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SEO: Keyword Strategy

via LinkedIn Learning


Learn about how to increase the quantity and quality of visitors to your website with strategic keywords and search engine optimization (SEO.)

Formulating a keyword strategy is one of the most important activities in marketing. Properly optimizing a website and strategically using keywords can yield visitors for years. Digital marketing expert Matt Bailey begins with the basics, covering what keywords are and what they do. Next, learn about how to find and analyze the right keywords for your business and implement them into different channels. Matt covers all the important components of choosing keywords including how to determine customer intent, identify trends, develop analytics, utilize negative keywords, and focus on what works. Finally, learn about how to measure the results, understand rankings, and establish priorities.


  • Search is life
  • Keywords: The foundation of digital marketing
  • Why keywords?
1. Starting Keyword Research
  • Keywords research shows intent
  • Keywords provide context
  • Research the SERPs
  • Keyword tools: Search engines
  • Keyword tools: Wordtracker
2. Analyzing Keyword Patterns
  • Keyword concepts: Long tail and short tail
  • Keyword concepts: Plurals
  • Keyword concepts: Questions
  • Keyword research: Buying cycle
  • Keyword research: Observations
  • Keyword research: Organize by phrase structure
3. Map Keywords across the Customer Lifecycle
  • Use trends data to complete the picture
  • Apply your data to your website structure
  • Map your keyword data to a calendar
  • Present your strategy
4. Apply Keywords to Optimize Your Website
  • Start with the page title
  • How search engines display your URLs and page descriptions
  • Optimize primary page structures
  • A word of warning about SEO
  • Take time to optimize the details
5. Apply Keywords to Optimize Your Paid Search
  • Maintain keyword groups with specific destinations
  • Build your quality score with keyword themes
  • Utilize negative keywords
  • Target ads and campaigns with keywords: Location, time, and words
6. Apply Keywords to Optimize Your Marketing
  • Content marketing: Answer questions and anticipate events
  • Email: Educate and engage the needs of the audience
  • Social: Engage by knowing the need, the time, and the language
  • Don't be fooled by rankings
  • Next steps

Taught by

Matt Bailey

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