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Most attempts to rank for certain keywords fail because they are built on antiquated strategies and incorrect assumptions. Some sites are losing rankings and traffic faster than ever before, while others are growing dramatically. What drives results for growing sites? This webinar will show you how to build a refreshed keyword strategy that delivers improved rankings and high-quality traffic.
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Your Keyword
Strategy is BrokenBest practices for modern SEO with ROI.
Nate Dame, CEO & Founder at Propecta | @seonate | nate@propecta.com
Engage!
Follow @propecta to interact during the event.
Comment & ask questions via hashtag:
#brokenkeywords
The Good ol’ Days
SEO was Cheap & Straight Forward
Back in the day, ‘all you had to do’ was
choose a package and watch it work.
What about the user?
What Changed?
Early/Mid 2000’s
Keywords
Other
Ranking
Factors
Circo 2010
Keywords
Other
Ranking
Factors
Harsh Realities
2014
Keywords
Other
Ranking
Factors
Near Future?
Other
Ranking
Factors
What’s Replacing Keywords?
Not just one ranking factor!
● Google’s more sophisticated understanding
of user’s needs
● Personalization
● Anti-low-quality-content updates
● Machine learning algorithms
● Artificial intelligence?
The Aftermath
The ‘Blond Hair’ Situation
No bad jokes,
promise!
The ‘Blond Hair’ Situation
But wait… what’s
this??!?
No keywords in the
title? And no
“blonde hair” phrase
anywhere??
The ‘Blond Hair’ Situation
This keyword
phrase does
not appear
anywhere on
the page. (If
you scroll to
allow
comments to
load, you’ll
find it in one
comment.)
The ‘Blonde Hair’ Situation
What could have possibly made this content rank without the keywords?
Tweets? Hidden text? A handful inbound links with the word ‘blonde’?
This Tells Us a
Few Things...
Google is much
smarter than the
keyword.
Ranking algorithms
are teaching
themselves how to
improve.
Our ranking
strategies just might
need a facelift.
Or a new hair color?
Keyword Ranking Factors Declining
“For on-page SEO, the keyword is still vital, but the trend is
moving away from a single subject/keyword towards entire
topics. Almost all keyword factors diminish slightly [in
2014].”Marcus Tober, Dr. Leonhard Hennig, Daniel Furch
Sources: http://moz.com/blog/searchmetrics-ranking-factors-2014
and http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
New SEO Paradigm
Sources:
http://moz.com/blog/searchmetrics-
Updated Keyword Strategy
Keyword strategies based on topics.
It Seems to Work
Topical keyword strategies’ impact over
time.
Get the checklist!
Available now:
http://propecta.com/resources/ultimate-
Implications for
Marketers
#1 Think user intent / don’t think
‘keyword’
Do you
really understand
your target audience?
#1 Think user intent / don’t think
‘keyword’
What users want
What users want
#1 Think user intent / don’t think
‘keyword’
What users wantWikipedia! Knowledge & definitions
Zoho & Salesforce
Looking to purchase (or free trial)
Another encyclopedia-style resource
#1 Think user intent / don’t think
‘keyword’
What users want“nice kids”
“well-rounded kids”
local help, advice and community
“a moral child”
#1 Think user intent / don’t think
‘keyword’
What users wantResults are all research/learn oriented.
Only 1 commercial results on the page in
position #10!
#2 Nuke thin, low-quality ‘keyword
optimized’ content
#3 Align content with user intent
#4 Create authoritative, long-lasting
content
Google already told us how!
See the complete list at http://googlewebmastercentral.blogspot.com/2011/05/more-
guidance-on-building-high-quality.html
#5 Study SEO’s impact on your
entire sales funnel
Google Analytics: Conversions > Multi-
Channel Funnels
Share your Success
& Challenges!Tweet @propecta or @seonate (that’s me).
Reach out: nate@propecta.com or
312-870-0056 (mobile).
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