keyword research word camp 2014 - updated

Keyword Clinic – How to get your

WordPress website

found on GoogleJenny Munn

SEO Consultant & Trainer forIn-House Marketers & Small Business Owners

[email protected]

Twitter @JennyMunn

#WCATL@jennymunn

http://www.jennymunn.com/

mailto:[email protected]

Who Am I?

What We’ll Cover Brief Overview of SEO4 Phases of Keyword Research:• Phase 1: Brainstorm Keyword Possibilities• Phase 2: Verify Keyword Data & Add Words

Google Tells Us People Use• Phase 3: Keyword Prioritization and Selection• Phase 4: Assign Keywords to ContentUsing Keywords in ContentWhat Else matters to SEO

Why This Matters• Keyword Research is the foundation

of a successful SEO strategy• Keywords = the language of your

customers • The goal: more traffic, leads, and

sales for your business by using the same language and getting in their head

SEO Overview

Important Basics About SEO• Marketing 101 = Using the language of your customers• Google ranks webPAGES…not a webSITE• Keywords are the absolute foundation of SEO• SEO does NOT happen on accident• The real goal of SEO: not just rankings, but traffic and conversions

SEO = Improving the Discovery of CONTENT

DIY SEO + WordPress = LOVE

• Levels the SEO playing field

• Empowers us as business owners

• Plugins, Plugins, Plugins

Phase 1: Brainstorm Keyword

Possibilities

Phase 1: Brainstorm Keyword Possibilities

1. SEO Home base: Open up Excel2. Brain Dump: Take 5-10 minutes and brainstorm

ALL the words you think you should rank 3. Add to that list: • Google Autosuggest• Poll a partner• Poll your customers• “Spy” on competitors with Spyfu• Look in your analytics

4. Get a good solid list – and let’s VERIFY these words

Keyword Research TipsGroup Like Words Together … Put In As Many As You Can Think

Of

park city utah fly fishingpark city fly fishingpark city utah trout fishingpark city trout fishingservice, guide, excursion, activity, etc.

Tips: *don’t forget plurals*don’t forget synonyms*person, product or service?

Horsinality: Disconnect:“horse training” vs “natural horsemanship”

Love coachDating coachMatchmakerMatchmaking professionalDating coachesMatchmaking for men

Meeting plannerConference organizerIndependent meeting plannerFreelance meeting plannerEvent coordinator

Take 1 Minute… …and BRAINDUMP

(paper or Excel)

Keep Adding Words: Google Autosuggest

Keep Adding Words: Look in your analytics

Keep Adding Words: “Spy” on competitorSpyfu.com: Free but limited

Phase 2: Verify the Data –

Using Google’s

Free Keyword Planner

Google Keyword Planner

Keyword Research Tips1. Put in lots of

combinations of words into your research tool

2. Look through every option:

Pay attention to hidden gems: (LOW Competition, HIGH Search Count)

3. Add all the reasonable keyword choices -> export to Excel

“How to Find Keywords” Free Report

Jenny Munn

http://jennymunn.com/are-you-an-seo-beginner/

• “Where do I LOOK for keywords?”

• “How do I know that I am using the RIGHT keywords?”

• “Why am I not RANKING for my keywords?”




Phase 3: Keyword

Prioritization and

Selection

Phase 3: Keyword Prioritization and Selection

Dive in to the Excel Data• Sort the keywords from high monthly search

count to low• Look through words one by one• Goal: shorten this list• Eliminate• Bold• Highlight

• Understand the competition you’re up against

-Large companies have the benefit of an SEO team

Why Competitive Research Matters

Danger - Important Tip

The most important thing is to get started. A half decent keyword is better than NO

keyword

Phase 4: Assign

Keywords to Content

Phase 4: Assign Keywords to Content

1. Set aside words for:• Site pages• Blog posts• Videos• Other content

Tweet this:#WCATL peeps: Want to diagnose your web content marketing efforts? Join @jennymunn at 2pm today in the Pope room

Using Keywords in

Content

On-Page Optimization

Photo courtesy of MozGoogle: The Perfectly Optimized Page

What Else Matters in

SEO

What Else Is There to This SEO Thing?

Other SEO elements: technical, off-page, links, social signals, rich snippets/structured markup, a great web architecture, page speed, etc, etc, etc., unique content

Questions? Stay in Touch!

Jenny Munn

2pm TODAY: Content Marketing Workshop: How to Plan, Optimize, and Analyze Your Efforts

Jenny Munn SEO Consultant & Trainer for

In-House Marketers & Small Business Managers

[email protected]

Twitter @JennyMunn

Twitter: #WCATL@jennymunn

Upcoming Keyword Research Workshop:

3-25-14 | Roam Dunwoody | 9:30-11:30am

http://www.jennymunn.com/

mailto:[email protected]