Automatic Extraction of Keywords and Co-occurrence Keyword ...
Success with Keywords: How to Do Effective Keyword Research
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Transcript of Success with Keywords: How to Do Effective Keyword Research
In 18 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
Success with Keywords: How to Do Effective Keyword Research
Meet The Expert
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[email protected]/bernardsanjuaniii
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TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
What Happened During the Previous Webinar
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In the previous webinar, we discussed how you can effectively use each part of SEOReseller’s SEO Site Audit to win new clients, recommend the right solutions, and begin a successful SEO campaign.
● Keyword Selection● Accessibility and Indexability● On-Page● Off-Page● Penalties and Warnings
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What’s Next:Discussion Overview
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PPC Promo
A PPC Offer To Get You Started
Start driving instant traffic for your clients. Get a setup fee rebate on the
6th month of your campaign.
Get more details: bit.ly/ppc-rebate
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What’s Next:What are Keywords?
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Discussion Overview
Keyword research lays the foundation for your SEO campaigns and makes it easier to set expectations with clients. Join Bernard in our third Partner Bootcamp Webinar and learn how to win at keyword research to drive more business and value for your clients.
• Understanding Your Keywords• User Intent Classification of Keywords• Determining the Ideal Keywords• Keyword Density and Grouping • Challenges in Keyword Selection (and How to Overcome Them)
Q&A Session
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What are Keywords?
Definition • Terms used in queries• Search terms you want to be relevant for• Not a digital marketing concept; they’re a general marketing concept
What’s Next:Understanding Your Keywords
Parts of a Keyword Phrase
Core Term
Find an affordable car loan
Supporting Keywords Prefix or suffix that turns a keyword into a long tail variation
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Understanding Your Keywords
Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next:Understanding Your Keywords bit.ly/callsked
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Understanding Your Keywords
• Drive traffic to the site• Eventually convert traffic into customers• Use the right keywords according to the
different stages in the sales funnel
What’s Next:User Intent Classification for Keywords
Understanding your keywords makes it easier to narrow down your keyword list
This helps you:
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next:User Intent Classification for Keywords bit.ly/callsked
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User Intent Classification for Keywords
• Navigational - Company or brand queries, domain queries.
• Informational - Curiosity, question-oriented, solution-seeking queries.
• Commercial - Informational search with future business implications.
• Transactional - Looking to purchase queries.
Pro-tip:Following these four user intents helps you identify the best fitting keywords for a client.
What’s Next:Applying Keywords in the Sales Funnel bit.ly/callsked
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Applying Keywords in the Sales Funnel
What’s Next:The Value of Traffic
Pro-tip:The longer the tail of the keyword, the closer to the conversion portion of the funnel. The more general the keyword, the more informational it tends to be.
Sales Funnel
INFORMATIONHotels in New York
CONSIDERATIONHotels in Manhattan NY
DESIREBest Hotels in Manhattan NY
CONVERSIONOnline Booking for Best Hotels in
Manhattan NY
General
Specific
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The Value of Traffic
What’s Next:Google’s Micro-Moments bit.ly/callsked
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Google’s Micro-Moments
What’s Next:Determining the Ideal Keywords
“I-Want-to-Know” Moments• Consumers act on a need to learn something new instantaneously.• People doing research
“I-Want-to-Go” Moments • Consumer expectations grow as location-based queries rise.• Queries are focused on Maps or local searches
“I-Want-to-Do” Moments• Consumers use their smartphones to search for ideas while doing a
task.• Queries are focused on “how-to” content.
“I-Want-to-Buy” Moments• Consumer decisions are influenced by what they find online at the
last minute. • Commercial and transactional queries.
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Determining the Ideal Keywords
Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next:Determining the Ideal Keywords bit.ly/callsked
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Determining the Ideal Keywords
What’s Next:Keyword Purpose to Landing Page Match
Factors which affect the success of Keyword Selection
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KeywordPurposetoLandingPageMatch
ExistingSemanticRelevance
SupportiveContent
ExistingRankingEquity
KeywordSelectionSuccessFactors
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1. Keyword Purpose to Landing Page Match
• Don’t try to target a money term to the homepage unless the money term is the core business
• What keywords you allow your clients to have depends on what kind of pages they have or are willing to have inside their website
Example:
Informational Keyword = Informational Page
What’s Next:Existing Semantic Relevance
Pro-tip: You should be the expert.
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2. Existing Semantic Relevance
• Website is already talking about a particular topic inside their content.
• Contextual relationship.• Easiest way to pick your keywords is
through the Google Keyword Planner tool.
1. Make sure to enter the domain in the keyword section and not in the domain.
What’s Next:Existing Ranking Relevance
http://adwords.google.com/keywordplanner
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2. Existing Semantic Relevance
2. Select Keyword Ideas
What’s Next:Existing Ranking Equity
http://adwords.google.com/keywordplanner
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3. Existing Ranking Equity
• Don’t deny your clients a keyword if it is good enough to be on the 1st page of search results.
• Easier to rank; you just have to beat the competing pages.
What’s Next:Existing Ranking Equity
Google Search Consolehttps://www.google.com/webmasters/tools
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3. Existing Ranking Equity
What’s Next:Supportive Content
SEMrushhttps://www.semrush.com
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4. Supportive Content
•One of the characteristics of a perfectly optimized page is keyword targetedness.
•You can’t rank for a term you’re ashamed to mention.
The keyword, topic, and client should have the following relationships:
Semantic = You’re actually talking about the topic.
Contextual = You have topics somewhat related to the keyword.
Syntactic = Keyword exists in its exact match on your site.
What’s Next:Short-tail vs. Long-tail bit.ly/callsked
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Short-tail vs. Long-tail
Q: When do you long-tail or short-tail your keywords?
A: It depends on what your website is designed to do.
• Informational or commercial terms are better for driving traffic.
• Use long-tail variations to bring users to the lower portion of the funnel and drive more conversions.
What’s Next:The Wedding Analogy bit.ly/callsked
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The Wedding Analogy
What is your client after?
What’s Next:Keyword Density and Grouping
Cheap
Beautiful
Fast
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The Wedding Analogy
What is your client after?
What’s Next:Keyword Density and Grouping
Cheap
Beautiful
Fast
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The Wedding Analogy
What is your client after?
What’s Next:Keyword Density and Grouping
Cheap
Beautiful
Fast
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The Wedding Analogy
What is your client after?
What’s Next:Keyword Density and Grouping
Cheap
Beautiful
Fast
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Keyword Density and Grouping
Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next:Keyword Density and Grouping bit.ly/callsked
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Keyword Density and Grouping
Page Density Content Density
Inclusive of all the times the key term appears on the page based on the source code
Inclusive of all the times the key term appears in the <body> with the most powerful appearing at the top and to the left
< 5% < 3%
What’s Next:Keyword Density and Grouping bit.ly/callsked
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Keyword Density and Grouping
On-Page Off-Page
1% - 2%Hyperlinked to most
relevant page
1% - 2%1 exact match to 2 partial matches
One is hyperlinkedwith 1 to 2 other semantically-related terms pointing to relevant websites
What’s Next:Keyword Density and Grouping bit.ly/callsked
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Keyword Density and Grouping
Keyword Grouping
The practice of categorizing sponsored keywords into groups to simplify PPC campaign administration.
Example:Digital marketing agency, digital marketing service provider, digital marketing company
Pro-tip:Don’t say yes to everything; otherwise, you’re doing clients a disservice.
What’s Next:Challenges in Keyword Selection bit.ly/callsked
Success with Keywords: How to Do Effective Keyword Researchwith
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next:Saying No to a Keyword bit.ly/callsked
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Challenge #1: Saying No to a Keyword
Solution: It’s about gunning for the holy grail vs. gunning for multiple little grails.
Example: Client wants to rank for “Family law Houston”.
• Gun for variations of what comprises family law. (Ex. divorce, child custody, child support, prenuptial agreements, etc).
• Look for the easier wins to get relevant traffic.
What’s Next:Watering Down the Vanity Keyword bit.ly/callsked
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Challenge #2: Watering Down the Vanity Keyword
Solution: Set the right expectations.
ExampleClient wants to beat a competitor for a specific term, even if they are already on the top spots for over a hundred keywords.
•Set expectations on what you can and cannot win.• Focus on long-tail variations that drive business today,
then get vanity keywords later on. •Sometimes, it’s wiser to say no.
What’s Next:Targeting for a Specific Term bit.ly/callsked
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Challenge #3: Targeting for a Specific Term, but the Equity is on the Homepage Solution: Steal the equity in the homepage and make the inner pages rank.
ExampleClient offers a range of services and wants to rank for a specific term “white water rafting in Colorado”.
• Make the inner page relevant.• Split the term ‘white water rafting in Colorado”
between the homepage and inner page.o Long-tail variations on the homepageo Exact match variations on the inner page
• Take content from the homepage about white water rafting and transfer to the inner page.
What’s Next:Synthesis bit.ly/callsked
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Synthesis
• Understanding keywords helps you select the right search terms according to the different stages of the sales funnel.
• Categorize your keywords according to user intent: Navigational, Informational, Commercial, or Transactional.
• Queries are based on moments: “I-want-to-know”, “I-want-to-go”, “I-want-to-buy”, and “I-want-to-do”.
• Keywords should match the purpose of the landing page.• Find the existing semantic relevance between the keyword and the website.• Don’t deny your clients a keyword if it is good enough to be on the 1st page of search results.• The keyword, topic, and client should be a semantic, contextual, and syntactic match.• Keywords should have the right density and should be in the right group.
What’s Next:For Our Partners bit.ly/callsked
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For Our Partners
What’s Next:Q&A Session
How To Do Effective Keyword Research (Downloadable PDF Training Guide)
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Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700
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