Smxl milan 2019 keyword school

6-7, NOVEMBER 2019
Keyword School
Bill Slawski
Director of SEO Research
(GoFishDigital)

@bill_slawskiwww.smxl.it #SMXL19
Keyword School
Photo by Nicole Honeywill / Sincerely Media on Unsplash

Keywords Were A Guessing
Game
As a searcher, you never know which
Magic Words will fulfill your informational
And situational needs

Google Handles Longer, More
Conversational Queries Now
Photo by Zdeněk Macháček on Unsplash
Synonym identification based on co-occurring terms
US Patent 8,538,984

Google Interprets & Completes
Longer Queries Now
Photo by Robina Weermeijer on Unsplash
Using concepts as contexts for query term substitutions
US 9104750 B1

Imagine You are optimizing the
Longest Pier in California

Google Can Augment Queries with
Structured Data & Query Logs
Query augmentation
US Patent: 9,916,366
Granted: March 13, 2018

Include Table Data and Schema
on your Pages

Google Can Augment Queries with
Knowledge Graph Information
Providing search results using augmented
search queries
US Patent: 10,055,462
Granted: August 21, 2018
F

Make Sure a Knowledge Panel
Shows for your Entity

Keywords are about Audiences
Students
Student’s Parents
Alumni
Teachers
Staff
Prospective Teachers
School Vendors
Other Schools
The Public

Keywords are about Tasks
Students:
Choose Classes
Learn About the School
Learn About Teachers
Learn School Rules
Learn School Policies
Learn School History
Prepare for College
Teachers:
See Classes
Communicate w/Administrators
Communicate w/Students &
Parents
Learn About Other Teachers
Learn School Rules
See Employment Opportunities
Parents:
See Classes
See Homework
Communicate w/Teachers
Learn About Teachers
Learn School Rules
Photo by Kenny Luo on Unsplash

Build An Information
Architecture
College Acceptance
Extra Curricular Activities
Sick Time Policy
Honors Program
Student Affairs
Newsletter
Athletics
School Calendar
Staff
Photo by Philip Strong on Unsplash
Based on Those Audiences and Tasks!

Create a Content Inventory from
Site
Import a Screaming Frog Crawl Into Excel and annotate &
Evaluate titles, headings, meta-descriptions

Review Competitors
Students
Student’s Parents
Alumni
Teachers
Staff
Prospective Teachers
School Vendors
Other Schools
The Public
Not to Imitate, but to Be Inspired By

Ask Yourself
What Topics Do Competitors Cover?
What do they include that you
should?
What tasks do they provide?
Do they include any audiences that
you should too?

Interview Subject Matter Experts
Teachers
Administrators
Coaches
Counselors
Staff
Parents
Students
Photo by Priscilla Du Preez on Unsplash
This Brings Acceptance from the Siteowners

Product
Feed
Taxonomies
https://www.google.com/basepages/producttype/taxo
nomy-with-ids.en-US.txt h/t to @terryvanhorne

Ranking Based
Upon Product
Feeds
• Distinguishing
accessories from products
for ranking search results
Assignee: GOOGLE LLC
US Patent: 10,354,308
Granted: July 16, 2019
Filed: July 2, 2015

Honda Civic Results
Try Searches for different
products

Honda Civic Accessories Results
Try Searches for different
product Accessories

Google Image Harry Potter
Search Categories
Categories in Image Search are in an Ontology, and include many related Entities
System and method for associating images with semantic entities
US Patent: 10,268,703
Granted: April 23, 2019
Filed: December 8, 2016

Milan Italy Categories

Rome Italy Categories

Carlsbad, California Categories

Leonardo da Vinci Categories

Check Related Questions
1. Find Questions Related to Your
Topic
2. Check The Answers
3. Write Better Answers
Generating related questions for
search queries
US Patent: 9,679,027

Find Questions Your Audience
Want Answered
Find Good Questions - Answerthepublic.com

Ask Questions about SERP
Spaces
1. Who Are Your Competitors?
2. What Kind of Content Ranks?
3. What Kind of Intent Does it Have?
4. Is the 1st Result Navigational?
5. Does it Have a Knowledge Panel?
6. Is it Worth Competing for here?

Supplement Keywords with
Context Terms
User-context-based
search engine
Inventors: David C. Taylor
Application Date:
09/04/2012
Grant Number: 09449105
Grant Date: 09/20/2016
For example, a horse to a rancher is an animal.
A horse to a carpenter is an implement of work.
A horse to a gymnast is an implement on which
to perform certain exercises.

A Horse
.

Horse to a Rancher
Horses require routine hoof care from a farrier, as well
as vaccinations to protect against various diseases,
and dental examinations from a veterinarian or a
specialized equine dentist.[231] If horses are kept inside in a
barn, they require regular daily exercise for their physical
health and mental well-being.[232] When turned outside,
they require well-maintained, sturdy fences to be safely
contained.[233] Regular grooming is also helpful to help the
horse maintain good health of the hair coat and underlying
skin.[234]

Another Horse
CC BY-SA 3.0

Horse to a Carpenter
A saw-horse or sawhorse (saw-buck, trestle, buck)[1] is
a beam with four legs used to support
a board or plank for sawing. A pair of sawhorses can support
a plank, forming a scaffold.[2] In certain circles, it is also
known as a mule and a short sawhorse is known as a
pony.[3] A sawhorse may also be a rack for supporting logs for
sawing, known in the US as a sawbuck.
The sawhorse may be designed to fold for storage. A
sawhorse with a wide top is particularly useful to support a
board for sawing or as a field workbench, and is more useful
as a single, but also more difficult to store.

Another Horse
By brokenchopstick - Flickr, CC BY 2.0,

Horse to a Gymnast
The gymnast swings both legs in a circular motion (clockwise
or counterclockwise depending on preference) and performs
such skills on all parts of the apparatus. To make the exercise
more challenging, gymnasts will often include variations on a
typical circling skill by turning (moores and spindles), by
straddling their legs (Flairs), placing one or both hands on the
pommel or the leather, or moving up and down the horse
placing their hands on the pommel and/or the leather
(travelling). Routines end when the gymnast performs a
dismount, either by swinging his body over the horse or
going through a handstand to land on the mat.

Supplement People to
Disambiguate
Disambiguation of named entities
Invented by: Razvan Constantin
Bunescu, and Alexandru Marius
Pasca
Assigned to: Google
US Patent 9,135,238
Granted September 15, 2015
Filed: June 29, 2006

Michael Jackson King of Pop

Michael Jackson – Director
Homeland Security

Check Search Interest w/Trends
Check Searcher
Interest & Interest by
Subregion to see
potential impact of
keyword selection

Keyword Identification!
Include the Keywords on your pages
Include the context of your Keywords (Use Context Terms &
Disambiguate)
Include Meaningful Entities
Show Off Those Entities/Concepts in knowledge results
(knowledge panels, Related Questions, Featured Snippets)
Include Keywords for everyone whom the site is for
See If there is Searcher Interest in your Keywords

Thank you!
Bill Slawski
Author at SEObythesea.com
Director of SEO Research at Go Fish Digital
LinkedIn: https://www.linkedin.com/in/slawski/

Smxl milan 2019 keyword school

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Smxl milan 2019 keyword school