevance. Grouping helps in organizing and managing the keywords
effectively.
4. Assigning Landing Pages:
Determine the most appropriate landing pages for each keyword group. Match keywords to specific pages that align with the intent and
content.
5. Creating a Keyword Map:
Develop a visual or tabular representation (a keyword map) that clearly shows the relationships between keywords and their respective
landing pages.
6. Mapping Primary Keywords:
Assign primary target keywords to the most relevant landing pages. These are the main keywords you want each page to rank for.

11. Mapping Keyword
7. Mapping Secondary Keywords:
Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking
potential of the page.
8. Mapping LSI Keywords:
Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and
relevance to the main keywords.
9. Review and Optimization:
Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta
tags, content, and other on-page elements accordingly.
10. Implementation:
Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural
and seamless integration of keywords within the content.
11. Tracking and Monitoring:
Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and
refinements as needed based on performance data.
12. Iterative Process:
Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in
keyword trends, competitive analysis, and website updates.

12. • Mapping Secondary Keywords:
• Assign supporting or secondary keywords to the landing pages to enhance the overall relevancy and ranking potential of the
page.
• Mapping LSI Keywords:
• Associate latent semantic indexing (LSI) keywords with the landing pages. LSI keywords provide context and relevance to the
main keywords.
• Review and Optimization:
• Review the keyword map and ensure that each landing page is optimized for the assigned keywords. Optimize meta tags,
content, and other on-page elements accordingly.
• Implementation:
• Update or create content on the landing pages to incorporate the assigned keywords effectively. Ensure a natural and
seamless integration of keywords within the content.
• Tracking and Monitoring:
• Regularly monitor the performance of each landing page for its associated keywords. Make adjustments and refinements as
needed based on performance data.
• Iterative Process:
• Keyword mapping is an iterative process. Continuously refine and update the keyword map based on changes in keyword
trends, competitive analysis, and website updates.

13. Segregation of High and Low
Priority Keywords
• - Segregation of Keywords: Segregation of keywords into high
and low priority helps in organizing your SEO strategy and
content creation efforts. Here's how you can segregate them:
• - Identify high-priority keywords that align with your
business goals and focus on optimizing them first.
• - Low-priority keywords can be optimized later based on
resources and objectives.

14. High Priority Keywords
• 1. Relevance and Core Content:
• - Primary Keywords
• - Key phrases directly relevant to your content and mission.
• - Words or phrases that best describe your product, service, or
content.
• 2. High Search Volume:
• - Keywords with a significant search volume.
• - Phrases that users commonly search for.
• 3. Conversion Keywords:
• - Keywords that are likely to lead to conversions or desired
actions.
• - Specific product names or action-oriented phrases (e.g., "buy
now," "download," "sign up").

15. Low Priority Keywords
• 1. Long-Tail Keywords:
• - Lengthy phrases or questions with lower search volume but
higher specificity.
• - Keywords that address a niche audience or specific queries.
• 2. Generic or Broad Keywords:
• - General terms with a broad meaning.
• - Keywords that are more competitive and might be harder to
rank for.
• 3. Less Relevant Keywords:
• - Keywords that are related but not directly aligned with your
core content.
• - Phrases that have some relevance but are not central to your
content or goals.

16. Excel File of Keywords
• - Excel File of Keywords:
• - Create an organized Excel sheet to keep track of your
keywords, search volume, competition, and performance
metrics.
• - Helps in efficient keyword management and analysis.
• In this Excel file, you can add, edit, and manage your
keywords, making it a valuable tool for your SEO
efforts. Adjust the columns and information based on
your specific requirements and SEO strategy.

17. Excel File of Keywords: Structure
1.Keyword: Column to list the actual keywords (primary, secondary, LSI, etc.).
2.Type: Specify the type of keyword (primary, secondary, LSI, etc.).
3.Search Volume: Estimated number of monthly searches for that keyword.
4.Competition: Level of competition for ranking for this keyword (e.g., low,
medium, high).
5.CPC (Cost Per Click): The cost per click if using paid advertising for this
keyword.
6.Relevance: How relevant the keyword is to your content or target audience
(e.g., highly relevant, relevant, somewhat relevant).
7.Priority: Assign a priority level (high, medium, low) based on your strategy.
8.Page URL: The specific webpage associated with the keyword.
9.Notes: Any additional notes or context related to the keyword.

18. Sample Excel File

19. Uses of Formulas
to Find Best
Keywords
• - Uses of Formulas:
• - Formulas in Excel can be used
to calculate keyword
competitiveness, prioritize
keywords, and assess potential
ROI.
• - Examples: Keyword Difficulty
Calculation, ROI based on Search
Volume and Conversion Rates.

20. Formulas to Find Best Keywords : Examples
• - Formula: `KEI = (Search Volume^2) / Competition`
• - Usage: Higher KEI values indicate better opportunities - finding keywords with high
search volume and low competition.
1. Keyword Efficiency Index (KEI):
• - Formula: `CTR = (Clicks / Impressions) 100`
• - Usage: Estimate CTR for keywords to identify potential high-performing keywords.
2. Click-Through Rate (CTR) Estimation:
• - Formula: `CR = (Conversions / Clicks) 100`
• - Usage: Estimate conversion rates for keywords to prioritize those with higher potential
for conversions.
3. Conversion Rate (CR) Estimation:
• - Formula: `CPC = Cost / Clicks`
• - Usage: Estimate the cost per click for keywords to evaluate budget allocation.
4. Cost Per Click (CPC) Estimation:

21. Formulas to Find Best Keywords : Examples
5. Return on Investment (ROI) Estimation:
•- Formula: `ROI = ((Revenue - Cost) / Cost) 100`
•- Usage: Estimate ROI for keywords based on expected revenue and costs.
6. Keyword Density:
•- Formula: `Keyword Density = (Number of keyword occurrences / Total word count)
100`
•- Usage: Assess keyword density to ensure an appropriate keyword-to-content ratio.
7. Long-Tail Keyword Identification:
•- Formula: Varies based on criteria, e.g., identifying keywords with more than a specific
number of words.
•- Usage: Identify and prioritize long-tail keywords for specific targeting.
8. Average Position Calculation:
•- Formula: `Average Position = (Sum of all positions) / Number of keywords`
•- Usage: Calculate the average ranking position of keywords to evaluate performance.

22. Q&A
• - Open the floor for any questions or discussions regarding SEO,
keywords, or related topics.