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October 2011 was a month to remember for search engines marketers. Google announced that they will start to encrypt organic keywords data to protect users privacy. At the beginning they promise it will be only for about 10% of the organic traffic and for logged in users only (logged into one of their Google products accounts). Unfortunately for us marketers, over time we kept seeing that the [not provided] percentages goes up rapidly in our analytics reports. Two years later, on November 2013, Google switched all their organic keywords data to be 100% encrypted. Soon after, in January 2014 Yahoo also started to encrypt their organic keywords data and Bing is testing this policy as well. We will soon live in a world of 100% not provided keywords data. Sounds scary? Well... it doesn't have to be. Let me explain why - Back in the old days, SEO was all about trying to rank for as many keywords as possible. Marketers used to try and rank for every single keywords they could find by building a page dedicated for a particular keyword. We were building hundreds and thousands of pages, trying to rank for keywords, even similar keywords, while delivering poor content.Yes my friends, this is the honest truth (at least for many of us). Well... this strategy doesn't work no more. Building poor content, stuffing pages with a particular keyword and trying to build links to those pages are exactly the food Google's Panda & Penguin "loves" to find. This strategy will get your site punished by the mighty Google rather sooner than later. I think that in many ways, Google going to 100% not provided is just the last nail in coffin for the keywords approach. Google is pushing us to stop focusing on keywords and start focusing on more important stuff as amazing content creation, adding value to our users, branding, building our authority, thinking of our users and paying more attention to usability. The good news are, that over time it will make our sites and the entire web better. But in order to do it, we need to switch from the keywords approach into the new inbound marketing approach. My presentation provides a general framework how to approach keywords in 2014, and how to build your SEO strategy accordingly.
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[NOT PROVIDED]
You Shouldn’t Take it So Hard
Eitan Helman
SMX Jerusalem, 2014
WHY ???
IT IS
Maybe We Need to…
I’ll Explain
Was All About
We Were Building
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
But
We Were Building
Doorway
Poor Content
This
Doesn’t Work
The Keywords Approach
Here is My
#1
KWs Research Market Research
#2
Map Your Market KWs Market Topics /
Content
#3 Consolidate KWs by Groups / Themes
Family AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
#4 Recognize the Groups with the Highest
PotentialFamily AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
Sum Number of Monthly
Searches
+Implicit User Intent
+Probability to Convert
=Highest Potential
We Want the Market
Main Groups / Themes
Not The Main Keywords
Working on the
Main Groups / Themes
#5 Strategize & Plan the Content for the Main Groups
Family AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
ContentAAA
ContentCCC
ContentDDD
ContentFFF
ContentHHH
#5 Strategize & Plan the Content for the Main Groups
Think of What Users
Want
Create Amazing Content
Give Added Value
#6
ContentCCC
ContentDDD
ContentFFF
Create & Structure Your On Site Content for the Main Groups
Home Page
ContentAAA
ArticleA1
ArticleA2
ArticleA3
ContentCCC
ArticleC1
ArticleC2
ArticleC3
ContentDDD
ArticleD1
ArticleD1.1
ArticleD3
#7
ContentCCC
ContentDDD
ContentFFF
Distribute Your Main Groups On Site Content
Earn Links, Drive Traffic, Build Authority & Branding
#8
ContentCCC
ContentDDD
ContentFFF
Work on Your Main Groups Press Releases
Earn Links, Drive Traffic, Build Authority & Branding
#9
ContentCCC
ContentDDD
ContentFFF
Try to Contribute / Create Relevant Content on 3rd Party
Sites
Earn Links, Drive Traffic, Build Authority & Branding
#10
ContentCCC
ContentDDD
ContentFFF
Monitor Rankings, KPIs & Users Behavior to Fine Tune
Content
Working on the
Small Groups / Individual
KWs
#11
ContentCCC
ContentDDD
Create Great Content in Your Blog / Social Channels to
Target Small Groups / Individual KWs
So