Keyword Research Word Camp 2014 - updated
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Transcript of Keyword Research Word Camp 2014 - updated
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Keyword Clinic – How to get your
WordPress website
found on GoogleJenny Munn
SEO Consultant & Trainer forIn-House Marketers & Small Business Owners
Twitter @JennyMunn
#WCATL@jennymunn
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Who Am I?
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Who Am I?
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What We’ll Cover Brief Overview of SEO4 Phases of Keyword Research:• Phase 1: Brainstorm Keyword Possibilities• Phase 2: Verify Keyword Data & Add Words
Google Tells Us People Use• Phase 3: Keyword Prioritization and Selection• Phase 4: Assign Keywords to ContentUsing Keywords in ContentWhat Else matters to SEO
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Why This Matters• Keyword Research is the foundation
of a successful SEO strategy• Keywords = the language of your
customers • The goal: more traffic, leads, and
sales for your business by using the same language and getting in their head
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SEO Overview
Important Basics About SEO• Marketing 101 = Using the language of your customers• Google ranks webPAGES…not a webSITE• Keywords are the absolute foundation of SEO• SEO does NOT happen on accident• The real goal of SEO: not just rankings, but traffic and conversions
SEO = Improving the Discovery of CONTENT
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DIY SEO + WordPress = LOVE
• Levels the SEO playing field
• Empowers us as business owners
• Plugins, Plugins, Plugins
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Phase 1: Brainstorm Keyword
Possibilities
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Phase 1: Brainstorm Keyword Possibilities
1. SEO Home base: Open up Excel2. Brain Dump: Take 5-10 minutes and brainstorm
ALL the words you think you should rank 3. Add to that list: • Google Autosuggest• Poll a partner• Poll your customers• “Spy” on competitors with Spyfu• Look in your analytics
4. Get a good solid list – and let’s VERIFY these words
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Keyword Research TipsGroup Like Words Together … Put In As Many As You Can Think
Of
park city utah fly fishingpark city fly fishingpark city utah trout fishingpark city trout fishingservice, guide, excursion, activity, etc.
Tips: *don’t forget plurals*don’t forget synonyms*person, product or service?
Horsinality: Disconnect:“horse training” vs “natural horsemanship”
Love coachDating coachMatchmakerMatchmaking professionalDating coachesMatchmaking for men
Meeting plannerConference organizerIndependent meeting plannerFreelance meeting plannerEvent coordinator
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Take 1 Minute… …and BRAINDUMP
(paper or Excel)
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Keep Adding Words: Google Autosuggest
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Keep Adding Words: Look in your analytics
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Keep Adding Words: “Spy” on competitorSpyfu.com: Free but limited
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Phase 2: Verify the Data –
Using Google’s
Free Keyword Planner
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Google Keyword Planner
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Keyword Research Tips1. Put in lots of
combinations of words into your research tool
2. Look through every option:
Pay attention to hidden gems: (LOW Competition, HIGH Search Count)
3. Add all the reasonable keyword choices -> export to Excel
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“How to Find Keywords” Free Report
Jenny Munn
http://jennymunn.com/are-you-an-seo-beginner/
• “Where do I LOOK for keywords?”
• “How do I know that I am using the RIGHT keywords?”
• “Why am I not RANKING for my keywords?”
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Phase 3: Keyword
Prioritization and
Selection
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Phase 3: Keyword Prioritization and Selection
Dive in to the Excel Data• Sort the keywords from high monthly search
count to low• Look through words one by one• Goal: shorten this list• Eliminate• Bold• Highlight
• Understand the competition you’re up against
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-Large companies have the benefit of an SEO team
Why Competitive Research Matters
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Danger - Important Tip
The most important thing is to get started. A half decent keyword is better than NO
keyword
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Phase 4: Assign
Keywords to Content
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Phase 4: Assign Keywords to Content
1. Set aside words for:• Site pages• Blog posts• Videos• Other content
Tweet this:#WCATL peeps: Want to diagnose your web content marketing efforts? Join @jennymunn at 2pm today in the Pope room
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Using Keywords in
Content
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On-Page Optimization
Photo courtesy of MozGoogle: The Perfectly Optimized Page
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What Else Matters in
SEO
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What Else Is There to This SEO Thing?
Other SEO elements: technical, off-page, links, social signals, rich snippets/structured markup, a great web architecture, page speed, etc, etc, etc., unique content
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Questions? Stay in Touch!
Jenny Munn
2pm TODAY: Content Marketing Workshop: How to Plan, Optimize, and Analyze Your Efforts
Jenny Munn SEO Consultant & Trainer for
In-House Marketers & Small Business Managers
Twitter @JennyMunn
Twitter: #WCATL@jennymunn
Upcoming Keyword Research Workshop:
3-25-14 | Roam Dunwoody | 9:30-11:30am