Goodbye Keyword Optimization, Hello Topical Optimization

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Marketers have one job which is to gain new customers and generate more sales while becoming an authority. Customers are often found when not looking. There are two ways to build authority: through mass keyword content or authority topical content. Keyword research is still valuable but there is more to a keyword than the keyword itself. Different searchers have different intents such as researching, shopping, buying, or seeking information. It's not always obvious what the intent is for a keyword. Topical optimization involves creating authoritative pages for topics rather than individual keywords. This allows for domination of keyword topics.

Marketing

@StoneyD
Stoney G deGeyter
@polepositionmkg
GOODBYE
Keyword Optimization...
HELLO
Topical Optimization

Marketers have one job
 Gain new
customers
 Generate more
sales
 Become an
authority

Customers are like love
They are usually
found when you’re
not looking!

Searchers are looking for 2 things
Customer Reviews
the service you provide
Valuable Content
how well you know your stuff

Two ways to build authority
MASS KEYWORD
CONTENT
AUTHORITY TOPICAL
CONTENTVS.

PRESENTATION TITLE @StoneyD
Keyword Research
is Not Dead

There’s more to a keyword than the keyword

PRESENTATION TITLE @StoneyD
Understanding
Searcher Intent

Research
Purpose:
Deciding on
Needs
Shop
Purpose:
Comparing
Aspects
Buy
Purpose:
Looking at
Specifics
Info
Purpose:
Seeking
Knowledge
Researchers Shoppers Buyers
Different searchers have different intents

It’s not always obvious – keywords lie
“cordless
telephone”
headset
cordless
“telephone
headset”
cordless telephone headset

Designs Glitter Supplies
Tips Kits Powder
Polish Brushes Art
What is the intent for: acrylic nails?
Can you create
a single
“authoritative”
page covering
all these?

Create topical groups
DESIGNS
• for summer
• black
• simple
• black and white
• pink
• for spring
• ideas
• cute
• matte
SUPPLIES
• wholesale
• online
• near me
• cheap
• professional
• kit
• for sale
• store
• quality
TIPS
• for sale
• wholesale
• only
• with gel overlay
• with designs
• kit
• french
• colored
• professional

PRESENTATION TITLE @StoneyD
Topical Optimization Versus
Keyword Optimization

Keyword optimization: one keyword / page
acrylic
nail
designs
simple
acrylic
nail
designs
acrylic
nail
designs
for
summer
pink
acrylic
nail
designs
acrylic
nail
design
ideas
acrylic
nail
designs
matte
black
acrylic
nail
designs
spring
acrylic
nail
designs

Topical optimization: one intent / topic
• best
• full
• cute
• for summer
• for spring
• long
• short
• black
• matte
• art
• designs
• 2015
• gallery
• ideas
• pictures

Keyword topical domination
Designs
acrylic nail designs

PRESENTATION TITLE @StoneyD
WebMarketingChecklist.com
Thank
You!

From Meetup.com event on July 6, 2017. Get an overview of how keyword research is done. Where to get keywords, how to choose, and where to use selected keywords? MEETING AGENDA 1. Brief SEO / SEM Foundation 2. Keyword Research - Overview and Steps (Formal vs. Informal) 3. Target Keywords - What is it and where to use it 4. Meet A.I. - How AI can speed up your flow 5. The technology and other applications 6. Free Discussion and Q&A

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ThinkNow

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

Digital Money Maker Club – von Gunnar Kessler digital.

focsh890

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

VWO

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

SMM Cheap - No. 1 SMM panel in the world

smmpanel567

Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...

Valters Lauzums

E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER

DeepakTripathi733493

Adapt or Die - Jon Lakefish, Lakefish Group LLC

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

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SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

The What, Why & How of 3D and AR in Digital Commerce

PushON Ltd

Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail. Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems. In this webinar, Vladimir will be covering the following topics: Applications of 3D and AR in Digital Commerce, Benefits of 3D and AR, Tools to create, manage and publish 3D and AR in Digital Commerce.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

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Goodbye Keyword Optimization, Hello Topical Optimization

1. @StoneyD Stoney G deGeyter @polepositionmkg GOODBYE Keyword Optimization... HELLO Topical Optimization

2. PRESENTATION TITLE @StoneyD • @StoneyD • +StoneydeGeyter • linkedin.com/in/stoneygd Web Presence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME WebMarketingChecklist.com

3. Marketers have one job  Gain new customers  Generate more sales  Become an authority

4. Customers are like love They are usually found when you’re not looking!

6. Searchers are looking for 2 things Customer Reviews the service you provide Valuable Content how well you know your stuff

7. Two ways to build authority MASS KEYWORD CONTENT AUTHORITY TOPICAL CONTENTVS.

8. PRESENTATION TITLE @StoneyD Keyword Research is Not Dead

9. Keyword data is still valuable

10. There’s more to a keyword than the keyword

11. PRESENTATION TITLE @StoneyD Understanding Searcher Intent

12. Research Purpose: Deciding on Needs Shop Purpose: Comparing Aspects Buy Purpose: Looking at Specifics Info Purpose: Seeking Knowledge Researchers Shoppers Buyers Different searchers have different intents

13. It’s not always obvious – keywords lie “cordless telephone” headset cordless “telephone headset” cordless telephone headset

14. Designs Glitter Supplies Tips Kits Powder Polish Brushes Art What is the intent for: acrylic nails? Can you create a single “authoritative” page covering all these?

15. Create topical groups DESIGNS • for summer • black • simple • black and white • pink • for spring • ideas • cute • matte SUPPLIES • wholesale • online • near me • cheap • professional • kit • for sale • store • quality TIPS • for sale • wholesale • only • with gel overlay • with designs • kit • french • colored • professional

16. PRESENTATION TITLE @StoneyD Topical Optimization Versus Keyword Optimization

17. Keyword optimization: one keyword / page acrylic nail designs simple acrylic nail designs acrylic nail designs for summer pink acrylic nail designs acrylic nail design ideas acrylic nail designs matte black acrylic nail designs spring acrylic nail designs

18. Topical optimization: one intent / topic • best • full • cute • for summer • for spring • long • short • black • matte • art • designs • 2015 • gallery • ideas • pictures

19. Multiple authoritative topics of entry

20. Keyword topical domination Designs acrylic nail designs

21. PRESENTATION TITLE @StoneyD WebMarketingChecklist.com Thank You!