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Taking Your Content To The Next Level By Christine Churchill

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Keyword Research & Copywriting For Search Success. PRESENTATION: Taking Your Content To The Next Level - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D

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Taking Your Content To The Next Level By Christine Churchill

  1. 1. #SMX #11D @ChrisChurchill Taking Your Content To The Next Level Keyword Research & Copywriting For Search Success
  2. 2. #SMX #11D @ChrisChurchill •  President  &  CEO  of  KeyRelevance,  LLC     •  Member  of  Founding  Board  of  Directors  of  Search  Engine  Marketing   Professional  Organization  (SEMPO)   •  Member  of  the  Founding  Board  of  Directors  of  the  Dallas/Fort  Worth   Search  Engine  Marketing  Organization  (DFWSEM)   •  Author  at  Search  Engine  Land  &  Web  Marketing  Today   •  Longtime  Speaker  &  Instructor  at  Search  Marketing  Expo  (SMX),   Search  Engine  Strategies,  PubCon,  and  other  conferences   •  Masters  degree  and  over  17  years  online  marketing  experience   Speaker: Christine Churchill
  3. 3. #SMX #11D @ChrisChurchill §     Keyword  Research  –  What  is  it?  Why  do  it?   §     How  to  do  KW  Research  in  2016   §     Developments  That  Changed  Keyword  Research   (Knowledge  Graph,  Hummingbird  Algorithm)   §     Keyword  Tools   §     How  to  use  Keywords  to  Optimize  Content   §     Online  Copywriting  Tips           What We’ll Cover
  4. 4. #SMX #11D @ChrisChurchill Keyword Research Fundamental  step  to  all  online  marketing     Keyword  Research  is  the  process  of   researching  to  identify  the  keyword  terms   customers  use  to  find  your  products  and   services     Keyword  Research  helps  you  get  inside  the   mind  of  customers     Keyword  Research  gives  content  marketing   a  good  start      
  5. 5. #SMX #11D @ChrisChurchill People  use  search  engines  to  find  you  on  the  web   Engines  use  text  to  categorize  pages   Research  unveils  terms  people  actually  use   KW  Research  improves  performance  of  online  marketing   Why Do Keyword Research?
  6. 6. #SMX #11D @ChrisChurchill6 How to Do Keyword Research
  7. 7. #SMX #11D @ChrisChurchill7 Keyword Research is an Iterative Process Brainstorming     &          Discovery   Keyword   Expansion   Keyword   Evaluation  
  8. 8. #SMX #11D @ChrisChurchill    Keyword Brainstorming and Discovery Phase 8
  9. 9. #SMX #11D @ChrisChurchill Create Keyword List Using Diverse Sources     Brainstorming  session  –  no  judging  words  at  this  stage.    Goal  is  to  cast  your  net   widely  and  generate  broad  list.     Keyword  lists  from  within  company   §  Review  company  web  site  and  print  collateral   §  Press  Releases   §  Often  too  much  insider  jargon   §  May  or  may  not  be  customer’s  lingo             9
  10. 10. #SMX #11D @ChrisChurchill10 Learn the Lingo of the Customer   §  Customer  interviews     §  Customer  Surveys  and  Focus   Groups     §  Talk  to  support  or  sales  personnel   who  talk  directly  to  customers     §  Review  discussion  forums,  user   generated  content,  blogs,  social   media       The  best  keywords  come  straight  from  the  customer’s  mouth.  
  11. 11. #SMX #11D @ChrisChurchill Speak the Language of Customer Increase  conversion  by  speaking  the   customer’s  language     Correct  bad  keyword  choices   Missing  traffic   Missing  sales     Discover  new  keyword  opportunities      -­‐    Find  overlooked  or  new  keywords          -­‐    Take  advantage  of  longer  tail  phrases   “Duplicate  a  CD”        vs        “Burn  a   CD”   11
  12. 12. #SMX #11D @ChrisChurchill The Long Tail Finding New Opportunities Based  on  frequency  graph     Chris  Anderson  wrote  book  about  it   §  Describes  it  as  new  economic  model   §  Unlimited  selection  –  Amazon  books,  iTunes   §  Idea  is  that  non-­‐hits  can  make  money  based  on  sheer   volume       Popular  phrases  on  left  –  highly  competitive  and   expensive.    Less  popular  on  right  –  lower  volume   “20  to  25%  of  the  queries  that  Google  sees  today  have  never  been   seen  before.”  –  Udi  Manber,  Google  VP  of  Engineering   12
  13. 13. #SMX #11D @ChrisChurchill Create Keyword List Using Diverse Sources •  Online  Blogs  and    Magazines     •  Company  and  Product  Reviews   •  Online  Thesaurus   •  Search  in  Google  with  tilde  ~  for  synonyms           13
  14. 14. #SMX #11D @ChrisChurchill Review Competitors     §  Look  at  words  they  are  buying  in  PPC  &   targeting  in  SEO   §  Review  their  web  site     and  collateral  for  keywords  &  related  terms     §  Get  competitive  insights  and  ideas  on   overlooked  terms       14
  15. 15. #SMX #11D @ChrisChurchill Use Site Search Data Site  Search  Box   •  Reveals  keywords  and  expressions  that  visitors  are   actually  using  /  wanting   •  Acts  as  a  direct  feed  from  the  visitors  brain   •  Make  sure  you  collect  site  search  data  –  can  tie  it  to   your  analytics  for  easy  viewing           Downside  is  data  is  limited  and  site  search  is  usually  a  fall  back  when   users  can’t  find  what  they  are  looking  for  on  your  site.   15
  16. 16. #SMX #11D @ChrisChurchill Developments That Changed Keyword Research Google  Knowledge  Graph     Hummingbird  Algorithm     Not  Provided  Keywords     Other  Recent  Algorithm  Changes   16
  17. 17. #SMX #11D @ChrisChurchill17 Knowledge  Graph     “The  Knowledge  Graph  enables  you  to   search  for  things,  people  or  places   that  Google  knows  about—landmarks,   celebrities,  cities,  sports  teams,   buildings,  geographical  features,   movies,  celestial  objects,  works  of  art   and  more—and  instantly  get   information  that’s  relevant  to  your   query.  “   Source:  http://googleblog.blogspot.com/2012/05/introducing-­‐ knowledge-­‐graph-­‐things-­‐not.html  
  18. 18. #SMX #11D @ChrisChurchill How the Knowledge Graph Changed Search Critical  first  step  towards  building  the  next   generation  of  search   •   Taps  into  the  collective  intelligence  of   the  web  and  understands  the  world  a   bit  more  like  people  do   •   A  step  toward  artificial  intelligence   Google  now  has  a  database  on  entities  and   understands  relationships  between   different  entities     18
  19. 19. #SMX #11D @ChrisChurchill19 What is Hummingbird Algorithm? According  to  Google  the  algorithm   (announced  Sept  2013)  delivers  better   results  that  are  "precise  and  fast"  -­‐  like  a   hummingbird.       It’s  Google  trying  to  figure  out  user  intent   and  improve  conversational  search.     Google  wants  to  match  the  meaning,   rather  than  pages  matching  just  a  few   words.  
  20. 20. #SMX #11D @ChrisChurchill20 Do We Still Need to Worry About Keywords? Hummingbird  is  an  overhaul  of  Google’s   algorithm,  but  many  of  the  old  parts  are  still  used.    Google’s  semantic  analysis  considers  the   language  in  your  content      -­‐  so  you  still  need  to  use  keywords  and   related  phrases  on  the  page  to  communicate  to   users  and  Google  what  the  page  is  about    -­‐  means  on-­‐page  optimization  is  still   beneficial  
  21. 21. #SMX #11D @ChrisChurchill21 Tips on Surviving After Hummingbird & the Knowledge Graph  Create  high  quality  longer  content  that   establishes  your  site  as  the  place  to  go  for  answers      Develop  ways  to  increase  the  authority  of  the  site        Become  a  leader  in  your  vertical   Show  leadership  thru  social  media,  links,  user   metrics,  online  relationships   Google  has  made  it  harder  for  “fake”  authority  to  win.    Going  forward  you  have  to   earn  your  position.    
  22. 22. #SMX #11D @ChrisChurchill22 The New Approach To Keyword Research   Focus  on  the  user  intent  behind  the  search  term    -­‐  Try  to  develop  content  that  delivers  answers  to  what   the  searcher  wants          Stop  focusing  on  exact  match  phrases      -­‐  Look  more  to  long  tail  and  related  phrases      -­‐  Build  a  vocabulary  of  terms  that  are  related  to  the   phrase          When  doing  KW  research  now,  research  core  phrases  plus   related,  synonyms,  and  words  that  frequently  occur  with   your  main  terms  (co-­‐occurrence)               Google’s  move  toward  Latent  Semantic  Indexing  (LSI)  and  recent  Google  Patents  dealing  with  re-­‐ranking   of  results  suggest  that  using  synonyms  and  co-­‐occurrence  terms  has  benefits  
  23. 23. #SMX #11D @ChrisChurchill Keyword Research Tools 23
  24. 24. #SMX #11D @ChrisChurchill Benefits of Keyword Tools •  Saves  money  and  time   •  Provides  insight  outside  of  your  site   •  Identifies  keyword  opportunities  you          might  miss   •  Offers  popularity  numbers  you            can’t  get  from  your  own  analytics   •  Moves  you  beyond  keyword            assumptions     •  Allows  you  to  compare  phrases     2424
  25. 25. #SMX #11D @ChrisChurchill Free   •  Google  Keyword  Planner  Tool   •  Google  Webmaster  Tools   •  Google  Trends     •  Google  Display  Planner   •  Google  Instant   •  Google  Related  Searches   •  Bing  Keyword  Tool   •  Bing  Intelligence  Tool   •  Bing  Webmaster  Tools   •  AnswerThePublic   •  Amazon  Suggests   •  MetaGlossary           Keyword Research Tools Fee  Based   •  WordTracker     •  Searchmetrics   •  Hitwise   •  WordStream   •  SEMRush   •  ComScore   •  SpyFu   •  Long  Tail  Pro    
  26. 26. #SMX #11D @ChrisChurchill26 Google Keyword Planner  Oriented  for  Paid  Search      Must  be  Logged  Into  AdWords  to  Use      Provides  keyword  ideas  &  monthly  search   volumes  
  27. 27. #SMX #11D @ChrisChurchill Google Trends Google  Trends  provides  trends  from   web  searches,  images,  news,   shopping  and  YouTube     Shows  seasonality  of  phrases     Can  compare  popularity  of  phrases   27
  28. 28. #SMX #11D @ChrisChurchill28 Google Search Console (aka Webmaster Tools) shows  actual  search  queries       Shows  up  to  2000  top   queries  for  the  last  90   days     Not  affected  by  the  Not   Provided  –  this  is  limited   but  actual  keyword  data     Provides  Impression,   Clicks,  and  CTR,  but  no   conversion  data  
  29. 29. #SMX #11D @ChrisChurchill29 Google Display Planner  Free  Adwords  tool      Built  for  display  advertising  in   paid  search  but  can  give  insights   on  keywords      Suggests  related  keywords      Gives  demographic  information   on  keywords  
  30. 30. #SMX #11D @ChrisChurchill30 Adwords Search Term Report Great  for  keyword  discovery,  but  have  to  be  running  PPC     Query  People  Actually  Typed   Shows  you  how  customers  are  finding  your  ad.  With  the  Search  terms  report,  you  can  see  the  actual   searches  people  entered  on  Google  Search  and  other  Search  Network  sites  that  triggered  your  ad  and  led  to  a   click.       Identifies  new  search  terms  with  high  potential  so  you  can  add  them  to  your  keyword  list.  Allows  you  to  look   for  search  terms  that  aren't  as  relevant  to  your  business,  so  you  can  add  them  as  negative  keywords.  
  31. 31. #SMX #11D @ChrisChurchill31 Google Related Searches
  32. 32. #SMX #11D @ChrisChurchill32 Bing Keyword Tool -­‐  Shows  actual  queries   numbers  (not   rounded)   -­‐   Has  6  months  of   data   -­‐   Drill  down  by   Country  
  33. 33. #SMX #11D @ChrisChurchill WordTracker.com    Data  pulled  from  meta   search  engines          Eliminates  most  skewing   issues  caused  by  robots        Differentiates  between   singular  &  plural        Offer  Free  Tool  for  trial   33
  34. 34. #SMX #11D @ChrisChurchill34 Wordstream  http://www.wordstream.com/keywords   Useful  for   developing  your   vocabulary  of   related  terms  for   Hummingbird  
  35. 35. #SMX #11D @ChrisChurchill35 Google Instant Shows   suggestions  as   you  type  
  36. 36. #SMX #11D @ChrisChurchill36 Google Instant – Shopping Search Different  set  of   keywords  on  Shopping   search  from  regular   web  search  
  37. 37. #SMX #11D @ChrisChurchill Soovle.com Gives  suggestions  from  different  perspectives   Provides  suggestions  from     Google   Wikipedia   Answers   YouTube   Bing   Yahoo   Amazon       Plus  option  for15  other  sites   37
  38. 38. #SMX #11D @ChrisChurchill38 Ubersuggest http://ubersuggest.org/  
  39. 39. #SMX #11D @ChrisChurchill YouTube Keyword Auto Suggestions Shows  popular  video  search  queries   39
  40. 40. #SMX #11D @ChrisChurchill40 Amazon Suggests
  41. 41. #SMX #11D @ChrisChurchill41 MetaGlossary Provides  a  definition   and  related  terms  
  42. 42. #SMX #11D @ChrisChurchill42 AnswerThePublic.com Fun  keyword  tool  that  gives  you   lists  of  questions  and  phrases     Excellent  for  giving  content  ideas   or  thoughts  to  flesh  out  an  article  
  43. 43. #SMX #11D @ChrisChurchill43 Tag Clouds helps  identify  related  terms  
  44. 44. #SMX #11D @ChrisChurchill44 A couple of things to remember… No  one  tool  has  all  the  answers     Don’t  just  extract  keywords  from  a  tool  and  run   with  them…review  them  for  relevancy     You  need  several  tools  in  your  toolbox     Combining  the  tools  synergistically  works  well.     Some  tools  are  better  for  certain  functions.    For   instance,  Google  Instant  is  used  for  discovering  new   keyword  phrases  and  Google  Trends  is  good  for   comparing  or  identifying  cycles  
  45. 45. #SMX #11D @ChrisChurchill Keyword Expansion Phase 45
  46. 46. #SMX #11D @ChrisChurchill Target Variations of Your Keywords Comparison  (best,  compare,  reviews)   Price  (cheap,  discount)   Product  Description  (green,  plus  size,  unique)   Intended  use  (gift  for  mother,  baptism  gown)   Product  (gift  basket,  mortgage,  flight)   Location   Action  (apply,  book,  find,  buy)   Season  (holiday,  Christmas,  Halloween)   Abbreviations   Brand  /  vendor  /  manufacturer       Modifiers  are  great  at   helping  you  expand   your  keyword  list,  but   remember  to  keep   “user  intent”  in  mind   when  you  combine   the  modifier  to  the   core  term!   46
  47. 47. #SMX #11D @ChrisChurchill Keyword Permutations Mix  and  match  terms  to  create  new  keyword   phrases     Many  tools  that  do  this  for  you     Can  use  concatenate  function  in  Excel  or  specific   tool   47
  48. 48. #SMX #11D @ChrisChurchill Using Excel to Expand KW List 48
  49. 49. #SMX #11D @ChrisChurchill Group  related  keywords  into  lists  of  related   terms     Remember  to  identify  terms  that  frequently   occur  with  your  main  terms     Do  a  series  of  keyword  research  projects  on  a   site,  not  just  one     Develop  a  keyword  matrix       Keyword “Buckets” 49
  50. 50. #SMX #11D @ChrisChurchill Evaluating Keywords 50
  51. 51. #SMX #11D @ChrisChurchill51 KW Selection Considerations •  Relevancy  to  Site   •  Keyword  Popularity   •  User  Intent     •  Competition   •  Performance   Always  test  your  keywords.     Keywords  can  sounds  like  a  good   idea,  but  upon  testing,  they  can   fail  miserably.  
  52. 52. #SMX #11D @ChrisChurchill52 Relevancy Considerations Relevancy  means  choosing  the  keywords  that  best  describes  what  the  site  offers     Traffic  alone  isn’t  the  goal,  you  want  targeted  traffic  that  is  searching  for  what  you   sell   Best  bet:    Find  words  that  resonate  with  your  target  audience     and  are  descriptive  of  your  site  
  53. 53. #SMX #11D @ChrisChurchill Popularity Considerations Popularity  gives  insight  on  traffic   potential     Popular  phrases     Less  relevant   More  competitive   Being  popular  Is  overrated       Less  Popular   More  Focused   Less  Traffic     Consider  seasonality  and  cyclical   popularity  of  phrases     53
  54. 54. #SMX #11D @ChrisChurchill Consider User Intent Getting  inside  the  searcher’s  head   Understand  the  “why”  behind  the  motivation  for  the  search  and  you  can   better  target  how  to  respond     §  Research  vs  Purchase   §  Stage  in  buying  process   §  Audience  Demographic             Buying vs Browsing “car reviews” “fast auto financing” “80%  of  all  searches  on  the  Web  are  non-­‐commercial” -­‐  Jim  Lanzone  of  Ask.com   54
  55. 55. #SMX #11D @ChrisChurchill Evaluating by the Stage in Buying Process Keywords  indicate  where  consumer  is  in  the  Buying  Process     Match  your  content  to  satisfy  the  user’s  intent  when  using  the  keyword   Problem   Recognition   Information   Search     Evaluation   of   Alternatives       Purchase   Decision   Adapted  From:  Marketing  Management  by  Philip  Kotler   Select     Alternatives   55
  56. 56. #SMX #11D @ChrisChurchill Searcher Behavior Three  types  of  searches:   •   Navigational      -­‐  I  just  want  to  be  at  your  web  site.       •   Informational   -­‐ Do  hybrid  cars  require  special  maintenance?   • Transactional    -­‐Interactive,  purchase,  subscribe,  download    -­‐I  want  financing  to  buy  a  hybrid  car.   Adapted  From:  A  Taxonomy  of  Web  Search  by  Andrei  Broder   56
  57. 57. #SMX #11D @ChrisChurchill Results Pages Give Insight into What Google Thinks the Searcher Wants Type  the  proposed  query  into  a  Search  Engine   Look  at  the  kinds  of  sites  and  files  returned   -­‐   PDFs,  white  papers,  in-­‐depth  articles  –  likely  informational  query   -­‐   Ecommerce  sites  –  transactional   -­‐   Brand  site  –  navigational   -­‐     Are  Knowledge  Graph  Answer  boxes  returned?   -­‐     Are  local  results  or  shopping  ads  returned?   Looking  at  the  results  can  help  you  interpret  what  Google  thinks  the  user  wants   Do  this  on  both  desktop  and  mobile   57
  58. 58. #SMX #11D @ChrisChurchill Evaluating KW By Competition Who  Are  Your  Competitors?   Who is ranking for your main keyword terms? Who has PPC ads? How well optimized are competitors sites? Are they active on social media and review sites? What is their link profile?   58
  59. 59. #SMX #11D @ChrisChurchill Competitive Intelligence Tools Hitwise   ComScore  Marketer   Trellian’s  Competitive  Intelligence   Keyword  Difficulty  Tool   SpyFu   SearchMetrics   KeyCompete   Compete   SemRush   KeywordSpy   AdGooRoo   Keyword  Analyzer      
  60. 60. #SMX #11D @ChrisChurchill60 SEMRush Provides:   •   Top  Keywords   •   Rankings   •   PPC  Terms   •   PPC  Bids   •   Traffic  Trends    
  61. 61. #SMX #11D @ChrisChurchill61 Searchmetrics Can  Identify  Co-­‐Occurrence  Terms,  Competitors  Terms,  etc   61
  62. 62. #SMX #11D @ChrisChurchill62 SEOMOZ Keyword Difficulty Relative   yardstick   of   difficulty  
  63. 63. #SMX #11D @ChrisChurchill63 SPYFu
  64. 64. #SMX #11D @ChrisChurchill64 Test KW Performance Use  PPC  to  test  candidate  KWs      Do  keywords  bring  the  amount  of  traffic   you  want?    Does  the  traffic  convert?     PPC  gives  quick  quantitative  feedback  on   the  KW  performance  while  controlling   costs.    If  works  well  in  PPC,  expand  kw   use  in  SEO,  social  and  content  marketing     Downside:    Terms  that  work  well  in  PPC  are  often  transactional.    You  may  have  to   expand  your  list  to  include  informational  terms  
  65. 65. #SMX #11D @ChrisChurchill Content Optimization Putting  the  Pieces  Together   65
  66. 66. #SMX #11D @ChrisChurchill66 Everything Is Better with Chocolate Keywords •  Web  sites   •  Paid  search   •  Articles   •  White  Papers   •  FAQ  pages   •  Product  Feeds   •  News   •  Blog  Posts   •  Press  Releases   •  Images   •  Videos   •  Podcasts   •  Schema   •  Social  Media   •  Content  Marketing                      Optimize  all                    digital  assets  
  67. 67. #SMX #11D @ChrisChurchill Good Online Copywriting Is a Balancing Act You  have  to  write  to  engage  the  human  reader     You  have  to  write  so  search  engines  understand   relevancy  of  content     It  is  this  talent  for  doing  both  that  separates  high   quality  SEO  content  from  spam   67
  68. 68. #SMX #11D @ChrisChurchill On-Page SEO Guidelines Has  to  be  NATURAL     Elegantly  work  keywords  into  visible   content  on  web  pages    -­‐  Don’t  stuff  keywords      -­‐  Do  the  “Read  Aloud”  test  to  gauge   natural  tone     SEO  helps  good  content  get  found       68
  69. 69. #SMX #11D @ChrisChurchill On-Page SEO Guidelines (cont)   Think  keyword  phrase  NOT  single   keyword     Create  a  matrix  chart  to  assign  different   main  phrases  to  different  pages     Use  synonyms  and  related  words  on   page  to  reinforce  main  topic       69
  70. 70. #SMX #11D @ChrisChurchill Where  to  Use  Keywords  On  Site   Title  Tags   Meta  Description     H  Tags   Visible  text  on  the  page   Alt  Attribute   Links  and  anchor  text   File  names   URL   Schema  code   Bold,  strong,  emphasized  tags   Breadcrumb  Navigation     70
  71. 71. #SMX #11D @ChrisChurchill Title Tags <title>Interesting  Relevant  Keyword  Rich  Blurb</title>   Most  important  “on-­‐page”  tag     Title  contents  appears  in  first  line  of  listing  on  SERP  so  spend  extra  time  to  create   compelling  titles  that  grab  attention     Include  keyword  phrase  early  in  title     Should  be  unique…don’t  use  same  title  on  multiple  pages     Title  should  be  accurate  and  reflect  content  of  page     71
  72. 72. #SMX #11D @ChrisChurchill Meta Description Tag <meta  name="Description"  content=“Compelling  marketing  message  that  reads   well  and  contains  targeted  keywords">     Should  provide  a  summary  of  the  page  and  should  be  unique  to  the  page     Frequently  used  as  snippet  on  results  page     Should  contain  keywords  relevant  to  the  page.  Include  synonyms  and  related   words  –  don’t  just  repeat  core  terms   72
  73. 73. #SMX #11D @ChrisChurchill Feed the Knowledge Graph Explicit  method    -­‐  Schema    -­‐  Tables       Implicit  method    -­‐  On-­‐page  Text       Adds  confidence  in  data  for  Google     Schema  is  helpful  as  a  template  to  build  out   quality  content   73
  74. 74. #SMX #11D @ChrisChurchill Golden Rules for Writing Copy Talk  about  benefits,  not  features    -­‐Tell  them  why  they  should  care       Appeal  to  emotions  and  senses    -­‐  most  buying  decisions  are  emotionally   based     Solve  problems  and  answer  questions  in  your   content      Don’t  forget  to  include  a  “Call  to  Action”     74
  75. 75. #SMX #11D @ChrisChurchill Develop Shareable Content  Start  with  relevant  interesting  content      Include  social  media  sharing  and  keywords  in   editorial  calendar  planning      Place  sharing  social  share  icons  in  susceptible   moments  –  Make  it  easy  to  share      The  Title  can  make  or  break  your  content  so  take   extra  time  to  create  a  compelling  headline      Use  a  subheading  to  further  entice  reader     75
  76. 76. #SMX #11D @ChrisChurchill Good User Experience Increases  Share-­‐ability   Include  visually  stimulating  graphics    -­‐  Good  graphic  draws  reader  in    -­‐  Faces  &  bright  colors  attract  the  eyes     “Chunk  up”  the  content  layout  to  be  more  scan  friendly    -­‐  Use  headers,  subheadings  &  bullet  lists  to  add   hierarchy    -­‐  White  space  is  your  friend    -­‐  Keep  paragraphs  short     Avoid  “noise”  and  distracting  items  on  page     Don’t  forget  Google  tracks  user  behavior     76
  77. 77. #SMX #11D @ChrisChurchill Getting Your Great Content Found Online  Mix  in  synonyms,  long  tail  terms  and  variations     Replace  duplicate  content  with  original  writing  and   use  canonicals      Clean  up  the  site  -­‐  Remove  low  quality  pages,  write   longer  deeper  content      Link  to  related  useful  content      Be  professional  -­‐  run  link  checkers,  spell  checkers   and  avoid  foul  words     77
  78. 78. #SMX #11D @ChrisChurchill Points to Take Home 1.  Keyword  research  Isn’t  dead  –  helps  identify  user  intent   2.  Exact  match  keyword  targeting  is  dead   3.  Use  keyword  phrases,  synonyms  and  related  terms  on  the  page,  in   schema  code  and  in  all  digital  assets   4.  Use  tools  to  increase  productivity  &  provide  insights   5.  Test  keywords  for  true  worth.    View  popularity  as  traffic  potential  and   consider  seasonality  and  trends   6.  Write  to  enhance  the  user  experience  -­‐  Compose  quality  content  that   satisfies  user  intent  and  answers  questions   7.  Make  content  easy  to  read  &  share       78
  79. 79. #SMX #11D @ChrisChurchill79 Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com @KeyRelevance @ChrisChurchill Questions?
  80. 80. #SMX #11D @ChrisChurchill SEE YOU AT THE NEXT #SMX THANK YOU!