Textbroker International Webinar Series: Understanding Keyword Basics

Identifying the Right Keywords for
your Business
KEYWORDS 101
May 14, 2014 | 10am PDT
textbroker.com
PAGE 1 Jennifer Beaupre / Keywords 101

VP of Global Marketing
Jennifer Beaupre
jenbeaupre@textbroker.com
@jenbeaupre

AGENDA
 Why keywords are a vital part to online marketing
 How to identify the right keywords for your business
 Where to place your keywords within your web content
 How to measure what’s working and what’s not
 The difference between organic and paid keywords
 How Textbroker helps clients and authors utilize keywords
to their advantage
Jennifer Beaupre / Keywords 101

INTRODUCTION

KEYWORDS INTRO
 What did search marketing look like 20 years ago?
 Phone book
– AAA+ Plumbing
 Direct mail
 Industry publications
Today, web users search for everything on search engines. Keywords
are the foundation for SEO.
Let’s find out how to show up in search results!

WHY KEYWORDS?
 Ranking for the right keywords can make or break your site
 High return on organic search terms
 Learn about your customers’ demands and tendencies
 Get more web traffic
 Low barrier to entry
 Keywords are clues to the contents of
your website

WHAT ARE THE RIGHT
KEYWORDS?
What is your company about? How would your
customers describe your products and
services? What keywords will yield the best
traffic? Which keywords are easiest to rank
for?

IDENTIFY YOUR KEYWORDS
 Web Analytics (Google Analytics)
 Webmaster tools
 Keyword planner
 Talk to your customers
 Research your competitors
 Internal company pow wow

WHERE TO PUT YOUR
KEYWORDS

KEYWORDS + CONTENT
Headers
URL’s Page Titles Hyperlinks
On-Site
Blog Posts Text Content Sub-headings

KEYWORDS + CONTENT
Social Media
Videos Guest Posts Shared Content
Off-Site
Referral
Links
Press Releases Images

WHAT NOT TO DO
 Do not use <strong> for headers. Use <h1>, <h2>, <h3>
 Do not overload text with keywords. Keep it real
 Do not compromise website usability
 Do not use “stop” words in titles: the, a, an, and, is
 Do not use empty adjectives

LONG-TAIL KEYWORDS
*data from SearchEngineWatch

MEASURING KEYWORD
EFFECTIVENESS

Keyword Tools
GETTING STARTED
 Google AdWords Keyword Tool
 Google Trends
 Third Party Service (HitTail)

Google AdWords Tool
KEYWORD RESEARCH

GOOGLE TRENDS

HOW TO MEASURE KEYWORD
SUCCESS
 Look at:
– Ranking, number of searches and competition
– Organic searches
– Paid AdWords
– Conversions (sales)

ORGANIC VERSUS PAID
KEYWORDS

SEARCH RESULTS PAGE

ORGANIC VS. PAID
Organic
 Natural rankings based on
search algorithms
 Users more likely to trust
organic results
 Top rank takes a long time
to develop
Paid
 Search engines make
money with ads
 Businesses pay to be
placed in top spots
 Pick and choose
keywords/phrases
Many companies find success with a blend of paid and organic
keyword tactics.

KEYWORDS AND
TEXTBROKER

WHAT CAN KEYWORDS DO FOR
YOU?
 Lead generation
 Increased reach and name recognition
 Better customer development
 More qualified leads

HIGH QUALITY CONTENT
What Textbroker can do for you...
 Unique content relating to your
targeted keywords
 Headlines, structure, and links
boost SEO
 Enduring content to build your
keyword backing
 Part of overall content
marketing strategy

TEXTBROKER CLIENTS
 Request text-based content geared toward keywords
 Give authors suggestions and topics for articles
 Follow proven keyword formula
 Fresh, well written content
 Database of thousands of authors
Above all, improve search engine rank for your keywords!

CLIENT SERVICES
 Custom web content
 Four-star authors you can trust
 Diverse keyword suggestions
 Affordable options

TEXTBROKER AUTHORS
 Writers are paid and graded by writing quality & client
feedback
 Writing resources available for improvement
 Easy to follow client proposals
 Focus on topics you want to write about
 Write when you want, as much as you want
Help clients improve their keyword rankings!

Create a Keyword Content Calendar
NEXT STEPS
 Plan a content calendar based off your keyword needs
 Focus on long-tail keywords first
 Set up goals that you can track

Thank you!
QUESTIONS?
Jennifer Beaupre
VP of Global Marketing
jenbeaupre@textbroker.com
@jenbeaupre
@textbroker

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