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@StoneyDStoney G deGeyter
@polepositionmkg
GOODBYEKeyword Optimization...
HELLOTopical Optimization
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PRESENTATION TITLE @StoneyD
• @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
WebM
arketingChecklist.com
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Marketers have one job
Gain new customers
Generate more sales
Become an authority
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Customers are like love
They are usually found when you’re
not looking!
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AUTH
ORI
TY
SALES
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Searchers are looking for 2 things
Customer Reviews
the service you provide
Valuable Content
how well you know your stuff
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Two ways to build authority
MASS KEYWORD CONTENT
AUTHORITY TOPICAL CONTENTVS.
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PRESENTATION TITLE @StoneyD
Keyword Research is Not Dead
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Keyword data is still valuable
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There’s more to a keyword than the keyword
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PRESENTATION TITLE @StoneyD
Understanding Searcher Intent
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ResearchPurpose:Deciding on Needs
ShopPurpose:
Comparing Aspects
BuyPurpose:
Looking at Specifics
InfoPurpose: Seeking
Knowledge
Researchers Shoppers BuyersDifferent searchers have different intents
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It’s not always obvious – keywords lie
“cordless telephone”
headset
cordless “telephone
headset”cordless telephone headset
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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?
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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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PRESENTATION TITLE @StoneyD
Topical Optimization Versus Keyword Optimization
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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
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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
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Multiple authoritative topics of entry
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Keyword topical domination
Designsacrylic nail designs
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PRESENTATION TITLE @StoneyD
WebMarketingChecklist.com
Thank You!