Simple SEO Tips for Effective Keyword Research, with Alyssa Burtt
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Transcript of Simple SEO Tips for Effective Keyword Research, with Alyssa Burtt
Simple SEO Tips for Effective Keyword Research,
with Alyssa Burtt
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
What this presentation will cover…
• First steps of choosing keywords for your website• Keyword selection tips and strategies• The 3 most important factors in keyword selection:
Relevance, Search Volume & Competition • Google AdWords Keyword Tool demo
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Why Keyword Research?
• Learn which keywords your potential customers are using to find products & services you offer
• Predict shifts in demand, respond to changing market conditions & produce the products, services & content that web searchers are already actively seeking
• Low barrier to entry – free tools• Understand the motivations of consumers in virtually
every niche
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
First things first…
Define your audience & your goals• Who do you want to visit your site?• What does lead conversion mean to you?• Who are you targeting: Vancouverites?
Canadians? The World?
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Keyword Strategies
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Head• Ranking Strategy• One category• Link-building• Higher conversion rate• 20–30% of demand curve• Direct ROI & business
metrics• ie. “beauty salon
Vancouver ”
Keyword Strategies
Long-Tail• Content Strategy• Multiple categories• Blogging• Lower conversion rate• 70–80% of demand curve• Brand Awareness• ie. “hairstyle trends for
spring 2012”
Choose a keyword strategy to fit your business• Head vs. Long-Tail Keyword Strategies
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 1: Relevance
Brainstorm Keywords• Choose Head vs. Long-Tail strategy• List the most important words / phrases on your site • List important words / phrases on competitors' sites • Think about what your customers / vendors / industry
pros would search for to find the content, products or services you provide
• Use a thesaurus & research synonyms for more ideas• Search on Google AdWords Keyword Tool
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 2: Competition
HeadHigh Competition 0.7+ is
better because:• Higher conversion• More valuable traffic• Tried-and-true
Long-TailLow – Medium Competition• Less effort to get ranked• Longer keywords will
naturally be lower competition
What is Keyword Competition? The number of other websites that are
indexed in Google for a chosen keyword phrase.
Do you want high or low competition keywords?
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 3: Search Volume• The more the merrier! But not always…• Local vs. National or Global• Generic vs. SpecificIt’s all about balance: Balance search volume with relevant, high-
converting keywords for optimal results
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Always Consider ROI• What is your average lead conversion worth? Is
it a dollar value? Or are there other metrics?• Higher lead conversion value means you don’t
necessarily need as much qualified search volume & traffic to make it worthwhile
ie. Engagement Rings vs. Burger joint• Balance opportunity with investment, assess
natural strengths: ie. are you a great writer?• Limited resources: time vs. money
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Google AdWords Keyword Tool
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Key Takeaways
• Always consider your audience and your business goals when choosing keywords
• Choose keywords with high conversion and high search volume for best results
• Even though SEO is typically one of the highest return marketing investments, measuring success is still critical to the process
QUESTIONS?Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia