The document provides a comprehensive guide on developing an effective keyword strategy for SEO and PPC campaigns, emphasizing the importance of relevant keyword selection to attract interested users. It outlines steps for brainstorming, researching, and organizing keywords, along with tools for keyword research and optimization. Additionally, it discusses strategies for on-page and content optimization to enhance website visibility and search engine ranking.

1. T: 617.266.9166www.bostonlogic.comMaster Your Keyword Strategy!Presented by: Angela Davis, Senior Marketing Associate

2. CLASSROOM OVERVIEWT: 617.266.9166www.bostonlogic.com

3. What is a Keyword [a.k.a. Key Phrase]?Words or Phrases Your Clients Would Use While Searching for Your Products, Services, or Website. (or While Looking for Solutions to Their Problems)Also Used by Search Engines to Index Your Site / Determine What Each Page is About.The Foundation of Your SEO & PPC Campaigns.By Creating a Highly Relevant Keyword List, Your Site & Ads will be Shown to the Most Interested Users and Improve the Performance of Your Site!T: 617.266.9166www.bostonlogic.com

4. “Long Tail” & “Halo” Terms“Long Tail Keywords” are More Targeted (3+ Word Phrases)(Ex. “Luxury Apartments in Beacon Hill” vs. “Boston Apartments”)“Halo Keywords” are Variations of those Keywords.You will naturally rank for these other terms over time by using them in your content.T: 617.266.9166www.bostonlogic.com

5. DEVELOPING A KEYWORD LISTStep 1: Brainstorm! Ask Yourself Some Basic QuestionsT: 617.266.9166www.bostonlogic.com

6. Where Are You?Where is Your Office Located?What Geographic Areas You Are Willing To Travel To In Order To Serve Your Clients?Where are Your Potential Clients Located?(Ex.: Do You Help People Relocate From Other States / Countries?)Are You Trying to Expand Your Service Area?This will help you begin thinking of location-based keywords.T: 617.266.9166www.bostonlogic.com

7. What Do You Do?What Are Your Products / Services?What Is Your Industry Niche? What Makes You Unique from Your Competitors? Why Would Someone Choose You Over Your Competitors? (Better Value, Better Service, More Experience, More Fun, etc.)This will help you begin thinking of industry-based keywords.T: 617.266.9166www.bostonlogic.com

8. Who Are Your Clients?What Problems Do Your Products / Services Solve?Who Have Been Your Favorite Clients in the Past? Why?Who Have Been Your LEAST Favorite Clients in the Past? Why?What Words or Phrases Might a Client Use While Looking for Your Products / Services (or a solution to their problem)?Try to Put Yourself in a Potential Client’s Shoes! They Might Not Know the Industry Terminology You Do!T: 617.266.9166www.bostonlogic.com

9. DEVELOPING A KEYWORD LISTStep 2: Do Some Investigating!T: 617.266.9166www.bostonlogic.com

10. Check Out The CompetitionView the Websites + Social Media Profiles of Your Competitors + Industry Leaders.Companies in Your Area Offering Similar Products + Services.Companies in Your Industry but in Different Locations Than You.TAKE NOTE: What You Like / Dislike About Each Site As a User at First Glance?

11. How Do They Organize Their Information?T: 617.266.9166www.bostonlogic.com

12. Spy on Your Competition with Source Codes!Reading Source Code Data can Provide More Insight! Visit the Home Page + Other Pages You Are Interested In.In the Navigation Bar of Your Browser, Click ‘View’.Look for ‘View Source Code’ or ‘View Source’ Option & Select.T: 617.266.9166www.bostonlogic.com

13. ‘Cracking the Code’ Is Pretty Easy…Look for the Meta Title & Description & Keywords.Some Websites Don’t Have Them.Often Similar to Front-End Content, but Not Always.T: 617.266.9166www.bostonlogic.com

14. Do What Your Clients Will Do - Google It!Don’t Forget to Test Your Keywords in the Major Search Engines!View the Paid Ads +Organic Results for Each Term.Are The Results What You Expected? Who’s Ranking Highest? TAKE NOTE: Of the Page Titles & Descriptions You Are Seeing in the Top Results!T: 617.266.9166www.bostonlogic.com

15. DEVELOPING A KEYWORD LISTStep 3: Organizing Your InformationT: 617.266.9166www.bostonlogic.com

16. Step 3: Organize Your InformationCreate a Spreadsheet Listing All Your Keywords / Phrases So Far.Be Sure to Include:Areas / Locations You ServeWords for Products & ServicesIndustry Terms & Layman TermsWords Your Discovered During List Creation PhaseSort Your List:Sort Alphabetically to Help See ‘Holes’ in ListIf You Serve a Large Area, Make a List for Each Regionfor Locally-Targeted MarketingThis Will Be the Foundation for the Next Step: Keyword Research.T: 617.266.9166www.bostonlogic.com

17. THE SCIENCE OF KEYWORD RESEARCHHow-To + Tools To Help!T: 617.266.9166www.bostonlogic.com

18. Free Keyword Research ToolsBest FREE Option:Google Adwords Keyword ToolOther Places for Ideas & Research: Microsoft AdLabGoogle TrendsGoogle Webmaster ToolsBing Webmaster ToolsTwitter Trending TopicsOther Social Media ChannelsT: 617.266.9166www.bostonlogic.com

19. Google Adwords Keyword ToolGoogle’s Keyword Tool will Suggest Related Terms:https://adwords.google.com/select/KeywordToolExternalEasily See Competition & Search Trends for Each Set of TermsT: 617.266.9166www.bostonlogic.com

20. Keyword Types for Google Adwords (PPC Ads)T: 617.266.9166www.bostonlogic.com

21. Google Adwords: Keyword Types DefinedBroad Match =Default Option, Enter Words NormallyEx. Keyword: tennis shoes Ads Appear: When query contains the words tennis and shoesin any order and can also be coupled with other terms. Also shows on similar or relevant terms.“Phrase Match” = Add “Quotations” Around WordsEx. Keyword: “tennis shoes” Ads Appear: When query contains the wordstennisshoesin that order only and can also have other terms before / after.[Exact Match] = Add Brackets Around Words Ex. Keyword: [tennis shoes] Ads Appear: When query contains only the words tennisshoesin that order and no other terms before or after.- Negative Keywords = Helps You Target Better! Ex. Keyword: -usedAds Appear: Ensures your ads won’t show up for queries that include these terms.

22. Narrowing Down Your List“Low-Hanging Fruit”High Local vs. Global Search VolumeMix of Long Tail Keywords & More Generic TermsMix in Some Highly Competitive Terms(there’s a reason they’re popular!) T: 617.266.9166www.bostonlogic.com

23. Narrowing Down Your ListT: 617.266.9166www.bostonlogic.com

24. Implementing Your Keyword StrategyGetting Your Keywords on Your Site!T: 617.266.9166www.bostonlogic.com

25. Planning Is Important!Cluster Similar Keywords Together to Help Set Up Your Website’s Information Architecture.

26. You Don’t Want Your Site Pages Competing with Each Other!T: 617.266.9166www.bostonlogic.com

27. On-Page Optimization OverviewRemember to use RelevantKeywords ThroughoutCreate categories sing specific keywordsT: 617.266.9166www.bostonlogic.com

28. Keywords in Your Headings is KEY! Search Engines Also Give More Weight Heading Tags

29. HTML Offers Six Different Heading Tags:

30. <H1></H1> Through <H6></H6>

31. In Default State, H1 is the Biggest Font Size & H6 is the Smallest

32. H1’s are Most Important, H2’s Second Important, etc.

33. ‘WYSIWYG’ Visual Editors Handles As User-Friendly Drop-Down

34. EASY! Like Selection a Font Style in Microsoft Word!

35. Use Keywords & Phrases for Biggest Impact on SERT: 617.266.9166www.bostonlogic.com

36. Highlight the Keywords in Your Content Search Engines Give More Weight to Bold and Italic Words

37. Tells Search Engines ‘This Word or Phrase is Important’

38. Use Keywords as the Anchor Text for Links to Other Pages of Your SiteT: 617.266.9166www.bostonlogic.com