Instructed by David Black.

1. DON’T BELIEVETHE HYPE
KEYWORDS AREN’T DEAD!
A DIFFERENT APPROACHTO KEYWORD RESEARCH

2. DAVID BLACK
CUSTOMER SUCCESS DIRECTOR
SEMRUSH, USA
DAVID_BLACK@SEMRUSH.COM
TWITTER: @THEGUYATSEMRUSH

3. ORIGINAL BROADCAST DATE - FEB. 25, 2014

4. GOOGLE HUMMINGBIRD
• MOST RECENT ITERATION OFTHE
GOOGLE ALGORITHM
• DESIGNEDTO BETTER INTERPRET
CONVERSATIONAL QUERIES
• ENHANCED MOBILE EXPERIENCE

5. IMPACT ON KEYWORD RESEARCH
• SHOULD NO LONGER FOCUS ON RANKING FOR ONE, SINGULAR
KEYWORD - FOCUS ON AN ENTIRE CONCEPT
• ALTERYOUR APPROACHTO KEYWORD RESEARCH -THINK LIKETHE
AUDIENCE AND LIKETHE SEARCH ENGINE
• MEASUREYOUR RESULTS DIFFERENTLY -TRACKING POSITIONS FOR ONE
KEYWORD MAY NOT BETHE WAYTO GO

6. EXPECTATIONS
GOOGLE LIKESTO RANK WEBSITES/CONTENT FORTHEMATIC
KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE

8. “REVERSE” KEYWORD RESEARCH
• WITH SOFTWARE, LIKE SEMRUSH,WE CAN GET INTO THE MIND OFTHE
SEARCH ENGINETO SEE WHICH KEYWORDS IT ASSOCIATES WITHTHE
CONTENT
• NOW,YOU CAN WRITE FORTHE AUDIENCE AND FORTHE SEARCH ENGINE
• FINDTHE KEYWORDS GOOGLE DOESN’T LIKETO ASSOCIATE WITHTHE
CONTENT
• IFYOU CAN’T BEAT EM’ , JOIN EM’

9. IMPLEMENTINGYOUR KEYWORDS PT. 1
• PAGE TITLE TAGS - USE “MAIN” KEYWORD AS CLOSETOTHE BEGINNING
AS POSSIBLETO REINFORCE RELEVANCY AND POSSIBLY INCREASE CTR
• H1 / HEADLINE - SAME IDEA AS ABOVE. PSYCHOLOGY KEEPSVISITOR FROM
BOUNCING. BUT DOESN’T NECESSARILY HAVETO MATCHTHETITLE
• BODY TEXT/CONTENT - OLD RULES APPLY. OVERUSE OF A KEYWORD MAY
RESULT IN PENALTY. HAVE ATHIRD PARTY GIVEYOUTHEIR OPINION
• URL - AGAIN, REINFORCES RELEVANCY AND PEOPLE OFTEN PASTE RAW
URLS WHICH, PLACES KEYWORDS INTHE ANCHORTEXT

10. IMPLEMENTINGYOUR KEYWORDS PT. 2
• BACKLINKS -THESE KEYWORDS MAKE FOR GREAT, RELEVANT ANCHORS
ANDVARIETY ALLOWSYOUTO EVENLY DISTRIBUTETHEM.
• MISC. - ALTTEXT FOR IMAGES, INTERNAL LINKS (MENUS), META
DESCRIPTIONS
• OVERALL IDEA - DISTRIBUTEYOURTHEMATIC KEYWORD GROUPS EVENLY
AND NATURALLY. HAVING A GROUP OF KEYWORDS,AS OPPOSEDTO ONE,
PROMOTES HEALTHY DISTRIBUTION

11. MEASURINGYOUR RESULTS
• YOU CANTRACKYOUR RANKING FOR ONE KEYWORD. BUT, WHY?
• SEMRUSH POSITIONTRACKING SOFTWARE ALLOWSYOUTO CREATE DOMAIN
AND URL-LEVEL CAMPAIGNS.
• STRUCTUREYOUR CAMPAIGNS IN SUCH A WAYTHAT LENDS ITSELFTOYOUR
ULTIMATE GOALS.
• URL LEVEL CAMPAIGNS FOR CONTENTTHAT MAY RANK FOR MULTIPLE
GROUPS OF KEYWORD CONCEPTS
• DOMAIN LEVEL CAMPAIGNS FOR E-COMMERCE OR SERVICE ORIENTED
WEBSITES

12. KEYWORDS AREN’T DEAD!!
• IT’STHE APPROACH AND ATTITUDE - NOTTHE KEYWORD ITSELF
• FOOD FORTHOUGHT:
• KEYWORD PLANNER SUGGESTS KEYWORD GROUPS
• ADWORDS ENCOURAGESYOUTO BID ON KEYWORD GROUPS FOOD
• SMART SEARCH ENGINES - GOOGLE LEARNS IN ORDERTO ACCURATELY
PREDICT
• NO MATTER HOW SOPHISTICATED, IT WILL ALWAYS NEED KEYWORDS