textbroker international webinar series: understanding keyword basics
Post on 14-Sep-2014
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DESCRIPTION
Get your free Textbroker account: http://www2.textbroker.com/home From the Textbroker Custom Content Webinar Series learn about how keywords affect search engine ranking. It is important to create webpages, product descriptions, and press releases with targeted keywords that will get you noticed when people search for those topics. Bring more traffic to your website by utilizing keywords.TRANSCRIPT
Jennifer Beaupre / Keywords 101
Identifying the Right Keywords for your Business
KEYWORDS 101
May 14, 2014 | 10am PDTtextbroker.com
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Jennifer Beaupre / Keywords 101
VP of Global MarketingJennifer Beaupre
[email protected]@jenbeaupre
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AGENDA Why keywords are a vital part to online marketing How to identify the right keywords for your business Where to place your keywords within your web content How to measure what’s working and what’s not The difference between organic and paid keywords How Textbroker helps clients and authors utilize keywords to their advantage
Jennifer Beaupre / Keywords 101
INTRODUCTION
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KEYWORDS INTRO What did search marketing look like 20 years ago? Phone book– AAA+ Plumbing
Direct mail Industry publications
Today, web users search for everything on search engines. Keywords are the foundation for SEO.
Let’s find out how to show up in search results!
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WHY KEYWORDS? Ranking for the right keywords can make or break your site High return on organic search terms Learn about your customers’ demands and tendencies Get more web traffic Low barrier to entry Keywords are clues to the contents ofyour website
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WHAT ARE THE RIGHT KEYWORDS?
What is your company about? How would your customers describe your products and services? What keywords will yield the best traffic? Which keywords are easiest to rank for?
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IDENTIFY YOUR KEYWORDS
Web Analytics (Google Analytics) Webmaster tools Keyword planner Talk to your customers Research your competitors Internal company pow wow
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WHERE TO PUT YOUR KEYWORDS
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KEYWORDS + CONTENT
Headers
URL’s Page Titles Hyperlinks
On-Site
Blog Posts Text Content Sub-headings
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KEYWORDS + CONTENT
Social Media Videos Guest Posts Shared Content
Off-Site
Referral Links Press Releases Images
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WHAT NOT TO DO Do not use <strong> for headers. Use <h1>, <h2>, <h3> Do not overload text with keywords. Keep it real Do not compromise website usability Do not use “stop” words in titles: the, a, an, and, is Do not use empty adjectives
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LONG-TAIL KEYWORDS
*data from SearchEngineWatch
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MEASURING KEYWORD EFFECTIVENESS
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Keyword ToolsGETTING STARTED
Google AdWords Keyword Tool Google Trends Third Party Service (HitTail)
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Google AdWords ToolKEYWORD RESEARCH
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GOOGLE TRENDS
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HOW TO MEASURE KEYWORD SUCCESS
Look at:– Ranking, number of searches and competition– Organic searches– Paid AdWords– Conversions (sales)
Jennifer Beaupre / Keywords 101
ORGANIC VERSUS PAID KEYWORDS
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SEARCH RESULTS PAGE
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ORGANIC VS. PAIDOrganic
Natural rankings based on search algorithms Users more likely to trust organic results Top rank takes a long time to develop
Paid
Search engines make money with ads Businesses pay to be placed in top spots Pick and choose keywords/phrases
Many companies find success with a blend of paid and organic keyword tactics.
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KEYWORDS AND TEXTBROKER
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WHAT CAN KEYWORDS DO FOR YOU?
Lead generation Increased reach and name recognition Better customer development More qualified leads
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HIGH QUALITY CONTENTWhat Textbroker can do for you...
Unique content relating to your targeted keywords Headlines, structure, and links boost SEO Enduring content to build your keyword backing Part of overall content marketing strategy
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TEXTBROKER CLIENTS Request text-based content geared toward keywords Give authors suggestions and topics for articles Follow proven keyword formula Fresh, well written content Database of thousands of authors
Above all, improve search engine rank for your keywords!
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CLIENT SERVICES Custom web content Four-star authors you can trust Diverse keyword suggestions Affordable options
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TEXTBROKER AUTHORS Writers are paid and graded by writing quality & client feedback Writing resources available for improvement Easy to follow client proposals Focus on topics you want to write about Write when you want, as much as you want
Help clients improve their keyword rankings!
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Create a Keyword Content CalendarNEXT STEPS
Plan a content calendar based off your keyword needs Focus on long-tail keywords first Set up goals that you can track
Jennifer Beaupre / Keywords 101
Thank you!QUESTIONS?
Jennifer BeaupreVP of Global Marketing
[email protected]@jenbeaupre@textbroker
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