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Basics of SEO
Webinar Series
Driving Success With an
SEO Plan, Research, and
Focus
DayTHREE
Don’t be Greedy
When
Selecting Keywords
RULE #1
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
1) Create list of “seed words” using a variety of sources (we will review that next)
2) Remove any branded keywords (we don’t optimize for those)
3) Plug seed word list into Google Adwords tool to obtain search volumes
4) Extract reports in batches and create one uniform report
5) Remove unnecessary data columns so you can focus on the right data
6) Consolidate Google’s multiple reports into one report
7) Remove duplicate entries
8) Remove branded keywords (yep we’re doing this again)
9) Remove keywords that are known to be incorrect (spelling errors)
10)Remove keywords that seem to be outside your target demographic and market
The Keyword Reseach FormulaTen Steps to Get Your Brain Focused on Keyword Rich Content
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Don’t Rely on Google
to Brainstorm YOUR
Keyword Phrases
RULE #2
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Brainstorm Keywords
Your Own Ideas
Manual Variations of Initial Search Phrases
Reports, Presentations, Prospect Emails
Google Search Console’s Search Analytics
Google Analytics Reports
Google Adwords Reports
Google Auto Suggest in Search
Google Related Searches
Google Trends
Bing Webmaster Tools
Competitors’ Visual Content
Competitors’ Sitemaps – HTML & XML
Competitors’ Meta Titles and Descriptions
Competitors’ Index Content in Google
SpyFu, semrush, keywordtool.io
Keywords are Everywhere So Keep Your Eyes Open!
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Google Adwords
Keyword Planner
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
1) Create list of “seed words” using a variety of sources (we will review that next)
2) Remove any branded keywords (we don’t optimize for those)
3) Import the list into Google Adwords Keyword Planner to obtain search volumes
4) Extract reports in batches (Google caps the number of phrases displayed)
5) Remove unnecessary data columns so you can focus on the right data
6) Consolidate Google’s multiple reports into one report
7) Remove duplicate entries
8) Remove branded keywords (yep we’re doing this again)
9) Remove keywords that are known to be incorrect (spelling errors)
10)Remove keywords that seem to be outside your target demographic and market
The Keyword Reseach FormulaTen Steps to Get Your Brain Focused on Keyword Rich Content
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Keywords Should
Equal Your Customer’s
Verbiage and Should
Not be Industry Jargon
RULE #3
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
1) Don’t optimize for branded search terms, because Google
already knows this is you.
2) Don’t optimize for spelling errors, because it degrades your
authority with Google.
3) Zero search volumes isn’t always zero. Google will show this
even when we know searches have occurred for actual client
websites.
4) Low volume searches are still good searches, because they:
o Make great blog posts
o Are easier to rank on in the short term
o Help support cornerstone content
o Provide options for fresh content.
Key Points to Remember
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
5) PPC dollar should be reviewed because they help provide insight
on search terms that convert into sales. A term with lower search
volume and higher PPC amounts is always of interest.
6) As you work through next steps you want to look at the phrases
and think about where we could apply these to actual content:
o Cornerstone pages
o Supporting pages
o Products
o Blog posts
o Training or resource materials
o White papers or eBooks
Key Points to Remember
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Pick Your Battles!
You Can’t Win Every
Keyword Phrase So
Don’t Waste Time Trying
RULE #4
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
1) Create a new column in your master keyword spreadsheet for
Relevance Score and start assigning a relevance ranking to each
keyword:
o High – Very relevant to your target market and audience
o Medium – Fairly relevant to your target market and audience
o Low – Semi relevant to your target market and audience
o None
2) Once done, sort your spreadsheet by relevance so you can see how
many phrases apply to each level.
3) If you have thousands of keywords and/or hundreds of phrases per
relevance level, separate them into different tabs so you can focus on
one group at a time.
The Site Mapping FormulaThirteen Steps to Get Your Website Structured
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
4) Next start with the highest relevance tab and sort this list by
keyword.
5) Create a new column and label it Content URL.
6) In this new column, assign any existing content to applicable
keywords by placing the URL of the content in the appropriate row.
7) If you have a large site and you’re struggling with the above step,
use Google Search Console to locate ranking keywords and content
combinations.
8) Sort your spreadsheet to separate phrases with existing content from
those without content.
9) Now create a new column and label it Focused.
The Site Mapping FormulaThirteen Steps to Get Your Website Structured
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
10)Review the list of phrases and determine which ones you’d like to
add to your website or blog and mark them in a new column.
11)Next review this list of focused keywords one by one in Google
search to see what lands on page one of SERP. Ask yourself if
you can beat content in this list with organic SEO. This step is
painful.
12)Keep phrases you feel confident about as focused phrases in your
sheet and remove any you question.
13)Now assign a new content piece to the focused keywords.
Remember these could be pages, posts, products, etc.
o Assign higher search volumes to products and pages.
o Assign lower search volumes to blog posts.
The Site Mapping FormulaThirteen Steps to Get Your Website Structured
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Example Keyword Sheet
Keyword Phrase
Search
Traffic PPC
Relevance
Score Focused
Existing
or New
Content
Type Content URL
ERP 550,000 $4.20 High No n/a n/a mywebsite.com/erp-software/
ERP Software 49,500 $10.84 High Yes Existing Page
ERP System 60,500 $7.98 High No n/a n/a
ERP Softwares 1,000 $6.20 None No n/a n/a
ERP for Small
Business
480 $15.76 Medium Yes New Post
mywebsite.com/blog/erp-for-
small-business/
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Find Your Sweet Spot
and Master it Like No Other
RULE #5
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Plan
Brainstorming keywords forces you to take a step back and plan your
SEO strategy. If you stop yourself from jumping ahead into content
writing, you’ll find greater success with SEO.
Research
Researching keyword volumes, scoring keywords, and assigning
content provides a structured method for content creation. When you
use data it will help illustrate real opportunities for winning in organic
search.
Focus
Mapping your future website to desired keywords and doing so based
on existing content, market conditions, and known data will help you
stay focused on the content that really matters.
Success Through Data
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Let’s take another look
at the core principles we
discussed on day one.
IN CASE YOU MISSED IT
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
#1 –Research Keywords
Audit website, review competitors,
research keywords and search volumes.
#2 –Map Keywords to Content
Map your preferred keywords to specific
pieces of content within your website.
#3 – Write Content
Write content based on keywords, but
stay focused on the user experience.
#6 – Build Social Shares
Share content on Facebook, Twitter,
LinkedIn, and Google+.
#7 – Build Off-Site Authority
Get your main URL noticed and mentioned
via external sources to strengthen authority.
#8 – Check Ranking Progress
Give Google time to index and rank the
content, then check on your progress.
Remember the FormulaThe Free SEO Tools are Used in the Entire Optimization Process
#4 – Optimize Content
Optimize URLs, headers, text, links, meta
titles and descriptions for the keyword.
#5 – Build Internal Links
Build internal links to the content via your
navigation menu, footer, sidebar, content.
#9 – Optimize Further
Fix what you missed. We all miss something
and we can always improve efforts.
#10 – Document and Repeat Success
Document what ranked, reverse engineer
why, and repeat process on other content.
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Remember the Keys to Success
Create and Optimize
Create quality content that is closely tied to
your target market and the data discovered
with keyword research.
Strengthen Process
The process doesn’t end when content is
published. Continue to optimize on and off-
page as needed until desired results are
obtained.
Research & Plan
Everything is based on research, data, and
planning. Don’t write content until you
research and explore possible keywords.
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
Cory Miller Rebecca Gill
@corymiller303 @rebeccagill
How Can We Help
You?
Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved

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SEO Week: Basics of SEO Day Three

  • 1. Basics of SEO Webinar Series Driving Success With an SEO Plan, Research, and Focus DayTHREE
  • 2. Don’t be Greedy When Selecting Keywords RULE #1 Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 3. 1) Create list of “seed words” using a variety of sources (we will review that next) 2) Remove any branded keywords (we don’t optimize for those) 3) Plug seed word list into Google Adwords tool to obtain search volumes 4) Extract reports in batches and create one uniform report 5) Remove unnecessary data columns so you can focus on the right data 6) Consolidate Google’s multiple reports into one report 7) Remove duplicate entries 8) Remove branded keywords (yep we’re doing this again) 9) Remove keywords that are known to be incorrect (spelling errors) 10)Remove keywords that seem to be outside your target demographic and market The Keyword Reseach FormulaTen Steps to Get Your Brain Focused on Keyword Rich Content Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 4. Don’t Rely on Google to Brainstorm YOUR Keyword Phrases RULE #2 Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 5. Brainstorm Keywords Your Own Ideas Manual Variations of Initial Search Phrases Reports, Presentations, Prospect Emails Google Search Console’s Search Analytics Google Analytics Reports Google Adwords Reports Google Auto Suggest in Search Google Related Searches Google Trends Bing Webmaster Tools Competitors’ Visual Content Competitors’ Sitemaps – HTML & XML Competitors’ Meta Titles and Descriptions Competitors’ Index Content in Google SpyFu, semrush, keywordtool.io Keywords are Everywhere So Keep Your Eyes Open! Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 6. Google Adwords Keyword Planner Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 7. 1) Create list of “seed words” using a variety of sources (we will review that next) 2) Remove any branded keywords (we don’t optimize for those) 3) Import the list into Google Adwords Keyword Planner to obtain search volumes 4) Extract reports in batches (Google caps the number of phrases displayed) 5) Remove unnecessary data columns so you can focus on the right data 6) Consolidate Google’s multiple reports into one report 7) Remove duplicate entries 8) Remove branded keywords (yep we’re doing this again) 9) Remove keywords that are known to be incorrect (spelling errors) 10)Remove keywords that seem to be outside your target demographic and market The Keyword Reseach FormulaTen Steps to Get Your Brain Focused on Keyword Rich Content Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 8. Keywords Should Equal Your Customer’s Verbiage and Should Not be Industry Jargon RULE #3 Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 9. 1) Don’t optimize for branded search terms, because Google already knows this is you. 2) Don’t optimize for spelling errors, because it degrades your authority with Google. 3) Zero search volumes isn’t always zero. Google will show this even when we know searches have occurred for actual client websites. 4) Low volume searches are still good searches, because they: o Make great blog posts o Are easier to rank on in the short term o Help support cornerstone content o Provide options for fresh content. Key Points to Remember Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 10. 5) PPC dollar should be reviewed because they help provide insight on search terms that convert into sales. A term with lower search volume and higher PPC amounts is always of interest. 6) As you work through next steps you want to look at the phrases and think about where we could apply these to actual content: o Cornerstone pages o Supporting pages o Products o Blog posts o Training or resource materials o White papers or eBooks Key Points to Remember Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 11. Pick Your Battles! You Can’t Win Every Keyword Phrase So Don’t Waste Time Trying RULE #4 Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 12. 1) Create a new column in your master keyword spreadsheet for Relevance Score and start assigning a relevance ranking to each keyword: o High – Very relevant to your target market and audience o Medium – Fairly relevant to your target market and audience o Low – Semi relevant to your target market and audience o None 2) Once done, sort your spreadsheet by relevance so you can see how many phrases apply to each level. 3) If you have thousands of keywords and/or hundreds of phrases per relevance level, separate them into different tabs so you can focus on one group at a time. The Site Mapping FormulaThirteen Steps to Get Your Website Structured Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 13. 4) Next start with the highest relevance tab and sort this list by keyword. 5) Create a new column and label it Content URL. 6) In this new column, assign any existing content to applicable keywords by placing the URL of the content in the appropriate row. 7) If you have a large site and you’re struggling with the above step, use Google Search Console to locate ranking keywords and content combinations. 8) Sort your spreadsheet to separate phrases with existing content from those without content. 9) Now create a new column and label it Focused. The Site Mapping FormulaThirteen Steps to Get Your Website Structured Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 14. 10)Review the list of phrases and determine which ones you’d like to add to your website or blog and mark them in a new column. 11)Next review this list of focused keywords one by one in Google search to see what lands on page one of SERP. Ask yourself if you can beat content in this list with organic SEO. This step is painful. 12)Keep phrases you feel confident about as focused phrases in your sheet and remove any you question. 13)Now assign a new content piece to the focused keywords. Remember these could be pages, posts, products, etc. o Assign higher search volumes to products and pages. o Assign lower search volumes to blog posts. The Site Mapping FormulaThirteen Steps to Get Your Website Structured Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 15. Example Keyword Sheet Keyword Phrase Search Traffic PPC Relevance Score Focused Existing or New Content Type Content URL ERP 550,000 $4.20 High No n/a n/a mywebsite.com/erp-software/ ERP Software 49,500 $10.84 High Yes Existing Page ERP System 60,500 $7.98 High No n/a n/a ERP Softwares 1,000 $6.20 None No n/a n/a ERP for Small Business 480 $15.76 Medium Yes New Post mywebsite.com/blog/erp-for- small-business/ Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 16. Find Your Sweet Spot and Master it Like No Other RULE #5 Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 17. Plan Brainstorming keywords forces you to take a step back and plan your SEO strategy. If you stop yourself from jumping ahead into content writing, you’ll find greater success with SEO. Research Researching keyword volumes, scoring keywords, and assigning content provides a structured method for content creation. When you use data it will help illustrate real opportunities for winning in organic search. Focus Mapping your future website to desired keywords and doing so based on existing content, market conditions, and known data will help you stay focused on the content that really matters. Success Through Data Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 18. Let’s take another look at the core principles we discussed on day one. IN CASE YOU MISSED IT Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 19. #1 –Research Keywords Audit website, review competitors, research keywords and search volumes. #2 –Map Keywords to Content Map your preferred keywords to specific pieces of content within your website. #3 – Write Content Write content based on keywords, but stay focused on the user experience. #6 – Build Social Shares Share content on Facebook, Twitter, LinkedIn, and Google+. #7 – Build Off-Site Authority Get your main URL noticed and mentioned via external sources to strengthen authority. #8 – Check Ranking Progress Give Google time to index and rank the content, then check on your progress. Remember the FormulaThe Free SEO Tools are Used in the Entire Optimization Process #4 – Optimize Content Optimize URLs, headers, text, links, meta titles and descriptions for the keyword. #5 – Build Internal Links Build internal links to the content via your navigation menu, footer, sidebar, content. #9 – Optimize Further Fix what you missed. We all miss something and we can always improve efforts. #10 – Document and Repeat Success Document what ranked, reverse engineer why, and repeat process on other content. Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 20. Remember the Keys to Success Create and Optimize Create quality content that is closely tied to your target market and the data discovered with keyword research. Strengthen Process The process doesn’t end when content is published. Continue to optimize on and off- page as needed until desired results are obtained. Research & Plan Everything is based on research, data, and planning. Don’t write content until you research and explore possible keywords. Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved
  • 21. Cory Miller Rebecca Gill @corymiller303 @rebeccagill How Can We Help You? Web Savvy Marketing & iThemes Media LLC Copyright © 2015, All Rights Reserved