First, a definition of what keywords are.

Transcription

1 WHY KEYWORDS?

2 First, a definition of what keywords are.

3 Let s poll the audience, how would you find The best sushi restaurant in Boston, MA B2B business blogging trends

4 131 billion searches done monthly online.

5 What is a keyword/keyword phrase? A TOPIC OF IMPORTANCE.

6 KEYWORDS ARE USED TWO WAYS: 1. As a user, they re usually something that the user wants more information on and the information will help them to learn. 2. As a business, they re usually the more information on a topic (problem, solution, product or service) that we know more about.

7 AS AN INTERNET USER: How to install a three-prong electrical outlet Should I hire an electrician to change my outlets? Electrician Cambridge, MA Professor Moore Flickr User: Liquene

8 Flickr User: Liquene User being brought to helpful content on the topic of improtance.

9 AS A BUSINESS ONLINE: Homepage: What your company does, Company name Product/Service pages: Name of product/services. What the solutions is. Blog posts: Helps shed light on common problems or questions. Also discusses different benefits of one solution over the others.

10 WHY CREATE A KEYWORD STRATEGY?

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12 Keywords help to attract, convert, close and delight.

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17 Keywords tool in HubSpot ties our traffic & contacts back to our content creation efforts.

18 HOW TO IDENTIFY QUALITY KEYWORDS WITH BEST PRACTICES.

19 BEST PRACTICES FOR KEYWORDS Uncover and understand your buyer personas queries Determine if you can rank for these keywords Create & optimize content around each keyword phrase

20 BEST PRACTICES FOR KEYWORDS Uncover and understand your buyer personas queries Determine if you can rank for these keywords Create & optimize content around each keyword phrase

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22 KEYWORDS OF BUYER PERSONAS Free vs Complimentary Agency vs firm Eliminate the burden of debt vs How to get out of credit card debt inbound marketing vs Internet marketing white-paper vs ebook or guide Adventure travel vs outdoor recreation

23 The Buyer s Journey

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26 Buyer Personas + Buyer s Journey = Content to create.

27 BEST PRACTICES FOR KEYWORDS Uncover and understand your buyer personas queries Determine if you can rank for these keywords Create & optimize content around each keyword phrase

28 FLICKR USER HJMEDIASTUDIOS Some keywords are more difficult to rank for than others.

29 Let s pause and think for a moment about the word shoes. What pops into your brain when we ask about shoes?

30 FLICKR USER JEFSAFI Everyone here probably thought of a different type of shoe.

31 Short & broad keywords Long-tail keywords marketing shoes outdoor travel VS social media marketing for small b2b startups red Nike men s running shoes outdoor travel in Yellowstone National Park

32 BENEFITS OF USING LONG-TAIL KEYWORD PHRASES: Have less competition: Making it easier to rank and get traffic More qualified visitors

33 REASONS NOT TO WANT TO RANK FOR SHORT KEYWORDS: More competition. More general, vague. More search volume to cut through.

34 USE KEYWORDS WITH A DIFFICULTY LEVEL OF 50 OR LESS.

35 MATT CUTTS AT GOOGLE START SMALL, NICHE

36 BEST PRACTICES FOR KEYWORDS Uncover and understand your buyer personas queries Determine if you can rank for these keywords Create & optimize content around each keyword phrase

37 KEYWORDS ARE USED TWO WAYS: 1. As a user, they re usually something that the user wants more information on and the information will help them to learn. 2. As a business, they re usually the more information on a topic (problem, solution, product or service) that we know more about.

38 CREATE & OPTIMIZE CONTENT FOR SEARCHERS FIRST, THEN SEARCH ENGINES.

39 KEYWORDS STRATEGIES TO AVOID: 1. Adding in keywords, just to add them. Also called keyword stuffing. 2. Worrying about a perfect keyword density 3. Bolding keywords, underlining keywords or adding different colors to help them stand out 4. Keyword linking to non-relevant keywords.

40 WHERE TO ADD KEYWORDS (FOR WEBSITE PAGES): 1. Page title 2. Page URL 3. Content headers 4. Content 5. Images/Alt Attribute 6. Meta description

41 WHERE TO ADD KEYWORDS (FOR SITE PAGES): 1. Page title 2. Page URL 3. Content headers 4. Content 5. Meta description

42 WHERE TO ADD KEYWORDS (FOR SITE PAGES): 1. Page title 2. Page URL 3. Meta description

43 WHERE TO ADD KEYWORDS (IN GENERAL): Easily visible

44 BEST PRACTICES FOR KEYWORDS Uncover and understand your buyer personas queries Determine if you can rank for these keywords Create & optimize content around each keyword phrase