How to do keyphrase research in 2017: Target topics, not just phrases

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Orbit Media Studios

Google is officially a semantic search engine, which means it’s connecting visitors to pages with the meaning they’re looking for, not just the letters and words they typed into that little box. To adapt to this, you need to target a broader topic, not just the specific phrase. Spread your meaning out, using related phrases, covering the things that are semantically linked. In this presentation we’ll start with the basics and move straight into the advanced techniques. How Google Works (...and why they rule) Search results and context Search volume Competition How to target topics, not just phrases Apply all of these techniques and you'll be ranking by Friday!

@crestodina
Andy Crestodina
Strategic Director | @crestodina
Keyphrase Research Workshop
Wine & Web #73
#wineweb

Which keywords are helpful?
Which links are helpful?

@crestodina
Rank
Relevance Authority

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina
10x increase in traffic in 4.5 years

@crestodina

@crestodina
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational

Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

@crestodina
“wedding dresses”

@crestodina
“wedding dresses”

@crestodina
“lace wedding dresses”

@crestodina
“lace wedding dresses”

@crestodina
“modern wedding dresses”

@crestodina
“modern wedding dresses”

Keyphrases = Competitions
Pages = Competitors

IF YOUR AUTHORITY
IS GREATER THAN THE
KEYWORD DIFFICULTY...
YOU’VE GOT A CHANCE

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina

@crestodina
ONE PAGE OR TWO?
Keyword targeting
within related topics

@crestodina

@crestodina

CHOOSING KEYPHRASES
Do people search for it?
Do I have a chance of ranking for
it?

@crestodina
1. Are people searching for it? What are they trying to find?
2. Do I have a chance of ranking for it?
3. Can I make a great page on the topic?
4. If I rank, will my search listing be visible?
Choosing keyphrases

@crestodina
lead

@crestodina
lead
traffic
conversions

@crestodina
lead
traffic
conversions
search
email
social

@crestodina
lead
traffic
conversions
search

@crestodina
lead
traffic
conversions
rank

@crestodina
lead
traffic
conversions
rank
content
links

@crestodina
lead
traffic
conversions
rank
content
links
content
relationships

THE MINDSET OF SEARCH
A few questions
to put things in context

People looking for me
are searching for what?

Which page on my website
is relevant for that phrase?

Is this page one of the top ten pages
on the internet for that topic?

Will people who searched for this phrase be
happy to have found this page?

@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

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Budgets tightened. Campaigns look tone-deaf. Events are cancelled. Most importantly, your audience is literally afraid for their personal health and safety. What kind of marketing makes sense? There are actually quite a few opportunities that have suddenly appeared. These are actions you can take today, with the time you have in front of you that can drive durable gains. These are the marketing actions that can position you for the recovery. This session will cover a list of high-impact actions that strengthen the foundations of a brand. What’s the saying? “Never let a crisis go to waste.”

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Studies consistently show that email has the highest ROI of any marketing channel. But that doesn't mean promoting your content effectively through email is easy! This presentation will cover: How to maximize clickthroughs without overhyping (or otherwise setting the wrong expectations) Proven ways to put your reader in a frame of mind that increases connection, trust and ultimately, conversions. Top tips for keeping unsubscribes and website bounces from email traffic under control With a few solid strategies in place, your emails can add value to your web content and more compelling than it would be on its own. This material will be most beneficial for marketers who already have email lists and something to sell them.

How to Write High-Connection, High-Converting Emails with Donnie Bryant

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Orbit Media Studios

Research shows that the average consumer in the US owns 3.64 connected devices. Yet, we as marketers, are still stuck tracking browsers, not real people. At this month's Wine & Web, Chris Madden from Matchnode, will be teaching us how to use cross-device tracking to make better marketing decisions. We'll discuss: Different cross-device tracking platforms and how they work Why you need to track across multiple devices How to begin Why it's not as creepy as you might think You'll leave with actionable first steps and a list of resources, platforms and tools to help you along the way.

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Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

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Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

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Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

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FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756

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How to do keyphrase research in 2017: Target topics, not just phrases

1. @crestodina Andy Crestodina Strategic Director | @crestodina Keyphrase Research Workshop Wine & Web #73 #wineweb

2. Which keywords are helpful? Which links are helpful?

3. @crestodina Rank Relevance Authority

4. @crestodina blog post guest post research post on another site keyphrase keyphrase

5. @crestodina blog post guest post research post on another site keyphrase keyphrase

6. @crestodina blog post guest post research post on another site keyphrase keyphrase

7. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?

8. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?

10. @crestodina

11.

12. @crestodina

13. @crestodina

14. @crestodina

15. @crestodina 10x increase in traffic in 4.5 years

16. @crestodina

17. @crestodina source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational

18. @crestodina Online searches by type Informational Transactional Navigational ? $ brand source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al

19. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.

20. @crestodina “wedding dresses”

21. @crestodina “wedding dresses”

22. @crestodina “lace wedding dresses”

23. @crestodina “lace wedding dresses”

24. @crestodina “modern wedding dresses”

25. @crestodina “modern wedding dresses”

26. Keyphrases = Competitions Pages = Competitors

27. IF YOUR AUTHORITY IS GREATER THAN THE KEYWORD DIFFICULTY... YOU’VE GOT A CHANCE

28. @crestodina

29. @crestodina

30. @crestodina

31. @crestodina

32. @crestodina

33. @crestodina

34. @crestodina

35. @crestodina

36. @crestodina

37. @crestodina

38. @crestodina

39. @crestodina

40. @crestodina

41. @crestodina

42. @crestodina ONE PAGE OR TWO? Keyword targeting within related topics

43. @crestodina

44. @crestodina

45. CHOOSING KEYPHRASES Do people search for it? Do I have a chance of ranking for it?

46. @crestodina 1. Are people searching for it? What are they trying to find? 2. Do I have a chance of ranking for it? 3. Can I make a great page on the topic? 4. If I rank, will my search listing be visible? Choosing keyphrases

47. @crestodina lead

48. @crestodina lead traffic conversions

49. @crestodina lead traffic conversions search email social

50. @crestodina lead traffic conversions search

51. @crestodina lead traffic conversions rank

52. @crestodina lead traffic conversions rank content links

53. @crestodina lead traffic conversions rank content links content relationships

54. THE MINDSET OF SEARCH A few questions to put things in context

55. People looking for me are searching for what?

56. Which page on my website is relevant for that phrase?

57. Is this page one of the top ten pages on the internet for that topic?

58. Will people who searched for this phrase be happy to have found this page?

59. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!