why keywords? - hubspot academy · pdf file• “eliminate the burden of debt”...

WHY KEYWORDS?

First, a definition of what keywords are.

Let’s poll the audience, how would you find…

The best sushi restaurant in Boston, MA

B2B business blogging trends

131 billion searches done monthly online.

A TOPIC OF IMPORTANCE.

What is a keyword/keyword phrase?

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.

“How to install a three-prong electrical outlet”

“Electrician Cambridge, MA”

“Should I hire an electrician to change my outlets?”

Flickr User: Liquene

Professor Moore

AS AN INTERNET USER:

Flickr User: Liquene

User being brought to helpful content on the topic of improtance.

What your company does, Company name

Helps shed light on common problems or questions.

Also discusses different benefits of one solution over the others.

Name of product/services. What the solutions is.

AS A BUSINESS ONLINE:

Homepage:

Product/Service pages:

Blog posts:

WHY CREATE A KEYWORD STRATEGY?

Keywords help to attract, convert, close and delight.

Keywords tool in HubSpot ties our traffic & contacts back to our content

creation efforts.

HOW TO IDENTIFY QUALITY KEYWORDS WITH BEST PRACTICES.

Uncover and understand your buyer personas’ queries

BEST PRACTICES FOR KEYWORDS

Create & optimize content around each keyword phrase

Determine if you can rank for these keywords

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”

The Buyer’s Journey

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

Some keywords are more difficult to rank for than others.

FLICKR USER HJMEDIASTUDIOS

Let’s pause and think for a moment about the word “shoes.”

What pops into your brain when we ask about shoes?

Everyone here probably thought of a different type of shoe.

FLICKR USER JEFSAFI

Short & broad keywords

“marketing” “shoes” “outdoor travel ”

Long-tail keywords

“social media marketing for small b2b startups” “red Nike men’s running shoes” “outdoor travel in Yellowstone National Park”

VS

• Have less competition: Making it easier to

rank and get traffic

• More qualified visitors

BENEFITS OF USING LONG-TAIL KEYWORD PHRASES:

• More competition.

• More general, vague.

• More search volume to cut through.

REASONS NOT TO WANT TO RANK FOR “SHORT” KEYWORDS:

USE KEYWORDS WITH A “DIFFICULTY” LEVEL OF 50 OR LESS.

MATT CUTTS AT GOOGLE “START SMALL, NICHE”

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.

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

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.

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

WHERE TO ADD KEYWORDS (FOR SITE PAGES):

1. Page title

2. Page URL

3. Content headers

4. Content

5. Meta description

WHERE TO ADD KEYWORDS (FOR SITE PAGES):

1. Page title

2. Page URL

3. Meta description

WHERE TO ADD KEYWORDS (IN GENERAL):

• Easily visible

why keywords? - hubspot academy · pdf file• “eliminate the burden of debt”...

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