The Art & Science ofKeyword Research & Targeting

How Search Engines UseKeywords in Search Results

Your Copy in the Search Results

Sometimes Search Engines Create TheirOwn Listing Titles & Descriptions

KW Usage for Rankings, CTR& Conversions

Some Keywords/Copy Works Better in Paid than Organic Keyword Copy Influences Not Only CTR, but Pages Viewed Copy in the SERPs Can Affect the Actions a User Takes on the Site

Keyword Usage on Targeted Landing Pages

Title Tags

Meta Descriptions

Meta descrips in SERPs and in HTML

Meta Keywords Tag?

Meta Keywords in HTML

Headline Tags

Document Text

Keywords highlighted in text (maybe from a cached snapshot by Google)

Link Anchor Text

Alt Tags

Alt Tag for Image

URLs

Keywords in the URL

But, How Do We FindKeyword Intelligence Info?

Keyword Popularity

Sources

Show List of KW Research in an Excel File or some such

Google AdWords

Screenshot

Yahoo! Search Marketing

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Microsoft AdCenter

WordTracker

Screenshot

Keyword Discovery

Screenshot

HitWise

Screenshot

Keyword Effectiveness / Conversion

Keyword Difficulty

Screenshot of SEOmoz tool

Seasonality & Trends

Sources

Google Trends

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Microsoft AdCenter

Keyword Discovery

Hitwise

Paid Search MarketingPPC, CPC, CPA & PPP

Paid Search Ads

Screenshot of Ad Results in the SERPs

When Should You Buy Ads?

When You Can Make More Money Than You Spend But... Don't Forget the Value of Latent Conversions You Must Track Effectively to Buy Intelligently

The Perfect KW-Targeted PageIs it Possible?

Why Keyword Density is a Myth

Density Does Not Account For:

Location of Terms on a Page Usage of Terms in Context Proximity of Terms to One Another Relative Levels of Importance of Terms Contextual Use of Terms in Comparison to Other Documents Synonymy, Plurality or Other Contextual Variations

What Is Important to the Engines

The Stuff that Matters:

Relevance of an Entire Document Accurate Contextual Usage of the Targeted Terms/Phrases Prominence of Terms (not just # of times used) Relative Levels of Importance of Terms Synonymy, Plurality or Other Contextual Variations

SEOmoz's Best Practices for Targeting

Our Take on Usage:

In the title tag once, and possibly twice (or as a variation) Once in the H1 header tag of the page At least 3X in the body copy on the page (sometimes more) At least once in bold At least once in the alt tag of an image Once in the URL At least once (sometimes 2X) in the meta description tag Generally not in link anchor text on the page itself Frequently in link anchor text pointing TO the page

Q+AWait Wait... Don't Keyword Me!