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#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Electrifying Your Online Marketing Message
Keyword Research & SEO Copywriting
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Electrifying Your Online Marketing Message
Keyword Research & SEO Copywriting
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
• President & CEO of KeyRelevance, LLC
• Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO)
• Member of the Founding Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM)
• Author at Search Engine Land & Web Marketing Today
• Longtime Speaker & Instructor at Search Marketing Expo (SMX), Search Engine Strategies, PubCon, and other conferences
• Masters degree and over 17 years online marketing experience
Speaker: Christine Churchill
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#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
What We Will Cover§ Keyword Research Defined§ How & Why Do KW Research
§ The Evolution of Keywords§ Keyword Tools
§ Content Optimization Best Practices§ Online Copywriting Tips
§ Q&A
Our Path Today
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Keyword Research Defined
Keyword Research is the process of researching to identify the keyword terms customers use to find your products and services
- Fundamental step to all online marketing
- Keyword Research is an integral part of successful content marketing
Keyword Research helps you get inside the mind of customers
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People use search engines to find you on the web
Engines use text to categorize pagesResearch unveils terms people actually useKW Research improves performance of online marketing
Why Do Keyword Research?
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How to Do Keyword Research
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Keyword Research is an Iterative Process
Brainstorming &
Discovery
KeywordExpansion
KeywordEvaluation
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Keyword Brainstorming and Discovery Phase
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Create Keyword List Using Diverse Sources
Brainstorming session – no judging words at this stage. Goal is to cast your net widely and generate broad list.
Keyword lists from within company
§ Review company web site and print collateral
§ Press Releases
§ Often too much insider jargon
§ May or may not be customer’s lingo
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Learn the Lingo of the Customer
§ Customer interviews, surveys and focus groups
§ Company & Product Reviews
§ Talk to support or sales personnel who talk directly to customers
§ Review discussion forums, user generated content, blogs, social media
The best keywords come straight from the customer’s mouth.
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Speak the Language of CustomerIncrease conversion by speaking the
customer’s language
Correct bad keyword choicesMissing trafficMissing sales
Discover new keyword opportunities- Find overlooked or new keywords- Take advantage of longer tail phrases
“Duplicate a CD” vs “Burn a DVD”
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The Long Tail Finding New Opportunities
Based on frequency graph§ Popular “head” phrases on left – highly
competitive and expensive. Less popular “tail” phrases on right – lower volume
Chris Anderson wrote book about it§ Describes it as new economic model
§ Unlimited selection – Amazon books, iTunes
§ Idea is that non-hits can make money based on sheer volume
“20 to 25% of the queries that Google sees today have never been seen before.” – Udi Manber, Google VP of Engineering
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Review Competitors
§ Not with the intent to copy, but to gain insight
§ Look at words they are buying in PPC & targeting in SEO
§ Review their web site and collateral for keywords & related terms
§ Get competitive insights and ideas on overlooked terms and where they are putting emphasis
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Use Site Search Data
Site Search Box
• Reveals keywords and expressions that visitors are actually using / wanting
• Acts as a direct feed from the visitors brain
• Make sure you collect site search data – can tie it to your analytics for easy viewing
Downside is data is limited and site search is usually a fall back when users can’t find what they are looking for on your site.
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Developments That Changed Keyword Research
Google Knowledge Graph
Hummingbird Algorithm
RankBrain
Not Provided Keywords
Other Recent Algorithm Changes
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Knowledge Graph
“The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. “
Source: http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
How the Knowledge Graph Changed SearchCritical first step towards building the next
generation of search
• Taps into the collective intelligence of the web and understands the world a bit more like people do
• A step toward artificial intelligence
Google now has a database on entities and understands relationships between different entities
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What is Hummingbird Algorithm?
According to Google the algorithm (announced Sept 2013) delivers better results that are "precise and fast" - like a hummingbird.
It’s Google trying to figure out user intent and improve conversational search.
Google wants to match the meaning, rather than pages matching just a few words.
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Do We Still Need to Worry About Keywords?Hummingbird is an overhaul of Google’s
algorithm, but many of the old parts are still used.
Google’s semantic analysis considers the language in your content
- so you still need to use keywords and related phrases on the page to communicate to users and Google what the page is about
- means on-page optimization is still beneficial
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
What is RankBrain & Why Do You Care?RankBrain = Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results
Machine learning = where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.
Third most important ranking factor after links & content
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Tips on Surviving Post Recent Changes
Create high quality longer content that establishes your site as the place to go for answers
Develop ways to increase the authority of the site
Become a leader in your verticalShow leadership thru social media, links, user metrics, online relationships
Google has made it harder for “fake” authority to win. Going forward you have to earn your position.
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The New Approach To Keyword ResearchFocus on the user intent behind the search term
- Try to develop content that delivers answers to what the searcher wants
Stop focusing on exact match phrases - Look more to long tail and related phrases - Build a vocabulary of terms that are related to the
phrase
When doing KW research now, research core phrases plus related, synonyms, and words that frequently occur with your main terms (co-occurrence)
Google’s move toward Latent Semantic Indexing (LSI) and recent Google Patents dealing with re-ranking of results suggest that using synonyms and co-occurrence terms has benefits
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Keyword Research Tools
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Benefits of Keyword Tools• Saves money and time• Provides insight outside of your site• Identifies keyword opportunities you
might miss• Offers popularity numbers you
can’t get from your own analytics• Moves you beyond keyword
assumptions • Allows you to compare phrases
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Free• Google Keyword Planner Tool• Google Webmaster Tools
• Google Trends
• Google Display Planner
• Google Instant
• Google Related Searches
• Bing Keyword Tool
• Bing Intelligence Tool
• Bing Webmaster Tools
• AnswerThePublic
• Amazon Suggests
• MetaGlossary
Keyword Research Tools Fee Based
• MOZ Keyword Explorer
• WordTracker
• Searchmetrics
• Hitwise
• WordStream
• SEMRush
• ComScore
• SpyFu
• Long Tail Pro
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Google Keyword PlannerOriented for Paid Search
Must be Logged Into AdWords to Use
Provides keyword ideas & monthly search volumes
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Google TrendsGoogle Trends provides trends from web searches, images, news, shopping and YouTube
Shows seasonality of phrases
Can compare popularity of phrases
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Google Search Console (aka Webmaster Tools)shows actual search queries
Shows up to 2000 top queries for the last 90 days
Not affected by the Not Provided – this is limited but actual keyword data
Provides Impression, Clicks, and CTR, but no conversion data
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Google Display Planner
Free Adwords tool
Built for display advertising in paid search but can give insights on keywords
Suggests related keywords
Gives demographic information on keywords
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Adwords Search Term ReportGreat for keyword discovery, but have to be running PPC
Query People Actually Typed
Shows you how customers are finding your ad. With the Search terms report, you can see the actual searches people entered on Google Search and other Search Network sites that triggered your ad and led to a click.
Identifies new search terms with high potential so you can add them to your keyword list. Allows you to look for search terms that aren't as relevant to your business, so you can add them as negative keywords.
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Google Related Searches
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Bing Keyword Tool
- Shows actual queries numbers (not rounded)- Has 6 months of data- Drill down by Country
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WordTracker.com
Data pulled from meta search engines
Eliminates most skewing issues caused by robots
Differentiates between singular & plural
Offer Free Tool for trial
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Wordstreamhttp://www.wordstream.com/keywords
Useful for developing your vocabulary of related terms for Hummingbird
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Moz Keyword ExplorerNew Tool from Moz
Keyword suggestions come from Keyword Planner data, Google Suggest, Related Searches, other keywords that the ranking pages also ranked for, topic-modeling ideas, and keywords found from clickstream data
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Inside Moz’s Keyword Explorer
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Google InstantShows suggestions as you type
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Google Instant – Shopping SearchDifferent set of keywords on Shopping search from regular web search
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Soovle.comGives suggestions from different perspectives
Provides suggestions from GoogleWikipediaAnswersYouTubeBingYahooAmazon
Plus option for 15 other sites
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YouTube Keyword Auto SuggestionsShows popular video search queries
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Amazon Suggests
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MetaGlossary
Provides a definition and related terms
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AnswerThePublic.com Fun keyword tool that gives you lists of questions and phrases
Excellent for giving content ideas or thoughts to flesh out an article
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Tag Cloudshelps identify related terms
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Keyword Dominatorfor Amazon Search Keywords
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Related Searches
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A couple of things to remember…No one tool has all the answers
Don’t just extract keywords from a tool and run with them…review them for relevancy
You need several tools in your toolbox
Combining the tools synergistically works well.Some tools are better for certain functions. For instance, Google Instant is used for discovering new keyword phrases and Google Trends is good for comparing or identifying cycles
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Keyword Expansion Phase
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Target Variations of Your KeywordsComparison (best, compare, reviews)
Price (cheap, discount)Product Description (green, plus size, unique)Intended use (gift for mother, baptism gown)
Product (gift basket, mortgage, flight)Location
Action (apply, book, find, buy)Season (holiday, Christmas, Halloween)Abbreviations
Brand / vendor / manufacturer
Modifiers are great at helping you expand your keyword list, but remember to keep “user intent” in mind when you combine the modifier to the core term!
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Keyword Permutations
Mix and match terms to create new keyword phrases
Many tools that do this for you
Can use concatenate function in Excel or specific tool
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Using Excel to Expand KW List
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Group related keywords into lists of related terms
Remember to identify terms that frequently occur with your main terms
Develop a keyword matrix
Do a series of keyword research projects on a site, not just one
Keyword “Buckets”
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Evaluating Keywords
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KW Selection Considerations
• Relevancy to Site• Keyword Popularity• User Intent • Competition• Performance
Always test your keywords.
Keywords can sounds like a good idea, but upon testing, they can fail miserably.
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Relevancy Considerations
Relevancy means choosing the keywords that best describes what the site offers
Traffic alone isn’t the goal, you want targeted traffic that is searching for what you sell
Best bet: Find words that resonate with your target audience and are descriptive of your site
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Popularity ConsiderationsPopularity gives insight on traffic
potential
Popular phrases Less relevantMore competitiveBeing popular Is overrated
Less PopularMore FocusedLess Traffic
Consider seasonality and cyclical popularity of phrases
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Consider User IntentGetting inside the searcher’s head
Understand the “why” behind the motivation for the search and you can better target how to respond
§ Research vs Purchase
§ Stage in buying process
§ Audience Demographic
Buying vs Browsing
“car reviews”“fast auto financing”
“80% of all searches on the Web are non-commercial” - Jim Lanzone of Ask.com
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Evaluating by the Stage in Buying Process
Keywords indicate where consumer is in the Buying Process
Match your content to satisfy the user’s intent when using the keyword
ProblemRecognition
InformationSearch
EvaluationofAlternatives
PurchaseDecision
Adapted From: Marketing Management by Philip Kotler
Select Alternatives
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Searcher BehaviorThree types of searches:
• Navigational
- I just want to be at your web site.
• Informational
-Do hybrid cars require special maintenance?
•Transactional
-Interactive, purchase, subscribe, download
-I want financing to buy a hybrid car.
Adapted From: A Taxonomy of Web Search by Andrei Broder
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Results Pages Give Insight into What Google Thinks the Searcher Wants
Type the proposed query into a Search Engine
Look at the kinds of sites and files returned- PDFs, white papers, in-depth articles – likely informational query- Ecommerce sites – transactional
- Brand site – navigational- Are Knowledge Graph Answer boxes returned?
- Are local results or shopping ads returned?Looking at the results can help you interpret what Google thinks the user wantsDo this on both desktop and mobile
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25% of searches in Bing are Voice
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Evaluating KW By CompetitionWho Are Your Competitors?
Who is ranking for your main keyword terms?
Who has PPC ads?How well optimized are
competitors sites?Are they active on social media
and review sites?What is their link profile?
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Competitive Intelligence ToolsSEMRush
SimilarWeb
HitwiseComScore
MarketerQuantcastMoatMoz Tools
SpyFuSearchMetricsKeyCompeteCompeteKeywordSpyAdGooRooKeyword AnalyzerScreamingFrogDeepCrawl
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SEMRush
Provides:• Top Keywords• Rankings• PPC Terms• PPC Bids• Traffic Trends
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SearchmetricsCan Identify Co-Occurrence Terms, Competitors Terms, etc
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MOZ Keyword Difficulty
Provides quantitativescore of kwd plus linkagedata for ranking sites
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SPYFu
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SimilarWeb
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DeepCrawl
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ScreamingFrog
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Test KW PerformanceUse PPC to test candidate KWs
Do keywords bring the amount of traffic you want?
Does the traffic convert?
PPC gives quick quantitative feedback on the KW performance while controlling costs. If works well in PPC, expand kw use in SEO, social and content marketing
Downside: Terms that work well in PPC are often transactional. You may have to expand your list to include informational terms
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Content Optimization - Best Practices
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Everything Is Better with Chocolate Keywords• Web sites• Paid search• Articles• White Papers• FAQ pages• Product Feeds• News• Blog Posts• Press Releases• Images• Videos• Podcasts• Schema• Social Media• Content Marketing
Optimize all digital assets
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Good Online Copywriting Is a Balancing Act
You have to write to engage the human reader
You have to write so search engines understand relevancy of content
It is this talent for doing both that separates high quality SEO content from spam
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On-Page SEO Guidelines
Has to be NATURAL
Elegantly work keywords into visible content on web pages- Don’t stuff keywords - Do the “Read Aloud” test to gauge natural tone
SEO helps good content get found
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On-Page SEO Guidelines (cont)
Think keyword phrase NOT single keyword
Create a matrix chart to assign different main phrases to different pages
Use synonyms and related words on page to reinforce main topic
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Where to Use Keywords On Site
Title Tags
Meta Description H TagsVisible text on the page
Alt AttributeLinks and anchor text
File namesURLSchema code
Bold, strong, emphasized tagsBreadcrumb Navigation
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Title Tags<title>Interesting Relevant Keyword Rich Blurb</title>
Title contents appears in first line of listing on SERP so spend extra time to create compelling titles that grab attention
Include keyword phrase early in title
Should be unique…don’t use same title on multiple pages
Title should be accurate and reflect content of page
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Title Tag is most important “on-page”
criteria
#SMX #11D @ChrisChurchillCopyright 2017 KeyRelevance
Example of Wordpress Title Tag Using Yoast Plugin
27% Of All Sites use Wordpress in 2017. Each day50,000 new Wordpresssites are launched.
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Meta Description Tag
<meta name="Description" content=“Compelling marketing message that reads well and contains targeted keywords">
Should provide a summary of the page and should be unique to the page
Frequently used as snippet on results page
Should contain keywords relevant to the page. Include synonyms and related words – don’t just repeat core terms
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Feed the Knowledge GraphExplicit method
- Schema- Tables
Implicit method- On-page Text
Adds confidence in data for Google
Schema is helpful as a template to build out quality content
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Golden Rules for Writing CopyTalk about benefits, not features
-Tell them why they should care
Appeal to emotions and senses
- most buying decisions are emotionally based
Solve problems and answer questions in your content
Don’t forget to include a “Call to Action”
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Develop Shareable ContentStart with relevant interesting content
Place sharing social share icons in susceptible moments – Make it easy to share
The Title can make or break your content so take extra time to create a compelling headline
Use a subheading to further entice reader
Include social media sharing and keywords in editorial calendar planning
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Editorial Calendars Take Content to Next Level• Allows you to think strategically• Proactive planning and faster reaction• Pre-publish content• Coordination across media outlets, blog, PPC, articles, SEO, graphics, videos, social media
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Good User Experience Increases Share-ability
Include visually stimulating graphics
- Good graphic draws reader in
- Faces & bright colors attract the eyes
“Chunk up” the content layout to be more scan friendly
- Use headers, subheadings & bullet lists to add hierarchy
- White space is your friend
- Keep paragraphs short
Avoid “noise” and distracting items on page
Don’t forget Google tracks user behavior
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Use Social Media to Share Content68% of US adults use social networking sites (Pew, 2016)
79% of internet users use FacebookThat’s eight-in-ten online Americans now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). (Pew, 2016)
Consider your target audience demographic and match it with social media site they use
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Getting Your Great Content Found OnlineMix in synonyms, long tail terms and variations
Replace duplicate content with original writing and use canonicals
Clean up the site - Remove low quality pages, write longer deeper content
Link to related useful content
Be professional - run link checkers, spell checkers and avoid foul words
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Points to Take Home
1. Keyword research Isn’t dead – helps identify user intent
2. Exact match keyword targeting is dead3. Use keyword phrases, synonyms and related terms on the page, in
schema code and in all digital assets
4. Use tools to increase productivity & provide insights5. Test keywords for true worth. View popularity as traffic potential and
consider seasonality and trends6. Write to enhance the user experience - Compose quality content that
satisfies user intent and answers questions
7. Develop an editorial calendar and use it to maximize content’s potential8. Make content easy to read & share
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Thank You!
Christine [email protected]
@KeyRelevance@ChrisChurchill
Questions?
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX