keyword research - stratex digital marketing · google search console google adwords ... success...
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Keyword Research
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� Dan Stratford� Digital Marketing Since 1997
� SEO
� Adwords/PPC/Paid Search
� Website Development
� Social Media
� Product Development to Business Development� Dex Media - $28M to Over $120M� LexisNexis – Grew to Over $10M/Year
� C1 Partners – Grew a $1M Agency� Lawyermarketingexpert.com
� Strategic� Messaging Development
� Results Based Strategy Development� Tracking Results at Conversion Level
Digital Marketing ConsultantUniquely Qualified to Help Business With Digital Marketing
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Why Keywords?� The Foundation of Your Campaign:
� SEO
� Social Media
� Advertising
… all Keyword Oriented
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Keywords Connect Your Prospects to Your Site
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Keywords
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If You Don’t Know the Keywords,
You Can’t Connect!
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Don’t Guess!1. You’ll Miss Important Terms
2. You’ll Focus on Unimportant Terms
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Myth
Keywords Don’t Matter
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ExampleOnline University:
online degree
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The “Long Tail”� Most Searches Do Not Use Your Primary
Keywords, but primary KWs are often vital to your success
� Multi-Word Phrases
� Very Specific Phrases
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High Cost& Competition
Low Cost& Competition
Low Probabilityof Conversion
High Probabilityof Conversion
1 Word Phrases“boots”
2-3 Word Phrases“ski boots denver”
More Descriptive Phrases“where to buy ski boots in denver”
Search Volume
Unique Search Terms
>70% of all Google searches are long-tail keyword searches
Long Tail vs. Head Terms
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Long Tail Examples� Primary Term: mortgage, home loans, refinance
� Short Tail� Mortgage company
� Denver mortgage company
� Denver home loan
� Refinance company denver
� Long Tail: � denver mortgage broker low cost
� find simple mortgage calculator
� cheapest mortgages in colorado
� Can I refinance a home within 6 months of my initial mortgage?
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Ignore the “Long Tail”?
� = Missed Opportunities
� Find Those Opportunities … Esp. in Competitive Arenas
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Keyword Research� Brainstorm List� Research Competitors� Tools:
� Google Search Console� Google Adwords� SEMRush� MOZ.com� Wordtracker
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UserIntentClassificationforKeywords
• Navigational - Companyorbrandqueries,domainqueries.
• Informational - Curiosity,question-oriented,solution-seekingqueries.
• Commercial - Informationalsearchwithfuturebusinessimplications.
• Transactional - Lookingtopurchasequeries.
Pro-tip:Followingthesefouruserintentshelpsyouidentifythebestfittingkeywordsforaclient.
What’s Next:Applying Keywords in the Sales Funnel
SuccesswithKeywords:HowtoDoEffectiveKeywordResearchwith
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ApplyingKeywordsintheSalesFunnel
What’s Next:The Value of Traffic
Pro-tip:Thelongerthetailofthekeyword,theclosertotheconversionportionofthefunnel.Themoregeneralthekeyword,themoreinformationalittendstobe.
Sales Funnel
INFORMATIONHotelsinNewYork
CONSIDERATIONHotelsinManhattanNY
DESIREBestHotelsinManhattan
NYCONVERSION
OnlineBookingforBestHotelsinManhattanNY
General
Specific
SuccesswithKeywords:HowtoDoEffectiveKeywordResearchwith
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TheValueofTraffic
What’s Next:Google’s Micro-Moments
SuccesswithKeywords:HowtoDoEffectiveKeywordResearchwith
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Using Your KeywordsSEO – in Web Pages:
� Title Tags
� Description Tags
� URLs
� Internal Links
� etc.
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SEO – Content:� “Think Keywords”
� Page Content
� Blog Posts
� Syndicated Content
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SEO – in Links to Your Web Pages� Anchor Text
� Content Around Links
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Whatever You Do …
…Think Keywords
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� Posting on Social Network Sites
� Writing Whitepapers
� Placing Ads
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Keywords Connect
You to Customers!
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� Upcoming Workshops:� https://www.meetup.com/Denver-Digital-
Marketing-Workshops-and-Networking/� Email: [email protected]� Dan Cell: 720-985-7945
� Consulting & Wholesale Services