content jam 2013: keyword research in 2013 by andy crestodina
Post on 17-May-2015
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Keyword Research
Andy Crestodina@crestodina #contentjam
If you have more MONEY than brains, you should focus on outbound marketing.
If you have more BRAINS than money, you should focus on inbound marketing.
- Guy Kawasaki
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help
Search + Social + Email = Content Marketing
Traffic: Social, Email, Search
The Spike …and the Long Tail
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
HOW GOOGLEWORKS
It’s simpler than you think...
This is why Google won…
Source: MOZ, 2013 Search Ranking Factors
Search Ranking Factors
Links = How trustworthy?
On-Page = How relevant?
Keyphrases = Relevant to what?!?
SEO (over)simplified
Keyphrases: 3 Criteria
KEYWORDIDEAS
Sources of Content Ideas
1. Your Industry: Blogs, Videos, Influencers
2. Your Clients
3. Your Sales Team
4. Your Customer Service Team
5. Your Analytics
6. Your Email Outbox
Can I really make the page page on the web?
Google Suggest
#gettingideas
CONTEXT
Beware “Universal Search Results”
Vid
eos
in s
earc
h r
esu
lts
Lo
cal
Car
ou
sel
If you searchfor “happiness”
VOLUME
Search Volume: Keyword Planner
Resource: Google Keyword Planner
COMPETITION
Link Popularity / Domain Authority
20 40 60 80#unfair
Their Authority…
Resource: MOZ Analytics *paid
Resource: Mozbar free!
What are you driving?
USING KEYWORDS
…they call this “on-page SEO”
Use the phrase in 4 places
1. Title2. Header3. Body Text4. Internal Links
Indicate the relevance!
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title> <title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too aggressive!
Keyword Stuffing = Spam
If your article is… Use the phrase…600 words 4 times1200 words 6 times1800 words 8 times
If you’re really into “keyword density…”
…but seriously, people. Really?
4. Internal Links
1. Link from older pagesto the new page
2. Use the keyphrase as the text in the links…
Resource: Internal Linking
Internal LinkingOpportunities!
EXAMPLES
From recent Orbit blog posts
200 visits / month
45 visits / month
275 visits / month
415 visits / month
3500 visits / month
LINK MAGNETS…the ultimate trick to ranking.
Link Magnets Meet Two Criteria…
1. They are high quality
2. They are highly visible
Rank Links Rank➡ ➡
So that’s how Wikipedia does it!
Where there’s traffic, there’s hope...
#ContentJam
Thank You!
Andy Crestodina@crestodina #contentjam
Step 1: Write 2000+ words
A. Teaches something useful
B. It’s on a topic that you love
C. Use Google Authorship tagging
GOAL: Write the best page on the internet for the topic
Step 2: Pick a phrase
A. Yes, people are searching for it.
B. No, it’s not too competitive.
GOAL: a realistic chance of ranking
Step 3: Use the phrase
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Build links to the page from other pages on your site. Use the keyphrase in the links.
GOAL: indicate the relevance
Step 4: Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
GOAL: Link, Link, Nudge, Nudge.
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