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Goodbye Keyword Optimization, Hello Topical Optimization

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Affiliate Summit
Affiliate Summit

This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Keyword research continues to be a vital part of digital marketing, but it’s now about building topical authority. Learn how to achieve search engine dominance one topic at a time.

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@StoneyD Stoney G deGeyter @polepositionmkg GOODBYE Keyword Optimization... HELLO Topical Optimization
PRESENTATION TITLE @StoneyD • @StoneyD • +StoneydeGeyter • linkedin.com/in/stoneygd Web Presence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME WebMarketingChecklist.com
Marketers have one job  Gain new customers  Generate more sales  Become an authority
Customers are like love They are usually found when you’re not looking!
Searchers are looking for 2 things Customer Reviews the service you provide Valuable Content how well you know your stuff
Two ways to build authority MASS KEYWORD CONTENT AUTHORITY TOPICAL CONTENTVS.
PRESENTATION TITLE @StoneyD Keyword Research is Not Dead
Keyword data is still valuable
There’s more to a keyword than the keyword
PRESENTATION TITLE @StoneyD Understanding Searcher Intent
Research Purpose: Deciding on Needs Shop Purpose: Comparing Aspects Buy Purpose: Looking at Specifics Info Purpose: Seeking Knowledge Researchers Shoppers Buyers Different searchers have different intents
It’s not always obvious – keywords lie “cordless telephone” headset cordless “telephone headset” cordless telephone headset
Designs Glitter Supplies Tips Kits Powder Polish Brushes Art What is the intent for: acrylic nails? Can you create a single “authoritative” page covering all these?
Create topical groups DESIGNS • for summer • black • simple • black and white • pink • for spring • ideas • cute • matte SUPPLIES • wholesale • online • near me • cheap • professional • kit • for sale • store • quality TIPS • for sale • wholesale • only • with gel overlay • with designs • kit • french • colored • professional
PRESENTATION TITLE @StoneyD Topical Optimization Versus Keyword Optimization
Keyword optimization: one keyword / page acrylic nail designs simple acrylic nail designs acrylic nail designs for summer pink acrylic nail designs acrylic nail design ideas acrylic nail designs matte black acrylic nail designs spring acrylic nail designs
Topical optimization: one intent / topic • best • full • cute • for summer • for spring • long • short • black • matte • art • designs • 2015 • gallery • ideas • pictures
Multiple authoritative topics of entry
Keyword topical domination Designs acrylic nail designs
PRESENTATION TITLE @StoneyD WebMarketingChecklist.com Thank You!

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