This is a brief but effective guide on how to do keyword research and best implement your findings.

1. • How to do it, and what to use it for once it’s done.
Presentation By:
Frank Scharnell
@fscharnell
+fscharnell

2. *
* Keyword Research is finding the most searched and intent
driven queries or phrases for your website to be optimized for.
* Could also be considered market research for your niche to
succeed in inbound marketing.
* Necessary for any internet marketing campaign as a point to
indicate KPIs.
* Must have well defined goals.

3. *
* Static - these are used on unmoving pages that will be
optimized for a specific keyword or phrase. (landing pages,
homepage, services)
* Long Tail – these are often used to get better searches for a
piece for content marketing or that is blogged about. These
are typically low competition KWs.(blog posts)
* Geo – These are KWs that have a “kw + location” structure,
often giving more intent and less competition.(location
specific)
* Conversion – typically exclusively used for eCommerce these
are KWs very specific to a product or offering that are tailored
to the most common language of the consumer.(specific
products)

4. *
* Gain most used and common language of
searchers.
* Focus marketing and company story(optimize
website for intent)
* Priorities:
* Static pages(i.e. Homepage, services, ect.)
* If ecommerce use it for products as well(gain
common consumer language).

5. *
* 1)Find a keyword research tool
* Examples
* Google Adwords Keyword Tool –FREE
* WordStream – Paid tool
* Wordtracker – Paid tool
* Just to name a few, Many other’s out there most SEO
software will come with a KW research tool.

6. *
* 2) Use “exact match” searches(adwords)
* Results for only that [exact] keyword

7. *
* Insert Keywords and compare different search
volumes( can use “keyword ideas” for more
results)

8. *
* What to do with the data?
* Local monthly Searches(only US searches)
* Competition isn’t “exactly accurate”
* Cross reference with your intent/ Google Trends

9. *
* Any keyword with local monthly searches that
has intent for your content/website page
* Ex. Good geo keywords have around 300 local
monthly searches
* Too many searches can be an indicator of not
enough intent or a high competition.

10. *
* At Ethical SEO Consulting we like to create
keyword mappings
* Define your keyword per page(make sure they
are intent driven)
* Create content if needed(location based in
most cases)
* EX.
* Keyword: Local SEO Services --- URL: /local-seo/
* Don’t optimize multiple places for one kw
* Use same page for variants of the keyword(not a
fixed optimization Google is smart).

11. *
* Make your keywords common language on your
website and optimize your specific page for
those targeted keywords.
* URL
* Page Title
* Meta Description should be relevant of KW
* H1
* Internal links
* Don’t over Optimize!

12. *
* Often KWs will be over used on a website don’t
cannibalize your content over use them.
* Think of KW research as a way to better speak
to your customers online, stay relevant
* KWs should be used to help your website.
* Meta Keywords don’t work…..

13. *
* Add your new skill to your tool box of internet
marketing, help make sure your searches are
meaningful.
* Any Questions? Email me or connect with me
Twitter: @fscharnell
Google +: +Frank