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Keyphrase research and usage: how to select keyphrases based on three criteria: search volume, competition and relevance. Other research ideas are included and tips on how best to use keyphrases on search optimized pages.
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Wine & Web
Andy Crestodina@crestodina #wineweb
Keyphrase Research
There are 3 Parts to SEO
Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (over) simplified
How to choose them
3 Criteria for Choosing Keyphrases
Text
Search Volume
Resource: Google Keyword Tool
Search Trending
Resource: Google Insights
Regional Interest
Resource: Google Insights
The phrase is highly competitive if all the sites on the first page of Google…
• Are famous (wikipedia, etc.)
• Have a higher domain authority than you
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
Competition
Resource: Open Site Explorer
Look out for universal search results
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Competition
Text
Relevance
Other Keyphrase Ideas• Use Google Instant
• Check the competition
Resource: SpyFu
Secondary Keyphrases• Shares words with the first phrase“google authorship” and “google authorship markup”
• Includes words that share semantic meaning
How to use them
On-Page SEO• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.
More Internal Linking
Other Key(phrase) Reasons
• Better Usability
• Retro Keyphrase Design
• Offline Benefits new products, services, locations
Resource: Keyword Design Blackjack
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!
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