Electrifying Your Online Marketing with SEO & Copywriting

#SMX #11D
@ChrisChurchillCopyright 2017 KeyRelevance
Electrifying Your Online Marketing Message
Keyword Research & SEO
Copywriting

#SMX #11D
• President & CEO of KeyRelevance, LLC
• Member of Founding Board of Directors of Search Engine
Marketing Professional Organization (SEMPO)
• Member of the Founding Board of Directors of the
Dallas/FortWorth Search Engine Marketing Organization
(DFWSEM)
• Author at Search Engine Land &Web MarketingToday
• Longtime Speaker & Instructor at Search Marketing Expo
(SMX), Search Engine Strategies, PubCon, and other
conferences
• Masters degree and over 17 years online marketing
experience
Speaker: Christine Churchill
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#SMX #11D
What We Will Cover
§ Keyword Research Defined
§ How & Why Do KW Research
§ The Evolution of Keywords
§ Keyword Tools
§ Content Optimization Best
Practices
§ Online Copywriting Tips
§ Q&A
Our Path Today
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#SMX #11D
Keyword Research Defined
Keyword Research is the process of
researching to identify the keyword terms
customers use to find your products and
services
- Fundamental step to all online
marketing
- Keyword Research is an integral
part of successful content marketing
Keyword Research helps you get inside the
mind of customers
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#SMX #11D
People use search engines to find you on the web
Engines use text to categorize pages
Research unveils terms people actually use
KW Research improves performance of online marketing
Why Do Keyword Research?
5

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How to Do
Keyword Research
6

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Keyword Research is an Iterative Process
Brainstorming
&
Discovery
Keyword
Expansion
Keyword
Evaluation
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Keyword Brainstorming and
Discovery Phase
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Create Keyword List Using Diverse Sources
Brainstorming session – no judging words at this stage. Goal is to cast your net
widely and generate broad list.
Keyword lists from within company
§ Review company web site and print collateral
§ Press Releases
§ Often too much insider jargon
§ May or may not be customer’s lingo
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#SMX #11D
@ChrisChurchillCopyright 2017 KeyRelevance 10
Learn the Lingo of the Customer
§ Customer interviews, surveys
and focus groups
§ Company & Product Reviews
§ Talk to support or sales personnel
who talk directly to customers
§ Review discussion forums, user
generated content, blogs, social
media
The best keywords come straight from the customer’s mouth.

#SMX #11D
Speak the Language of Customer
Increase conversion by speaking the
customer’s language
Correct bad keyword choices
Missing traffic
Missing sales
Discover new keyword opportunities
- Find overlooked or new keywords
- Take advantage of longer tail phrases
“Duplicate a CD” vs “Burn a DVD”
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#SMX #11D
The Long Tail
Finding New Opportunities
Based on frequency graph
§ Popular “head” phrases on left – highly
competitive and expensive. Less popular “tail”
phrases on right – lower volume
Chris Anderson wrote book about it
§ Describes it as new economic model
§ Unlimited selection – Amazon books, iTunes
§ Idea is that non-hits can make money based on
sheer volume
“20 to 25% of the queries that Google sees today have never been
seen before.” – Udi Manber, GoogleVP of Engineering
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Review Competitors
§ Not with the intent to copy, but to gain
insight
§ Look at words they are buying in PPC &
targeting in SEO
§ Review their web site and collateral for
keywords & related terms
§ Get competitive insights and ideas on
overlooked terms and where they are
putting emphasis
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Use Site Search Data
Site Search Box
• Reveals keywords and expressions that visitors are
actually using / wanting
• Acts as a direct feed from the visitors brain
• Make sure you collect site search data – can tie it to
your analytics for easy viewing
Downside is data is limited and site search is usually a fall back when
users can’t find what they are looking for on your site.
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Developments That Changed Keyword
Research
Google Knowledge Graph
Hummingbird Algorithm
RankBrain
Not Provided Keywords
Other Recent Algorithm Changes
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Knowledge Graph
“The Knowledge Graph enables you to
search for things, people or places
that Google knows about—landmarks,
celebrities, cities, sports teams,
buildings, geographical features,
movies, celestial objects, works of art
and more—and instantly get
information that’s relevant to your
query. “
Source: http://googleblog.blogspot.com/2012/05/introducing-
knowledge-graph-things-not.html

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How the Knowledge Graph Changed Search
Critical first step towards building the next
generation of search
• Taps into the collective intelligence of
the web and understands the world a
bit more like people do
• A step toward artificial intelligence
Google now has a database on entities and
understands relationships between
different entities
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What is Hummingbird Algorithm?
According to Google the algorithm
(announced Sept 2013) delivers better
results that are "precise and fast" - like a
hummingbird.
It’s Google trying to figure out user intent
and improve conversational search.
Google wants to match the meaning,
rather than pages matching just a few
words.

#SMX #11D
Do We Still Need to Worry About Keywords?
Hummingbird is an overhaul of Google’s
algorithm, but many of the old parts are still used.
Google’s semantic analysis considers the
language in your content
- so you still need to use keywords and
related phrases on the page to communicate to
users and Google what the page is about
- means on-page optimization is still
beneficial

#SMX #11D
What is RankBrain & Why Do You Care?
RankBrain = Google’s name for a
machine-learning artificial
intelligence system that’s used to
help process its search results
Machine learning = where a
computer teaches itself how to do
something, rather than being
taught by humans or following
detailed programming.
Third most important ranking
factor after links & content
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Tips on Surviving Post Recent Changes
Create high quality longer content that
establishes your site as the place to go for answers
Develop ways to increase the authority of the site
Become a leader in your vertical
Show leadership thru social media, links, user
metrics, online relationships
Google has made it harder for “fake” authority to win. Going forward you have to
earn your position.

#SMX #11D
The New Approach To Keyword Research
Focus on the user intent behind the search term
-Try to develop content that delivers answers to what
the searcher wants
Stop focusing on exact match phrases
- Look more to long tail and related phrases
- Build a vocabulary of terms that are related to the
phrase
When doing KW research now, research core phrases plus
related, synonyms, and words that frequently occur with
your main terms (co-occurrence)
Google’s move toward Latent Semantic Indexing (LSI) and recent Google Patents dealing with re-ranking
of results suggest that using synonyms and co-occurrence terms has benefits

#SMX #11D
Keyword
Research Tools
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Benefits of Keyword Tools
• Saves money and time
• Provides insight outside of your site
• Identifies keyword opportunities you
might miss
• Offers popularity numbers you
can’t get from your own analytics
• Moves you beyond keyword
assumptions
• Allows you to compare phrases
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Free
• Google Keyword Planner Tool
• Google Webmaster Tools
• Google Trends
• Google Display Planner
• Google Instant
• Google Related Searches
• Bing Keyword Tool
• Bing Intelligence Tool
• Bing Webmaster Tools
• AnswerThePublic
• Amazon Suggests
• MetaGlossary
Keyword Research Tools
Fee Based
• MOZ Keyword Explorer
• WordTracker
• Searchmetrics
• Hitwise
• WordStream
• SEMRush
• ComScore
• SpyFu
• Long Tail Pro
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Google Keyword Planner
Oriented for Paid Search
Must be Logged Into AdWords to Use
Provides keyword ideas & monthly search
volumes

#SMX #11D
Google Trends
GoogleTrends provides trends from
web searches, images, news,
shopping andYouTube
Shows seasonality of phrases
Can compare popularity of phrases
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Google Search Console (aka Webmaster Tools)
shows actual search queries
Shows up to 2000 top
queries for the last 90
days
Not affected by the Not
Provided – this is limited
but actual keyword data
Provides Impression,
Clicks, and CTR, but no
conversion data

#SMX #11D
Google Display Planner
Free Adwords tool
Built for display advertising in
paid search but can give insights
on keywords
Suggests related keywords
Gives demographic information
on keywords

#SMX #11D
Adwords Search Term Report
Great for keyword discovery, but have to be running PPC
Query People Actually Typed
Shows you how customers are finding your ad.With the Search terms report, you can see the actual
searches people entered on Google Search and other Search Network sites that triggered your ad and led to a
click.
Identifies new search terms with high potential so you can add them to your keyword list. Allows you to look
for search terms that aren't as relevant to your business, so you can add them as negative keywords.

#SMX #11D
Google Related Searches

#SMX #11D
Bing Keyword Tool
- Shows actual queries
numbers (not
rounded)
- Has 6 months of
data
- Drill down by
Country

#SMX #11D
WordTracker.com
Data pulled from meta
search engines
Eliminates most skewing
issues caused by robots
Differentiates between
singular & plural
Offer FreeTool for trial
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#SMX #11D
Wordstream
http://www.wordstream.com/keywords
Useful for
developing your
vocabulary of
related terms for
Hummingbird

#SMX #11D
Moz Keyword Explorer
NewTool from Moz
Keyword suggestions
come from Keyword
Planner data, Google
Suggest, Related
Searches, other keywords
that the ranking pages
also ranked for, topic-
modeling ideas, and
keywords found from
clickstream data

#SMX #11D
Inside Moz’s Keyword Explorer

#SMX #11D
Google Instant
Shows
suggestions as
you type

#SMX #11D
Google Instant – Shopping Search
Different set of
keywords on Shopping
search from regular
web search

#SMX #11D
Soovle.com
Gives suggestions from different perspectives
Provides suggestions from
Google
Wikipedia
Answers
YouTube
Bing
Yahoo
Amazon
Plus option for 15 other sites
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YouTube Keyword Auto Suggestions
Shows popular video search queries
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Amazon Suggests

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MetaGlossary
Provides a definition
and related terms

#SMX #11D
AnswerThePublic.com Fun keyword tool that gives you
lists of questions and phrases
Excellent for giving content ideas
or thoughts to flesh out an
article

#SMX #11D
Tag Clouds
helps identify related terms

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Keyword Dominator
for Amazon Search Keywords

#SMX #11D
Related Searches

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A couple of things to remember…
No one tool has all the answers
Don’t just extract keywords from a tool and run
with them…review them for relevancy
You need several tools in your toolbox
Combining the tools synergistically works well.
Some tools are better for certain functions. For
instance, Google Instant is used for discovering new
keyword phrases and GoogleTrends is good for
comparing or identifying cycles

#SMX #11D
Keyword Expansion
Phase
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Target Variations of Your Keywords
Comparison (best, compare, reviews)
Price (cheap, discount)
Product Description (green, plus size, unique)
Intended use (gift for mother, baptism gown)
Product (gift basket, mortgage, flight)
Location
Action (apply, book, find, buy)
Season (holiday, Christmas, Halloween)
Abbreviations
Brand / vendor / manufacturer
Modifiers are great at
helping you expand
your keyword list, but
remember to keep
“user intent” in mind
when you combine
the modifier to the
core term!
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Keyword Permutations
Mix and match terms to create new keyword
phrases
Many tools that do this for you
Can use concatenate function in Excel or specific
tool
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Using Excel to Expand KW List
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#SMX #11D
Group related keywords into lists of related
terms
Remember to identify terms that frequently
occur with your main terms
Develop a keyword matrix
Do a series of keyword research projects on a
site, not just one
Keyword “Buckets”
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Evaluating
Keywords
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KW Selection Considerations
• Relevancy to Site
• Keyword Popularity
• User Intent
• Competition
• Performance
Always test your keywords.
Keywords can sounds like a good
idea, but upon testing, they can
fail miserably.

#SMX #11D
Relevancy Considerations
Relevancy means choosing the keywords that best describes what the site offers
Traffic alone isn’t the goal, you want targeted traffic that is searching for what
you sell
Best bet: Find words that resonate with your target audience
and are descriptive of your site

#SMX #11D
Popularity Considerations
Popularity gives insight on traffic
potential
Popular phrases
Less relevant
More competitive
Being popular Is overrated
Less Popular
More Focused
LessTraffic
Consider seasonality and cyclical
popularity of phrases
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#SMX #11D
Consider User Intent
Getting inside the searcher’s head
Understand the “why” behind the motivation for the search and you can
better target how to respond
§ Research vs Purchase
§ Stage in buying process
§ Audience Demographic
Buying vs Browsing
“car reviews”
“fast auto financing”
“80% of all searches on the Web are non-commercial” - Jim Lanzone of Ask.com
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#SMX #11D
Evaluating by the Stage in Buying Process
Keywords indicate where consumer is in the Buying Process
Match your content to satisfy the user’s intent when using the keyword
Problem
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Adapted From: Marketing Management by Philip Kotler
Select
Alternatives
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#SMX #11D
Searcher Behavior
Three types of searches:
• Navigational
- I just want to be at your web site.
• Informational
-Do hybrid cars require special maintenance?
•Transactional
-Interactive, purchase, subscribe, download
-I want financing to buy a hybrid car.
Adapted From: ATaxonomy of Web Search by Andrei Broder
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#SMX #11D
Results Pages Give Insight into What Google
Thinks the Searcher Wants
Type the proposed query into a Search Engine
Look at the kinds of sites and files returned
- PDFs, white papers, in-depth articles – likely informational query
- Ecommerce sites – transactional
- Brand site – navigational
- Are Knowledge Graph Answer boxes returned?
- Are local results or shopping ads returned?
Looking at the results can help you interpret what Google thinks the user wants
Do this on both desktop and mobile
60
25% of searches in Bing areVoice

#SMX #11D
Evaluating KW By Competition
Who Are Your Competitors?
Who is ranking for your main
keyword terms?
Who has PPC ads?
How well optimized are
competitors sites?
Are they active on social media
and review sites?
What is their link profile?
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#SMX #11D
Competitive Intelligence Tools
SEMRush
SimilarWeb
Hitwise
ComScore
Marketer
Quantcast
Moat
Moz Tools
SpyFu
SearchMetrics
KeyCompete
Compete
KeywordSpy
AdGooRoo
Keyword Analyzer
ScreamingFrog
DeepCrawl
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SEMRush
Provides:
•Top Keywords
• Rankings
• PPCTerms
• PPC Bids
•TrafficTrends
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Searchmetrics
Can Identify Co-Occurrence Terms, Competitors Terms, etc

#SMX #11D
MOZ Keyword Difficulty
Provides quantitative
score of kwd plus linkage
data for ranking sites

#SMX #11D
SPYFu

#SMX #11D
SimilarWeb
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DeepCrawl
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ScreamingFrog
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Test KW Performance
Use PPC to test candidate KWs
Do keywords bring the amount of traffic
you want?
Does the traffic convert?
PPC gives quick quantitative feedback on
the KW performance while controlling
costs. If works well in PPC, expand kw
use in SEO, social and content marketing
Downside: Terms that work well in PPC are often transactional. You may have to
expand your list to include informational terms

#SMX #11D
Content
Optimization
- Best Practices
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Everything Is Better with Chocolate Keywords
• Web sites
• Paid search
• Articles
• White Papers
• FAQ pages
• Product Feeds
• News
• Blog Posts
• Press Releases
• Images
• Videos
• Podcasts
• Schema
• Social Media
• Content Marketing
Optimize all
digital assets
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Good Online Copywriting Is a Balancing Act
You have to write to engage the human reader
You have to write so search engines understand
relevancy of content
It is this talent for doing both that separates high
quality SEO content from spam
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On-Page SEO Guidelines
Has to be NATURAL
Elegantly work keywords into visible
content on web pages
- Don’t stuff keywords
- Do the “Read Aloud” test to gauge
natural tone
SEO helps good content get found
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On-Page SEO Guidelines (cont)
Think keyword phrase NOT single
keyword
Create a matrix chart to assign different
main phrases to different pages
Use synonyms and related words on
page to reinforce main topic
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Where to Use Keywords On Site
Title Tags
Meta Description
H Tags
Visible text on the page
Alt Attribute
Links and anchor text
File names
URL
Schema code
Bold, strong, emphasized tags
Breadcrumb Navigation
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Title Tags
<title>Interesting Relevant Keyword Rich Blurb</title>
Title contents appears in first line of listing on SERP so spend
extra time to create compelling titles that grab attention
Include keyword phrase early in title
Should be unique…don’t use same title on multiple pages
Title should be accurate and reflect content of page
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TitleTag is most
important
“on-page”
criteria

#SMX #11D
Example of Wordpress Title Tag Using Yoast Plugin
27% Of All Sites
use Wordpress
in 2017. Each day
50,000 new Wordpress
sites are launched.
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#SMX #11D
Meta Description Tag
<meta name="Description" content=“Compelling marketing message that reads
well and contains targeted keywords">
Should provide a summary of the page and should be unique to the page
Frequently used as snippet on results page
Should contain keywords relevant to the page. Include synonyms and related
words – don’t just repeat core terms
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#SMX #11D
Feed the Knowledge Graph
Explicit method
- Schema
- Tables
Implicit method
- On-page Text
Adds confidence in data for Google
Schema is helpful as a template to build out
quality content
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#SMX #11D
Golden Rules for Writing Copy
Talk about benefits, not features
-Tell them why they should care
Appeal to emotions and senses
- most buying decisions are emotionally
based
Solve problems and answer questions in your
content
Don’t forget to include a “Call to Action”
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#SMX #11D
Develop Shareable Content
Start with relevant interesting content
Place sharing social share icons in susceptible
moments – Make it easy to share
The Title can make or break your content so take
extra time to create a compelling headline
Use a subheading to further entice reader
Include social media sharing and keywords in
editorial calendar planning
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#SMX #11D
Editorial Calendars Take Content to Next Level
• Allows you to think strategically
• Proactive planning and faster reaction
• Pre-publish content
• Coordination across media outlets, blog, PPC, articles, SEO, graphics, videos, social media
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#SMX #11D
Good User Experience
Increases Share-ability
Include visually stimulating graphics
- Good graphic draws reader in
- Faces & bright colors attract the eyes
“Chunk up” the content layout to be more scan friendly
- Use headers, subheadings & bullet lists to add
hierarchy
- White space is your friend
- Keep paragraphs short
Avoid “noise” and distracting items on page
Don’t forget Google tracks user behavior
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#SMX #11D
Use Social Media to Share Content
68% of US adults use social networking
sites (Pew, 2016)
79% of internet users use Facebook
That’s eight-in-ten online Americans now use
Facebook, more than double the share that uses
Twitter (24%), Pinterest (31%), Instagram (32%) or
LinkedIn (29%). (Pew, 2016)
Consider your target audience
demographic and match it with social
media site they use
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#SMX #11D
Getting Your Great Content Found Online
Mix in synonyms, long tail terms and variations
Replace duplicate content with original writing and
use canonicals
Clean up the site - Remove low quality pages, write
longer deeper content
Link to related useful content
Be professional - run link checkers, spell checkers
and avoid foul words
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#SMX #11D
Points to Take Home
1. Keyword research Isn’t dead – helps identify user intent
2. Exact match keyword targeting is dead
3. Use keyword phrases, synonyms and related terms on the page, in
schema code and in all digital assets
4. Use tools to increase productivity & provide insights
5. Test keywords for true worth. View popularity as traffic potential and
consider seasonality and trends
6. Write to enhance the user experience - Compose quality content that
satisfies user intent and answers questions
7. Develop an editorial calendar and use it to maximize content’s potential
8. Make content easy to read & share
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#SMX #11D
Thank You!
Christine Churchill
www.keyrelevance.com
info@keyrelevance.com
@KeyRelevance
@ChrisChurchill
Questions?
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#SMX #11D
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

Electrifying Your Online Marketing with SEO & Copywriting

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