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Beyond Keyword Research: Optimize for Relevancy with Proof Terms

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Google expects certain information to be found on pages about a given topic. Learn how to make great content for your customers & Google in Paula Keller French's 2017 MozCon Local / LocalU presentation.

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Beyond Keyword Research: Optimize for Relevancy with Proof Terms

  1. 1. Confidential, Property of Search Influence, LLC © 2017 BEYOND KEYWORD RESEARCH: OPTIMIZE FOR RELEVANCY WITH PROOF TERMS Paula Keller Director of Sales & Marketing LocalU Advanced @ mozCon Local 2017 @searchinfluence @paulakfrench #localu
  2. 2. @searchinfluence @paulakfrench #localu GOAL 1. Improve ranking for the anchor topic 2. Rank for a larger set of search queries
  3. 3. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu PROOF TERMS RELEVANT TERMS synonyms - plurals - variants slightly more distant words that drive the detail of your content
  4. 4. SUPER OPTIMIZED @searchinfluence @paulakfrench #localu IT’S ALL SEMANTICS RELEVANT TERMS SEMANTIC CONTENT PROOF TERMS RELATED KEYWORDS
  5. 5. @searchinfluence @paulakfrench #localu WEDDING BAND
  6. 6. @searchinfluence @paulakfrench #localu
  7. 7. @searchinfluence @paulakfrench #localu
  8. 8. @searchinfluence @paulakfrench #localu WEDDING BAND
  9. 9. @searchinfluence @paulakfrench #localu Wedding Band Cover Band Party Band Wedding Entertainment Wedding Singers Song List First Dance Reception Playlist Dance JazzRock90s Live DJ
  10. 10. @searchinfluence @paulakfrench #localu Wedding Band Wedding Rings Jewelry Wedding Band Sets Yellow Gold Platinum Diamond Rose Gold Engagement Ring EngravingMen’sWomen’s Wedding Day Sizing Wedding Bands
  11. 11. THE TOOLS Confidential, Property of Search Influence © 2017@searchinfluence @paulakfrench #localu Google Keyword Tool Google Search Console: Search Queries SEO Quake Extension SEM Rush: Related Keywords Google Search Suggest Google Related Searches
  12. 12. Confidential, Property of Search Influence © 2017@searchinfluence @paulakfrench #localu
  13. 13. CLIENT #1 Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  14. 14. IDENTIFY ANCHOR TOPIC + PROOF TERMS + RELEVANT TERMS @searchinfluence @paulakfrench #localu STEP #1
  15. 15. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu CLIENT-PROVIDED CONTENT
  16. 16. @searchinfluence @paulakfrench #localu SEARCH CONSOLE: ANY “WIRE” QUERIES?
  17. 17. @searchinfluence @paulakfrench #localu NOTE: INTERNAL LINK FROM “BANK FRAUD” PAGE
  18. 18. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu BRAIN WORK: KNOWN POSSIBLE ANCHOR TERMS wire fraud attorney wire fraud lawyer federal wire fraud attorney federal wire fraud lawyer wire fraud defense attorney wire fraud defense lawyer federal wire fraud defense attorney federal wire fraud defense lawyer
  19. 19. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu ADWORDS KEYWORD PLANNER: NOT HELPFUL
  20. 20. @searchinfluence @paulakfrench #localu SEMRUSH: Related Keywords Take note of related: ● Charges ● “What is” ● Interstate ● Penalty
  21. 21. @searchinfluence @paulakfrench #localu Moz: Keyword Explorer
  22. 22. @searchinfluence @paulakfrench #localu Moz: Keyword Explorer
  23. 23. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  24. 24. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  25. 25. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  26. 26. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  27. 27. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu WHAT’D I FIND? “Federal” was present in title tags, but not as part of the anchor term. Opportunity? “Fraud Laws” page is also ranking - note for future content pages “Mail Fraud” and “Bank Fraud” also appear - valuable internal linking Title Tag Prominence of Possible Anchors Wire fraud defense attorney 6 Wire fraud lawyer 5 Wire fraud attorney 4 Fraud lawyer 2 Bank fraud lawyer 2
  28. 28. @searchinfluence @paulakfrench #localu SEARCH CONSOLE ATTORNEY V. LAWYER
  29. 29. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu SEOQuake
  30. 30. @searchinfluence @paulakfrench #localu GOOGLE SEARCH
  31. 31. @searchinfluence @paulakfrench #localu GOOGLE SEARCH SUGGEST
  32. 32. @searchinfluence @paulakfrench #localu GOOGLE SEARCH SUGGEST
  33. 33. @searchinfluence @paulakfrench #localu GOOGLE SEARCH SUGGEST BASED ON PROVIDED CONTENT
  34. 34. @searchinfluence @paulakfrench #localu GOOGLE SEARCH SUGGEST BASED ON PROVIDED CONTENT
  35. 35. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu SUMMARY OF FINDINGS ANCHOR TERM: ● Federal Wire Fraud Attorney ○ Include “Defense” in title tag PROOF TERMS: ● wire fraud lawyer ● federal wire fraud lawyer ● wire fraud defense attorney ● wire fraud defense lawyer ● federal wire fraud defense attorney ● federal wire fraud defense lawyer ● federal defense attorney ● criminal defense attorney ADDITIONAL LEARNINGS: ● “Fraud Laws” - future content page ● “Mail Fraud” and “Bank Fraud” Internal Links RELATED TERMS: ● defense ● charges & penalties ● sentencing guidelines ● statute of limitations ● jail time ● 18 USC 1343 sentencing guidelines ● 18 USC 1343 statute of limitations
  36. 36. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu WORK INTO EXISTING CONTENT STEP #2
  37. 37. @searchinfluence @paulakfrench #localu CONTENT TIME
  38. 38. @searchinfluence @paulakfrench #localu CONTENT TIME
  39. 39. @searchinfluence @paulakfrench #localu CONTENT TIME
  40. 40. @searchinfluence @paulakfrench #localu CONTENT TIME CLIENT PROVIDED OUR UPDATE
  41. 41. @searchinfluence @paulakfrench #localu CONTENT TIME CLIENT PROVIDED OUR UPDATE
  42. 42. @searchinfluence @paulakfrench #localu
  43. 43. @searchinfluence @paulakfrench #localu SUMMARY OF UPDATES Title Tag = Los Angeles Wire Fraud Defense Attorney - Law Offices of Jerod Gunsberg H1 = Federal Wire Fraud Attorney in Los Angeles H2s - 5 total ● Wire Fraud Sentencing Guidelines ● What is Federal Wire Fraud? ● Conspiracy to Commit Wire Fraud ● Federal Wire Fraud Defense ● Contact Experienced Wire Fraud Lawyer, Jerod Gunsberg H3 ● Wire Fraud Penalties Body Content ● Add “jail” to “jail time” ● Asked client to write a paragraph on “statute of limitations”
  44. 44. @searchinfluence @paulakfrench #localu IMPACT ON IMPRESSIONS
  45. 45. CLIENT #2 Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
  46. 46. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu ORIGINAL CONTENT
  47. 47. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu H2s & H3s: BEFORE & AFTER Before After Who is a Good Candidate for Facial Implants? Who is a Good Candidate for Chin Implants, Cheek Implants, or Jaw Implants? Are Facial Implants the Same as Fillers or Fat Implants? Are Facial Implants the Same as Facial Fillers or Fat Transfer to the Face? What Occurs During the Surgery? Surgery for Chin Augmentation, Cheek Augmentation, or Jaw Augmentation Are Results Permanent? Are the Face Augmentation Results Permanent?
  48. 48. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu BODY CONTENT
  49. 49. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu SUMMARY OF UPDATES Related or Proof Term Monthly Search Value Before # of Instances After: # of Instances chin implant 9900 0 2 cheek implants 6600 1 3 chin augmentation 3600 0 2 jaw implants 2900 1 3 cheek augmentation 1900 0 2 facial implants 1000 19 15 jaw augmentation 880 0 2 facial fat transfer 590 0 3 face augmentation 140 0 1 fat transfer to the face 70 0 1 silicone facial implants 20 0 1
  50. 50. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu 1. Proof Terms & Relevant Terms 2. Present in titles, headings, content toward the top of the page 3. Links to related pages on your site & other sites SUPER OPTIMIZED CONTENT
  51. 51. THANK YOU! PAULA KELLER FRENCH Search Influence New Orleans, LA searchinfluence.com

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