how to develop your keyword research strategy

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The Power The Power of a of a

Keyword Keyword StrategyStrategy

Keywords used well help your prospects find you

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What are Keywords?

• Why do they matter?

• What makes a good one?

• What do you do with them once you get them?

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Search Engines Index Pages

• -- Not Sites

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Each Page is an IndividualThat means each should get its own

keyword term

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Don’t Choose Broad Terms

• Education

• Women

• Dogs

• Fitness

Are NOT good keyword terms because they’re too competitive. Narrow it down using

software and brain power.

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Where to Find Keywords?

• Wordtracker

• Google Adwords Keyword Tool

• Google Instant (for ideas)

• Many others (Google “keyword tools”)

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Here’s an Example of Keyword Analysis

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What Does It All Mean?

• In the previous slide there are several terms and 3 columns. The first column is demand, the 2nd supply and the 3rd, the competitiveness.

Here’s another example:

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Your Task?

Determine the “best” keyword terms for you based on your audience, your service/product

and the competitiveness.

Spend some time here. This is your foundation.

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What Makes a Good Term?

• Too few searches won’t bring you the traffic you need

• Too much competition will leave you buried

Try to determine a happy medium

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Assign Each Term or Phrase to Individual Pages

• Be Specific

• For example, “services” page can be called “pet sitting in Annapolis” instead of “services”.

After all, which do you think your prospect will type into the search engines? “Services”? Or a

specific need?

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Keywords Are About Your Visitor Too

• By using the same language they’re using, you make a connection.

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Now That You Have Your Terms…What’s Next?

You strategically use them in your copy and your “behind the scenes” code

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3 Strategic Locations

• Headline/Title

• Near the beginning

• In the meta data

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Meta-What?

• Meta-Data – Use your keyword terms effectively “behind the scenes”

• This helps your prospects find you.

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Examples of Meta Descriptions and Titles

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What the User Sees

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What the Search Engine Sees

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Important Tip

Tip: Use the identical keyword phrase in both the title and the description.

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Here’s How That Might Look in Wordpress

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Recap:

• Determine good keyword terms via software programs

• “Name” each page individually

• Use that page’s term in the headline and other strategic points in the copy

• Don’t forget to fill out the SEO fields based on your main keyword term for that page or have your web person enter your description in the code.

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Let’s Connect!• www.jenphillipsapril.com• jen@jenphillipsapril.com• https://www.facebook.com/JenPhillipsApril• @jenphillipsapri on Twitter

About Write Words MarketingA web writer since 2004, Jen helps small to medium

businesses and nonprofits drive results online. A pet lover, she launched www.all-natural-dog-treat.com in 2004 and grew it to 80,000 organic visitors/month with optimized web content. Now she writes and consults for a variety of small and medium size businesses. She speaks on SEO and social media around the country.

http://jenphillipsapril.comhttp://jenphillipsapril.com