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Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016


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Keywords Aren't Dead, That's Bull - Debunking The Myths.

Brighton SEO September 2016 talk from Laura Hogan.

Understand the five common myths surrounding the use of keywords within SEO and just why they're wrong! From anchor text, to keyword research and URL structure; learn why keywords are as vital as ever in today's SEO strategy.

Published in: Marketing
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Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016

  1. 1. @lauralouise90 keywords aren’t dead... that’s bull! debunking the myths
  2. 2. @lauralouise90
  3. 3. @lauralouise90 why the fuss about keywords?
  4. 4. @lauralouise90
  5. 5. @lauralouise90
  6. 6. @lauralouise90 debunking the myths
  7. 7. myth 1 onsite exact match anchor text no longer works @lauralouise90
  8. 8. 24% ctr from anchor text interlinking @lauralouise90
  9. 9. not only that… they rank top of google for ‘corporate retreats’ without link building @lauralouise90
  10. 10. on-site anchor text @lauralouise90 birmingham jewellery quarter birmingham jewellery quarter 12 20 5 6
  11. 11. ranking increases across the board birmingham jewellery quarter ranking on page one @lauralouise90
  12. 12. think about keywords within your on-site content. anchor text still works, don’t be scared to use it. @lauralouise90
  13. 13. myth 2 keyword research is a waste of time @lauralouise90
  14. 14. www.yourwebsitename.com14 1.17B @lauralouise90 40K searches every second unique users Brandwatch on google alone there’s
  15. 15. 15 you need to know what people are actually searching for @lauralouise90
  16. 16. 16 the terms you think people are using may be jargon especially if you’re a b2b business @lauralouise90
  17. 17. keyword research is the foundation of your strategy you need to know how people search @lauralouise90
  18. 18. myth 3 only target high search volume keywords @lauralouise90
  19. 19. 19 high competition & searches… yet conversion is low @lauralouise90 engagement rings 246,000 uk monthly searches
  20. 20. 20 average of 35,000 searches conversion is higher @lauralouise90 sapphire engagement rings cushion cut engagement rings princess cut engagement rings halo engagement rings solitaire engagement rings yellow diamond engagement rings
  21. 21. half of all search queries contain four or more words @lauralouise90 Wordstream
  22. 22. 22 think questions @lauralouise90 who? what? why? where? when? how?
  23. 23. 23 optimise your category & product pages use your content @lauralouise90
  24. 24. ranking for a number of low volume keywords may have more value than one highly searched keyword @lauralouise90
  25. 25. myth 4 meta descriptions have no value @lauralouise90
  26. 26. average user attention span is 8 seconds @lauralouise90 The Telegraph
  27. 27. 27 if what users see in the serps is relevant to their search, they’re more likely to click… so put your keywords in @lauralouise90
  28. 28. although google states that meta descriptions aren’t a ranking factor, I’ve seen the opposite @lauralouise90
  29. 29. exclusive terms now on page one @lauralouise90
  30. 30. 30 @lauralouise90 change of meta description, to include keyword variation led to a 10 position ranking increase & sales improvement for cemap courses
  31. 31. continue to use meta descriptions as part of your strategy: there’s ranking value in them @lauralouise90
  32. 32. myth 5 urls don’t need keywords or a hierarchy @lauralouise90
  33. 33. 33 @lauralouise90 over 46 billion pages are indexed in google that’s a lot of competition worldwidewebsize
  34. 34. 34 @lauralouise90 a flat architecture doesn’t show hierarchy or page relationship
  35. 35. 35 @lauralouise90 a clear and planned structure spells out exactly how pages are related and their importance
  36. 36. 36 @lauralouise90 think about how your urls read too…. worldwidewebsize
  37. 37. @lauralouise90 969/c_1/1%7Ccategory_root%7CHome+and+gard en%7C33005908/c_2/2%7Ccat_33005908%7CLi ghting%7C37907969.htm?tag=ar:cat:homeandgar den:homeandgardencontenteditorialblock6:slot9: vbhomelighting
  38. 38. @lauralouise90
  39. 39. 39 @lauralouise90 argos rank in position 7 habitat rank in position 2 worldwidewebsize
  40. 40. over 300 page one rankings @lauralouise90
  41. 41. stop using poor urls friendly ones are better for the user too! @lauralouise90
  42. 42. takeaways @lauralouise90
  43. 43. think outside the box with your research target low search volume keywords for conversion interlink your onsite content & use exact match put keywords in your meta descriptions use friendly urls & a hierarchy @lauralouise90
  44. 44. @lauralouise90 thank you