The document discusses finding and utilizing keywords for business marketing campaigns. It introduces the presenters and covers an agenda about keywords, including what they are, how to research them, and where to place them for search engine optimization and user experience. It demonstrates how to use the Google Keyword Planner tool to find relevant keywords and keyword variations to target for ads. The presentation teaches attending the importance of considering profit centers, user search behaviors, and seasonal trends when planning a keyword strategy.
5. What are Keywords?
Anything a User enters into a Search Engine
&
Phrases used in your online presence which
potential makes you relevant to those users
you wish to attract
7. Types of Keywords
• Short Tail
– “smartphones”
• Long Tail (70% of all searches)
– “iphone and samsung galaxy which is best”
– “best price on used white 16gb sprint iphone 4s”
What does a keyword or keyphrase tell us
about the user?
8.
9. SEO and User Experience
Using the correct keywords is essential for
creating relevance for the search engines
but
it’s also vital you create a great user
experience
Google is trying to make SEO and User
Experience overlap
10. Keywords for User Experience
• Use the language users use – not esoteric
terms of the art
• Page headings, bullet points, headlines make
it easy to see what the page is about, and
draw the user in
• It doesn’t matter how well you do SEO if your
site doesn’t convert search into interest and
interest into conversion
11. Where to put your keywords for SEO?
• Title Tags and Header Tags on each page
• Meta Description
• Alt Tags
• Link text
• Headings in your content
• In your content
– Optimum keyword density is thought to be around
2%
– Use keyword variations for naturalness and long
tail search
12. Keyword Planning Considerations
• What do you want to sell?
• Who is your perfect customers, what do they
want to buy and how do they search, what
language do they use?
• What are your profit centers within your
business?
• Search like a user – what keywords seem
easier to get placement for, which seem
heavily competitive?
17. Google Keyword Planner
• This has replaced the Google Keyword Tool,
and you’ll need to log in with a Google
Account
• Gives vital information on keyword search
volume and competition, as well as suggesting
keywords for us.
• Part of the Google Adwords Platform
– - www.adwords.google.com
37. Go Back To Keyword Planner
Note: This would be blog topics
and/or headers.
38. Google Trends
• A great way to see historical and seasonal
keyword trends
• See how keyword searches vary by geography
39. Practice Time
• Look at your own business – what are your
perfect clients likely looking for, how do they
search?
• Sign in and explore the Keyword Planner
• Explore Google Trends for your business