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SEO Fundamentals
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Why you need a keyword research plan


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SEO Fundamentals

with David Booth

Video: Why you need a keyword research plan

Before you can optimize your website, you need to know what you're optimizing for. Finding the right keywords to focus your SEO efforts on can be challenging, but fortunately, there's a lot of data out there, and a structured approach that we can use for our keyword research. Keywords are what searchers type into a search engine. Search engines like Google and Bing will go out and fetch the most relevant results for your search query based on everything they know about you and all the content on the entire Internet. But it's important to remember that search engines have a hard time understanding what a user is really after unless it's spelled out.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
SEO Marketing
Software:
Google Analytics
Author:
David Booth

Why you need a keyword research plan

Before you can optimize your website, you need to know what you're optimizing for. Finding the right keywords to focus your SEO efforts on can be challenging, but fortunately, there's a lot of data out there, and a structured approach that we can use for our keyword research. Keywords are what searchers type into a search engine. Search engines like Google and Bing will go out and fetch the most relevant results for your search query based on everything they know about you and all the content on the entire Internet. But it's important to remember that search engines have a hard time understanding what a user is really after unless it's spelled out.

This is why you've probably followed up one search with another, more descriptive search more than a few times in your life. You try one keyword, but it doesn't give you just what you're looking for, so you get more specific, or you try it another way. The bottom line is that people all over the world are typing in all kinds of keywords every second of every hour of every day, and it's important for us to understand what they type in so that we can optimize our pages to be in the search results for those terms. Formal keyword research is the foundational piece in SEO that will help you understand what people are typing into search engines, how frequently they do it, how relevant those terms are to your business objectives, and how competitive those terms will be to try to rank for.

Let's take an example. Say you sell cars. You might think that the keyword 'car' is something that you want to rank for, but after you've done a little keyword research, you'll probably find that that won't make your list. Why? Well, even though that word gets typed into search engines with a very high frequency, think about its relevance. How many reasons could someone type the word car into a search engine? They might be looking for toy cars, or a place to repair cars, or rental cars, any one of hundreds of things that have nothing to do with actually buying a car.

And think of all the people out there that are also trying to rank for the word car in the search engines. This is an extremely competitive term. A phrase like, "buy used blue 2010 toyota camry" might not get typed in as much, but it's extremely relevant and probably not that competitive. Keywords like this will very likely end up on your list of keywords to optimize for. Now that we understand a bit more about keywords and keyword research, it's time to talk about planning. An effective keyword research plan involves having a sound and structured approach that will lead to the discovery of keywords that you can use in the content of your website.

Ultimately, a keyword research plan will give you the data you need to make decisions about which keywords will give you the biggest bang for your buck and have the highest likelihood of being both relevant and profitable for your business. With billions of queries searched each month, it's important that we understand the goals of the keyword research process, what we're looking for, and how we collect and analyze that data to make decisions on our website.

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