Keyword Researchfor SEO & Content Marketing

WhyKeyword Research

“Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the "right" keywords can make or break your website.” - SEOmoz

Keywords Drive, Search Engines Navigate

Know Your Destination

KEYWORD SEARCH VOLUME

online classes 14800

online degrees 12100

online universities 12100online degree 8100

online university 6600

accredited online universities 1900

online education degrees 1300

university online 1300

online university degree 1000

accredited online degrees 1000

online degree program 880degree online 1600

degrees online 880

Mapped URL: http://www.example.edu/online-university-degrees

Track & Measure

Prioritize & Manage

Keyword research can be as simple as identifying the type 5 terms across an entire website or as complex as managing over 25,000 phrases under one domain.

.4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+ .2((101-Ranking)/100))+.1(Competition/100%)

WhatWhat it is & What it does

Logic

Persona Topic Intention

Laptops

Desktops

Tablets

Navigational?

Transactional?

Informational?

Optimization – On & Off

image source: SEOmoz > http://bit.ly/MvCTIM

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam at augue ipsum. Donec scelerisque arcu non mauris varius elementum. Nunc euismod, chocolate donuts turpis sit amet sagittis consequat, risus sapien tristique eros, a vulputate ipsum libero sit amet augue.

Aliquam vitae elementum dui. Nulla cursus dui eget neque bibendum a convallis tortor tincidunt. Chocolate donuts curabitur rutrum venenatis urna sit amet consequat. Vivamus lectus odio, tristique nec pretium non, commodo non dui. Donec fermentum commodo tincidunt. Nam vestibulum ornare consequat.

Optimization – On & Off

Off-page– Press– Guest Authoring– Social Media– Photo, Video– Business Listing– Q & A (forums)

On-page– URL– Navigation– Titles– Headings– Images– Body Content– Internal Blogging

Less Exact, More Quality

http://www.seo.com/blog/content-marketing-strategy-guide/

Less Exact, More Quality

Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.

http://www.seo.com/blog/5-steps-keyword-research/

Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.

Less Exact, More Quality

The First Step To SEO Is Keyword Research

Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.

Search engine optimization like that performed at SEO.com is a keyword guided approach.

http://www.seo.com/blog/5-steps-keyword-research/

The First Step To SEO Is Keyword Research

Without keywords you have nothing in SEO. You can consider the keywords the vehicle of your campaign and inbound links, your fuel. Much of your success and results will be driven through each of the phrases targeted.

Search engine optimization like that performed at SEO.com is a keyword guided approach.

HowKeyword Research

Factors

Relevance(Purpose & Content)

#seoBYU

Factors

Demand(Current & Trend)

#seoBYU

Factors

Ranking(Current Performance)

#seoBYU

Factors

Difficulty(Competition)

#seoBYU

Determine Data Availability

• Analytics Data– Revenue– Top Referring Keywords

• Webmaster Data– Relevant Keywords– Impressions

• Current Ranking• Competition / Difficulty• Search Volume• Search Trends

The Tools

Typical Processes

Great Baseline

Relevant

Competitors Rankings

Competitors Content

Typical Processes

Great Baseline

Low Ranking

Relevant$

Step 1

Gather Baseline Using Web Analytics• Export keyword data• Gather current rankings

Step 2

Select High Return / Low Ranking Keyword

• Sort keyword data to show high converting, low ranking keywords.

• Select valuable term.• Identify similar terms in analytics data.

Step 3

Check Competitors / Google Suggest

• Run queries in Google for top common terms to identify additional commonly searched phrases through Google suggest.

• Also look at competitors search results to identify keywords and keyword variations.

Step 4

Expand Keyword List / Gather Search Volume

• Select relevant terms• Go to https://adwords.google.com/o/KeywordTool

• Paste all phrases• Select “Exact Match”• Export Suggestions

Step 5

Identify Phrases in Demand

• Filter list by common terms.• Select supporting phrases with high demand.

Step 6

Build Keyword Cluster

• Identify phrases that are both valuable to the initiative & supportive to each other.

Step 7

Identify Mapped URL / Optimize Content

• Find URL on website to target keyword cluster to.• Optimize content.

Thanks!