Writing Across Platforms university communication writing course. Teaches students keyword research for SEO, including Google Trends and Google Adwords Keywords Tool. Contains in-class activities for these tools, and practice writing assignments. Please see other lectures for this class to see other discussions of SEO, keyword research, and writing for search engines. Goes along with blog posts on: In-class activity explained in blog post: http://mattkushin.com/2013/04/10/seo-keyword-research-with-google-trends-class-activity-students/

1. Writing Across Platforms.
Matthew J. Kushin, Ph.D.
Dept. of Comm | Shepherd University
@mjkushin

2. Write about: Whether or not you agree with the below statement:
Journal Time: 5 minutes

3. Quiz #3: Quotes

4. Keyword Research

5. Keywords Revisited
 Review
 If people search web with keywords.
 And want to optimize our content for search.
 Must seek to determine keywords people use when searching.
 Choose best keywords when we create our web content.

6. Keyword Research Tools
 Google Trends (formally Google Insights)
 Google Adwords Keyword Search

7. Strategy #1: Popular
Characteristics
 Want to know what FEATURES of a topic people search for.
 Example:
 You are writing content for new Volkswagen.
 What of the many features of the car should you highlight?
 Safety? Fuel economy? # of cup holders? Horse power?

8. Google Trends
 Example video – fuel economy versus safety.
 Match our message to what people are most interested in.
 Let’s take a look on Google Trends (google.com/trends).
 Car fuel economy
 Car safety ratings.

9. Related searches.
Search volume by
state.

10. In-class Exercise
 With a partner: Goto: http://bit.ly/WAP_GTrendsEx
 Complete the exercise.
 When you’re done – wait a minute, so we can discuss.
 Imagine you work for a client who wants to promote a new
gym. What do people seem to be most interested in?
 Look specifically at Maryland. What do they search for in
Maryland?
 How could you apply this knowledge to target user interest?

11. In sum: Google Trends
 Helps answer:
 For our topic, What do searchers care about the most?

12. Strategy #2: Key Term Competition
 Recall:
 If too many people search for your keyword, chances of ranking
high in search = more difficult.
 How do we find out competition?

13. Google Keywords Search
 Part of Adwords
 Can be used to see frequency of search & competition in
terms of paid ads
 While SEM (ad competition) is not our focus, it can help us
see how often people search for terms

14. Competition = other
people competing for ad
(impacts
advertising, indicative.
Search volume
Understanding
Search Term
Variations
Of search terms

15. Example
 Let’s go to: Google Keywords
 Click “Exact Match” (right hand side)
 Search for:
 Fuel efficiency
 Car safety
 Let’s look at:
 Alternative keyword options, competition, search volume

16. Last Class I assigned:
 Brainstorm a list of 5-7 keywords (terms that you think people
might search the web).
 The topic is:
 Soup
 Let’s jot some on the board.
Image creative commons: nettsu

17. In-Class Exercise
 Scenario:
 You are going to write a blog post for your blog:
 Cookzilla Foodster Blog
 When searching for keywords, think about things that would
make for a good blog post subject.
 Work with a Partner:
 Go to Google AdWords (google: “google adwords keyword tool”)
Select “Exact Match” (on left)
 Search: soup
 See what terms people search for a lot by looking at the column
labeled “Local Monthly Searches.”
 Identify and WRITE DOWN 5 terms related to soup with
medium to low competition, and high search volume.
 You’ll need these terms for next class.

18. What did you find?
 Based on your research:
 What would make for a
good blog post subject?
Image creative commons: nettsu

19. Reminder
 Bring your 5 keyword phrases from your research for next
class.