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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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WELCOME TO



Jon Wuebben


CEO, Telegent Media

Keyword Research

Getting it Right

contentrichbook.com



Keyword Research and Implementation


Competitive Copy Research


Website Copy Analysis


SEO Copywriting Tricks


Meta Titles and Descriptions

What We’ll Review


"Studies have shown that second or third page
rankings can increase Web site traffic by up to nine
times. Top 10 rankings, or first page listings, can mean
an additional sixfold increase in traffic. The correlating
impact on sales is also astronomical: 42% more sales
within the first month of Top 10 listings and nearly
100% more the second month.”




B to B Magazine said...


Search Marketing will be a $7
Billion business this year


FACT:




Search Engine Optimization

is the practice of
using a variety of techniques to improve a site’s
ranking on the search engines. Could include:


* Editing or adding to HTML code

* Working with site navigation features

* Employing linking strategies

* Web page copywriting and CONTENT


SEO
-

What is It?


50
-
70% of the people out there think
that the companies listed at the top
of the search engine rankings
are
the top companies in their field
.


FACT:



Which
keyword phrases

are your potential customers using
to try and find you on a web search?


Wordtracker.com



the best resource in the industry
($8.25/day or $275/year)


KeywordDiscovery.com



Also a great site! ($50/month)


Blogpulse.com/trend


Adwords.google.com/select/KeywordToolExternal


Use 2
-
3 keyword phrases on each page, about 3 times
each


Don’t Keyword Stuff!

Keyword Research / Implementation


Keyword Frequency, Density, Prominence



Keyword Frequency:
Number of times your keyword
phrase occurs on the page.


Keyword Density:

The percentage of total words on the
page divided by the number of times the keyword
phrase appears. Shoot for between 3
-
8%.


Keyword Prominence:

The first word of the page's title,
or header, sub headers and at the very end.


Keyword Nuances:



“Truck” =
Product category

“Full Size Light Duty” =
Segment of the market

“Ford” =
Brand name

“F
-
150” =
Individual model names


Examples:


Corresponding Adjectives:


Comparison Adjectives =
“tough light duty truck”

Qualifier Adjectives =
“heaviest light duty truck”

Function Adjectives =
“fastest light duty truck”

Attribute Adjectives =
“2 ton light duty truck”

Action Adjectives =
“buy light duty truck”



Examples:


Keyword Nuances:



Multiple audiences:

a certain keyword phrase may apply to two
totally different industries or purposes (“policing”


could be
“policing the community” or “policing the Internet”)


Related meanings:

Avoid a broader term (warranties) when a
more specific one will do (home warranties).


Acronyms: Beware of
double meanings

in your keywords.


Plural/Singular issues: “trucks” and “truck”


there are
differences.


Multiple intents:

“Hotel” and “Lodging”


they may mean the
same thing to you, but the term “hotel” will have a higher
conversion rate.



Keyword Nuances:



Multiple audiences:

a certain keyword phrase may apply to two
totally different industries or purposes (“policing”


could be
“policing the community” or “policing the Internet”)


Related meanings:

Avoid a broader term (warranties) when a
more specific one will do (home warranties).


Acronyms: Beware of
double meanings

in your keywords.


Plural/Singular issues: “trucks” and “truck”


there are
differences.


Multiple intents:

“Hotel” and “Lodging”


they may mean the
same thing to you, but the term “hotel” will have a higher
conversion rate.

...Some Other Important Considerations



Paint supplies


Artist brushes


Oil based paint


Art Supplies

Keyword Phrase Trick


Making Three Keyword Phrases work in the
same sentence


“Buy
oil based paint

and
artist brushes

at
Art Supplies
.com”


Semantically Related Phrases:


Words and phrases similar to the main
keyword phrases:


auto, car, vehicle, motor vehicle and
automobile

are all
semantically related.




Search for your keyword phrases and look to see which sites
rank on the 1st page
-

These are your
competitors!


Look through their sites and assess the writing


Right click on home page to
view “source code”


Take a look at their
meta tag

copy and
keyword phrases

they
are targeting


Look at their links by using
LinkPopularity.com

Competitive Copy Research



Use
keyword phrases

in links, headings, at the start of the
page


Use keyword phrases
3 times

on the page


No more than 400 words/page, 250 words/page will get
your page spidered by the search engines


Keyword “density”



no more than 5.5%


Home page


Use more
general

keyword phrases
Inner pages
-

Use more
specific

phrases


Continually
update

your sites content


Ensure the
META tags

are correct



Tricks of SEO Copywriting with Keywords



Your page titles are mini headlines! Use
benefit statements


Use keyword phrases in the
title and description tags


Every page should have a unique title and description tag


Don’t let your IT Department control META tags!


These are feature/ benefit rich


requires a good marketing mindset


Title: 50
-
75 characters in length, clearly tells what the page is about


Make them
clickable, captivating, and compelling!


Leave your company name out of the title tag


Description: 200 characters in length, use a strong call to action, written
in the 3rd person


Google uses
“snippets”

for your description (include benefit statement
around your keyword phrases)

META Titles / Descriptions


Check out the blog at

contentrichbook.com


THANK YOU!


Jon Wuebben

President / CEO

jon@telegentmedia.com