3. SEO Fundamentals Workshop
SEO Basic concepts
Importance of SEO
Keyword Research
1
Competition Research
On Page Optimization
2
Off Page Optimization
Measuring & Optimizing Results
International SEO
3
4. “If it isn´t on Google, it doesn´t exist.”
Jimmy Wales, Wikipedia
19. What is
SERP?
Search Engine
Results Pages
are web pages served
to users when they
search for something
online using a search
engine, such as
Google or Bing.
20. SERP
Elements
• Paid ads
• Featured snippets
• Shopping results (PLA)
• Site links
• Images packs
• In-depht articles (massive
authority)
• Knowledge card
• Knowledge panel
• Local pack
• News box
• Related questions
• Tweets
• Videos
Featured Snippet
Featured Snippet
Organic Results
29. A keyword is a term used in digital marketing to describe a
word or a group of words an internet user writes to perform a search
in a search engine or search bar.
34. Types of Search Queries
To satisfy a curiosity
To go somewhere
To do something
To purchase a product
To learn something
35. To satisfy a curiosity
To go somewhere
To do something
To learn something
To purchase a product
User intent
Keyword modifiers
Vitamin D deficiency simpthoms
How much vitamin D should I take per day
Best Vitamin D suplement
Pharmacies that sell vitamin D
How to get vitamin D
41. Keyword Research Steps
1. Initial brainstorming
2. Alternative keywords
3. Keyword difficult
4. Initial list
5. Refine and grow list with Long Tail keywords
42. How to Choose the Right Keywords?
It’s highly relevant to your product
It has a high search volume
It has reasonable levels of competition
45. 5 steps to keyword success
BUILD YOUR
KEYWORD LIST
RESEARCH YOUR
TARGET AUDIENCE
UNDERSTAND
KEYWORD METRICS
MATCH THE
CUSTOMER JOURNEY
REFINE YOUR
KEYWORD LIST
62. Assignment for next SEO Meeting
1. Define your research product
2. Pick up the main words in the product description
• Ingredients, body parts, conditions, what problems the product addresses like hair loss or reduce
weight, things like natural, vegan, vegetarian, lactose, gluten, etc.
3. Perform the analisys with SEM RUSH tools (steps 1 to 6)
4. Develop a list of keywords related to the product
• The keyword research must be done in the language of the country you work for.
• At least 50 keywords with search volume minimum of 100.
5. Save your list in SEM RUSH Keyword Manager.
• Name the list with the language and name of product. (for example, EN-HaarForte-your-name, IT-
AcaiBerry-yourname)
6. Present the list of keywords found in your research in next meeting.
• You will have 5 to 10 minutes.