1. Keyword Clinic– How to get
your WordPress website
foundon Google
Jenny Munn
SEO Consultant & Trainer for
In-House Marketers & Small Business
Owners
www.JennyMunn.com
Jenny@JennyMunn.com
Twitter @JennyMunn
#WCATL
@jennymunn

2. Who Am I?

3. Who Am I?

4. What We’ll Cover
Brief Overview of SEO
4 Phases of Keyword Research:
• Phase 1: Brainstorm Keyword Possibilities
• Phase 2: Verify Keyword Data & Add Words
Google Tells Us People Use
• Phase 3: Keyword Prioritization and Selection
• Phase 4: Assign Keywords to Content
Using Keywords in Content
What Else matters to SEO

5. Why This Matters
• Keyword Research is the
foundation of a successful SEO
strategy
• Keywords = the language of your
customers
• The goal: more traffic, leads, and
sales for your business by using
the same language and getting in
their head

6. SEOOverview
Important Basics About SEO
• Marketing 101 = Using the language of your customers
• Google ranks webPAGES…not a webSITE
• Keywords are the absolute foundation of SEO
• SEO does NOT happen on accident
• The real goal of SEO: not just rankings, but traffic and
conversions
SEO = Improving the Discovery
of CONTENT

7. DIY SEO + WordPress = LOVE
• Levels the SEO playing
field
• Empowers us as business
owners
• Plugins, Plugins, Plugins

8. Phase 1:
Brainstorm
Keyword
Possibilities

9. Phase 1:Brainstorm Keyword
Possibilities
1. SEO Home base: Open up Excel
2. Brain Dump: Take 5-10 minutes and brainstorm
ALL the words you think you should rank
3. Add to that list:
• Google Autosuggest
• Poll a partner
• Poll your customers
• “Spy” on competitors with Spyfu
• Look in your analytics
4. Get a good solid list – and let’s VERIFY these
words

10. KeywordResearchTips
Group Like Words Together … Put In As Many As You Can
Think Of
park city utah fly fishing
park city fly fishing
park city utah trout fishing
park city trout fishing
service, guide, excursion, activity, etc.
Tips:
*don’t
forget
plurals
*don’t
forget
synonyms
*person,
product or
service?
Horsinality:
Disconnect:
“horse training” vs
“natural horsemanship”
Love coach
Dating coach
Matchmaker
Matchmaking
professional
Dating coaches
Matchmaking
for men
Meeting planner
Conference organizer
Independent meeting
planner
Freelance meeting
planner
Event coordinator

11. Take 1 Minute…
…and BRAINDUMP
(paper or Excel)

12. KeepAdding Words:GoogleAutosuggest

13. Keep Adding Words: Look in your analytics

14. Keep Adding Words:“Spy” on competitor
Spyfu.com: Free but limited

15. Phase 2: Verify the Data
–
Using Google’s Free
Keyword Planner

16. Google Keyword Planner

23. Keyword ResearchTips
1. Put in lots of
combinations of
words into your
research tool
2. Look through every
option:
Pay attention to hidden gems:
(LOW Competition, HIGH
Search Count)
3. Add all the
reasonable
keyword choices ->
export to Excel

24. “How to Find Keywords”
Free Report
Jenny Munn
 http://jennymunn.com/are-you-an-seo-beginner/
• “Where do I LOOK for
keywords?”
• “How do I know that I am
using the RIGHT keywords?”
• “Why am I not RANKING for
my keywords?”

25. Phase 3: Keyword
Prioritization and
Selection

26. Phase 3: Keyword Prioritization and
Selection
Dive in to the Excel Data
• Sort the keywords from high monthly search
count to low
• Look through words one by one
• Goal: shorten this list
• Eliminate
• Bold
• Highlight
• Understand the competition you’re up
against

28. -Large companies have the
benefitof an SEO team
Why Competitive
Research Matters

29. Danger -Important Tip
The most important thing is
to get started. A half decent
keyword is better than NO
keyword

30. Phase4: Assign
Keywords to Content

31. Phase 4: Assign Keywords to Content
1. Set aside words for:
• Site pages
• Blog posts
• Videos
• Other content
Tweet this:
#WCATL peeps: Want to
diagnose your web
content marketing
efforts? Join
@jennymunn at 2pm
today in the Pope room

32. Using Keywords in
Content

33. On-Page Optimization
Photo courtesy of Moz
Google: The Perfectly Optimized Page

34. What Else Matters in
SEO

35. What Else IsThereto ThisSEO Thing?
Other SEO elements: technical, off-page, links,
social signals, rich snippets/structured markup, a
great web architecture, page speed, etc, etc,
etc., unique content

36. Questions? Stayin Touch!
Jenny Munn
 2pm TODAY:
Content Marketing
Workshop: How to
Plan, Optimize, and
Analyze Your Efforts
Jenny Munn
SEO Consultant & Trainer for
In-House Marketers & Small Business
Managers
www.JennyMunn.com
Jenny@JennyMunn.com
Twitter @JennyMunn
Twitter: #WCATL
@jennymunn
Upcoming Keyword Research
Workshop:
3-25-14 | Roam Dunwoody | 9:30-
11:30am