4 elements of modern day keyword analysis

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Information about 4 elements of modern day keyword analysis
Marketing

Published on February 5, 2014

Author: MaxTraylor

Source: slideshare.net

Description

Keywords are no longer the starting point for a successful content marketing strategy. Inbound marketing agencies need to be able to address the changes from keyword driven search, to persona driven search.

CMB Office Hours “4 elements of a modern day keyword analysis” Every Tuesday & Thursday @3pm Eastern www.contentmarketingblueprint.com www.contentmarketingblueprint.com

What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation @CMBlueprint or +ContentMarketersBlueprint www.contentmarketingblueprint.com

Today’s Schedule 15 minutes: Slide Presentation 45 minutes: CMB Partner Open Q&A www.contentmarketingblueprint.com

www.contentmarketingblueprint.com/blog After the Webinar • Webinar recording • Slides • Blog article www.contentmarketingblueprint.com

Today’s Question What does a modern day keyword strategy look like? www.contentmarketingblueprint.com

The situation: You just finished presenting a complete inbound marketing plan to you prospect, but then they ask: “Where is the keyword research?” www.contentmarketingblueprint.com

Google has changed – The simple version Keywords Long tail keywords Semantic Search & Personalized search results Google can analyze more data. They can provide better search results by understanding “why” people are searching for things. www.contentmarketingblueprint.com

Google has changed – More technical Google uses affinity. More affinity = better accuracy in search results. Looking to the Future with Affinity Segments -Google+ Your Business on Youtube www.contentmarketingblueprint.com

Google has changed – More technical This is only the beginning. Looking to the Future with Affinity Segments -Google+ Your Business on Youtube www.contentmarketingblueprint.com

Rand Fishkin – Former CEO of Moz “Serve topics & people rather than keywords & rankings” -Rand’s whiteboard Friday Dec 20th 2013 www.contentmarketingblueprint.com

Semantic Search Experiment Search is conversational – Think talking into cell phones! Google understands context – The same word may mean different things. Google understands intent – “Why” a user is searching. Semantic search changing everything www.contentmarketingblueprint.com

Modern Day Keyword Exercise We will need to understand how to get found by the right people at the right time… this has not changed. www.contentmarketingblueprint.com

#1 Persona – The “who” “Who are they?” What role do they play in the buyer’s journey? B2B: what is their role in the company/ what is the company vertical? B2C: What actions do they take related to your product or service? www.contentmarketingblueprint.com Understanding the person behind the visit. -IPullRank | iAcquire

#2 Triggers – The “why” “Why do they need information?” – This is the “context”. An event A problem Seasonality Shift in market www.contentmarketingblueprint.com

#3 Questions – The “what” “What information do they need?” Think in terms of conversational questions, not keywords. Gather questions like you would gather keywords. www.contentmarketingblueprint.com

#4 Answers – Give them what they want. “The most helpful information possible” 1. Helpful & non-selfish -Blogs, webinars, whitepapers Persona “Help me!” 2. About your product, service and company -Brochures, sell sheets, advertisements, case studies. “How an your product/service help me?” 3. Sales content is for personas that want to buy Consultation, assessment, recommendations, fr ee trial/sample. “How can you help me make a decision?” www.contentmarketingblueprint.com

Organization Google recognizes content when it is most helpful to the user. Organize your information into topics, or “categories” so users can find more content related to their question. www.contentmarketingblueprint.com

Next Session: th Thursday February 6 @3pm “Using social for content strategy and execution” Special Guest: Peter Odryna | SEO at Social Ears +Blueprint 5.5 release! Signup at: www.contentmarketingblueprint.com/webinars www.contentmarketingblueprint.com

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