Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to do keyphrase research in 2017: Target topics, not just phrases

186 views

Published on

Google is officially a semantic search engine, which means it’s connecting visitors to pages with the meaning they’re looking for, not just the letters and words they typed into that little box. To adapt to this, you need to target a broader topic, not just the specific phrase. Spread your meaning out, using related phrases, covering the things that are semantically linked. In this presentation we’ll start with the basics and move straight into the advanced techniques.

How Google Works (...and why they rule)
Search results and context
Search volume
Competition
How to target topics, not just phrases

Apply all of these techniques and you'll be ranking by Friday!

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How to do keyphrase research in 2017: Target topics, not just phrases

  1. 1. @crestodina Andy Crestodina Strategic Director | @crestodina Keyphrase Research Workshop Wine & Web #73 #wineweb
  2. 2. Which keywords are helpful? Which links are helpful?
  3. 3. @crestodina Rank Relevance Authority
  4. 4. @crestodina blog post guest post research post on another site keyphrase keyphrase
  5. 5. @crestodina blog post guest post research post on another site keyphrase keyphrase
  6. 6. @crestodina blog post guest post research post on another site keyphrase keyphrase
  7. 7. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  8. 8. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  9. 9. @crestodina
  10. 10. @crestodina
  11. 11. @crestodina
  12. 12. @crestodina
  13. 13. @crestodina
  14. 14. @crestodina 10x increase in traffic in 4.5 years
  15. 15. @crestodina
  16. 16. @crestodina source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational
  17. 17. @crestodina Online searches by type Informational Transactional Navigational ? $ brand source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
  18. 18. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
  19. 19. @crestodina “wedding dresses”
  20. 20. @crestodina “wedding dresses”
  21. 21. @crestodina “lace wedding dresses”
  22. 22. @crestodina “lace wedding dresses”
  23. 23. @crestodina “modern wedding dresses”
  24. 24. @crestodina “modern wedding dresses”
  25. 25. Keyphrases = Competitions Pages = Competitors
  26. 26. IF YOUR AUTHORITY IS GREATER THAN THE KEYWORD DIFFICULTY... YOU’VE GOT A CHANCE
  27. 27. @crestodina
  28. 28. @crestodina
  29. 29. @crestodina
  30. 30. @crestodina
  31. 31. @crestodina
  32. 32. @crestodina
  33. 33. @crestodina
  34. 34. @crestodina
  35. 35. @crestodina
  36. 36. @crestodina
  37. 37. @crestodina
  38. 38. @crestodina
  39. 39. @crestodina
  40. 40. @crestodina
  41. 41. @crestodina ONE PAGE OR TWO? Keyword targeting within related topics
  42. 42. @crestodina
  43. 43. @crestodina
  44. 44. CHOOSING KEYPHRASES Do people search for it? Do I have a chance of ranking for it?
  45. 45. @crestodina 1. Are people searching for it? What are they trying to find? 2. Do I have a chance of ranking for it? 3. Can I make a great page on the topic? 4. If I rank, will my search listing be visible? Choosing keyphrases
  46. 46. @crestodina lead
  47. 47. @crestodina lead traffic conversions
  48. 48. @crestodina lead traffic conversions search email social
  49. 49. @crestodina lead traffic conversions search
  50. 50. @crestodina lead traffic conversions rank
  51. 51. @crestodina lead traffic conversions rank content links
  52. 52. @crestodina lead traffic conversions rank content links content relationships
  53. 53. THE MINDSET OF SEARCH A few questions to put things in context
  54. 54. People looking for me are searching for what?
  55. 55. Which page on my website is relevant for that phrase?
  56. 56. Is this page one of the top ten pages on the internet for that topic?
  57. 57. Will people who searched for this phrase be happy to have found this page?
  58. 58. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!

×