SEO: Keyword Strategy

Introduction

• 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

Conclusion

• Don't be fooled by rankings
• Next steps