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The Art & Science of Keyword Research & Targeting

The Art & Science of Keyword Research & Targeting. How Search Engines Use Keywords in Search Results. Your Copy in the Search Results. Sometimes Search Engines Create Their Own Listing Titles & Descriptions. KW Usage for Rankings, CTR & Conversions.

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The Art & Science of Keyword Research & Targeting

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  1. The Art & Science ofKeyword Research & Targeting

  2. How Search Engines UseKeywords in Search Results

  3. Your Copy in the Search Results

  4. Sometimes Search Engines Create TheirOwn Listing Titles & Descriptions

  5. 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

  6. Keyword Usage on Targeted Landing Pages

  7. Title Tags

  8. Meta Descriptions Meta descrips in SERPs and in HTML

  9. Meta Keywords Tag? Meta Keywords in HTML

  10. Headline Tags

  11. Document Text Keywords highlighted in text (maybe from a cached snapshot by Google)‏

  12. Link Anchor Text

  13. Alt Tags Alt Tag for Image

  14. URLs Keywords in the URL

  15. But, How Do We FindKeyword Intelligence Info?

  16. Keyword Popularity Show List of KW Research in an Excel File or some such Sources

  17. Google AdWords Screenshot

  18. Yahoo! Search Marketing Screenshot

  19. Microsoft AdCenter

  20. WordTracker Screenshot

  21. Keyword Discovery Screenshot

  22. HitWise Screenshot

  23. Keyword Effectiveness / Conversion

  24. Keyword Difficulty Screenshot of SEOmoz tool

  25. Seasonality & Trends Sources

  26. Google Trends Screenshot

  27. Microsoft AdCenter

  28. Keyword Discovery

  29. Hitwise

  30. Paid Search MarketingPPC, CPC, CPA & PPP

  31. Paid Search Ads Screenshot of Ad Results in the SERPs

  32. 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

  33. The Perfect KW-Targeted PageIs it Possible?

  34. 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

  35. 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

  36. 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

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

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