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Let’s poll the audience, how would you find…
The best sushi restaurant in Boston, MA
B2B business blogging trends
KEYWORDS ARE USED TWO WAYS:
1. As a user, they’re usually something that the user wants more information on
and the information will help them to learn.
2. As a business, they’re usually the more information on a topic (problem,
solution, product or service) that we know more about.
“How to install a three-prong electrical outlet”
“Electrician Cambridge, MA”
“Should I hire an electrician to change my outlets?”
Flickr User: Liquene
Professor Moore
AS AN INTERNET USER:
What your company does, Company name
Helps shed light on common problems or questions.
Also discusses different benefits of one solution over the others.
Name of product/services. What the solutions is.
AS A BUSINESS ONLINE:
Homepage:
Product/Service pages:
Blog posts:
Uncover and understand your buyer personas’ queries
BEST PRACTICES FOR KEYWORDS
Create & optimize content around each keyword phrase
Determine if you can rank for these keywords
Uncover and understand your buyer personas’ queries
BEST PRACTICES FOR KEYWORDS
Create & optimize content around each keyword phrase
Determine if you can rank for these keywords
KEYWORDS OF BUYER PERSONAS
• “Free” vs “Complimentary”
• “Agency” vs “firm”
• “Eliminate the burden of debt” vs “How to get out of credit
card debt”
• “inbound marketing” vs “Internet marketing”
• “white-paper” vs “eBook” or “guide”
• “Adventure travel” vs “outdoor recreation”
Uncover and understand your buyer personas’ queries
BEST PRACTICES FOR KEYWORDS
Create & optimize content around each keyword phrase
Determine if you can rank for these keywords
Let’s pause and think for a moment about the word “shoes.”
What pops into your brain when we ask about shoes?
Short & broad keywords
“marketing” “shoes” “outdoor travel ”
Long-tail keywords
“social media marketing for small b2b startups” “red Nike men’s running shoes” “outdoor travel in Yellowstone National Park”
VS
• Have less competition: Making it easier to
rank and get traffic
• More qualified visitors
BENEFITS OF USING LONG-TAIL KEYWORD PHRASES:
• More competition.
• More general, vague.
• More search volume to cut through.
REASONS NOT TO WANT TO RANK FOR “SHORT” KEYWORDS:
Uncover and understand your buyer personas’ queries
BEST PRACTICES FOR KEYWORDS
Create & optimize content around each keyword phrase
Determine if you can rank for these keywords
KEYWORDS ARE USED TWO WAYS:
1. As a user, they’re usually something that the user wants more information on
and the information will help them to learn.
2. As a business, they’re usually the more information on a topic (problem,
solution, product or service) that we know more about.
KEYWORDS STRATEGIES TO AVOID:
1. Adding in keywords, just to add them. Also called keyword stuffing.
2. Worrying about a perfect keyword “density”
3. Bolding keywords, underlining keywords or adding different colors to help
them stand out
4. Keyword linking to non-relevant keywords.
WHERE TO ADD KEYWORDS (FOR WEBSITE PAGES):
1. Page title
2. Page URL
3. Content headers
4. Content
5. Images/Alt Attribute
6. Meta description
WHERE TO ADD KEYWORDS (FOR SITE PAGES):
1. Page title
2. Page URL
3. Content headers
4. Content
5. Meta description