Beyond Keyword Research: Optimize for Relevancy with Proof Terms

BEYOND KEYWORD RESEARCH: OPTIMIZE FOR RELEVANCY WITH PROOF TERMS

Paula KellerDirector of Sales &

Marketing

LocalU Advanced @ mozCon Local 2017

@searchinfluence @paulakfrench #localu

1. Improve ranking for the anchor topic 2. Rank for a larger set of search queries

PROOF TERMS

RELEVANT TERMS

synonyms - plurals - variants

slightly more distant words that drive the detail of your content

SUPER OPTIMIZED

IT’S ALL SEMANTICS

RELEVANT TERMS

SEMANTIC CONTENTPROOF TERMS

RELATED KEYWORDS

WEDDING BAND

Wedding Band

Cover Band

PartyBand

WeddingEntertainment

WeddingSingers

SongList

FirstDance Reception

Playlist

JazzRock90s

Wedding Band

Wedding Rings

Jewelry

Wedding BandSets

YellowGold

Platinum Diamond

Rose Gold

EngagementRing

EngravingMen’sWomen’s

WeddingDay

SizingWedding

THE TOOLS

Google Keyword ToolGoogle Search Console: Search QueriesSEO Quake ExtensionSEM Rush: Related Keywords Google Search SuggestGoogle Related Searches

CLIENT #1

IDENTIFYANCHOR TOPIC +PROOF TERMS +

RELEVANT TERMS

STEP #1

CLIENT-PROVIDED CONTENT

SEARCH CONSOLE:ANY “WIRE” QUERIES?

NOTE: INTERNAL LINK FROM “BANK FRAUD” PAGE

BRAIN WORK:KNOWN POSSIBLE ANCHOR TERMS

wire fraud attorneywire fraud lawyer

federal wire fraud attorneyfederal wire fraud lawyer

wire fraud defense attorneywire fraud defense lawyer

federal wire fraud defense attorneyfederal wire fraud defense lawyer

ADWORDS KEYWORD PLANNER: NOT HELPFUL

SEMRUSH: Related Keywords

Take note of related:● Charges● “What is”● Interstate● Penalty

Moz: Keyword Explorer

WHAT’D I FIND?

“Federal” was present in title tags, but not as part of the anchor term. Opportunity?

“Fraud Laws” page is also ranking - note for future content pages

“Mail Fraud” and “Bank Fraud” also appear - valuable internal linking

Title Tag Prominence of Possible Anchors

Wire fraud defense attorney 6

Wire fraud lawyer 5

Wire fraud attorney 4

Fraud lawyer 2

Bank fraud lawyer 2

SEARCH CONSOLEATTORNEY V. LAWYER

SEOQuake

GOOGLE SEARCH

GOOGLE SEARCH SUGGEST

GOOGLE SEARCH SUGGESTBASED ON PROVIDED CONTENT

SUMMARY OF FINDINGS

ANCHOR TERM:● Federal Wire Fraud Attorney

○ Include “Defense” in title tag

PROOF TERMS:● wire fraud lawyer● federal wire fraud lawyer● wire fraud defense attorney● wire fraud defense lawyer● federal wire fraud defense attorney● federal wire fraud defense lawyer● federal defense attorney● criminal defense attorney

ADDITIONAL LEARNINGS:● “Fraud Laws” - future content page● “Mail Fraud” and “Bank Fraud” Internal Links

RELATED TERMS:● defense● charges & penalties● sentencing guidelines● statute of limitations● jail time● 18 USC 1343 sentencing guidelines● 18 USC 1343 statute of limitations

WORK INTO EXISTING CONTENT

STEP #2

CONTENT TIME

CONTENT TIMECLIENT PROVIDED

OUR UPDATE

CONTENT TIMECLIENT PROVIDED

OUR UPDATE

SUMMARY OF UPDATESTitle Tag = Los Angeles Wire Fraud Defense Attorney - Law Offices of Jerod Gunsberg

H1 = Federal Wire Fraud Attorney in Los Angeles

H2s - 5 total● Wire Fraud Sentencing Guidelines● What is Federal Wire Fraud?● Conspiracy to Commit Wire Fraud● Federal Wire Fraud Defense● Contact Experienced Wire Fraud Lawyer, Jerod Gunsberg

H3● Wire Fraud Penalties

Body Content● Add “jail” to “jail time”● Asked client to write a paragraph on “statute of limitations”

IMPACT ON IMPRESSIONS

CLIENT #2

ORIGINAL CONTENT

H2s & H3s: BEFORE & AFTER

Before After

Who is a Good Candidate for Facial Implants? Who is a Good Candidate for Chin Implants, Cheek Implants, or Jaw Implants?

Are Facial Implants the Same as Fillers or Fat Implants?

Are Facial Implants the Same as Facial Fillers or Fat Transfer to the Face?

What Occurs During the Surgery? Surgery for Chin Augmentation, Cheek Augmentation, or Jaw Augmentation

Are Results Permanent? Are the Face Augmentation Results Permanent?

BODY CONTENT

SUMMARY OF UPDATESRelated or Proof Term Monthly Search Value

Before# of Instances

After:# of Instances

chin implant 9900 0 2cheek implants 6600 1 3

chin augmentation 3600 0 2jaw implants 2900 1 3

cheek augmentation 1900 0 2facial implants 1000 19 15

jaw augmentation 880 0 2facial fat transfer 590 0 3

face augmentation 140 0 1fat transfer to the face 70 0 1silicone facial implants 20 0 1

1. Proof Terms & Relevant Terms2. Present in titles, headings, content toward

the top of the page3. Links to related pages on your site & other

SUPER OPTIMIZED CONTENT

THANK YOU!PAULA KELLER FRENCH

Search Influence

New Orleans, LA

searchinfluence.com

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