Keyword research, grouping, implementation, tracking, and measurement can certainly sound like an uphill challenge, but its also the starting platform for any online marketing campaign. The competition for being found by your top keywords can be steep but getting a grasp on new tools and tactics from other professionals can make all the difference for a steady climb to greater organic search outcomes.
Stryde administers a weekly Twitter chat Thursday at 1 pm ET for marketing pros and padwans alike, to openly discuss their strategic approaches and tips to digital marketing success. In a friendly space, we share and learn from one another about the trends and updates in SEO and marketing.
Last week’s #SEOchat discussed how to use keywords to compete for your site’s searchability. Knowing the exact terms that your audience is searching for allows you to optimize your content for better search visibility across all channels. Keyword insights can also reveal where you rank next to your competitors. In case you missed out, or would like a recap, here are the highlights from what we covered on #SEOchat:
Question 1: When starting off on a brand new SEO campaign, at what point does keyword research come into play?
A1: The very first thing (after scope and goals). KW research sets up everything from search strategy to content to social #seochat — Matt O’Connor (@OC2015) November 12, 2015
A1. I imagine it’s important to immediately define useful keywords to base your campaign around, as you will use them throughout. #SEOChat
— Patrick Lemay (@LemayPatrick) November 12, 2015
Question 2: What are your favorite tools for finding keywords and phrases that you are already ranking for?
A2. https://t.co/jbEG9jNVsV and SEMrush #seochat
— Antonia (@AntoniaStiedaSa) November 12, 2015
A2) Someone showed me https://t.co/QvoDnsbI1x on a previous #seochat. Great resource! — Caitlin Boroden (@CaitlinBoroden) November 12, 2015
Question 3: How do scale the competitiveness of keywords for which you would like your brand to be found?
A3: While arbitrary, the competitive scores in @spyfu @semrush and @ahrefs are all quite useful over time #SEOChat https://t.co/wPhVscP5Nn
— Eric Lander (@EricLanderSEO) November 12, 2015
Everyone shouting out to SEMrush>>
* Announcer voice* “Q2 was presented by @SEMrush. SEMrush: Your source for keyword rankings since 2008.” *Cut to commercial* #SEOchat — Chris Berkley (@BerkleyBikes) November 12, 2015
A3:I don’t pay attention to competitive scores. I focus on whether or not the core keyword phrase aligns to the company’s personas. #seochat
— Sean Van Guilder (@seanvanguilder) November 12, 2015
A3 Create a list of top 5 or top 10 primary keywords. Run SEOmoz keyword difficulty tool for each keyword. #seochat https://t.co/5XPfw2ELmI — Kathy Kopacz MS (@kkopacz1) November 12, 2015
Question 4: What factors do you consider in determining whether SEO or PPC is best to put your brand/clients’ dollars toward?
A4: Target audience and intent. Less need for SEO hours when you want to focus on retargeting (with PPC) to users who know you #seochat — Matt O’Connor (@OC2015) November 12, 2015
A4: THis is all changing I think, but PPC is importnt source of traffic esp when recovering from penalty or poor org performance. #seochat
— John Alexander (@CallMeLouzander) November 12, 2015
A4: Budget is a big factor. Low $ spend on content might move the needle, but won’t do much for ROI on the PPC side. #SEOCHAT — Andrew James (@AJUTAH) November 12, 2015
PREACH!>>
PPC rant: PLEASE make sure your PPC landing pages match the ad copy! I hate it when clients burn money. #seochat #seorant
— John Alexander (@CallMeLouzander) November 12, 2015
We skipped right ahead to…
Question 7: What is the value of branded vs. non branded traffic driven by keywords and how do you track and measure each?
A7: branded traffic is typically the “closer.” Non-brand is where you grow your awareness. They both have a ton of value but…> #seochat
— Dan Patterson (@dan_patterson) November 12, 2015
A7: it’s a question of searcher intent & branding success. value varies for every company. track in @semrush/ look at conversions #seochat — Sam Binks (@samsitesearch) November 12, 2015
Backtrack to Q6, keeping everyone on their toes…
Question 6: What is the average life of your kw list used across content, social media, & link-building?
@AJUTAH I agree with that in most cases, but sometimes fiddling too much means you’re never focusing long enough to get results. #seochat — Tanner Petroff (@tannerpetroff) November 12, 2015
@tannerpetroff Very true. I should have clarified- more for long tail keywords in the blog. Your head terms should be long term. #SEOCHAT
— Andrew James (@AJUTAH) November 12, 2015
A6: I think it’s important to watch search trends over time. If a phrase is declining, start transitioning to something else. #seochat — Dan Patterson (@dan_patterson) November 12, 2015
A6: Not for a while. I inherited an existing list of keywords & just finished a 3-month process of new kw research site-wide. #SEOchat
— King of the Mountain (@kotmseo) November 12, 2015
Flash forward to Q8… no whiplash intended
I’m just going to call this last question Q8.. #seochat — Emily Christopher (@emily_C27) November 12, 2015
Question 8: What KW tools do you use to optimize your social channels? Do the KWs differ from those used throughout your blog/site content?
@OC2015 Got any tools or tips for exploring #hashtags ? #seochat
— John Alexander (@CallMeLouzander) November 12, 2015
@CallMeLouzander@OC2015 try @hashtagify — Emily Christopher (@emily_C27) November 12, 2015
Ohhh I must try that! ⚡️ https://t.co/EP43IBKGUi
— Lisa Buyer (@lisabuyer) November 12, 2015
SEO is always changing. Let’s keep each other up to date through chat! Be a part of it every Thursday at 1 pm ET. Find us at #SEOchat!
Thanks everyone for a great #seochat once again! You’re all brilliant and wonderful I’m gonna put these tips to the test! ‘Til next week! — Emily Christopher (@emily_C27) November 12, 2015
What topic would like to see on #SEOchat? Comment below and we’ll chat soon!
The post The Keyword Challenge on SEOchat | How to Compete for Your Site’s Searchability appeared first on STRYDE.
