Keyword research can be overwhelming! But finding the right keywords can unlock organic traffic for your website See how to: • Find the right keywords • Use free and paid SEO tools • Understand and analyse search intent • Compare and prioritise keyword opportunities As the complexity of language itself, understanding the language your target customers use can be bewildering! So how do you work out what language they’re speaking? Effective keyword research Targeted keyword research can help to cut through the confusion and unlock opportunities for your website. Keyword research is pivotal to all your marketing efforts. Getting it right helps: • Drive traffic • Increase sales • Greater ROI Knowing your keywords also helps you to better understand your business and brand. Whether you’re providing information, product, or service, finding the right keywords will enable you to: • Know which keywords to rank for • Discover popular keywords and phrases frequently searched for • Complete competitor analysis • Where and how to use your findings You can find out how to complete effective keyword research using a range of free and paid tools. Get to know your customers intent and give them what they want rather than guessing

1. Keyword Research:
How to Find the Right
Keywords & What Tools to
Use
HubSpot - Nov 30, 2021

2. Agenda
1. Introduction
2. Who/what/when/why of SEO
3. How Google Works
4. Finding the right keywords
5. Using free and paid SEO tools
6. Understanding and analyzing search intent
7. Comparing and prioritizing keyword opportunities
8. Questions
9. Recommendations/resources

3. Introduction
Amanda Kopen - SEO Strategist @ HubSpot
HubSpot: HubSpot offers a complete CRM platform with all the
tools and integrations you need to grow better.

4. Who/what/when/why of
SEO

5. What is SEO?
SEO stands for “Search Engine Optimization.”
SEO helps businesses drive more visitors to their site.
It expands a company’s visibility on a search engine results page (SERP) and in turn will increase
chances for conversions or sales.

6. Why is SEO important?
For my website, my primary goal is _________________.
Optimizing your website can help you:
● Increase visibility
● Generate leads
● Make sales

7. Who and When?
With a basic understanding of SEO, anyone can implement best practices.
You should ALWAYS be “optimizing” your site, otherwise people won’t be able to find you.

8. Proving SEO is worth it
Focus your SEO efforts on your business’s goals.
You website should have basic analytics. These can tell you from where a visitor entered your site
(social media campaign, paid ad campaign, email, organic search). Periodically check to see how
your organic traffic is doing.

9. How Google Works

10. How does a site get onto Google?
For you to appear on Google, it must know that your website EXISTS.
1. Google needs to find your site and pages on the Web
2. Google scans your pages to understand their topics
3. Google adds your website to it’s index -- a database of all the content
it has found on the web

11. Google’s Search Engine Results Page

12. So, how does Google Rank Content?
Google’s goal is to provide users with the most relevant answers or
information to their questions.
Google ranks content by:
1. ***Relevance - does your website page answer someone’s question?
2. Authority - how “popular” are you on the internet (many metrics go
into this).
Relevance trumps authority

14. Ensure your page has the right mix of content
Does your page
have:
● Title tag
● Meta description
● Concise link slug
● Image alt-text
● Proper heading
structure
● Schema tags

15. Using free and paid SEO
tools

16. Free Tools
Keyword Research
Google Keyword Planner
WordStream
Google Trends - free search query trends
Site Analytics
Google Search Console - organic traffic data
for your site
Google Analytics - traffic data for your site
Paid Tools
Keyword Research
Ahrefs
SEMrush
Industry Analytics
SimilarWeb

17. Plugins that HubSpot’s SEO Team Uses
Free
SEO Pro Extension by Marketing Syrup - Analyzes links, images, schema, etc.
SEO Minion - Analyze on-page SEO, highlights links, etc.
Ahrefs Toolbar - Analyzes backlinks, domain rating, URL rating, referring domains

18. Finding the right keywords

19. The Funnel

20. Start with your Products
...
Product
(Marketing Services)
Facets
(Social Media Marketing)
Facets
(SEO)
Facets
(Email Marketing)
Broad Topic
(Instagram)
Broad Topic
(LinkedIn)
Broad Topic
(Facebook)
Broad Topic
(On-Page)
Broad Topic
(Technical)
Broad Topic
(Email Lists)
Broad Topic
(Subject Lines)

21. Use a Keyword Research Tool to Plan
Content

22. Use a Keyword Research Tool to Plan
Content
You’ll need:
1. Primary keyword
2. Secondary keywords
3. Competitive insights from the SERPs

23. Use a Keyword Research Tool to Plan Content
MSV Guidelines:
Short tail keywords
300+ MSV
Long-tail keywords
10-200 MSV
KD Guidelines:
Anything below 50
*It depends on how
high Domain
Authority you have
Content Guidelines:
What are your
competitors doing?
-Keywords
-Images
-Videos
-Research
-Length

24. Understanding and
analyzing search intent

25. Understand Search Intent
1. Plug your keyword in an incognito window in Google
2. Look for:
a. What keywords are in the title?
b. What do the meta-descriptions say?
c. What sites come up?
i. Are they your competitors?
ii. What audiences do these sites serve?
d. What SERP features appear?
i. Image packs
ii. Paragraph snippets
iii. List snippets
iv. Video carousels
v. Knowledge cards
e. What types of posts appear?
i. Product pages
ii. Listicles
iii. Typical blog posts

26. Understand Search Intent
1. Plug your keyword into a keyword research tool. Review what comes up
a. Is there a different phrasing that is more popular?
b. Does a different term fit your topic better?

27. Comparing and prioritizing
keyword opportunities

28. Return to your Products
...
Product (Marketing Services)
Facets
(Social Media Marketing)
Facets
(SEO)
Facets
(Email Marketing)
Broad Topic
(Instagram)
Broad Topic
(LinkedIn)
Broad Topic
(Facebook)
Broad Topic
(On-Page)
Broad Topic
(Technical)
Broad Topic
(Email Lists)
Broad Topic
(Subject Lines)

29. Questions?

30. Recommendations

31. Recommendations
1. Make sure your site uses SSL
2. Connect your site to Google Search Console
3. Follow the proper Heading Structure for your page
4. Use Keywords on Your Pages
5. Ensure each website page has the right content

32. SSL
SSL stands for “secure sockets layer.” SSL secures data online.
LINK FOR INSTRUCTIONS

33. Connect your site to Google Search Console (GSC)
LINK for INSTRUCTIONS

34. Follow the proper heading structure
H1
H2
Paragraph
Paragraph
Paragraph
H3
H3
Paragraph

35. Follow the proper heading structure
H1: Title of your page
H2: Main Point of Information
H3: Subpoint of H2
H4: Subpoint of H3
Paragraph: Body copy

36. Ensure your page has the right mix of content
1. Googlebot can’t “see”
images, so make sure that
your most important
content is not “invisible” to
Googlebot
2. Use the proper headings

37. Use keywords on your pages
Use a keyword tool like:
Google Keyword Planner
WordStream
Google Trends
Review the keywords your target demographic
searches for.
Use “Competitive Analysis” aka “Content Gap
Analysis” to scope your competitors’ keywords.
Place your keywords of choice in your headings
and center your content around these keywords.

38. Resources

39. From Presentation
SSL:
https://www.brafton.com/blog/distribution/how-to-convert-http-to-https-a-quick-guide/
Link Site to GSC:
https://www.protocol80.com/blog/add-website-to-google-search-console
Content Gap Analysis:
https://backlinko.com/hub/seo/content-gap
https://ahrefs.com/academy/marketing-ahrefs/lesson-2-5
Free Keyword Tools:
https://ads.google.com/home/tools/keyword-planner/
https://app.wordstream.com/
https://trends.google.com/

40. About SEO
https://blog.hubspot.com/marketing/seo
https://offers.hubspot.com/seo-starter-pack
https://blog.hubspot.com/marketing/blogging-for-seo
https://blog.hubspot.com/marketing/seo-tips
https://academy.hubspot.com/courses/seo-training
https://blog.hubspot.com/marketing/meta-descriptions
https://moz.com/beginners-guide-to-seo
https://ahrefs.com/blog/seo-basics/