Keyword Research In 15 Minutes or Less — Presentation Transcript 1. Keyword Research for SEO & Content Marketing 2. “Keyword research is one of the most important,valuable, and high return activities in the searchmarketing field. Ranking for the "right" keywordscan make or break your website.” - SEOmoz Why Keyword Research 3. Keywords Drive, Search Engines Navigate 4. Know Your DestinationKEYWORD SEARCH VOLUMEonline classes 14800online degrees 12100online universities 12100online degree 8100online university 6600accredited online universities 1900online education degrees 1300university online 1300online university degree 1000accredited online degrees 1000online degree program 880degree online 1600degrees online 880 Mapped URL: http://www.example.edu/online-university-degrees 5. Track & Measure 6. Prioritize & ManageKeyword research can be as simple as identifying thetype 5 terms across an entire website or as complex asmanaging over 25,000 phrases under one domain..4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+.2((101-Ranking)/100))+.1(Competition/100%) 7. WhatWhat it is & What it does 8. Logic Persona Topic Intention Navigational? Desktops Transactional? Informational? Laptops Tablets 9. Optimization – On & Off Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam at augue ipsum. Donec scelerisque arcu non mauris varius elementum. Nunc euismod, chocolate donuts turpis sit amet sagittis consequat, risus sapien tristique eros, a vulputate ipsum libero sit amet augue. Aliquam vitae elementum dui. Nulla cursus dui eget neque bibendum a convallis tortor tincidunt. Chocolate donuts curabitur rutrum venenatis urna sit amet consequat. Vivamus lectus odio, tristique nec pretium non, commodo non dui. Donec fermentum commodo tincidunt. Nam vestibulum ornare consequat.image source: SEOmoz > http://bit.ly/MvCTIM 10. Optimization – On & OffOff-page On-page – Press – URL – Guest Authoring – Navigation – Social Media – Titles – Photo, Video – Headings – Business Listing – Images – Q & A (forums) – Body Content – Internal Blogging 11. Less Exact, More Qualityhttp://www.seo.com/blog/content-marketing-strategy-guide/ 12. Less Exact, More Quality Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.http://www.seo.com/blog/5-steps-keyword-research/ 13. Less Exact, More Quality The First Step To SEO Is Keyword Research Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted. Search engine optimization like that performed at SEO.com is a keyword guided approach.http://www.seo.com/blog/5-steps-keyword-research/ 14. HowKeyword Research 15. Factors Relevance (Purpose & Content

1. Keyword Research
for SEO & Content Marketing

2. “Keyword research is one of the most important,
valuable, and high return activities in the search
marketing field. Ranking for the "right" keywords
can make or break your website.” - SEOmoz
Why
Keyword Research

3. Keywords Drive, Search Engines Navigate

4. Know Your Destination
KEYWORD SEARCH VOLUME
online classes 14800
online degrees 12100
online universities 12100
online degree 8100
online university 6600
accredited online universities 1900
online education degrees 1300
university online 1300
online university degree 1000
accredited online degrees 1000
online degree program 880
degree online 1600
degrees online 880
Mapped URL: http://www.example.edu/online-university-degrees

5. Track & Measure

6. Prioritize & Manage
Keyword research can be as simple as identifying the
type 5 terms across an entire website or as complex as
managing over 25,000 phrases under one domain.
.4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+
.2((101-Ranking)/100))+.1(Competition/100%)

7. What
What it is & What it does

8. Logic
Persona Topic Intention
Navigational?
Desktops
Transactional?
Informational?
Laptops
Tablets

9. Optimization – On & Off
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Etiam at augue ipsum. Donec
scelerisque arcu non mauris varius
elementum. Nunc euismod, chocolate
donuts turpis sit amet sagittis
consequat, risus sapien tristique eros, a
vulputate ipsum libero sit amet augue.
Aliquam vitae elementum dui. Nulla cursus
dui eget neque bibendum a convallis tortor
tincidunt. Chocolate donuts curabitur
rutrum venenatis urna sit amet consequat.
Vivamus lectus odio, tristique nec pretium
non, commodo non dui. Donec fermentum
commodo tincidunt. Nam vestibulum ornare
consequat.
image source: SEOmoz > http://bit.ly/MvCTIM

10. Optimization – On & Off
Off-page On-page
– Press – URL
– Guest Authoring – Navigation
– Social Media – Titles
– Photo, Video – Headings
– Business Listing – Images
– Q & A (forums) – Body Content
– Internal Blogging

11. Less Exact, More Quality
http://www.seo.com/blog/content-marketing-strategy-guide/

12. Less Exact, More Quality
Without keywords you have nothing in SEO. You
can consider the keywords the vehicle of your
campaign and inbound links, your fuel. Much of
your success and results will be driven through
each of the phrases targeted.
http://www.seo.com/blog/5-steps-keyword-research/

13. Less Exact, More Quality
The First Step To SEO Is Keyword Research
Without keywords you have nothing in SEO. You can
consider the keywords the vehicle of your campaign and
inbound links, your fuel. Much of your success and results
will be driven through each of the phrases targeted.
Search engine optimization like that performed at
SEO.com is a keyword guided approach.
http://www.seo.com/blog/5-steps-keyword-research/

14. How
Keyword Research

15. Factors
Relevance
(Purpose & Content)
#seoBYU

16. Factors
Demand
(Current & Trend)
#seoBYU

17. Factors
Ranking
(Current Performance)
#seoBYU

18. Factors
Difficulty
(Competition)
#seoBYU

19. Determine Data Availability
• Analytics Data
– Revenue
– Top Referring Keywords
• Webmaster Data
– Relevant Keywords
– Impressions
• Current Ranking
• Competition / Difficulty
• Search Volume
• Search Trends

20. The Tools

21. Typical Processes
Competitors
Content
Competitors
Rankings
Relevant
Great Baseline

22. Typical Processes
Relevant
$
Low
Ranking
Great Baseline

23. Step 1
Gather Baseline Using Web Analytics
• Export keyword data
• Gather current rankings

24. Step 2
Select High Return / Low Ranking Keyword
• Sort keyword data to show high
converting, low ranking keywords.
• Select valuable term.
• Identify similar terms in analytics data.

25. Step 3
Check Competitors / Google Suggest
• Run queries in Google for top common terms
to identify additional commonly searched
phrases through Google suggest.
• Also look at competitors search results to
identify keywords and keyword variations.

26. Step 4
Expand Keyword List / Gather Search Volume
• Select relevant terms
• Go to https://adwords.google.com/o/KeywordTool
• Paste all phrases
• Select “Exact Match”
• Export Suggestions

27. Step 5
Identify Phrases in Demand
• Filter list by common terms.
• Select supporting phrases with high demand.

28. Step 6
Build Keyword Cluster
• Identify phrases that are both valuable to the
initiative & supportive to each other.

29. Step 7
Identify Mapped URL / Optimize Content
• Find URL on website to target keyword cluster to.
• Optimize content.

30. Thanks!