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Success with Keywords: How to Do Effective Keyword Research

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Keyword research lays the foundation for your SEO campaigns and makes it easier to set expectations with clients. Join Bernard San Juan in our third Partner Bootcamp Webinar and learn how to win at keyword research to drive more business and value for your clients.

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Success with Keywords: How to Do Effective Keyword Research

  1. 1. 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 bit.ly/callsked bernard@seoreseller.com /bernardsanjuaniii bit.ly/callsked with
  2. 2. 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 bit.ly/callsked 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 bit.ly/partner-bootcamp-webinars bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  3. 3. What’s Next: Discussion Overview bit.ly/callsked 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 bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  4. 4. What’s Next: What are Keywords? bit.ly/callsked 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 bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  5. 5. bit.ly/callsked 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 bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  6. 6. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  7. 7. bit.ly/callsked 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: bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  8. 8. bit.ly/callsked User Intent Classification for 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: User Intent Classification for Keywords bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  9. 9. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  10. 10. bit.ly/callsked 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 INFORMATION Hotels in New York CONSIDERATION Hotels in Manhattan NY DESIRE Best Hotels in Manhattan NY CONVERSION Online Booking for Best Hotels in Manhattan NY General Specific bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  11. 11. bit.ly/callsked The Value of Traffic What’s Next: Google’s Micro-Moments bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  12. 12. bit.ly/callsked 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. bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  13. 13. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  14. 14. bit.ly/callsked Determining the Ideal Keywords What’s Next: Keyword Purpose to Landing Page Match Factors which affect the success of Keyword Selection bit.ly/callsked Keyword Purpose to Landing Page Match Existing Semantic Relevance Supportive Content Existing Ranking Equity Keyword Selection Success Factors Success with Keywords: How to Do Effective Keyword Research with
  15. 15. bit.ly/callsked 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. bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  16. 16. bit.ly/callsked 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 bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  17. 17. bit.ly/callsked 2. Existing Semantic Relevance 2. Select Keyword Ideas What’s Next: Existing Ranking Equity http://adwords.google.com/keywordplanner bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  18. 18. bit.ly/callsked 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 Console https://www.google.com/webmasters/tools bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  19. 19. bit.ly/callsked 3. Existing Ranking Equity What’s Next: Supportive Content SEMrush https://www.semrush.com bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  20. 20. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  21. 21. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  22. 22. bit.ly/callsked The Wedding Analogy What is your client after? What’s Next: Keyword Density and Grouping Cheap Beautiful Fast bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  23. 23. bit.ly/callsked The Wedding Analogy What is your client after? What’s Next: Keyword Density and Grouping Cheap Beautiful Fast bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  24. 24. bit.ly/callsked The Wedding Analogy What is your client after? What’s Next: Keyword Density and Grouping Cheap Beautiful Fast bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  25. 25. bit.ly/callsked The Wedding Analogy What is your client after? What’s Next: Keyword Density and Grouping Cheap Beautiful Fast bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  26. 26. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  27. 27. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  28. 28. bit.ly/callsked 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 hyperlinked with 1 to 2 other semantically-related terms pointing to relevant websites What’s Next: Keyword Density and Grouping bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  29. 29. bit.ly/callsked 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 Research with
  30. 30. bit.ly/callsked Challenges in Keyword Selection (and How to Overcome Them) 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 Success with Keywords: How to Do Effective Keyword Research with
  31. 31. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  32. 32. bit.ly/callsked Challenge #2: Watering Down the Vanity Keyword Solution: Set the right expectations. Example Client 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 Success with Keywords: How to Do Effective Keyword Research with
  33. 33. bit.ly/callsked 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. Example Client 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 homepage o 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 Success with Keywords: How to Do Effective Keyword Research with
  34. 34. bit.ly/callsked 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 Success with Keywords: How to Do Effective Keyword Research with
  35. 35. bit.ly/callsked For Our Partners What’s Next: Q&A Session How To Do Effective Keyword Research (Downloadable PDF Training Guide) bit.ly/keyword-research-partner-guide bit.ly/callsked Success with Keywords: How to Do Effective Keyword Research with
  36. 36. Schedule a Call bit.ly/callsked Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116 US (415) 625-9700 info@seoreseller.com bit.ly/callsked Q&A Session Success with Keywords: How to Do Effective Keyword Research with

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