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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bernard@seoreseller.com
/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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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)
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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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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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• 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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User Intent Classification for
Keywords
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
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
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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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What’s Next:
Determining the Ideal Keywords bit.ly/callsked
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What’s Next:
Keyword Purpose to Landing Page Match
Factors which affect the
success of
Keyword Selection
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Keyword
Purpose to
Landing Page
Match
Existing
Semantic
Relevance
Supportive
Content
Existing
Ranking
Equity
Keyword
Selection
Success
Factors
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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 Console
https://www.google.com/webmasters/tools
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3. Existing Ranking Equity
What’s Next:
Supportive Content
SEMrush
https://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:
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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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What’s Next:
Keyword Density and Grouping bit.ly/callsked
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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%
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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
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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
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Challenges in Keyword Selection
(and How to Overcome Them)
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.
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
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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.
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
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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:
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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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Schedule a Call
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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
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Success with Keywords: How to Do Effective Keyword Research

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