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Articulating strategy

From: SEO: Keyword Strategy in Depth

Video: Articulating strategy

Being able to present a strategy for your keyword selection is At this point in the course, you I also hope that as you have applied these research techniques to your own The first way that I recommend articulating a keyword strategy is to However, everyone in their company called it a stump The best way of showing your keywords selection is to humanize it.

Articulating strategy

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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This video is part of

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SEO: Keyword Strategy in Depth

60 video lessons · 8982 viewers

Matt Bailey
Author

 
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  1. 1m 17s
    1. Welcome
      1m 17s
  2. 27m 33s
    1. What are keywords?
      4m 11s
    2. The implications of keywords
      6m 36s
    3. How can we use keywords?
      5m 27s
    4. Find keyword research resources
      4m 1s
    5. View the keyword universe
      3m 25s
    6. Read keyword data effectively
      3m 53s
  3. 25m 46s
    1. Creating a keyword spreadsheet
      2m 41s
    2. Find initial keywords
      2m 18s
    3. Utilize the long tail
      4m 25s
    4. Find phrase patterns
      2m 15s
    5. Organize by prefix and suffix
      4m 8s
    6. Search for synonyms
      3m 19s
    7. Plan for plurals
      1m 56s
    8. Develop your keyword spreadsheet
      4m 44s
  4. 25m 28s
    1. Find searcher intent
      1m 48s
    2. Measure brand impact
      2m 26s
    3. Research demand patterns
      4m 0s
    4. Assess the right searcher
      5m 45s
    5. Assess competitive data
      4m 5s
    6. Measure keyword competitiveness
      3m 34s
    7. Measure the competitive environment
      3m 50s
  5. 20m 45s
    1. Intersect keyword demand and keyword trends
      2m 27s
    2. Apply tools for finding keyword search trends
      5m 3s
    3. Compare keyword trends
      5m 15s
    4. Asking why
      3m 22s
    5. Articulating strategy
      2m 35s
    6. Organizing keyword data with your additional data
      2m 3s
  6. 14m 25s
    1. Introduction to keyword research software and options
      1m 29s
    2. Raven tools
      3m 55s
    3. Moz
      3m 24s
    4. SEMrush
      2m 27s
    5. Keyword Discovery
      3m 10s
  7. 59m 55s
    1. Familiarize yourself with the page title
      2m 10s
    2. See how the page title is used
      3m 8s
    3. Evaluate your page title options
      7m 23s
    4. Understand page structure
      3m 40s
    5. How to utilize page structures to your advantage
      5m 20s
    6. Keep the attention of your reader with better page structure
      5m 33s
    7. Converge strategies of structure, scanning, and spiders
      3m 19s
    8. Implement keywords throughout your content
      6m 37s
    9. Integrate keywords within your website
      6m 42s
    10. Consider alt attributes and title attributes
      7m 2s
    11. Review your navigation for keywords
      3m 43s
    12. Test your navigation for usefulness and understandability
      5m 18s
  8. 37m 35s
    1. Create effective ads
      4m 16s
    2. Learn keyword-based bidding strategies
      2m 24s
    3. Balance keywords and quality score
      7m 51s
    4. Avoid costly mistakes
      4m 48s
    5. Focus on negative keywords
      3m 16s
    6. Add dimensions of location, timing, and word structures
      8m 57s
    7. Continually improve your campaign
      6m 3s
  9. 39m 10s
    1. Do not be fooled by rankings
      3m 35s
    2. Measure the right outcomes
      6m 19s
    3. Establish value
      5m 0s
    4. Develop keyword segments in your analytics
      6m 20s
    5. Evaluate landing pages for value
      6m 7s
    6. Troubleshoot landing page bounce rate
      5m 54s
    7. Prioritize your marketing efforts
      5m 55s
  10. 2m 25s
    1. Next steps
      2m 25s

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