Keywords: how to choose them, how to use them

Wine & Web

Andy Crestodina@crestodina #wineweb

Keyphrase Research

There are 3 Parts to SEO

Source: SEOmoz, 2011 Search Engine Ranking Factors

How Search Engines Work

Source: SEOmoz, 2011 Search Engine Ranking Factors

How Search Engines Work

Links = How trustworthy your site is

On-Page = How relevant the page is

Keyphrases = What the page is relevant to

SEO (over) simplified

How to choose them

3 Criteria for Choosing Keyphrases

Text

Search Volume

Resource: Google Keyword Tool

Search Trending

Resource: Google Insights

Regional Interest

Resource: Google Insights

The phrase is highly competitive if all the sites on the first page of Google…

• Are famous (wikipedia, etc.)

• Have a higher domain authority than you

• Have title tags that begin with the keyphrase

• Lots of AdWords ads

Competition

Resource: Open Site Explorer

Look out for universal search results

• Local (change tactics/choose another phrase)

• Videos (opportunity?)

• Images

• Products

• News

Competition

Text

Relevance

Other Keyphrase Ideas• Use Google Instant

• Check the competition

Resource: SpyFu

Secondary Keyphrases• Shares words with the first phrase“google authorship” and “google authorship markup”

• Includes words that share semantic meaning

How to use them

On-Page SEO• Once at the beginning of the title <title>

• Once in the first header <h1>

• Four to six times in the body of the page

• In links on other pages that link to the page.

More Internal Linking

Other Key(phrase) Reasons

• Better Usability

• Retro Keyphrase Design

• Offline Benefits new products, services, locations

Resource: Keyword Design Blackjack

Wine & Web

Andy Crestodina@orbiteers #wineweb

Thank you!