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Keyword Research and Online Copywriting: A New Perspective By Christine Churchill

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"From the SMX East 2014 Conference in New York City, NY. SESSION: Keyword Research & Copywriting For Search Success. PRESENTATION: A New Perspective On Keyword Research & Online Copywriting - Given by Christine Churchill, @KeyRelevance, President - KeyRelevance. #SMX #11C"

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Keyword Research and Online Copywriting: A New Perspective By Christine Churchill

  1. 1. Keyword Research And Online Copywriting: A New Perspective Copyright 2014 KeyRelevance LLC 1 SMX East Christine Churchill President, KeyRelevance @KeyRelevance @ChrisChurchill
  2. 2. Speaker: Christine Churchill @ChrisChurchill • President of KeyRelevance, LLC • Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) • Member of the Board of Directors of the Dallas/ Fort Worth Search Engine Marketing Organization (DFWSEM) • Author at Search Engine Land & Web Marketing Today • Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences • Masters degree and over 15 years online marketing experience Copyright 2014 KeyRelevance LLC
  3. 3. Keywords = Dead SEO = Dead (but some of the rules have changed and we have to be better MARKETERS!) Copyright 2014 KeyRelevance LLC 3 @ChrisChurchill
  4. 4. @ChrisChurchill What We’ll Cover • Keyword Research – What is it? Why do it? • Knowledge Graph • Hummingbird Algorithm • How to do KW Research • Keyword Tools • How to use Keywords to Optimize Content • Online Copywriting Tips Copyright 2014 KeyRelevance LLC
  5. 5. @ChrisChurchill Keyword Research Fundamental step to all search marketing Keyword Research is the process of researching to identify the keyword terms customers use to find your products and services Keyword Research helps you get inside the mind of customers Copyright 2014 KeyRelevance LLC
  6. 6. Why Do Keyword Research? • 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 @ChrisChurchill Copyright 2014 KeyRelevance LLC
  7. 7. Who Benefits from Keyword Research? • Everyone in publishing • Marketing staff and Search Marketers – both paid and organic • PR – Better pickup if use keywords in articles & in press releases • Content writers – a way to keep content fresh and relevant – Inspires topics readers are interested in • Your targeted audience – By using the phrases readers are using in search, your audience can find your great content • Your Company – targeting the phrases people actually use brings motivated customers to your site which improves conversions and user experience @ChrisChurchill Knowing the best words to target helps you plan your content marketing strategy Copyright 2014 KeyRelevance LLC
  8. 8. Knowledge Graph Copyright 2014 KeyRelevance LLC 8 Announced in May 2012 “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
  9. 9. How the Knowledge Graph Changed Search @ChrisChurchill • 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 Copyright 2014 KeyRelevance LLC 9
  10. 10. @ChrisChurchill Sources of the Graph • Google’s Knowledge Graph – contains more than 500 million objects, as well as more than 3.5 billion facts about and relationships between these different objects – Sources include Freebase, Wikipedia and the CIA World Factbook. Copyright 2014 KeyRelevance LLC 10
  11. 11. Important The launch of the Knowledge Graph and Google’s Hummingbird Algorithm changed forever how we do keyword research and online copywriting. Copyright 2014 KeyRelevance LLC 11
  12. 12. What is Hummingbird? Hummingbird is the name of the search algorithm that Google announced in Sept 2013. According to Google the new algo 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. Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than a few exact terms. @ChrisChurchill Copyright 2014 KeyRelevance LLC 12
  13. 13. Do We Still Need to Worry About Keywords? Yes, for several reasons: Keep in mind that although Hummingbird is an overhaul of Google’s algorithm, 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 some on-page optimization Copyright 2014 KeyRelevance LLC 13 still is needed Exact phrase matching for SEO is a thing of the past. @ChrisChurchill
  14. 14. Tips on Surviving Online After Hummingbird and the Knowledge Graph Marketers now need to: - 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 - Consider multiple ways to show leadership: 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. Copyright 2014 KeyRelevance LLC 14 @ChrisChurchill
  15. 15. How KW Research Changed The New Approach: • Focus on the intent behind the search term Ø Try to develop content that delivers answers to what the searcher wants • Stop focusing on exact match phrases Ø Look more to long tail and related phrases. Ø 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) Copyright 2014 KeyRelevance LLC 15 @ChrisChurchill
  16. 16. Copyright 2014 KeyRelevance LLC 16 New Ways to Do Keyword Research @ChrisChurchill
  17. 17. Keyword Research is an Iterative Process Brainstorming & Discovery Keyword Evaluation Keyword Expansion Copyright 2014 KeyRelevance LLC 17 @ChrisChurchill
  18. 18. Keyword Brainstorming and Discovery Phase @ChrisChurchill Copyright 2014 KeyRelevance LLC 18
  19. 19. 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 Copyright 2014 KeyRelevance LLC 19 @ChrisChurchill
  20. 20. Learn the Lingo of the Customer – Customer interviews – Customer Surveys and Focus Groups – 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. Copyright 2014 KeyRelevance LLC 20 @ChrisChurchill
  21. 21. 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” @ChrisChurchill Copyright 2014 KeyRelevance LLC 21
  22. 22. 22 The Long Tail Finding New Opportunities • Based on frequency graph • 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 • Popular phrases on left – highly competitive and expensive. Less popular on right – lower volume “20 to 25% of the queries that Google sees today have never been seen before.” – Udi Manber, Google VP of Engineering Copyright 2014 @ChrisChurchill KeyRelevance LLC
  23. 23. Example Head-Tail Keywords @ChrisChurchill Image: jscreationzs / FreeDigitalPhotos.net Copyright 2014 KeyRelevance LLC 23 Camera, digital camera, Sony Nikon D7000 digital SLR camera compare digital cameras buy digital slr camera
  24. 24. Create Keyword List Using Diverse Sources • Online and Traditional Print Magazines • Company and Product Reviews Copyright 2014 KeyRelevance LLC 24 • Online Thesaurus • Search in Google with tilde ~ for synonyms @ChrisChurchill
  25. 25. Create Keyword List Using Diverse Sources (cont) Copyright 2014 KeyRelevance LLC 25 Competitors – Review their web site and collateral for keywords – Look at words they are buying in PPC – What terms are they – targeting in SEO – Can give you competitive insights and ideas on overlooked terms @ChrisChurchill
  26. 26. Use Site Search Data Copyright 2014 KeyRelevance LLC 26 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. @ChrisChurchill
  27. 27. Site Search Copyright 2014 KeyRelevance LLC 27 @ChrisChurchill
  28. 28. Keyword Research Tools Copyright 2014 @ChrisChurchill KeyRelevance LLC
  29. 29. 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 @ChrisChurchill Copyright 2014 KeyRelevance LLC 29
  30. 30. 30 Keyword Research Tools Free • Google Keyword Planner Tool • Google Webmaster Tools • Google Trends • Google Display Planner • Google Instant • Bing Keyword Tool • Bing Ads Intelligence Excel Plug-In Fee Based • WordTracker • Searchmetrics • Trellian Keyword Discovery • Hitwise • WordStream • SEMRush • ComScore • SpyFu • Keyword Studio Copyright 2014 @ChrisChurchill KeyRelevance LLC
  31. 31. 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. Copyright 2014 KeyRelevance LLC 31
  32. 32. New Google Keyword Planner - Combines old Google Keyword Tool and Traffic Estimator Tool - Oriented for Paid Search - Must be Logged Into AdWords to Use - No device filtering (no mobile vs desktop filtering) - Numbers shown are average search volume numbers for ALL devices (old tool defaulted to desktop) so numbers may look higher Copyright 2014 KeyRelevance LLC 32 @ChrisChurchill
  33. 33. Google Trends Google Trends provides trends from web searches, images, news, shopping and YouTube Copyright 2014 KeyRelevance LLC 33 @ChrisChurchill
  34. 34. Google Hot Trends Copyright 2014KeyRelevance @ChrisChurchill LLC 34
  35. 35. Google Webmaster Tools shows top search queries Using Filters can separate brand/non-brand and core terms, plus sources from web, image, mobile, & video Copyright 2014 KeyRelevance LLC 35 Sort by Clicks to see the terms that actually brought the most traffic to the site If you click on the query, it shows which pages appear for the term 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 @ChrisChurchill
  36. 36. @ChrisChurchill GWT KW Data Advantages: – Shows KW, impressions, and click data – Impressions w/out clicks might indicate a Title/Meta Description/Snippet issue Disadvantages: – Cannot break out data by other segments (KW leading to conversions, for example) so data is not highly actionable – Mapping KW to landing page is tedious 1-at-a-time process – not useful for large scale KW analysis – Requires you to download reports regularly since GWT data expires in 90 days Copyright 2014 KeyRelevance LLC 36
  37. 37. Google Display Planner (replaced Contextual Targeting Tool, Placement Tool, and the Google Ad Planner ) @ChrisChurchill Copyright 2014 KeyRelevance LLC 37
  38. 38. Adwords Search Term Report Great for new keyword discovery, but have to be running PPC Copyright 2014 KeyRelevance LLC 38 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.
  39. 39. Keywords Versus Search Term • A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. (Search Term is the query people type in at a search engine.) • A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers. @ChrisChurchill Copyright 2014 KeyRelevance LLC 39
  40. 40. Search Term Report Doesn’t Show All Terms That’s a lot of terms Google doesn’t show! Copyright 2014 KeyRelevance LLC 40
  41. 41. Bing Keyword Tool - Shows actual queries numbers (not rounded) - Has 6 months of data - Drill down by Country Copyright 2014 KeyRelevance LLC @ChrisChurchill
  42. 42. Bing’s Ad Intelligence • Plug-in with Excel • Data source Live.com and adCenter • Provides related keywords • Extracts keywords from a URL • Gives insights on seasonal “spiky” keywords • Shows geographic and demographic info on keywords Copyright 2014 KeyRelevance LLC 42 @ChrisChurchill
  43. 43. Keyword Discovery Suite of Tools Includes Keyword Density Tool Copyright 2014 KeyRelevance LLC 43 @ChrisChurchill
  44. 44. WordTracker.com • Data pulled from meta search engines • Eliminates most skewing issues caused by robots • Differentiates between singular & plural • Offer Free Tool for trial Copyright 2014 @ChrisChurchill KeyRelevance LLC
  45. 45. Wordstream http://www.wordstream.com/keywords Copyright 2014 KeyRelevance LLC 45 / Useful for developing your vocabulary of related terms for Hummingbird @ChrisChurchill
  46. 46. Google Instant Shows suggestions as you type Copyright 2014 KeyRelevance LLC 46 @ChrisChurchill
  47. 47. Google Instant – Shopping Search Different set of keywords on Shopping search from regular web search Copyright 2014 KeyRelevance LLC 47 @ChrisChurchill
  48. 48. @ChrisChurchill Soovle.com Gives suggestions from different perspectives Copyright 2014 KeyRelevance LLC Provides suggestions from Google Wikipedia Answers YouTube Bing Yahoo Amazon Plus option for15 other sites
  49. 49. Ubersuggest http://ubersuggest.org / @ChrisChurchill Copyright 2014 KeyRelevance LLC
  50. 50. YouTube Keyword Suggestions Copyright 2014 @ChrisChurchill KeyRelevance LLC
  51. 51. YouTube Keyword Tool Copyright 2014 @ChrisChurchill KeyRelevance LLC
  52. 52. Twitter Search Provides real time search results and trending topics Copyright 2014 @ChrisChurchill KeyRelevance LLC
  53. 53. Tag Clouds helps identify related terms Copyright 2010 @ChrisChurchill KeyRelevance LLC 53
  54. 54. Searchmetrics Can Identify Co-Occurrence Terms, Competitors Terms, etc Copyright 2014 @ChrisChurchill KeyRelevance LLC 54
  55. 55. Keyword Expansion Phase Copyright 2014 @ChrisChurchill KeyRelevance LLC
  56. 56. 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! @ChrisChurchill Copyright 2014 KeyRelevance LLC
  57. 57. Keyword Permutations • Number of keyword permutation tools – Tools that allow you to mix and match terms to create new keyword phrases • Enter keyword terms, and modifiers • Combines variations of phrases • Can use concatenate function in Excel or specific tool @ChrisChurchill Copyright 2014 KeyRelevance LLC 57
  58. 58. 58 Using Excel to Expand KW List Copyright 2014 @ChrisChurchill KeyRelevance LLC
  59. 59. • Group related keywords into lists of related terms • Remember to identify terms that frequently occur with your main terms • Do a series of keyword research projects on a site, not one • Develop a keyword matrix @ChrisChurchill Keyword “Buckets” Copyright 2014 KeyRelevance LLC
  60. 60. Evaluating Keywords @ChrisChurchill Copyright 2014 KeyRelevance LLC 60
  61. 61. 61 KW Selection Considerations • Relevancy to Site • Keyword Popularity • User Intent • Competition • Performance Copyright 2014 KeyRelevance LLC Always test your keywords. Keywords can sounds like a good idea, but upon testing, they can fail miserably. @ChrisChurchill
  62. 62. Relevancy Considerations Relevancy means choosing the keywords that best describes Copyright 2014 KeyRelevance LLC 62 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 @ChrisChurchill
  63. 63. Popularity Considerations • Popularity gives insight on traffic potential • Being popular Is overrated • Popular phrases – Less relevant – More competitive – Examples: “cars” or “homes” • Less Popular – More Focused – Satisfies Need of Searcher – Higher Conversion – Less Traffic Copyright 2014 @ChrisChurchill KeyRelevance LLC
  64. 64. Popularity Considerations (cont) • Consider seasonality and cyclical popularity of phrases • Identify trend lines • Many phrases lost or increased popularity in recession Seasonal trends of term “air conditioner” Copyright 2014 KeyRelevance LLC @ChrisChurchill
  65. 65. 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 “80% of all searches on the Web are non-commercial” Buying vs Browsing “car reviews” - Jim Lanzone of Ask.com “fast auto financing” @ChrisChurchill Copyright 2014 KeyRelevance LLC 65
  66. 66. Evaluating by the Stage in Buying Process • Keywords indicate where consumer is in the Buying Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Select Alternatives • Match your content to satisfy the user’s intent when using the keyword Adapted From: Marketing Management by Philip Kotler @ChrisChurchill Copyright 2014 KeyRelevance LLC 66
  67. 67. 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 Copyright 2014 @ChrisChurchill KeyRelevance LLC
  68. 68. Evaluating KW By Competition Who Are Your Competitors? • Who is ranking for your keyword terms? • Who has PPC ads? Copyright 2014 @ChrisChurchill KeyRelevance LLC
  69. 69. Evaluating KW By Competition To compete, you need Search Term Parity You need to see how active the competitors are within the same marketing environment - What keywords are they targeting? - How optimized are their sites? - Are they doing PPC? How much are the bids? - What’s their linkage situation? Copyright 2014 KeyRelevance LLC 69 @ChrisChurchill
  70. 70. Competitive Intelligence Tools • Hitwise • ComScore Marketer • Trellian’s Competitive Intelligence • Keyword Difficulty Tool • SpyFu • SearchMetrics • KeyCompete • Compete • SemRush • KeywordSpy • AdGooRoo • Keyword Analyzer Copyright 2014 KeyRelevance LLC 70 @ChrisChurchill
  71. 71. SEMRush Provides: • Top Keywords • Rankings • PPC Terms • PPC Bids • Traffic Trends Copyright 2014 KeyRelevance LLC 71 @ChrisChurchill
  72. 72. SEOMOZ Keyword Difficulty Copyright 2014 KeyRelevance LLC 72 Relative yardstick of difficulty @ChrisChurchill
  73. 73. Performance Considerations Test Keyword Performance Early Copyright 2014 KeyRelevance LLC 73 • Use PPC to test candidate KWs • Gives quick quantitative feedback on the KW performance while controlling costs @ChrisChurchill
  74. 74. Content Optimization Putting the Pieces Together Copyright 2014 @ChrisChurchill KeyRelevance LLC
  75. 75. Everything Is Better with Chocolate Keywords Image: Graeme Weatherston / FreeDigitalPhotos.net Copyright 2014 KeyRelevance LLC 75 • 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 @ChrisChurchill
  76. 76. Good Online Copywriting Is a Balancing Act • You have to write to engage 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 @ChrisChurchill Copyright 2014 KeyRelevance LLC 76
  77. 77. 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 Image: winnond / FreeDigitalPhotos.net Copyright 2014 @ChrisChurchill KeyRelevance LLC
  78. 78. 78 On-Page SEO Guidelines (cont) Think keyword phrase NOT single keyword Create a matrix chart to assign different phrases to different pages - Divide and conquer Use synonyms and related words on page to reinforce main topic Copyright 2014 @ChrisChurchill KeyRelevance LLC
  79. 79. Feed the Knowledge Graph • On-page Text – implicit method • Schema code and other structured data – explicit method @ChrisChurchill Copyright 2014 KeyRelevance LLC 79
  80. 80. New Rules for Online Copywriting • Mix in more synonyms, long tail terms and variations • Use author markup to get advantage of author rank • Encourage social media interaction, especially G+ • Clean up the site – Remove low quality pages, write longer deeper content – Replace duplicate content with original writing and canonicals • Write for the target audience – Know their motivation and preferences • Practice scan friendly layouts – bullet points, headers, appropriate bolding • Highlight benefits, not features • Don’t forget to include a Call to Action! @ChrisChurchill Copyright 2013 KeyRelevance 80 LLC
  81. 81. • On-Page Keyword Usage • A Quick Primer Copyright 2013 KeyRelevance LLC 81
  82. 82. @ChrisChurchill Where to use keywords Title Tags Meta Description Meta Keywords H Tags Visible portion of page Alt Attribute Links and anchor text File names URL Schema code Bold, strong, emphasized tags Breadcrumb Navigation Copyright 2014 KeyRelevance LLC
  83. 83. @ChrisChurchill Title Tags <title>Interesting Relevant Keyword Rich Blurb</title> • Most important “on-page” tag • Title contents appears in first line of listing on SERP • 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 Copyright 2014 KeyRelevance LLC 83
  84. 84. @ChrisChurchill Meta Description Tag <meta name="Description" content=“Compelling marketing message that reads well and contains targeted keywords"> • Should provide a summary of the page • Frequently used as snippet on results page • Should contain keywords relevant to the page • Should be unique to the page • Include synonyms and related words – don’t just repeat core terms Copyright 2014 KeyRelevance LLC 84
  85. 85. @ChrisChurchill Structured Data • Google loves structured data – Schema – Tables • Adds confidence in data for Google • Helpful as a template to build out quality content • Google using structured data in snippets on search results pages Copyright 2014 KeyRelevance LLC 85
  86. 86. @ChrisChurchill Home Page SEO • Usually your strongest page • Target most competitive relevant keyword phrase • Depending on strength of your site and the competition, target 2-3 keyword phrases • Don’t try to cover EVERY KEYWORD related to what your company does Copyright 2014 KeyRelevance LLC 86
  87. 87. @ChrisChurchill Internal Page SEO • Divide and conquer: Assign KW phrases to different pages on site • Focus, focus, focus: Make that page ALL ABOUT the keywords you’re targeting • Use related terms and synonyms on the page to reinforce what the page is about • Balance: resist temptation to stuff Image: winnond / FreeDigitalPhotos.net Copyright 2014 KeyRelevance LLC 87
  88. 88. Golden Rules for Writing Copy Talk about benefits, not features - You have to tell them why they should care Appeal to emotions and senses….most buying decisions are emotionally based @ChrisChurchill Copyright 2014 KeyRelevance LLC 88
  89. 89. Make Content Easy to Read • “Chunk up” the content – Use headers, subheadings & bullet lists to add hierarchy – White space is your friend – Keep paragraphs short • Avoid “noise” and distracting items on page • Include visually attractive graphics – Faces & bright colors attract the eyes • Make it easy to share! @ChrisChurchill Copyright 2014 KeyRelevance LLC 89
  90. 90. Copyright 2014 KeyRelevance LLC 90
  91. 91. @ChrisChurchill Points to Take Home 1. Keyword Research never ends 2. Assemble list of keyword phrases and related terms from a variety of sources 3. Use tools to increase productivity & provide insights 4. Don’t use keyword popularity as sole evaluation criteria 5. Look at popularity as traffic potential and consider seasonality and trends 6. Use keywords in all digital assets 7. Write to enhance the user experience 8. Compose quality content that satisfies user intent 9. Use keywords and related terms on the page & in schema code 10. Make content easy to share Copyright 2014 KeyRelevance LLC
  92. 92. Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com @KeyRelevance @ChrisChurchill Copyright 2014 KeyRelevance LLC 92 @ChrisChurchill

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