Does your content strategy support ranking well for keywords that drive traffic to your site? The function of a search engine is to deliver relevant results to their users (your potential readers & customers). Each time a user searches on Google, they have the potential to click through to hundreds of thousands of answers to their query. That’s a lot of competition. Keyword mapping helps define which search queries your site answers best. We’ll begin with an overview of the keyword mapping process, then discuss how apply a keyword map in WordPress to create a framework for your content strategy. Presented at: WordCamp Minneapolis April 2015

2. Keywords
are what your visitors
use to find your site

3. Keywords
establish relevancy
with search engines

4. Google isn’t stupid

5. Why do you need a
keyword map?
• Individual pages need to be optimized
• You want to be relevant for a range of
keywords
• Keyword maps help make keyword research
less messy

6. What is a keyword map?
A keyword map is a way of organizing the
keywords you want to target into a framework you
can incorporate into your site structure.

7. Setting up your keyword map
Image: wordtracker.com

9. Google Adwords
• Free tool (just create an Adwords account)
• Research terms that will establish RELEVANCY
• Ignore demand - you’re not the one bidding
At this point:
Relevant Keywords ≠ Traffic Keywords

14. Use Logic
Consolidate & rearrange as you go

15. The Framework Emerges

16. Translating to WordPress

17. Adding relevance to
category pages

18. Inbound Link Opportunity

19. Relevant
Keyword
Links
Most
Recent
Posts
Category Page “Updated” Every
Time a New Post is Published

20. Which Keywords Are Worth It?
• Low competition, relevant
• High search volume, relevant
• Ready to buy - low search volume ok

21. Demand vs Supply

22. Results for “Healthy Smoothies”
bit.ly/BrainstormTools

23. Match Up Categories

24. Questions?
Find me later:
@JenJamar
collaborate@jenjamar.com