5 New Ways to Think About Keywords & SEO

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

Shayla Jenkins SEO Strategist, ReachLocal Local & Digital Marketing Expert

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5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

Think in topics, not just keywords

Understand the importance of keyword research Get creative with your keyword research

Stop trying to track keyword ranking

Learn to avoid the keyword pitfalls

5 New Ways to Think About Keywords

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

1 Think in topics, not just keywords Search engines are getting smarter Search engines are understanding the intent better than ever before

Exact match is becoming less relevant

You want to reach everyone and everyone searches differently

Topics broaden your reach

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

2 Understand the importance of keyword research

Keyword Research = Road Map

Keyword research allows you to better define what topics are more likely to drive impressions, clicks and leads.

Popular Searches vs. Industry Terms

“You keep using that word, I do not think it means what you think it means” - Princess Bride

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

3 Get creative with your keyword research

Word Clouds

Google Search Results

Niche Directories Search: “Keyword” + “Forum” to find keyword ideas from forums on your topic or industry

Go back to the basics!

How does Google auto-complete your keyword? What are the related searches at the bottom of the SERP?

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

3 Get creative with your keyword research

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

3 Get creative with your keyword research

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

4 Learn to avoid the pitfalls of keyword research

Picking terms with the highest search volume

Not taking seasonality into accounts

Optimizing multiple pages for the same term

Instead work short-tail keywords into long-tail opportunities

Develop your content strategy based on this research

Know which keywords fit to which page on your site

5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

Stop trying to track keyword rankings

Custom KPIs Your specific business goals because that’s what really matters!

5 What factors affect your search results? Last 180 days of search activity

Searcher location, language and browser

IP address information

Recent clicks, apps, products searched

What metrics should we track instead?

Reach & Engagement Traffic, impressions and onsite activity

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5 NEW WAYS TO THINK ABOUT KEYWORDS & SEO

@reachlocal #5in15

Think in topics, not just keywords

Understand the importance of keyword research Get creative with your keyword research

Stop trying to track keyword ranking

Learn to avoid the keyword pitfalls

5 New Ways to Think About Keywords

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