simple seo tips for effective keyword research, with alyssa burtt
DESCRIPTION
How do you make sure your website is optimized for the keywords your customers are typing into Google? It starts by making sure you are selecting the right keywords. Learn some simple and invaluable SEO tips as Alyssa guides you through using the Google Keyword Tool, with insight into how Google search engine actually works and the psychology behind different words your customers type in. Through this informative and practical presentation, you will be empowered to find the right keywords to attract highly qualified traffic to your website. In this presentation you will learn: • How to find exactly which keywords your potential customers are typing into Google to find businesses like yours. • How to select the best keywords based on the 3 most important factors: keyword competition, search volume and relevance. • Local vs. Global, Generic vs. Specific, the pros and cons & psychology behind keyword selection. • The top 2 SEO strategies & how to tailor your keyword selection for each one. • Case Studies Alyssa Burtt is Creative Director and Co-Founder of ZenHouse Media, a web design and inbound marketing agency servicing the small business and Non-Profit sectors in Metro Vancouver, BC. Her expertise in creative design and usability, Search Engine Optimization and lead conversion makes for a stellar combination of a left and right-brain approach to web development. Website: www.zenhousemedia.comTRANSCRIPT
Simple SEO Tips for Effective Keyword Research,
with Alyssa Burtt
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
What this presentation will cover…
• First steps of choosing keywords for your website• Keyword selection tips and strategies• The 3 most important factors in keyword selection:
Relevance, Search Volume & Competition • Google AdWords Keyword Tool demo
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Why Keyword Research?
• Learn which keywords your potential customers are using to find products & services you offer
• Predict shifts in demand, respond to changing market conditions & produce the products, services & content that web searchers are already actively seeking
• Low barrier to entry – free tools• Understand the motivations of consumers in virtually
every niche
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
First things first…
Define your audience & your goals• Who do you want to visit your site?• What does lead conversion mean to you?• Who are you targeting: Vancouverites?
Canadians? The World?
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Keyword Strategies
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Head• Ranking Strategy• One category• Link-building• Higher conversion rate• 20–30% of demand curve• Direct ROI & business
metrics• ie. “beauty salon
Vancouver ”
Keyword Strategies
Long-Tail• Content Strategy• Multiple categories• Blogging• Lower conversion rate• 70–80% of demand curve• Brand Awareness• ie. “hairstyle trends for
spring 2012”
Choose a keyword strategy to fit your business• Head vs. Long-Tail Keyword Strategies
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 1: Relevance
Brainstorm Keywords• Choose Head vs. Long-Tail strategy• List the most important words / phrases on your site • List important words / phrases on competitors' sites • Think about what your customers / vendors / industry
pros would search for to find the content, products or services you provide
• Use a thesaurus & research synonyms for more ideas• Search on Google AdWords Keyword Tool
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 2: Competition
HeadHigh Competition 0.7+ is
better because:• Higher conversion• More valuable traffic• Tried-and-true
Long-TailLow – Medium Competition• Less effort to get ranked• Longer keywords will
naturally be lower competition
What is Keyword Competition? The number of other websites that are
indexed in Google for a chosen keyword phrase.
Do you want high or low competition keywords?
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Step 3: Search Volume• The more the merrier! But not always…• Local vs. National or Global• Generic vs. SpecificIt’s all about balance: Balance search volume with relevant, high-
converting keywords for optimal results
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Always Consider ROI• What is your average lead conversion worth? Is
it a dollar value? Or are there other metrics?• Higher lead conversion value means you don’t
necessarily need as much qualified search volume & traffic to make it worthwhile
ie. Engagement Rings vs. Burger joint• Balance opportunity with investment, assess
natural strengths: ie. are you a great writer?• Limited resources: time vs. money
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Google AdWords Keyword Tool
Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia
Key Takeaways
• Always consider your audience and your business goals when choosing keywords
• Choose keywords with high conversion and high search volume for best results
• Even though SEO is typically one of the highest return marketing investments, measuring success is still critical to the process
QUESTIONS?Twitter: @zenhousemedia #SEOTalk #IMGroup | www.facebook.com/zenhousemedia