SEO: Keyword Strategy in Depth
Illustration by Richard Downs

Implement keywords throughout your content


SEO: Keyword Strategy in Depth

with Matt Bailey

Video: Implement keywords throughout your content

Now let's look specifically at how we can take the key phrases that we have So when we go to our Explore California And what I see, is that the hiking keywords, by far, are being searched on I can also see that hiking with ing is the way that most people So taking that information, I go back to my page and what I'm going to do is I'm It's up to how you want to do that or if you maintain a similar version.
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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

Implement keywords throughout your content

Now let's look specifically at how we can take the key phrases that we have learned throughout our key word research, and implement them through the content on our page. So when we go to our Explore California page, we're going to look specifically at the backpacking page. The current page title is Our Tour Packages. And just looking at the content, a better title would be Backpack in California. But I want to go back and double-check the research that we've done to make sure that I'm on the right track. So I'm going to go back and look at the research.

What I'm doing is, I'm comparing the two terms hiking and backpacking. I want to see if there's really that much difference between hiking and backpacking. And, am I on the right track using backpacking? And what I see, is that the hiking keywords, by far, are being searched on much more than backpacking keywords. In fact, there is a dramatic difference, between the amount of people searching for hiking, than backpacking. I can also see that hiking with ing is the way that most people are searching, rather than the hike with an hike.

The same with backpack, the singular version, backpack is towards the bottom. Backpacking tends to get more searches. So taking that information, I go back to my page and what I'm going to do is I'm going to rename this page from the focus on backpacking to focus more on hiking. Because that seems to be more relevant in getting the most amount of searchers to my page and that's my target audience. So I'm going to rename the page title to Hiking California's Big Sur. The h1 is currently backpack cow.

I don't want to abbreviate California because there are a lot of search phrases that have the full California name. And so I'm going to turn that h1, my primary page headline. In to hike California's Big Sur. As you can see, I am using two different versions of the word hiking. I am using hiking in the title and hike in the h1. It's up to how you want to do that or if you maintain a similar version. I find that I like to change it up so that my page title and my h1 are slightly different.

But using similar keywords. The h 2, which is the name of the package, currently Big Sur Retreat. I'm going to turn that into Big Sur Hiking Retreat. I want to be specific, and I can use the hiking keyword without sounding redundant, because that's the package that we're offering. Now, I can also add some structures where structures don't exist. On the page, I have nearly three paragraphs that I know people are not going to read. If I can break up those paragraphs into more scannable chunks and then put a title on each of those paragraphs, typically with an h2 or an h3 tag, something smaller.

But with an h2, I can start the first paragraph with the heading California's Big Sur because that's what the first paragraph is about. It's specifically about that region, and why it's so special and so I can put a title or a headline specifically for that paragraph. The second paragraph is all about the hiking guides and so here is a way that I can just headline that paragraph with Hiking Guides. And as you can see by headlining each paragraph, it gives me the ability to break up my keywords so that I am not being redone it by using the same formula throughout the entire page.

The link for hiking trail information is already there. It uses those three words. And it's a great way to link to other content within your own website so that people know exactly what they're going to see when they click on that link. And instead of Tour Highlights, I'm going to be more specific because, again, this is the Big Sur Hiking Retreat. Let's call it that. Use highlights as part of that, and then review the bullet points to make sure that the bullet points are using the correct terms, and that I'm explaining both the content and sprinkling in the keywords necessary to communicate, but not be overly redundant.

Now, something else I want to look at are the Monthly Specials on the left hand side of the page. Because while Monthly Specials, it's good but it doesn't properly explain because any website can have the phrase Monthly Specials. Let's make it exclusive and specific to our company, and so we change that to Explore California Specials. We can work in our brand name that also explains what kind of specials they are. Right now the way the page is arranged is that the link is the price and so the price of $250 is the link to the package. I want to change that.

I want to make the Day Spa Package the link to find out more about that. Because what's happening is, I'm linking the specific information that people are interested in. What they may be searching for. So rather than using the price as the link, I want to use the words as the link because those are the words that people will be looking for. And so I just go down and change the price as the link, to the special as the link. And that will enable me to build quality links within my content and also be more clear when directing people from one page to the next, as they go through the website.

This is where you develop your own plan for each page of the website. Look at the page title. Look at your headlines, and look at large chunks of content. If you have more than a few paragraphs on your page, you have got to break them up and make them scannable. Condense your paragraphs into a specific content piece. Create a title, and review the content on your page, and look for opportunities to very competently work in your key phrases without just rubber stamping the same phrase throughout the page.

Make sure it sounds natural. But also leads people though the information that they need and presents the information in a logical context.

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