Make this your most successful year of content. KEYWORD GUIDE 2 0 1 6
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Make this your most successful year of content.KEYWORD GUIDE
2 0 1 6
But first...A Brief History of Keyword Strategy
A Brief History of Keyword Strategy
Less than a decade ago, a keyword strategy meant taking the most commonly searched keywords and phrases, and stuffing them (as many times as possible) into your hastily written content.
A Brief History of Keyword Strategy
Many businesses thought that by “tricking Google,” they could drive more traffic to their sites and increase leads.
A Brief History of Keyword Strategy
But they forgot one thing...
They were marketing to people.
And people like to read real content
not mindless drivel.
As one of the largest and most influential companies (with genius employees worldwide), Google caught on.
Because, duh, it’s Google.
Google that was designed to end keyword stuffing by penalizing “thin sites”—or sites that published low-quality content.
So in February 2011, it launched an algorithm update called
Panda
YAY!...and that’s why we have jobs!
Now, let’s fast forward to 2016.
A few things we already know (because we’re content rockstars)...
1. Well-written, well-researched,
relevant, entertaining and interesting
content that’s targeted to the right
personas WORKS.
2. Keyword stuffing is bad.
3. We still need to make sure our content
(and the content we create for our clients)
ranks highly on SERPs (search engine
results pages) to generate organic traffic.
So, what do we do?
1. Use tools to determine the best keywords.
2. Look for keywords that...
● Have a high volume of searches
● Have a low to medium difficulty level*
(less than 60)
● Are relevant to the products and services
available on the website
* Using HubSpot keyword tool.
3. Choose one keyword to focus on for each blog post.
● For example, using the keyword tool
results in the previous slide, that keyword
might be “email fatigue.”
4. Include said keyword in...
● Blog title & title tagEx: 3 Ways to End Email Fatigue for Good
● URLEx: www.towerdata.com/blog/end-email-fatigue
● Meta descriptionEx: Email engagement down? Here are three ways to end email fatigue and make your customers fall in love with you again.
● First paragraph of the body copy
● Anchor text in future internal links back to page
5. Use it ORGANICALLY
Whatever you do, don’t force the keyword. If it
doesn’t work, you need to …
● Reword the phrase
● Rethink the keyword
Other ways to get ideas for keywords...
● Google-related searches
● Google autocomplete
● Google Adwords
● Quora
● Persona and client interviews
Don’t Forget to go back and check your data.
Is a certain post outperforming others, but was distributed using the same methods?
It’s probably a great keyword!
Find more ways to write about the topic. For example: 5 Common Mistakes Leading to Email Fatigue
!(Pssst! Don’t forget to LINK BACK to the original post!)!
Voila!Now go forth and tear up those SERPs.
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