SEO: Keyword Strategy

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Formulating a keyword strategy is one of the most important activities in marketing. Properly optimizing a website and strategically using keywords can yield visitors for years. Digital marketing expert Matt Bailey begins with the basics, covering what keywords are and what they do.

Next, learn about how to find and analyze the right keywords for your business and implement them into different channels. Matt covers all the important components of choosing keywords including how to determine customer intent, identify trends, develop analytics, utilize negative keywords, and focus on what works. Finally, learn about how to measure the results, understand rankings, and establish priorities.

Topics include:

What are keywords?
Why are keywords important?
Starting keyword research
Creating a starter set
Analyzing keyword patterns
Reading search engine results pages (SERP)
Mapping keywords across the customer lifecycle
Appling keywords to optimize your website
Choosing keywords for voice search
Build your quality score with themes
Apply keywords to optimize your marketing

00-Introduction
01-Search is life
02-Keywords The foundation of digital marketing
03-Why keywords

01-Starting Keyword Research
01-Keywords research shows intent
02-Keywords provide context
03-Research the SERPs
04-Keyword tools Search engines
05-Keyword tools Wordtracker

02-Analyzing Keyword Patterns
01-Keyword concepts Long tail and short tail
02-Keyword concepts Plurals
03-Keyword concepts Questions
04-Keyword research Buying cycle
05-Keyword research Observations
06-Keyword research Organize by phrase structure

03-Map Keywords across the Customer Lifecycle
01-Use trends data to complete the picture
02-Apply your data to your website structure
03-Map your keyword data to a calendar
04-Present your strategy

04-Apply Keywords to Optimize Your Website
01-Start with the page title
02-How search engines display your URLs and page descriptions
03-Optimize primary page structures
04-A word of warning about SEO
05-Take time to optimize the details

05-Apply Keywords to Optimize Your Paid Search
01-Maintain keyword groups with specific destinations
02-Build your quality score with keyword themes
03-Utilize negative keywords
04-Target ads and campaigns with keywords Location, time, and words

06-Apply Keywords to Optimize Your Marketing
01-Content marketing Answer questions and anticipate events
02-Email Educate and engage the needs of the audience
03-Social Engage by knowing the need, the time, and the language

07-Conclusion
01-Don't be fooled by rankings
02-Next steps