In 18 years, Bernard has started 4 companies, taken 3 webbased companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.
bernard@seoreseller.com /bernardsanjuaniii
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
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Success with Keywords: How to Do Effective Keyword Research with
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Meet The Expert
In the previous webinar, we discussed how you can effectively use each part of SEOReseller’s SEO Site Audit to win new clients, recommend the right solutions, and begin a successful SEO campaign. ●Keyword Selection ●Accessibility and Indexability ●On-Page ●Off-Page ●Penalties and Warnings bit.ly/partner-bootcamp-webinars
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
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Success with Keywords: How to Do Effective Keyword Research with
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What Happened During the Previous Webinar
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What’s Next: Discussion Overview
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A PPC Offer To Get You Started
Discussion Overview Keyword research lays the foundation for your SEO campaigns and makes it easier to set expectations with clients. Join Bernard in our third Partner Bootcamp Webinar and learn how to win at keyword research to drive more business and value for your clients. bit.ly/callsked
• Understanding Your Keywords • User Intent Classification of Keywords • Determining the Ideal Keywords • Keyword Density and Grouping • Challenges in Keyword Selection (and How to Overcome Them) Q&A Session
What’s Next: What are Keywords?
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What are Keywords? Definition • • •
Terms used in queries Search terms you want to be relevant for Not a digital marketing concept; they’re a general marketing concept
Supporting Keywords
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Parts of a Keyword Phrase Prefix or suffix that turns a keyword into a long tail variation
Core Term
Find an affordable car loan What’s Next: Understanding Your Keywords
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Understanding Your Keywords
What’s Next: Understanding Your Keywords
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Understanding Your Keywords Understanding your keywords makes it easier to narrow down your keyword list
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This helps you: • Drive traffic to the site • Eventually convert traffic into customers • Use the right keywords according to the different stages in the sales funnel
What’s Next: User Intent Classification for Keywords
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next: User Intent Classification for Keywords
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User Intent Classification for Keywords
Success with Keywords: How to Do Effective Keyword Research with
User Intent Classification for Keywords
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• Navigational - Company or brand queries, domain queries. • Informational - Curiosity, question-oriented, solution-seeking queries. • Commercial - Informational search with future business implications. • Transactional - Looking to purchase queries.
Pro-tip:
Following these four user intents helps you identify the best fitting keywords for a client.
What’s Next: Applying Keywords in the Sales Funnel
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Applying Keywords in the Sales Funnel Sales Funnel
General
The longer the tail of the keyword, the closer to the conversion portion of the funnel. The more general the keyword, the more informational it tends to be.
Specific
What’s Next: The Value of Traffic
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Pro-tip:
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The Value of Traffic
What’s Next: Google’s Micro-Moments
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Google’s Micro-Moments “I-Want-to-Know” Moments • Consumers act on a need to learn something new instantaneously. • People doing research
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“I-Want-to-Go” Moments • Consumer expectations grow as location-based queries rise. • Queries are focused on Maps or local searches “I-Want-to-Do” Moments • Consumers use their smartphones to search for ideas while doing a task. • Queries are focused on “how-to” content. “I-Want-to-Buy” Moments • Consumer decisions are influenced by what they find online at the last minute. • Commercial and transactional queries. What’s Next: Determining the Ideal Keywords
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Determining the Ideal Keywords
What’s Next: Determining the Ideal Keywords
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Determining the Ideal Keywords
Factors which affect the success of Keyword Selection
What’s Next: Keyword Purpose to Landing Page Match
Existing Ranking Equity
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Keyword Purpose to Landing Page Match
Keyword Selection Success Factors
Existing Semantic Relevance
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Supportive Content
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1. Keyword Purpose to Landing Page Match • Don’t try to target a money term to the homepage unless the money term is the core business
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• What keywords you allow your clients to have depends on what kind of pages they have or are willing to have inside their website Example:
Informational Keyword = Informational Page
Pro-tip:
You should be the expert. What’s Next: Existing Semantic Relevance
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• Website is already talking about a particular topic inside their content. • Contextual relationship. • Easiest way to pick your keywords is through the Google Keyword Planner tool.
1. Make sure to enter the domain in the keyword section and not in the domain.
http://adwords.google.com/keywordplanner What’s Next: Existing Ranking Relevance
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2. Existing Semantic Relevance
2. Select Keyword Ideas
http://adwords.google.com/keywordplanner What’s Next: Existing Ranking Equity
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2. Existing Semantic Relevance
3. Existing Ranking Equity
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• Don’t deny your clients a keyword if it is good enough to be on the 1st page of search results. • Easier to rank; you just have to beat the competing pages. Google Search Console https://www.google.com/webmasters/tools
What’s Next: Existing Ranking Equity
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3. Existing Ranking Equity
SEMrush
https://www.semrush.com What’s Next: Supportive Content
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4. Supportive Content
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•One of the characteristics of a perfectly optimized page is keyword targetedness. •You can’t rank for a term you’re ashamed to mention. The keyword, topic, and client should have the following relationships: Semantic = You’re actually talking about the topic. Contextual = You have topics somewhat related to the keyword. Syntactic = Keyword exists in its exact match on your site. What’s Next: Short-tail vs. Long-tail
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Short-tail vs. Long-tail Q: When do you long-tail or short-tail your keywords?
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A: It depends on what your website is designed to do. •Informational or commercial terms are better for driving traffic. •Use long-tail variations to bring users to the lower portion of the funnel and drive more conversions.
What’s Next: The Wedding Analogy
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The Wedding Analogy What is your client after?
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Cheap Beautiful Fast What’s Next: Keyword Density and Grouping
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The Wedding Analogy What is your client after?
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Cheap Beautiful Fast What’s Next: Keyword Density and Grouping
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Success with Keywords: How to Do Effective Keyword Research with
The Wedding Analogy What is your client after?
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Cheap Beautiful Fast What’s Next: Keyword Density and Grouping
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Success with Keywords: How to Do Effective Keyword Research with
The Wedding Analogy What is your client after?
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Cheap Beautiful Fast What’s Next: Keyword Density and Grouping
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Success with Keywords: How to Do Effective Keyword Research with
Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next: Keyword Density and Grouping
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Keyword Density and Grouping
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Page Density
Content Density
Inclusive of all the times the key term appears on the page based on the source code
Inclusive of all the times the key term appears in the <body> with the most powerful appearing at the top and to the lef
< 5% Whatâ&#x20AC;&#x2122;s Next: Keyword Density and Grouping
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Keyword Density and Grouping
Keyword Density and Grouping
1% - 2%
Hyperlinked to most relevant page
Whatâ&#x20AC;&#x2122;s Next: Keyword Density and Grouping
1% - 2%
1 exact match to 2 partial matches One is hyperlinked with 1 to 2 other semantically-related terms pointing to relevant websites
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Off-Page
On-Page
Keyword Density and Grouping Keyword Grouping
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The practice of categorizing sponsored keywords into groups to simplify PPC campaign administration. Example: Digital marketing agency, digital marketing service provider, digital marketing company
Pro-tip:
Don’t say yes to everything; otherwise, you’re doing clients a disservice.
What’s Next: Challenges in Keyword Selection
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Whatâ&#x20AC;&#x2122;s Next: Saying No to a Keyword
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Challenges in Keyword Selection (and How to Overcome Them)
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Challenge #1: Saying No to a Keyword Solution: It’s about gunning for the holy grail vs. gunning for multiple little grails.
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Example: Client wants to rank for “Family law Houston”. •Gun for variations of what comprises family law. (Ex. divorce, child custody, child support, prenuptial agreements, etc). •Look for the easier wins to get relevant traffic.
What’s Next: Watering Down the Vanity Keyword
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Challenge #2: Watering Down the Vanity Keyword Solution: Set the right expectations.
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Example Client wants to beat a competitor for a specific term, even if they are already on the top spots for over a hundred keywords. •Set expectations on what you can and cannot win. •Focus on long-tail variations that drive business today, then get vanity keywords later on. •Sometimes, it’s wiser to say no.
What’s Next: Targeting for a Specific Term
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Challenge #3: Targeting for a Specific Term, but the Equity is on the Homepage
Whatâ&#x20AC;&#x2122;s Next: Synthesis
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Synthesis
Whatâ&#x20AC;&#x2122;s Next: For Our Partners
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For Our Partners
(Downloadable PDF Training Guide) bit.ly/keyword-research-partner-guide
Whatâ&#x20AC;&#x2122;s Next: Q&A Session
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Success with Keywords: How to Do Effective Keyword Research with
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How To Do Effective Keyword Research
Q&A Session
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Schedule a Call bit.ly/callsked Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116 US (415) 625-9700 info@seoreseller.com
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