SEO: Keyword Strategy in Depth
Illustration by Richard Downs

Compare keyword trends


SEO: Keyword Strategy in Depth

with Matt Bailey

Video: Compare keyword trends

Up to now, we've been looking at keywords from a more two dimensional standpoint. Now, I've also selected the next four terms based on two factors.
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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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Watch the Online Video Course SEO: Keyword Strategy in Depth
4h 14m Appropriate for all Feb 27, 2014

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.

Topics include:
  • Understanding how keywords work
  • Using long-tail keywords, phrase patterns, and plurals
  • Organizing keyword data with a keyword spreadsheet
  • Interpreting data and discovering searcher intent
  • Measuring keyword competitiveness and brand impact
  • Examining keyword demand and keyword trends
  • Applying keywords to your website for maximum searchability
  • Creating effective PPC ads based on keywords
  • Understanding PPC bidding strategies to avoid costly mistakes
  • Measuring results so you can further prioritize marketing efforts
Matt Bailey

Compare keyword trends

Up to now, we've been looking at keywords from a more two dimensional standpoint. By that I mean, we're simply looking at how many times this keyword has been searched on and comparing it to competition. But I like to add the third dimension of data, and the third dimension is that of time. Simply because a keyword is searched on more than other keywords, does not mean that it is searched on the most all the time. There's always an annual trend that needs to be considered and measured.

The more knowledgeable you are about these annual trends, the more prepared you'll be to deal with them as they come, as well as to plan ahead and predict them and take advantage of them for your marketing. And so, what we're going to do here is compare a number of terms. I've got five terms, and the reason why I've selected these five is the first one ,California hiking trails, is a more general term, so it's going to receive a lot more searches, and I'm going to use that as, really, kind of a baseline with which to compare my next few versions of terms.

Now, I've also selected the next four terms based on two factors. The first, a location factor. There's a clear difference between people searching for northern California hiking and southern California hiking. The second factor is word order. I want to see if there's any difference between people using hiking first in the key phrase or last in the key phrase. So, as you can see, I have hiking southern California, hiking northern California, northern California hiking, and southern California hiking.

In comparing these across the trend lines, one thing that jumps out to me is that the south keywords are searched on more than the northern keywords. Now, I could have seen that in the keyword counts, and typically, you can figure that out very quickly, but I always like to double-check on Google Trends because it gives me a more visual way of looking at the keyword data. Now, the general term of hiking trails, as you can see, it's very volatile. It always seems to spike in middle of the year.

And when I look at Southern California, it's a little less volatile. In fact, the last two years looks very rounded and almost very even. Whereas the northern based keywords, there's definitely a spike in the early summer. And so, from these trend lines and adding that third dimension, we can come up with a number of conclusions from our comparison. We can see that the trend of southern California hiking keywords are following the baseline trend of the more gentle term, California hiking trails.

Southern trend is less volatile, and it starts earlier and lasts longer. So, from a prediction standpoint, if I'm going to develop ongoing content, and I'm going to develop hiking packages on the website to target those people looking for Southern California hiking, I'm going to start developing content, and I've got to have those packages on the site by late December. The content, I'm going to start, probably mid or early December, writing about new packages or new offerings for southern California hiking.

And the main reason I'll start both of things in December is because it peaks in January, it peaks again in April, June, and July. You see, the reason why it peaks in January are those are all my planners. They're planning out what they're going to be doing in the summer. It peaks again in April because those are my late planners. Those are people that have an idea of what they're going to do, but they don't exactly wait till the last minute. The people in June and July, they wait till the last minute, and they're the one's looking for packages, vacation packages or hiking packages, that they can get on.

So, we see the same thing in northern California. However, it spikes in April, as the first trend, and then it lasts until August. So, I can start my content program and my optimization, and I can also have a level of expectation of my southern-based hiking keywords starting earlier in the year, and then I can put off marketing my northern California hiking terms until about late mid-March to prepare for my April search and then plan for that to last longer throughout the year.

And see, those are the action points. I can take all of this data. I can do an initial optimization on my website for those packages that are relevant to the keywords, but I can create ongoing content. This helps me predict when I should start writing content or maybe creating new products to match the trends. And that way, I'm developing content at the right time, for the right searchers, and can deliver what they want when they want it, and I can grow my rankings as I'm developing content and implementing the words that I'm learning for my keyword and trend data.

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