…The next step in measuring the value of my keyword research and my…marketing efforts is to look at the…specific landing pages that people are finding.…We've already grouped our visitors in terms of…segments by looking at what words they searched on…and then also the additional qualifying words that…help me determine specifically what they were looking for.…So If I know that someone is looking for a Hot Springs Spa…& Resort, I'm going to look at all those search phrases…and then I want to look specifically at what they did.…
I want to look and see how many sales were the…result of people looking for Hot Springs Spa & Resort.…How many KPIs were met or if they left immediately.…If they left immediately, that tells me that they did not find what they wanted.…The KPIs are everything from engagement on the website,…staying on, looking at additional pages, downloading any information.…Maybe doing the online chat.…Obviously, the sale is the booking and that's my ultimate goal.…
That's what I want people to do, and so for each sub-segment, I'm…
Author
Matt Bailey
Updated
10/12/2017Released
2/27/2014- 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
Skill Level Intermediate
Duration
Views
Q: This course was updated on 10/12/2017. What changed?
A: The following topic was updated: Moz. In addition, new videos were added that cover the Wordtracker keyword tool and SEO in Google Analytics.
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Introduction
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Welcome1m 13s
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1. Mine the Rich Resources of Keywords
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What are keywords?4m 11s
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The implications of keywords6m 36s
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How can we use keywords?5m 27s
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View the keyword universe3m 25s
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2. Managing Keyword Data for Maximum Insights
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Find initial keywords2m 18s
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Utilize the long tail4m 25s
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Find phrase patterns2m 15s
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Search for synonyms3m 19s
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Plan for plurals1m 56s
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3. Find Searcher Intent from Keyword Searches
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Find searcher intent1m 48s
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Measure brand impact2m 26s
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Assess the right searcher5m 45s
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Assess competitive data4m 5s
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4. Adding Three-Dimensional Keyword Data
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Compare keyword trends5m 15s
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Asking why3m 22s
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Articulating strategy2m 35s
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5. Using Keyword Management Tools
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Raven tools3m 55s
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Moz4m 26s
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SEMrush2m 27s
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Wordtracker keyword tool4m 36s
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6. Apply Keywords to Your Website
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Understand page structure3m 40s
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7. Apply Keywords to Your PPC Campaign
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Create effective ads4m 16s
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Avoid costly mistakes4m 48s
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Focus on negative keywords3m 16s
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8. Measure Your Results
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Do not be fooled by rankings3m 35s
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Measure the right outcomes6m 19s
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SEO in Google Analytics4m 43s
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Conclusion
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Next steps2m 25s
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Video: Evaluate landing pages for value