This document discusses the importance of keyword strategy for marketing purposes. It explains that search engines index individual pages, not entire sites, so each page should be optimized for its own keyword term. Broad keywords are too competitive, so specific, targeted keywords relating to a company's products or services should be chosen. Tools like Google's keyword planner can help identify relevant keyword opportunities based on search volume and competition. The document recommends strategically including targeted keywords in page titles, headings, and metadata to help prospects find websites.

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The PowerThe Power
of aof a
KeywordKeyword
StrategyStrategy
Keywords
used well
help your
prospects
find you

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What are Keywords?
• Why do they matter?
• What makes a good one?
• What do you do with them once you get them?

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Search Engines Index Pages
• -- Not Sites

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Each Page is an Individual
That means each should get its own
keyword term

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Don’t Choose Broad Terms
• Education
• Women
• Dogs
• Fitness
Are NOT good keyword terms because they’re
too competitive. Narrow it down using
software and brain power.

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Where to Find Keywords?
• Wordtracker
• Google Adwords Keyword Tool
• Google Instant (for ideas)
• Many others (Google “keyword tools”)

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Here’s an Example of Keyword
Analysis

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What Does It All Mean?
• In the previous slide there are several terms
and 3 columns. The first column is demand,
the 2nd
supply and the 3rd
, the competitiveness.
Here’s another example:

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Your Task?
Determine the “best” keyword terms for you
based on your audience, your service/product
and the competitiveness.
Spend some time here. This is your foundation.

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What Makes a Good Term?
• Too few searches won’t bring you the traffic
you need
• Too much competition will leave you buried
Try to determine a happy medium

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Assign Each Term or Phrase to
Individual Pages
• Be Specific
• For example, “services” page can be called
“pet sitting in Annapolis” instead of
“services”.
After all, which do you think your prospect will
type into the search engines? “Services”? Or a
specific need?

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Keywords Are About Your
Visitor Too
• By using the same language they’re using, you
make a connection.

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Now That You Have Your
Terms…What’s Next?
You strategically use them in your copy and your
“behind the scenes” code

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3 Strategic Locations
• Headline/Title
• Near the beginning
• In the meta data

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Meta-What?
• Meta-Data – Use your keyword terms
effectively “behind the scenes”
• This helps your prospects find you.

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Examples of Meta Descriptions and
Titles

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What the User Sees

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What the Search Engine Sees

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Important Tip
Tip: Use the identical keyword phrase in both
the title and the description.

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Here’s How That Might Look in
Wordpress

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Recap:
• Determine good keyword terms via software
programs
• “Name” each page individually
• Use that page’s term in the headline and other
strategic points in the copy
• Don’t forget to fill out the SEO fields based on
your main keyword term for that page or have
your web person enter your description in the
code.

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Let’s Connect!
• www.jenphillipsapril.com
• jen@jenphillipsapril.com
• https://www.facebook.com/JenPhillipsApril
• @jenphillipsapri on Twitter
About Write Words Marketing
A web writer since 2004, Jen helps small to medium
businesses and nonprofits drive results online. A pet
lover, she launched www.all-natural-dog-treat.com in
2004 and grew it to 80,000 organic visitors/month with
optimized web content. Now she writes and consults
for a variety of small and medium size businesses. She
speaks on SEO and social media around the country.
http://jenphillipsapril.comhttp://jenphillipsapril.com