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Keyword Research & Copywriting for Search Success


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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Keyword Research & Copywriting For Search Success. PRESENTATION: Keyword Research and Copywriting for Search Success - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D

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Keyword Research & Copywriting for Search Success

  1. 1. Bootcamp for Keyword Research & SEO Copywriting Christine Churchill KeyRelevance, LLC SMX West 2015
  2. 2. @ChrisChurchill 2 #SMX #11D • 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 • Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences • Masters degree and over 15 years online marketing experience
  3. 3. @ChrisChurchill 3 #SMX #11D Keywords = Dead SEO = Dead (but the rules have changed & we have to be better MARKETERS!)
  4. 4. @ChrisChurchill 4 #SMX #11D Keyword Research – What is it? Why do it? How to do KW Research Knowledge Graph Hummingbird Algorithm Keyword Tools How to use Keywords to Optimize Content Online Copywriting Tips
  5. 5. @ChrisChurchill 5 #SMX #11D 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
  6. 6. @ChrisChurchill 6 #SMX #11D • 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
  7. 7. @ChrisChurchill 7 #SMX #11D • Marketing staff and Search Marketers – both paid and organic • Content writers & everyone in publishing - 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 Knowing the best words to target helps you plan a more effective content marketing strategy
  8. 8. @ChrisChurchill 8 #SMX #11D How to Do Keyword Research
  9. 9. @ChrisChurchill 9 #SMX #11D Keyword Research is an Iterative Process Brainstorming & Discovery Keyword Expansion Keyword Evaluation
  10. 10. @ChrisChurchill 10 #SMX #11D Keyword Brainstorming and Discovery Phase
  11. 11. @ChrisChurchill 11 #SMX #11D 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
  12. 12. @ChrisChurchill 12 #SMX #11D 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
  13. 13. @ChrisChurchill 13 #SMX #11D 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”
  14. 14. @ChrisChurchill 14 #SMX #11D Based on frequency graph Chris Anderson’s book describes it as an 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
  15. 15. @ChrisChurchill 15 #SMX #11D Camera, digital camera, Sony Nikon D7000 digital SLR camera compare digital cameras buy digital slr camera
  16. 16. @ChrisChurchill 16 #SMX #11D Online and Traditional Print Magazines Company and Product Reviews Online Thesaurus & Dictionary
  17. 17. @ChrisChurchill 17 #SMX #11D Competitors Review their web site and collateral for keywords Look at words they are buying in PPC & targeting in SEO Get competitive insights and ideas on overlooked terms
  18. 18. @ChrisChurchill 18 #SMX #11D • Reveals keywords and expressions that visitors are actually using • 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 • Could give you ideas for new products or services to offer
  19. 19. @ChrisChurchill 19 #SMX #11D Google Knowledge Graph Hummingbird Algorithm Not Provided Keywords
  20. 20. @ChrisChurchill 20 #SMX #11D “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: knowledge-graph-things-not.html
  21. 21. @ChrisChurchill 21 #SMX #11D • 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
  22. 22. @ChrisChurchill 22 #SMX #11D 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 (moving to Wikidata in 2015), Wikipedia and the CIA World Factbook.
  23. 23. @ChrisChurchill 23 #SMX #11D 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.
  24. 24. @ChrisChurchill 24 #SMX #11D • 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 some on-page optimization still is needed
  25. 25. @ChrisChurchill 25 #SMX #11D • 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.
  26. 26. @ChrisChurchill 26 #SMX #11D • 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)
  27. 27. @ChrisChurchill 27 #SMX #11D Keyword Research Tools
  28. 28. @ChrisChurchill 28 #SMX #11D • 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
  29. 29. @ChrisChurchill 29 #SMX #11D Free • Google Keyword Planner Tool • Google Webmaster Tools • Google Trends • Google Display Planner • Google Instant • Bing Keyword Tool • Bing Intelligence Tool • Bing Webmaster Tools Fee Based • WordTracker • Searchmetrics • Hitwise • WordStream • SEMRush • ComScore • SpyFu
  30. 30. @ChrisChurchill 30 #SMX #11D - Oriented for Paid Search - Must be Logged Into AdWords to Use - Provides keyword ideas & monthly search volumes
  31. 31. @ChrisChurchill 31 #SMX #11D 1. Select the Second Option When starting the Keyword Planner Tool. Currently if you Choose the first option, the Mobile and device numbers Will be aggregate. 2. Select mobile from pull down option 3. Hover on month to see the breakout of mobile
  32. 32. @ChrisChurchill 32 #SMX #11D Google Trends provides trends from web searches, images, news, shopping and YouTube
  33. 33. @ChrisChurchill 33 #SMX #11D
  34. 34. @ChrisChurchill 34 #SMX #11D 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 Using Filters can separate brand/non- brand and core terms, plus sources from web, image, mobile, & video 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
  35. 35. @ChrisChurchill 35 #SMX #11D • Free Adwords tool • Built for display advertising in paid search but can give insights on keywords • Suggests related keywords • Gives demographic information on keywords
  36. 36. @ChrisChurchill 36 #SMX #11D 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.
  37. 37. @ChrisChurchill 37 #SMX #11D That’s a lot of terms Google doesn’t show!
  38. 38. @ChrisChurchill 38 #SMX #11D - Shows actual queries numbers (not rounded) - Has 6 months of data - Drill down by Country
  39. 39. @ChrisChurchill 39 #SMX #11D • Data pulled from meta search engines • Eliminates most skewing issues caused by robots • Differentiates between singular & plural • Offer Free Tool for trial
  40. 40. @ChrisChurchill 40 #SMX #11D / Useful for developing your vocabulary of related terms for Hummingbird
  41. 41. @ChrisChurchill 41 #SMX #11D
  42. 42. @ChrisChurchill 42 #SMX #11D Different set of keywords on Shopping search from regular web search
  43. 43. @ChrisChurchill 43 #SMX #11D Provides suggestions from Google Wikipedia Answers YouTube Bing Yahoo Amazon Plus option for15 other sites
  44. 44. @ChrisChurchill 44 #SMX #11D
  45. 45. @ChrisChurchill 45 #SMX #11D
  46. 46. @ChrisChurchill 46 #SMX #11D
  47. 47. @ChrisChurchill 47 #SMX #11D
  48. 48. @ChrisChurchill 48 #SMX #11D Keyword Expansion Phase
  49. 49. @ChrisChurchill 49 #SMX #11D 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
  50. 50. @ChrisChurchill 50 #SMX #11D 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
  51. 51. @ChrisChurchill 51 #SMX #11D
  52. 52. @ChrisChurchill 52 #SMX #11D 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
  53. 53. @ChrisChurchill 53 #SMX #11D Evaluating Keywords
  54. 54. @ChrisChurchill 54 #SMX #11D • 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. @ChrisChurchill 55 #SMX #11D Relevancy means choosing the keywords that best describes what the site or page 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 or page
  56. 56. @ChrisChurchill 56 #SMX #11D • Popularity gives insight on traffic potential • Being popular Is overrated • Popular phrases – Less relevant – More competitive • Less Popular – More Focused – Less Traffic
  57. 57. @ChrisChurchill 57 #SMX #11D • Consider seasonality and cyclical popularity of phrases • Identify trend lines • Many phrases lost or increased popularity in recession Seasonal trends of term “air conditioner”
  58. 58. @ChrisChurchill 58 #SMX #11D 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
  59. 59. @ChrisChurchill 59 #SMX #11D 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
  60. 60. @ChrisChurchill 60 #SMX #11D 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
  61. 61. @ChrisChurchill 61 #SMX #11D • 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?
  62. 62. @ChrisChurchill 62 #SMX #11D Hitwise ComScore Marketer Trellian’s Competitive Intelligence Keyword Difficulty Tool SpyFu SearchMetrics KeyCompete Compete SEMRush KeywordSpy AdGooRoo Keyword Analyzer
  63. 63. @ChrisChurchill 63 #SMX #11D Provides: • Top Keywords • Rankings • PPC Terms • PPC Bids • Traffic Trends
  64. 64. @ChrisChurchill 64 #SMX #11D Relative yardstick of difficulty
  65. 65. @ChrisChurchill 65 #SMX #11D
  66. 66. @ChrisChurchill 66 #SMX #11D 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
  67. 67. @ChrisChurchill 67 #SMX #11D Content Optimization Putting the Pieces Together
  68. 68. @ChrisChurchill 68 #SMX #11D • Web sites • Paid search • Articles • White Papers • FAQ pages • Product Feeds • News • Blog Posts • Press Releases • Images • Videos • Podcasts • Schema • Social Media • Content Marketing
  69. 69. @ChrisChurchill 69 #SMX #11D • 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
  70. 70. @ChrisChurchill 70 #SMX #11D 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
  71. 71. @ChrisChurchill 71 #SMX #11D 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
  72. 72. @ChrisChurchill 72 #SMX #11D Title Tags Meta Description Meta Keywords H Tags Visible text on the page Alt Attribute Links and anchor text File names URL Schema code Bold, strong, emphasized tags Breadcrumb Navigation
  73. 73. @ChrisChurchill 73 #SMX #11D <title>Interesting Relevant Keyword Rich Blurb</title> Most important “on-page” tag 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
  74. 74. @ChrisChurchill 74 #SMX #11D <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
  75. 75. @ChrisChurchill 75 #SMX #11D 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
  76. 76. @ChrisChurchill 76 #SMX #11D 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”
  77. 77. @ChrisChurchill 77 #SMX #11D • Start with relevant interesting content • Include social media sharing and keywords in editorial calendar planning • 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
  78. 78. @ChrisChurchill 78 #SMX #11D 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
  79. 79. @ChrisChurchill 79 #SMX #11D • 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
  80. 80. @ChrisChurchill 80 #SMX #11D 1. Keyword research Isn’t dead – helps id user intent 2. Exact match keyword targeting is dead 3. Use keyword phrases and related terms on the page and in schema code 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. Use keywords in all digital assets 7. Write to enhance the user experience - Compose quality content that satisfies user intent and answers questions 8. Make content easy to read & share
  81. 81. @ChrisChurchill 81 #SMX #11D Christine Churchill 972-429-1222