Post on 13-May-2015
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CMB Office Hours
“4 elements of a modern day keyword analysis”
Every Tuesday & Thursday @3pm Easternwww.contentmarketingblueprint.com
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What is the CMB Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.
Join the Conversation@CMBlueprint
or +ContentMarketersBlueprint
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Today’s Schedule15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s QuestionWhat does a modern day keyword strategy look like?
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The situation:You just finished presenting a complete
inbound marketing plan to you prospect, but then they ask:
“Where is the keyword research?”
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Google has changed – The simple version
Keywords Long tail keywords
Semantic Search
& Personalized
search results
Google can analyze more data. They can provide better search results by understanding “why” people are searching for things.
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Google has changed – More technical
Google uses affinity. More affinity = better accuracy in search results.
Looking to the Future with Affinity Segments-Google+ Your Business on Youtube
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Google has changed – More technical
Looking to the Future with Affinity Segments-Google+ Your Business on Youtube
This is only the beginning.
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Rand Fishkin – Former CEO of Moz
“Serve topics & people rather than keywords & rankings”
-Rand’s whiteboard Friday Dec 20th 2013
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Semantic Search Experiment
Semantic search changing everything
Search is conversational – Think talking into cell phones!
Google understands context – The same word may mean different things.
Google understands intent – “Why” a user is searching.
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Modern Day Keyword Exercise
We will need to understand how to get found by the right people at the right
time… this has not changed.
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#1 Persona – The “who”
“Who are they?”
What role do they play in the buyer’s journey?
B2B: what is their role in the company/ what is the company vertical?
B2C: What actions do they take related to your product or service? Understanding the person behind
the visit.-IPullRank | iAcquire
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#2 Triggers – The “why”
“Why do they need information?” – This is the “context”.
An event
A problem
Seasonality
Shift in market
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#3 Questions – The “what”
“What information do they need?”
Think in terms of conversational questions, not keywords.
Gather questions like you would gather keywords.
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#4 Answers – Give them what they want.
“The most helpful information possible”
1. Helpful & non-selfish-Blogs, webinars, whitepapers
2. About your product, service and company -Brochures, sell sheets, advertisements, case studies.
3. Sales content is for personas that want to buy-Consultation, assessment, recommendations, free trial/sample.
Persona
“Help me!”
“How an your product/service help me?”
“How can you help me make a decision?”
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Organization
Google recognizes content when it is most helpful to the user.
Organize your information into topics, or “categories” so users can find more content related to their question.
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Next Session: Thursday February 6th @3pm
“Using social for content strategy and execution”Special Guest: Peter Odryna | SEO at Social Ears
+Blueprint 5.5 release!Signup at: www.contentmarketingblueprint.com/webinars