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Create Content with SEO in Mind: Part 3 | RBM


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In the 3rd presentation of the Creating Content with SEO in Mind series, you will learn about Keywords.

We split keywords into 4 categories: brand and non-brand, short tail and long tail. Each keyword addresses a specific search intent.

You will also learn the basics of the tools we (at RBM) use and recommend. From free Google tools, to premium SEO services, all of them contribute to the final SEO efforts.

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Create Content with SEO in Mind: Part 3 | RBM

  1. 1. Create Content With SEO in Mind Part 3 - Keywords Alberto Cantor | SEO & Data Analyst |
  2. 2. Welcome back! Let’s start by doing a quick recap of last week’s presentation
  3. 3. By now you probably know all about: 1 2 3 Meta Tags Header Tags Microdata
  4. 4. And you should be familiar with using those tags in the HTML
  5. 5. If you still have any doubts, be sure to check our past presentations at
  6. 6. So let’s get started and learn about how keywords impact SEO
  7. 7. Keywords are strategically used words that define what the page is about
  8. 8. Think of them as adjectives that describe a page and address a specific search intent
  9. 9. Keywords reside in several HTML elements such as Header and Meta tags as well as in the content <p></p>
  10. 10. Arguably, they may be the most important element in SEO because they are the foundation to any search engine optimization strategy
  11. 11. So you can understand the importance that keywords have in SEO... They are basically ⅓ of the pie - the other ⅔ are HTML elements and links
  12. 12. For you to start using keywords, let’s focus on the types of keywords and which tools you should use to find them
  13. 13. Keywords can be split into: Brand Non Brand Short Tail Long Tail
  14. 14. Brand Keywords refer to any term and search phrase that have a brand element in them
  15. 15. Non-Brand keywords refer to any word or phrase that describe the product or service without using brand elements in the query
  16. 16. Brand Non-Brand Coca-Cola Coke Diet Coke Cocacola Soda Soft drink Cola Diet soda
  17. 17. The other types of keywords are short tail (broad) and long tail (specific)
  18. 18. Short Tail keywords are generic and are very popular (and competitive), while Long Tail keywords address a specific search intent and are not as competitive
  19. 19. To make it simple: Think of “Recipe” as a short tail keyword and “gluten free chocolate chip cookie recipe” as a long tail keyword
  20. 20. Now that you have the base to understand keywords, let’s learn about the tools and ways to use them
  21. 21. There are several tools we like to use at RBM for keywords
  22. 22. These tools allow us to: 1. Discover new keywords 2. Analyze existing keywords 3. Create strategies based on analytics and performance
  23. 23. Google Adwords Keyword Tool Very useful during the keyword discovery phase Provides monthly search volume and competition per keyword Allows you to filter according to your needs
  24. 24. Google Trends Very useful during the keyword discovery phase Provides monthly search trends throughout time Allows you to compare different keywords
  25. 25. Google Webmaster Tools Allows you to determine the best performing keywords and opportunities Provides monthly performance analytics Very useful during the keyword evaluation phase
  26. 26. Internal Analytics - Google Analytics, etc. Allows you to know firsthand the performance of your keywords, content, and pages Updated daily, providing you very important data for analysis and strategic plans But be careful! Filters, segments, and different time ranges may affect the results
  27. 27. Premium SEO Tools They provide-in depth information about your keyword and page performance as well as other SEO elements But be careful! They may be cost prohibitive and provide wrong data if not connected properly with other analytics tools
  28. 28. You should use and leverage these tools to come up with a proper keyword strategy that allows you to rank high and get significant traffic
  29. 29. Be sure to have in mind Short and Long Tail keywords to address different search intents
  30. 30. The three takeaways of this presentation are: 1 2 Definition and Importance of Keywords Types of Keywords: 1. Brand & Non- Brand 2. Short & Long Tail The tools you can use to find and leverage keywords 3
  31. 31. Up until now you've learned a bit about: 1. SEO 101 2. HTML Elements 3. Keywords
  32. 32. But yes... there’s still more ground to cover
  33. 33. We’re still missing: Content & Links
  34. 34. Check us out next week and learn how to “SEO your content and generate some links!
  35. 35. Thanks! Send us your questions and visit us at or follow us @redbricksmedia Alberto Cantor | SEO & Data Analyst |