The document provides information on keyword research for search engine optimization and content marketing. It discusses how keyword research is important for ranking websites for the right keywords to drive traffic. Key aspects of keyword research covered include determining keyword demand and search volumes, assessing competition, identifying relevant keywords from analytics and webmaster tools, and developing keyword clusters to optimize content for. The process involves gathering a baseline keyword list, selecting targeted keywords, expanding the list, and identifying optimized pages to map keywords to.

1. Keyword Research
for SEO & Content Marketing

2. “Keyword research is one of the most important,
valuable, and high return activities in the search
marketing field. Ranking for the "right" keywords
can make or break your website.” - SEOmoz
Why
Keyword Research

3. Keywords Drive, Search Engines Navigate

4. Know Your Destination
KEYWORD SEARCH VOLUME
online classes 14800
online degrees 12100
online universities 12100
online degree 8100
online university 6600
accredited online universities 1900
online education degrees 1300
university online 1300
online university degree 1000
accredited online degrees 1000
online degree program 880
degree online 1600
degrees online 880
Mapped URL: http://www.example.edu/online-university-degrees

5. Track & Measure

6. Prioritize & Manage
Keyword research can be as simple as identifying the
type 5 terms across an entire website or as complex as
managing over 25,000 phrases under one domain.
.4(Revenue/Max Revenue Top Page)+ .3(Search Volume/Max SV Value)+
.2((101-Ranking)/100))+.1(Competition/100%)

7. What
What it is & What it does

8. Logic
Persona Topic Intention
Navigational?
Desktops
Transactional?
Informational?
Laptops
Tablets

9. Optimization – On & Off
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risus sapien tristique eros, a vulputate ipsum
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non, commodo non dui. Donec fermentum
commodo tincidunt. Nam vestibulum ornare
consequat.
image source: SEOmoz > http://bit.ly/MvCTIM

10. Optimization – On & Off
Off-page On-page
– Press – URL
– Guest Authoring – Navigation
– Social Media – Titles
– Photo, Video – Headings
– Business Listing – Images
– Q & A (forums) – Body Content
– Internal Blogging

11. Less Exact, More Quality
http://www.seo.com/blog/content-marketing-strategy-guide/

12. Less Exact, More Quality
Without keywords you have nothing in SEO. You
can consider the keywords the vehicle of your
campaign and inbound links, your fuel. Much of
your success and results will be driven through
each of the phrases targeted.
http://www.seo.com/blog/5-steps-keyword-research/

13. Less Exact, More Quality
The First Step To SEO Is Keyword Research
Without keywords you have nothing in SEO. You can
consider the keywords the vehicle of your campaign and
inbound links, your fuel. Much of your success and results
will be driven through each of the phrases targeted.
Search engine optimization like that performed at
SEO.com is a keyword guided approach.
http://www.seo.com/blog/5-steps-keyword-research/

14. How
Keyword Research

15. Factors
Relevance
(Purpose & Content)
#seoBYU

16. Factors
Demand
(Current & Trend)
#seoBYU

17. Factors
Ranking
(Current Performance)
#seoBYU

18. Factors
Difficulty
(Competition)
#seoBYU

19. Determine Data Availability
• Analytics Data
– Revenue
– Top Referring Keywords
• Webmaster Data
– Relevant Keywords
– Impressions
• Current Ranking
• Competition / Difficulty
• Search Volume
• Search Trends

20. The Tools

21. Typical Processes
Competitors
Content
Competitors
Rankings
Relevant
Great Baseline

22. Typical Processes
Relevant
$
Low
Ranking
Great Baseline

23. Step 1
Gather Baseline Using Web Analytics
• Export keyword data
• Gather current rankings

24. Step 2
Select High Return / Low Ranking Keyword
• Sort keyword data to show high converting,
low ranking keywords.
• Select valuable term.
• Identify similar terms in analytics data.

25. Step 3
Check Competitors / Google Suggest
• Run queries in Google for top common terms
to identify additional commonly searched
phrases through Google suggest.
• Also look at competitors search results to
identify keywords and keyword variations.

26. Step 4
Expand Keyword List / Gather Search Volume
• Select relevant terms
• Go to https://adwords.google.com/o/KeywordTool
• Paste all phrases
• Select “Exact Match”
• Export Suggestions

27. Step 5
Identify Phrases in Demand
• Filter list by common terms.
• Select supporting phrases with high demand.

28. Step 6
Build Keyword Cluster
• Identify phrases that are both valuable to the
initiative & supportive to each other.

29. Step 7
Identify Mapped URL / Optimize Content
• Find URL on website to target keyword cluster to.
• Optimize content.

30. Thanks!