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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

 

Contents

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   

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Additional Info

  • Skill Level: Intermediate
  • Author: Matt Bailey
  • Released: Thursday, 16 January 2020
  • Duration (mm): 96
  • Porvider: Lynda
  • Password: BlackJoomla.com