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How to do it, and what to use it for once it’s done. Keyword Research for SEO Presentation By: Frank Scharnell @ fscharnell + fscharnell

Keyword Research for SEO -C.L.I.M.B. Classes

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This is a brief but effective guide on how to do keyword research and best implement your findings.

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Page 1: Keyword Research for SEO -C.L.I.M.B. Classes

• How to do it, and what to use it for once it’s done.

Keyword Research for SEO

Presentation By:Frank Scharnell@fscharnell+fscharnell

Page 2: Keyword Research for SEO -C.L.I.M.B. Classes

*What is Keyword Research?

*Keyword Research is finding the most searched and intent driven queries or phrases for your website to be optimized for.

*Could also be considered market research for your niche to succeed in inbound marketing.

*Necessary for any internet marketing campaign as a point to indicate KPIs.

*Must have well defined goals.

Page 3: Keyword Research for SEO -C.L.I.M.B. Classes

*Types of Keywords

*Static - these are used on unmoving pages that will be optimized for a specific keyword or phrase. (landing pages, homepage, services)

*Long Tail – these are often used to get better searches for a piece for content marketing or that is blogged about. These are typically low competition KWs.(blog posts)

*Geo – These are KWs that have a “kw + location” structure, often giving more intent and less competition.(location specific)

*Conversion – typically exclusively used for eCommerce these are KWs very specific to a product or offering that are tailored to the most common language of the consumer.(specific products)

Page 4: Keyword Research for SEO -C.L.I.M.B. Classes

*What should I do keyword research

for?*Gain most used and common language of

searchers.

*Focus marketing and company story(optimize website for intent)

*Priorities:

*Static pages(i.e. Homepage, services, ect.)

*If ecommerce use it for products as well(gain common consumer language).

Page 6: Keyword Research for SEO -C.L.I.M.B. Classes

*How to do Keyword Research*2) Use “exact match” searches(adwords)

*Results for only that [exact] keyword

Page 7: Keyword Research for SEO -C.L.I.M.B. Classes

*How to do Keyword Research*Insert Keywords and compare different

search volumes( can use “keyword ideas” for more results)

Page 8: Keyword Research for SEO -C.L.I.M.B. Classes

*How to do Keyword Research*What to do with the data?

*Local monthly Searches(only US searches)

*Competition isn’t “exactly accurate”

*Cross reference with your intent/ Google Trends

Page 9: Keyword Research for SEO -C.L.I.M.B. Classes

*What is a “Good” Keyword?

*Any keyword with local monthly searches that has intent for your content/website page

*Ex. Good geo keywords have around 300 local monthly searches

*Too many searches can be an indicator of not enough intent or a high competition.

Page 10: Keyword Research for SEO -C.L.I.M.B. Classes

*What to do once I have Keywords?

*At Ethical SEO Consulting we like to create keyword mappings

*Define your keyword per page(make sure they are intent driven)

*Create content if needed(location based in most cases)

*EX.*Keyword: Local SEO Services --- URL: /local-seo/

*Don’t optimize multiple places for one kw

*Use same page for variants of the keyword(not a fixed optimization Google is smart).

Page 11: Keyword Research for SEO -C.L.I.M.B. Classes

*What to do once I have keywords?

*Make your keywords common language on your website and optimize your specific page for those targeted keywords.

*URL

*Page Title

*Meta Description should be relevant of KW

*H1

*Internal links

*Don’t over Optimize!

Page 12: Keyword Research for SEO -C.L.I.M.B. Classes

*Don’t Over think Keyword Research

*Often KWs will be over used on a website don’t cannibalize your content over use them.

*Think of KW research as a way to better speak to your customers online, stay relevant

*KWs should be used to help your website.

*Meta Keywords don’t work…..

Page 13: Keyword Research for SEO -C.L.I.M.B. Classes

*FINISHED!*Add your new skill to your tool box of

internet marketing, help make sure your searches are meaningful.

*Any Questions? Email me or connect with me

Twitter: @fscharnell

Google +: +Frank