SEO: Keyword Strategy

Introduction

• Search is a powerful tool for your business
• Keyword strategy: The foundation of digital marketing

1. How to Start Keyword Research

• Keywords research shows intent
• Keywords provide context
• Research the SERPs
• SEO keyword tools
• Keyword tools: Wordtracker

2. How to Analyze 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 to the Customer Lifecycle

• Use keyword trends data to complete the picture
• Apply your keyword data to your website structure
• Map your keyword data to a calendar
• Present your SEO keyword strategy

4. Use Keywords to Optimize Your Website

• Start with the page title for SEO
• 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. Use 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

6. Use Keywords to Optimize Your Marketing

• Content marketing: Answer questions and anticipate events
• Email: Educate and engage audience needs
• Social: Engage by knowing the need, time, and language
• Don't be fooled by rankings

Conclusion

• Continuing to apply an SEO keyword strategy