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Keywords are the crucial foundation for online marketing efforts, and in this course, author Matt Bailey shows how you best structure search engine optimization and pay-per-click plans around the insights you glean from keyword research. He helps you explore the sources for keywords and build a keyword list with research and management tools like Raven Tools, Moz, SEMrush, and Wordtracker. He shows you how to filter and interpret keyword data, observe trends, and better understand the intent of the searcher, and how to develop an informed strategy and implement keywords throughout your site for maximum searchability. Matt also covers how to apply your keyword insights to Google AdWords campaigns and measure the results of your SEO and AdWords efforts.
Being able to present a strategy for your keyword selection is going to be necessary for many of you taking this course. Even though some of you are independent and will answer to yourselves, being able to give valid reasons for your keyword selection may still be necessary at some point, should you ever work with an SEO or need to evaluate a provider. At this point in the course, you should have worked through these keyword lists and exercises thoroughly and be more than familiar with your market. I also hope that as you have applied these research techniques to your own business, you have also found some insights and eye-opening information that will create opportunities.
The first way that I recommend articulating a keyword strategy is to show how the searcher's language may be different from the company language. I'll never forget, working for a landscape machinery manufacturer who was selling stump grinders. But on their website and in their catalog, they called them a stump cutter. However, everyone in their company called it a stump grinder, which is exactly what the keyword research showed. Everyone searched for a stump grinder. But when asked why they chose to use the term stump cutter, they simply said that it had always been done that way.
Exposing traditional in-house language is the first step to presenting keywords. The best way of showing your keywords selection is to humanize it. This is easily done because your keyword data is built from potential customers looking for information you provide. Approach this as a learning opportunity. This is amazing market research, not just keyword research. As this has millions of potential customers telling you how they look for companies like you.
Develop a picture of that customer and why they would be using those words and what they expect to find. Next, present the keyword strategy through the lens of the buying cycle. How general, popular words are early cycle words, and then how the phrases change mid-cycle to feature an investigation based words. Followed up by the end of the cycle, where the phrases become longer, and more specific. The more insights, patterns, trends, and opportunities that you find.
The more you have worked with the data and organized it, the better prepared you will be to explain and correlate the data into viable explanations.
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