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How To Get Your Content Found Online By Christine Churchill

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Keyword Research & Copywriting for Search Success. PRESENTATION: How To Get Your Content Found Online - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D

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How To Get Your Content Found Online By Christine Churchill

  1. 1. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance How to Get Your Content Found Online Keyword Research & SEO Copywriting BootCamp
  2. 2. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance •  President & CEO of KeyRelevance, LLC •  Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) •  Member of the Founding Board of Directors of the Dallas/ Fort Worth Search Engine Marketing Organization (DFWSEM) •  Author at Search Engine Land & Web Marketing Today •  Longtime Speaker & Instructor at Search Marketing Expo (SMX), Search Engine Strategies, PubCon, and other conferences •  Masters degree and over 17 years online marketing experience Speaker: Christine Churchill 2
  3. 3. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance §  Keyword Research – What is it? Why do it? §  How to do KW Research in 2016 §  Developments That Changed Keyword Research (Knowledge Graph, Hummingbird Algorithm, Rankbrain) §  Keyword Tools §  How to use Keywords to Optimize Content §  Online Copywriting Tips What We’ll Cover 3
  4. 4. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Keyword Research Fundamental step to all online marketing Keyword Research is the process of researching to identify the keyword terms customers use to find your products and services Keyword Research gives content marketing a good start Keyword Research helps you get inside the mind of customers 4
  5. 5. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance People use search engines to find you on the web Engines use text to categorize pages Research unveils terms people actually use KW Research improves performance of online marketing Why Do Keyword Research? 5
  6. 6. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 6 How to Do Keyword Research
  7. 7. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 7 Keyword Research is an Iterative Process Brainstorming & Discovery Keyword Expansion Keyword Evaluation
  8. 8. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Keyword Brainstorming and Discovery Phase 8 8
  9. 9. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Create Keyword List Using Diverse Sources Brainstorming session – no judging words at this stage. Goal is to cast your net widely and generate broad list. Keyword lists from within company §  Review company web site and print collateral §  Press Releases §  Often too much insider jargon §  May or may not be customer’s lingo 9
  10. 10. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 10 Learn the Lingo of the Customer §  Customer interviews, surveys and focus groups §  Company & Product Reviews §  Talk to support or sales personnel who talk directly to customers §  Review discussion forums, user generated content, blogs, social media The best keywords come straight from the customer’s mouth.
  11. 11. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Speak the Language of Customer Increase conversion by speaking the customer’s language Correct bad keyword choices Missing traffic Missing sales Discover new keyword opportunities - Find overlooked or new keywords - Take advantage of longer tail phrases “Duplicate a CD” vs “Burn a CD” 11
  12. 12. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance The Long Tail Finding New Opportunities Based on frequency graph §  Popular “head” phrases on left – highly competitive and expensive. Less popular “tail” phrases on right – lower volume Chris Anderson wrote book about it §  Describes it as new economic model §  Unlimited selection – Amazon books, iTunes §  Idea is that non-hits can make money based on sheer volume “20 to 25% of the queries that Google sees today have never been seen before.” – Udi Manber, Google VP of Engineering 12
  13. 13. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Review Competitors §  Not with the intent to copy, but to gain insight §  Look at words they are buying in PPC & targeting in SEO §  Review their web site and collateral for keywords & related terms §  Get competitive insights and ideas on overlooked terms and where they are putting emphasis 13
  14. 14. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Use Site Search Data Site Search Box •  Reveals keywords and expressions that visitors are actually using / wanting •  Acts as a direct feed from the visitors brain •  Make sure you collect site search data – can tie it to your analytics for easy viewing Downside is data is limited and site search is usually a fall back when users can’t find what they are looking for on your site. 14
  15. 15. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Developments That Changed Keyword Research Google Knowledge Graph Hummingbird Algorithm RankBrain Not Provided Keywords Other Recent Algorithm Changes 15
  16. 16. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 16 Knowledge Graph “The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. “ Source: http://googleblog.blogspot.com/2012/05/introducing- knowledge-graph-things-not.html
  17. 17. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance How the Knowledge Graph Changed Search Critical first step towards building the next generation of search •  Taps into the collective intelligence of the web and understands the world a bit more like people do •  A step toward artificial intelligence Google now has a database on entities and understands relationships between different entities 17
  18. 18. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 18 What is Hummingbird Algorithm? According to Google the algorithm (announced Sept 2013) delivers better results that are "precise and fast" - like a hummingbird. It’s Google trying to figure out user intent and improve conversational search. Google wants to match the meaning, rather than pages matching just a few words.
  19. 19. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 19 Do We Still Need to Worry About Keywords? Hummingbird is an overhaul of Google’s algorithm, but many of the old parts are still used. Google’s semantic analysis considers the language in your content - so you still need to use keywords and related phrases on the page to communicate to users and Google what the page is about - means on-page optimization is still beneficial
  20. 20. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance What is RankBrain & Why Do You Care? RankBrain = Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results Machine learning = where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming. Third most important ranking factor after links & content 20
  21. 21. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 21 Tips on Surviving Post Recent Changes Create high quality longer content that establishes your site as the place to go for answers Develop ways to increase the authority of the site Become a leader in your vertical Show leadership thru social media, links, user metrics, online relationships Google has made it harder for “fake” authority to win. Going forward you have to earn your position.
  22. 22. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 22 The New Approach To Keyword Research Focus on the user intent behind the search term - Try to develop content that delivers answers to what the searcher wants Stop focusing on exact match phrases - Look more to long tail and related phrases - Build a vocabulary of terms that are related to the phrase When doing KW research now, research core phrases plus related, synonyms, and words that frequently occur with your main terms (co-occurrence) Google’s move toward Latent Semantic Indexing (LSI) and recent Google Patents dealing with re-ranking of results suggest that using synonyms and co-occurrence terms has benefits
  23. 23. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Keyword Research Tools 23
  24. 24. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Benefits of Keyword Tools •  Saves money and time •  Provides insight outside of your site •  Identifies keyword opportunities you might miss •  Offers popularity numbers you can’t get from your own analytics •  Moves you beyond keyword assumptions •  Allows you to compare phrases 2424
  25. 25. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Free •  Google Keyword Planner Tool •  Google Webmaster Tools •  Google Trends •  Google Display Planner •  Google Instant •  Google Related Searches •  Bing Keyword Tool •  Bing Intelligence Tool •  Bing Webmaster Tools •  AnswerThePublic •  Amazon Suggests •  MetaGlossary Keyword Research Tools Fee Based •  MOZ Keyword Explorer •  WordTracker •  Searchmetrics •  Hitwise •  WordStream •  SEMRush •  ComScore •  SpyFu •  Long Tail Pro 25
  26. 26. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 26 Google Keyword Planner Oriented for Paid Search Must be Logged Into AdWords to Use Provides keyword ideas & monthly search volumes
  27. 27. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Google Trends Google Trends provides trends from web searches, images, news, shopping and YouTube Shows seasonality of phrases Can compare popularity of phrases 27
  28. 28. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 28 Google Search Console (aka Webmaster Tools) shows actual search queries Shows up to 2000 top queries for the last 90 days Not affected by the Not Provided – this is limited but actual keyword data Provides Impression, Clicks, and CTR, but no conversion data
  29. 29. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 29 Google Display Planner Free Adwords tool Built for display advertising in paid search but can give insights on keywords Suggests related keywords Gives demographic information on keywords
  30. 30. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 30 Adwords Search Term Report Great for keyword discovery, but have to be running PPC Query People Actually Typed Shows you how customers are finding your ad. With the Search terms report, you can see the actual searches people entered on Google Search and other Search Network sites that triggered your ad and led to a click. Identifies new search terms with high potential so you can add them to your keyword list. Allows you to look for search terms that aren't as relevant to your business, so you can add them as negative keywords.
  31. 31. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 31 Google Related Searches
  32. 32. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 32 Bing Keyword Tool - Shows actual queries numbers (not rounded) -  Has 6 months of data -  Drill down by Country
  33. 33. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance WordTracker.com Data pulled from meta search engines Eliminates most skewing issues caused by robots Differentiates between singular & plural Offer Free Tool for trial 33
  34. 34. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 34 Wordstream http://www.wordstream.com/keywords Useful for developing your vocabulary of related terms for Hummingbird
  35. 35. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 35 Moz Keyword Explorer New Tool from Moz - 2016 Keyword suggestions come from Keyword Planner data, Google Suggest, Related Searches, other keywords that the ranking pages also ranked for, topic- modeling ideas, and keywords found from clickstream data
  36. 36. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 36 Inside Moz’s Keyword Explorer
  37. 37. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 37 Google Instant Shows suggestions as you type
  38. 38. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 38 Google Instant – Shopping Search Different set of keywords on Shopping search from regular web search
  39. 39. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Soovle.com Gives suggestions from different perspectives Provides suggestions from Google Wikipedia Answers YouTube Bing Yahoo Amazon Plus option for 15 other sites 39
  40. 40. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 40 Ubersuggest http://ubersuggest.org/
  41. 41. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance YouTube Keyword Auto Suggestions Shows popular video search queries 41
  42. 42. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 42 Amazon Suggests
  43. 43. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 43 MetaGlossary Provides a definition and related terms
  44. 44. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 44 AnswerThePublic.com Fun keyword tool that gives you lists of questions and phrases Excellent for giving content ideas or thoughts to flesh out an article
  45. 45. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 45 Tag Clouds helps identify related terms
  46. 46. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 46 Keyword Dominator for Amazon Search Keywords
  47. 47. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 47 A couple of things to remember… No one tool has all the answers Don’t just extract keywords from a tool and run with them…review them for relevancy You need several tools in your toolbox Combining the tools synergistically works well. Some tools are better for certain functions. For instance, Google Instant is used for discovering new keyword phrases and Google Trends is good for comparing or identifying cycles
  48. 48. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Keyword Expansion Phase 48
  49. 49. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Target Variations of Your Keywords Comparison (best, compare, reviews) Price (cheap, discount) Product Description (green, plus size, unique) Intended use (gift for mother, baptism gown) Product (gift basket, mortgage, flight) Location Action (apply, book, find, buy) Season (holiday, Christmas, Halloween) Abbreviations Brand / vendor / manufacturer Modifiers are great at helping you expand your keyword list, but remember to keep “user intent” in mind when you combine the modifier to the core term! 49
  50. 50. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Keyword Permutations Mix and match terms to create new keyword phrases Many tools that do this for you Can use concatenate function in Excel or specific tool 50
  51. 51. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Using Excel to Expand KW List 51
  52. 52. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Group related keywords into lists of related terms Remember to identify terms that frequently occur with your main terms Develop a keyword matrix Do a series of keyword research projects on a site, not just one Keyword “Buckets” 52
  53. 53. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Evaluating Keywords 53
  54. 54. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 54 KW Selection Considerations •  Relevancy to Site •  Keyword Popularity •  User Intent •  Competition •  Performance Always test your keywords. Keywords can sounds like a good idea, but upon testing, they can fail miserably.
  55. 55. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 55 Relevancy Considerations Relevancy means choosing the keywords that best describes what the site offers Traffic alone isn’t the goal, you want targeted traffic that is searching for what you sell Best bet: Find words that resonate with your target audience and are descriptive of your site
  56. 56. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Popularity Considerations Popularity gives insight on traffic potential Popular phrases Less relevant More competitive Being popular Is overrated Less Popular More Focused Less Traffic Consider seasonality and cyclical popularity of phrases 56
  57. 57. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Consider User Intent Getting inside the searcher’s head Understand the “why” behind the motivation for the search and you can better target how to respond §  Research vs Purchase §  Stage in buying process §  Audience Demographic Buying vs Browsing “car reviews” “fast auto financing” “80% of all searches on the Web are non-commercial” - Jim Lanzone of Ask.com 57
  58. 58. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Evaluating by the Stage in Buying Process Keywords indicate where consumer is in the Buying Process Match your content to satisfy the user’s intent when using the keyword Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Adapted From: Marketing Management by Philip Kotler Select Alternatives 58
  59. 59. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Searcher Behavior Three types of searches: •  Navigational - I just want to be at your web site. •  Informational - Do hybrid cars require special maintenance? • Transactional -Interactive, purchase, subscribe, download -I want financing to buy a hybrid car. Adapted From: A Taxonomy of Web Search by Andrei Broder 59
  60. 60. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Results Pages Give Insight into What Google Thinks the Searcher Wants Type the proposed query into a Search Engine Look at the kinds of sites and files returned -  PDFs, white papers, in-depth articles – likely informational query -  Ecommerce sites – transactional -  Brand site – navigational -  Are Knowledge Graph Answer boxes returned? -  Are local results or shopping ads returned? Looking at the results can help you interpret what Google thinks the user wants Do this on both desktop and mobile 60 25% of searches in Bing are Voice
  61. 61. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Evaluating KW By Competition Who Are Your Competitors? Who is ranking for your main keyword terms? Who has PPC ads? How well optimized are competitors sites? Are they active on social media and review sites? What is their link profile? 61
  62. 62. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Competitive Intelligence Tools SEMRush SimilarWeb Hitwise ComScore Marketer Quantcast Moat Moz Tools 62 SpyFu SearchMetrics KeyCompete Compete KeywordSpy AdGooRoo Keyword Analyzer ScreamingFrog DeepCrawl
  63. 63. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 63 SEMRush Provides: •  Top Keywords •  Rankings •  PPC Terms •  PPC Bids •  Traffic Trends
  64. 64. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 64 Searchmetrics Can Identify Co-Occurrence Terms, Competitors Terms, etc
  65. 65. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 65 MOZ Keyword Difficulty Provides quantitative score of kwd plus linkage data for ranking sites
  66. 66. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 66 SPYFu
  67. 67. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance SimilarWeb 67
  68. 68. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance DeepCrawl 68
  69. 69. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance ScreamingFrog 69
  70. 70. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 70 Test KW Performance Use PPC to test candidate KWs Do keywords bring the amount of traffic you want? Does the traffic convert? PPC gives quick quantitative feedback on the KW performance while controlling costs. If works well in PPC, expand kw use in SEO, social and content marketing Downside: Terms that work well in PPC are often transactional. You may have to expand your list to include informational terms
  71. 71. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Content Optimization Putting the Pieces Together 71
  72. 72. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 72 Everything Is Better with Chocolate Keywords •  Web sites •  Paid search •  Articles •  White Papers •  FAQ pages •  Product Feeds •  News •  Blog Posts •  Press Releases •  Images •  Videos •  Podcasts •  Schema •  Social Media •  Content Marketing Optimize all digital assets
  73. 73. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Good Online Copywriting Is a Balancing Act You have to write to engage the human reader You have to write so search engines understand relevancy of content It is this talent for doing both that separates high quality SEO content from spam 73
  74. 74. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance On-Page SEO Guidelines Has to be NATURAL Elegantly work keywords into visible content on web pages - Don’t stuff keywords - Do the “Read Aloud” test to gauge natural tone SEO helps good content get found 74
  75. 75. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance On-Page SEO Guidelines (cont) Think keyword phrase NOT single keyword Create a matrix chart to assign different main phrases to different pages Use synonyms and related words on page to reinforce main topic 75
  76. 76. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Where to Use Keywords On Site Title Tags Meta Description H Tags Visible text on the page Alt Attribute Links and anchor text File names URL Schema code Bold, strong, emphasized tags Breadcrumb Navigation 76
  77. 77. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Title Tags <title>Interesting Relevant Keyword Rich Blurb</title> Title contents appears in first line of listing on SERP so spend extra time to create compelling titles that grab attention Include keyword phrase early in title Should be unique…don’t use same title on multiple pages Title should be accurate and reflect content of page 77 Title Tag is most important “on-page” criteria
  78. 78. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Example of Wordpress Title Tag Using Yoast Plugin 26% Of All Sites use Wordpress in 2016. Each day 50,000 new Wordpress sites are launched.
  79. 79. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Meta Description Tag <meta name="Description" content=“Compelling marketing message that reads well and contains targeted keywords"> Should provide a summary of the page and should be unique to the page Frequently used as snippet on results page Should contain keywords relevant to the page. Include synonyms and related words – don’t just repeat core terms 79
  80. 80. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Feed the Knowledge Graph Explicit method - Schema - Tables Implicit method - On-page Text Adds confidence in data for Google Schema is helpful as a template to build out quality content 80
  81. 81. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Golden Rules for Writing Copy Talk about benefits, not features -Tell them why they should care Appeal to emotions and senses - most buying decisions are emotionally based Solve problems and answer questions in your content Don’t forget to include a “Call to Action” 81
  82. 82. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Develop Shareable Content Start with relevant interesting content Place sharing social share icons in susceptible moments – Make it easy to share The Title can make or break your content so take extra time to create a compelling headline Use a subheading to further entice reader Include social media sharing and keywords in editorial calendar planning 82
  83. 83. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Editorial Calendars Take Content to Next Level 83 •  Allows you to think strategically •  Proactive planning and faster reaction •  Pre-publish content •  Coordination across media outlets, blog, PPC, articles, SEO, graphics, videos, social media
  84. 84. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Good User Experience Increases Share-ability Include visually stimulating graphics - Good graphic draws reader in - Faces & bright colors attract the eyes “Chunk up” the content layout to be more scan friendly - Use headers, subheadings & bullet lists to add hierarchy - White space is your friend - Keep paragraphs short Avoid “noise” and distracting items on page Don’t forget Google tracks user behavior 84
  85. 85. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Use Social Media to Share Content 65% of US adults use social networking sites (Pew, 2015) 36% of US 18- to 29-year-olds go online almost constantly (Pew, 2015) Consider your target audience demographic and match it with social media site they use 85 Source: SocialMediaExaminer.com 2016 Social Media Marketing Industry Report
  86. 86. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Getting Your Great Content Found Online Mix in synonyms, long tail terms and variations Replace duplicate content with original writing and use canonicals Clean up the site - Remove low quality pages, write longer deeper content Link to related useful content Be professional - run link checkers, spell checkers and avoid foul words 86
  87. 87. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance Points to Take Home 1.  Keyword research Isn’t dead – helps identify user intent 2.  Exact match keyword targeting is dead 3.  Use keyword phrases, synonyms and related terms on the page, in schema code and in all digital assets 4.  Use tools to increase productivity & provide insights 5.  Test keywords for true worth. View popularity as traffic potential and consider seasonality and trends 6.  Write to enhance the user experience - Compose quality content that satisfies user intent and answers questions 7.  Develop an editorial calendar and use it to maximize content’s potential 8.  Make content easy to read & share 87
  88. 88. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance 88 Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com @KeyRelevance @ChrisChurchill Questions?
  89. 89. #SMX #11D @ChrisChurchillCopyright 2016 KeyRelevance LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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