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1 #prnews @maledaniel 1 #prnews @maledaniel December 10, 2014 Best Practices In Keyword Research for SEO // Daniel Male | Head of Search Marketing at MRM//McCann

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1 #prnews @maledaniel 1 #prnews @maledaniel December 10, 2014

Best Practices In Keyword Research for SEO // Daniel Male | Head of Search Marketing at MRM//McCann

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// Agenda

#prnews @maledaniel

Keyword Types

Research Tools

Content Optimization

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// Keyword Types

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Types of Keywords

Length

Content

Short Tail / Header Long Tail

Branded Unbranded

• Keywords are categorized two ways: by length and by content

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Search demand curves

HIGH COST & COMPETITION

LOW COST & RISK

LOW PROBABILITY OF CONVERSION

HIGH PROBABILITY OF CONVERSION

1 Word Phrases “shoes”

2-3 Word Phrases “men’s shoes”

More descriptive Phrases “Nike women’s running shoes”

Yields average of 36% conversion rate

LONG TAIL SEO Accounts for 70% of searches

zerogravitymarketing.com/what-are-long-tail-keyword-phrases/

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// Tools

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Keyword research tools

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Google keyword planner

adwords.google.com/ko/KeywordPlanner/Home

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Keywordtool.io

Keywordtool.io

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Übersuggest

ubersuggest.org

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Dump it in Excel

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Make magic happen

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Chart and analyze

“Men’s Shoes” categories 11,290

8,870

2,590

15,780 22,840

12,990 11,110

9,020

7,250 3,830

5,450

1,420 130 140 10

0K 2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 22K 24K 26K

Search Volume

230 10 70 30

10 250

180 100 1,840

1,250 1,040

1,020

490 70 530

230 100 20

Unspecified Dress Shoes

Sneakers Casual Cheap

Comfortable Large Small

Italian Designer Running

Wide Best

Narrow Fashion

Handmade Basketball

Suede

Unspecified Branded

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// Content Optimization

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Keyword placements

Ordered List of Impact

Body copy

Page Title

URL

Image Alt Text

Primary Header

Subheaders

Meta Description

1

2

3

4

5

6

7

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Ordered List of Impact

Body copy

Page Title

URL

Image Alt Text

Primary Header

Subheaders

Meta Description

1

2

3

4

5

6

7 1

2

2 3

4

5 6

6

6

6

7

Keyword placements

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Body copy

• Keywords: Use sensibly and sparingly • Synonyms instead of repetition • DO NOT keyword “stuff”

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Page title / title tag

• Keywords: 1 – 2 • Length: ~ 60 characters (including spaces) • Branding • Letters: first letter upper case

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… but keep algorithm changes in mind

Before

After

moz.com/blog/new-title-tag-guidelines-preview-tool

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URL

• Keywords: 1 • Length: the shorter the better • Letters: all lowercase • Text only

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Alternative text / alt attribute

• Keywords: 1 • Length: 3 – 15 words • Descriptive

What we see

What search engines see

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Meta description

• Keywords: 1 - 3 • Length: ~ 155 characters (including spaces) • Letters: standard • Call to action!

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Meta data length checker

seomofo.com/snippet-optimizer.html

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Intent Content Keywords

• Searchers use keywords to seek out content • Websites use keywords to make content discoverable • Optimizing lowers the cost of discovery

Summary

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Takeaways

• Pay attention to the short and long tail

• Don’t keyword stuff; use synonyms

• Utilize free keyword research tools

• Meta data – relevancy and length

• Stay informed of algorithm changes

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Thank You!

Best Practices In Keyword Research for SEO

December 10, 2014

// Daniel Male | Head of Search Marketing at MRM//McCann

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Resources • https://Adwords.google.com/KeywordPlanner • http://ubersuggest.org/ • http://keywordtool.io/ • https://twitter.com/search-advanced • http://www.seomofo.com/snippet-optimizer.html

https://adwords.google.com/KeywordPlanner
http://ubersuggest.org/
http://keywordtool.io/
https://twitter.com/search-advanced
http://www.seomofo.com/snippet-optimizer.html

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