Viewers: in countries Watching now:
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.
So getting into more of a soft skill when it comes to keyword research, is asking the question why? The people that get to the heart of understanding their keywords, not only from a user perspective, but understanding the benefits to the business and beyond. When asking the question why. Why are there trends the way they are? Why do people use the words that they do? You see, when you're looking for the additional insight in understanding your market, it helps you develop skills that will be used far beyond just simply gaining rankings for your website.
The more you understand these words, the better you're going to be able to predict them and handle them according to your business. Understanding when the peaks and the lows, and the curves, and how they're shaped by not just these things, but industry events or market forces, or events that you can work around. If you can know it, predict it, you can plan it. And understanding how to predict it and understand it, sometimes involves getting away from your computer and getting out into the world.
Some of my best keyword research has taken place when I've gone and I've talked to the salespeople. You see, the salespeople are in direct contact with the customers. And when I provide them with some of the data that I've received in developing the keyword research and the trends, you'd be amazed at how much insight some of your sales people can give you. They'll understand why people use certain words or why it trends at this time. This can give you insight well beyond just optimizing your website for rankings.
It can help you learn the language of the customer. And when you learn the language of the customer, it enables you to create a better connection through using the right word at the right time. So look at external forces, look at the company's marketing calendar, look at any events or trade shows or expos that happen, anything that would indicate a specific intent. That maybe a specialist in your company can answer. Look also for the expectation and the specific wording and why it would happen that way on that phrase.
You see, the more you ask questions, the more you create insight. Just from the research that we've done so far, when comparing Southern California hiking and Northern California hiking, climate is a primary driver. It's evidenced by Southern California hiking just drops in August. It's too hot to hike. However, in northern California, it's a much more pleasant climate, and so the season lasts longer. Also, in just creating the insight in the difference between singular and plural, we find that when people are searching on plurals, more than the singular, they're shopping.
They're still looking for all the options are available. And when people are looking for more singular phrases, they're ready to buy. They know that that's what they want, and then they are looking for the options there. And those are things that are only gathered by asking questions and getting beyond your computer and going and talking to those people that have a hand in the industry.
There are currently no FAQs about SEO: Keyword Strategy in Depth.
Access exercise files from a button right under the course name.
Search within course videos and transcripts, and jump right to the results.
Remove icons showing you already watched videos if you want to start over.
Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.
Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.