How To Get Your Content Found Online By Christine Churchill

How to Get Your Content Found Online

Keyword Research & SEO

Copywriting BootCamp

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

•  President&CEOofKeyRelevance,LLC

•  MemberofFoundingBoardofDirectorsofSearchEngineMarketingProfessionalOrganization(SEMPO)

•  MemberoftheFoundingBoardofDirectorsoftheDallas/FortWorthSearchEngineMarketingOrganization(DFWSEM)

•  AuthoratSearchEngineLand&WebMarketingToday

•  LongtimeSpeaker&InstructoratSearchMarketingExpo(SMX),SearchEngineStrategies,PubCon,andotherconferences

•  Mastersdegreeandover17yearsonlinemarketingexperience

Speaker: Christine Churchill

§ KeywordResearch–Whatisit?Whydoit?§ HowtodoKWResearchin2016

§ DevelopmentsThatChangedKeywordResearch(KnowledgeGraph,HummingbirdAlgorithm,Rankbrain)

§ KeywordTools§ HowtouseKeywordstoOptimizeContent

§ OnlineCopywritingTips

What We’ll Cover

Keyword Research Fundamentalsteptoallonlinemarketing

KeywordResearchistheprocessofresearchingtoidentifythekeywordtermscustomersusetofindyourproductsandservices

KeywordResearchgivescontentmarketingagoodstart

KeywordResearchhelpsyougetinsidethemindofcustomers

PeopleusesearchenginestofindyouonthewebEnginesusetexttocategorizepages

Researchunveilstermspeopleactuallyuse

KWResearchimprovesperformanceofonlinemarketing

Why Do Keyword Research?

How to Do Keyword Research

Keyword Research is an Iterative Process

Brainstorming

& Discovery

Keyword Expansion

Keyword Evaluation

Keyword Brainstorming and Discovery Phase

Create Keyword List Using Diverse Sources

Brainstormingsession–nojudgingwordsatthisstage.Goalistocastyournetwidelyandgeneratebroadlist.

Keywordlistsfromwithincompany

§  Reviewcompanywebsiteandprintcollateral

§  PressReleases§  Oftentoomuchinsiderjargon

§  Mayormaynotbecustomer’slingo

Learn the Lingo of the Customer

§  Customerinterviews,surveysandfocusgroups

§  Company&ProductReviews§  Talktosupportorsalespersonnelwhotalkdirectlytocustomers

§  Reviewdiscussionforums,usergeneratedcontent,blogs,socialmedia

Thebestkeywordscomestraightfromthecustomer’smouth.

Speak the Language of Customer

Increaseconversionbyspeakingthecustomer’slanguage

CorrectbadkeywordchoicesMissingtrafficMissingsales

Discovernewkeywordopportunities-Findoverlookedornewkeywords

-Takeadvantageoflongertailphrases

“DuplicateaCD”vs“BurnaCD”

The Long Tail Finding New Opportunities Basedonfrequencygraph§  Popular“head”phrasesonleft–highlycompetitiveandexpensive.Lesspopular“tail”phrasesonright–lowervolume

ChrisAndersonwrotebookaboutit§  Describesitasneweconomicmodel

§  Unlimitedselection–Amazonbooks,iTunes

§  Ideaisthatnon-hitscanmakemoneybasedonsheervolume

“20to25%ofthequeriesthatGoogleseestodayhaveneverbeenseenbefore.”–UdiManber,GoogleVPofEngineering

Review Competitors

§  Notwiththeintenttocopy,buttogaininsight

§  LookatwordstheyarebuyinginPPC&targetinginSEO

§  Reviewtheirwebsiteandcollateralforkeywords&relatedterms

§  Getcompetitiveinsightsandideasonoverlookedtermsandwheretheyareputtingemphasis

Use Site Search Data

SiteSearchBox

•  Revealskeywordsandexpressionsthatvisitorsareactuallyusing/wanting

•  Actsasadirectfeedfromthevisitorsbrain

•  Makesureyoucollectsitesearchdata–cantieittoyouranalyticsforeasyviewing

Downsideisdataislimitedandsitesearchisusuallyafallbackwhenuserscan’tfindwhattheyarelookingforonyoursite.

Developments That Changed Keyword Research

GoogleKnowledgeGraph

HummingbirdAlgorithm

RankBrain

NotProvidedKeywords

OtherRecentAlgorithmChanges

KnowledgeGraph

“TheKnowledgeGraphenablesyoutosearchforthings,peopleorplacesthatGoogleknowsabout—landmarks,celebrities,cities,sportsteams,buildings,geographicalfeatures,movies,celestialobjects,worksofartandmore—andinstantlygetinformationthat’srelevanttoyourquery.“ Source:http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html

How the Knowledge Graph Changed Search Criticalfirststeptowardsbuildingthenext

generationofsearch

•  Tapsintothecollectiveintelligenceofthewebandunderstandstheworldabitmorelikepeopledo

•  Asteptowardartificialintelligence

Googlenowhasadatabaseonentitiesandunderstandsrelationshipsbetweendifferententities

What is Hummingbird Algorithm?

AccordingtoGooglethealgorithm(announcedSept2013)deliversbetterresultsthatare"preciseandfast"-likeahummingbird.It’sGoogletryingtofigureoutuserintentandimproveconversationalsearch.Googlewantstomatchthemeaning,ratherthanpagesmatchingjustafewwords.

Do We Still Need to Worry About Keywords?

HummingbirdisanoverhaulofGoogle’salgorithm,butmanyoftheoldpartsarestillused.

Google’ssemanticanalysisconsidersthelanguageinyourcontent

-soyoustillneedtousekeywordsandrelatedphrasesonthepagetocommunicatetousersandGooglewhatthepageisabout

-meanson-pageoptimizationisstillbeneficial

What is RankBrain & Why Do You Care? RankBrain=Google’snameforamachine-learningartificialintelligencesystemthat’susedtohelpprocessitssearchresults

Machinelearning=whereacomputerteachesitselfhowtodosomething,ratherthanbeingtaughtbyhumansorfollowingdetailedprogramming.

Thirdmostimportantrankingfactorafterlinks&content

Tips on Surviving Post Recent Changes

CreatehighqualitylongercontentthatestablishesyoursiteastheplacetogoforanswersDevelopwaystoincreasetheauthorityofthesiteBecomealeaderinyourvertical

Showleadershipthrusocialmedia,links,usermetrics,onlinerelationships

Googlehasmadeitharderfor“fake”authoritytowin.Goingforwardyouhavetoearnyourposition.

The New Approach To Keyword Research Focusontheuserintentbehindthesearchterm

-Trytodevelopcontentthatdeliversanswerstowhatthesearcherwants

Stopfocusingonexactmatchphrases

-Lookmoretolongtailandrelatedphrases-Buildavocabularyoftermsthatarerelatedtothephrase

WhendoingKWresearchnow,researchcorephrasesplusrelated,synonyms,andwordsthatfrequentlyoccurwithyourmainterms(co-occurrence)Google’smovetowardLatentSemanticIndexing(LSI)andrecentGooglePatentsdealingwithre-rankingofresultssuggestthatusingsynonymsandco-occurrencetermshasbenefits

Keyword Research Tools

Benefits of Keyword Tools

•  Savesmoneyandtime•  Providesinsightoutsideofyoursite•  Identifieskeywordopportunitiesyoumightmiss•  Offerspopularitynumbersyoucan’tgetfromyourownanalytics•  Movesyoubeyondkeywordassumptions•  Allowsyoutocomparephrases

Free•  GoogleKeywordPlannerTool•  GoogleWebmasterTools

•  GoogleTrends

•  GoogleDisplayPlanner

•  GoogleInstant

•  GoogleRelatedSearches

•  BingKeywordTool

•  BingIntelligenceTool

•  BingWebmasterTools

•  AnswerThePublic

•  AmazonSuggests

•  MetaGlossary

Keyword Research Tools FeeBased

•  MOZKeywordExplorer

•  WordTracker

•  Searchmetrics

•  Hitwise

•  WordStream

•  SEMRush

•  ComScore

•  SpyFu

•  LongTailPro

Google Keyword Planner

OrientedforPaidSearchMustbeLoggedIntoAdWordstoUseProvideskeywordideas&monthlysearchvolumes

Google Trends GoogleTrendsprovidestrendsfrom

websearches,images,news,shoppingandYouTubeShowsseasonalityofphrasesCancomparepopularityofphrases

Google Search Console (aka Webmaster Tools) showsactualsearchqueries

Showsupto2000topqueriesforthelast90daysNotaffectedbytheNotProvided–thisislimitedbutactualkeyworddataProvidesImpression,Clicks,andCTR,butnoconversiondata

Google Display Planner

FreeAdwordstool

Builtfordisplayadvertisinginpaidsearchbutcangiveinsightsonkeywords

Suggestsrelatedkeywords

Givesdemographicinformationonkeywords

Adwords Search Term Report Greatforkeyworddiscovery,buthavetoberunningPPC

QueryPeopleActuallyTyped

Showsyouhowcustomersarefindingyourad.WiththeSearchtermsreport,youcanseetheactualsearchespeopleenteredonGoogleSearchandotherSearchNetworksitesthattriggeredyouradandledtoaclick.Identifiesnewsearchtermswithhighpotentialsoyoucanaddthemtoyourkeywordlist.Allowsyoutolookforsearchtermsthataren'tasrelevanttoyourbusiness,soyoucanaddthemasnegativekeywords.

Google Related Searches

Bing Keyword Tool

-Showsactualqueriesnumbers(notrounded)- Has6monthsofdata- DrilldownbyCountry

WordTracker.com

DatapulledfrommetasearchenginesEliminatesmostskewingissuescausedbyrobotsDifferentiatesbetweensingular&pluralOfferFreeToolfortrial

Wordstream http://www.wordstream.com/keywords

UsefulfordevelopingyourvocabularyofrelatedtermsforHummingbird

Moz Keyword Explorer

NewToolfromMoz-2016KeywordsuggestionscomefromKeywordPlannerdata,GoogleSuggest,RelatedSearches,otherkeywordsthattherankingpagesalsorankedfor,topic-modelingideas,andkeywordsfoundfromclickstreamdata

Inside Moz’s Keyword Explorer

Google Instant Showssuggestionsasyoutype

Google Instant – Shopping Search DifferentsetofkeywordsonShoppingsearchfromregularwebsearch

Soovle.com Givessuggestionsfromdifferentperspectives

ProvidessuggestionsfromGoogleWikipediaAnswersYouTubeBingYahooAmazonPlusoptionfor15othersites

Ubersuggest http://ubersuggest.org/

YouTube Keyword Auto Suggestions Showspopularvideosearchqueries

Amazon Suggests

MetaGlossary

Providesadefinitionandrelatedterms

AnswerThePublic.com FunkeywordtoolthatgivesyoulistsofquestionsandphrasesExcellentforgivingcontentideasorthoughtstofleshoutanarticle

How To Get Your Content Found Online By Christine Churchill

Marketing

churchill mug2

Keyword Research & SEO Copywriting by Christine Churchill

Writing Guide 00 - Navy Eval · Writing Guide Introduction As he frequently did, Winston Churchill found an eloquent way to describe a problem. By extension, Churchill was not referring

Neil Churchill

From the Churchill Archives Centre, Churchill College, Cambridge · 2001-10-20 · by archivists at Churchill Archives Centre, Churchill College, Cambridge, The Sir Winston Churchill

Churchill Stonecast

Churchill Measurement

Churchill Bamboo

Winston Churchill Memorial Trust Practical strategies for … · 2019-01-10 · THE WINSTON CHURCHILL MEMORIAL TRUST OF AUSTRALIA Report by ANDREA HO - 2015 Churchill Fellow CHURCHILL

Keyword Research and Online Copywriting: A New Perspective By Christine Churchill

Restorative Practice with Adult Offenders Report by Christine Hunter Winston Churchill Fellow 2014 / 2015 ... The objectives of the travelling Fellowship and this report emphasise

Electrifying Your Online Marketing Message By Christine Churchill

CHURCHILL. BE PART OF IT. - Churchill College, Cambridge · About Churchill College Sir Winston Churchill envisaged a science- and technology-focused community, but our large size

HEYWOOD - Churchill

Solucionario Churchill

Freehold Commercial Investmentbulkloader.prd.pl.artirix.com.s3.amazonaws.com/12... · Churchill Business Centre, Churchill Road, Weston- Super-Mare, BS23 3HD . Location. Churchill

Winston Churchill will · Title: Winston Churchill will Keywords: winston churchill, will Created Date: 20150129123400Z

Winston churchill

Churchill Boards

Churchill Specification