goodbye keyword optimization, hello topical optimization

@StoneyDStoney G deGeyter

@polepositionmkg

GOODBYEKeyword Optimization...

HELLOTopical Optimization

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• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd

Web PresenceOptimization

PolePositionMarketing.com

Stoney deGeyter

THIS IS ME I do this

Follow me

here

Read my book

Hire my team

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arketingChecklist.com

Marketers have one job

Gain new customers

Generate more sales

Become an authority

Customers are like love

They are usually found when you’re

not looking!

AUTH

ORI

TY

SALES

Searchers are looking for 2 things

Customer Reviews

the service you provide

Valuable Content

how well you know your stuff

Two ways to build authority

MASS KEYWORD CONTENT

AUTHORITY TOPICAL CONTENTVS.

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Keyword Research is Not Dead

Keyword data is still valuable

There’s more to a keyword than the keyword

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Understanding Searcher Intent

ResearchPurpose:Deciding on Needs

ShopPurpose:

Comparing Aspects

BuyPurpose:

Looking at Specifics

InfoPurpose: Seeking

Knowledge

Researchers Shoppers BuyersDifferent searchers have different intents

It’s not always obvious – keywords lie

“cordless telephone”

headset

cordless “telephone

headset”cordless telephone headset

Designs Glitter Supplies

Tips Kits Powder

Polish Brushes Art

What is the intent for: acrylic nails?Can you create

a single “authoritative” page covering

all these?

Create topical groupsDESIGNS

• for summer• black• simple• black and white• pink• for spring• ideas• cute• matte

SUPPLIES

• wholesale• online• near me• cheap • professional• kit• for sale• store• quality

TIPS

• for sale• wholesale• only• with gel overlay• with designs• kit• french • colored • professional

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Topical Optimization Versus Keyword Optimization

Keyword optimization: one keyword / page

acrylic nail

designs

simple acrylic

nail designs

acrylic nail

designs for

summer

pink acrylic

nail designs

acrylic nail

design ideas

acrylic nail

designs matte

black acrylic

nail designs

spring acrylic

nail designs

Topical optimization: one intent / topic

Research Shop Buy Info

• best • full • cute

• for summer• for spring• long• short

• black•matte• art • designs

• 2015• gallery• ideas• pictures

Multiple authoritative topics of entry

Keyword topical domination

Designsacrylic nail designs

PRESENTATION TITLE @StoneyD

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Thank You!