Content Jam 2013: Keyword Research in 2013 by Andy Crestodina

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  • Content Jam 2013: Keyword Research in 2013 by Andy Crestodina

    1. 1. Keyword Research Andy Crestodina @crestodina #contentjam
    2. 2. If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing. - Guy Kawasaki
    3. 3. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid (Budget) Owned, Earned (Brains) Hype Help
    4. 4. Search + Social + Email = Content Marketing
    5. 5. Traffic: Social, Email, Search
    6. 6. The Spike …and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
    7. 7. HOW GOOGLE WORKS It’s simpler than you think...
    8. 8. This is why Google won…
    9. 9. Search Ranking Factors Source: MOZ, 2013 Search Ranking Factors
    10. 10. SEO (over)simplified Links = How trustworthy? On-Page = How relevant? Keyphrases = Relevant to what?!?
    11. 11. Keyphrases: 3 Criteria
    12. 12. KEYWORD IDEAS
    13. 13. Sources of Content Ideas 1. Your Industry: Blogs, Videos, Influencers 2. Your Clients 3. Your Sales Team 4. Your Customer Service Team 5. Your Analytics 6. Your Email Outbox Can I really make the page page on the web?
    14. 14. Google Suggest #gettingideas
    15. 15. Ubersuggest Resource: Ubersuggest
    16. 16. CONTEXT Beware “Universal Search Results”
    17. 17. ideos in search results
    18. 18. Local Carousel
    19. 19. If you search for “happiness”
    20. 20. VOLUME
    21. 21. Search Volume: Keyword Planner Resource: Google Keyword Planner
    22. 22. Search Volume: Wordtracker Resource: Wordtracker
    23. 23. Google Trends Resource: Google Trends
    24. 24. Regional Interest Resource: Google Trends
    25. 25. COMPETITION
    26. 26. Link Popularity / Domain Authority 20 40 60 80 #unfair
    27. 27. Your Authority… Resource: Open Site Explorer
    28. 28. Their Authority… Resource: MOZ Analytics *paid
    29. 29. Resource: Mozbar free!
    30. 30. What are you driving?
    31. 31. USING KEYWORDS …they call this “on-page SEO”
    32. 32. Use the phrase in 4 places 1. Title 2. Header 3. Body Text 4. Internal Links Indicate the relevance!
    33. 33. 1. Title: Once in the beginning It appears above the address bar in your browser… …and it’s the link in Google search results!
    34. 34. <title>Home</title> <title>Home</title>
    35. 35. 2. Header: once, anywhere
    36. 36. 3. Body: 4 - 6 Times
    37. 37. Don’t be too aggressive!
    38. 38. Keyword Stuffing = Spam If you’re really into “keyword density…” If your article is… 600 words 1200 words 1800 words Use the phrase… 4 times 6 times 8 times …but seriously, people. Really?
    39. 39. 4. Internal Links 1. Link from older pages to the new page 2. Use the keyphrase as the text in the links… Resource: Internal Linking
    40. 40. Internal Linking Opportunities!
    41. 41. EXAMPLES From recent Orbit blog posts
    42. 42. 200 visits / month
    43. 43. 45 visits / month
    44. 44. 275 visits / month
    45. 45. 415 visits / month
    46. 46. 3500 visits / month
    47. 47. LINK MAGNETS …the ultimate trick to ranking.
    48. 48. Link Magnets Meet Two Criteria… 1. They are high quality 2. They are highly visible
    49. 49. Rank Links Rank
    50. 50. So that’s how Wikipedia does it!
    51. 51. Where there’s traffic, there’s hope...
    52. 52. #ContentJam
    53. 53. Thank You! Andy Crestodina @crestodina #contentjam
    54. 54. Step 1: Write 2000+ words A. Teaches something useful B. It’s on a topic that you love C. Use Google Authorship tagging GOAL: Write the best page on the internet for the topic
    55. 55. Step 2: Pick a phrase A. Yes, people are searching for it. B. No, it’s not too competitive. GOAL: a realistic chance of ranking
    56. 56. Step 3: Use the phrase A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Build links to the page from other pages on your site. Use the keyphrase in the links. GOAL: indicate the relevance
    57. 57. Step 4: Not ranking on Page One? A. Write a guest post on a similar topic B. Link to the page from the guest post C. Get it posted on a site with high authority D. Improve the page however possible! GOAL: Link, Link, Nudge, Nudge.

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