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A Sustainable Keyword Strategy
Understanding How Keywords Work in SEO
What is a Keyword?
Modifier KeywordBase Keyword Extender Keyword
Keyword Difficulty
1-2 Words (Base Keywords )
2-3 Words (Base & Modifiers Keywords)
3+ Words (Base, Extension, and/or Modifier)
Discovering Keyword Objectives
Module Case Study
Marketing Objectives
REACH ESTABLISH INCREASE• Demographic• Influencers• New markets• Media
• Strategic partners• Marketing channels• Customer loyalty• Thought leadership• Branding & Awareness
• Revenues• Credibility• Customer retention• Visibility• Market share
PROFITABILITY
HerbalDoc’sMarketing Objectives
REACH• We want to reach people who are interested in alternative medicine, a healthier life, and have a
willingness to try a holistic approach to their own health concerns.• We want to get mom’s interested, chiropractors, alternative medicine practitioners, influencers
on the Internet (website and social), influencers nationally, influencers globally. • We want to create something that is newsworthy (reach the press).
ESTABLISH• We want to establish a reputation for the place to go for herbal remedies.• We want to build an authoritative brand that can be trusted when it comes to herbal remedies.• We want to create additional products our customers will find value in.
INCREASE• We want to increase our local customer base who are loyal fans of our brand.• We want to increase our customer retention, particularly for our non-local costumers. • We want to have strong enough revenues to support further growth of the company.
Objective Break Down
REACH
ESTABLISH
INCREASE
Interested in alternative medicine Interested in a healthier life Holistic approach
Health concerns Moms Chiropractors Alternative medicine practitioners Press
Reputation herbal remedies Trusted herbal remedies Additional products
Local customer Loyal Customer retention Non-local customers
Strong revenues Growth
Creating Keyword Objectives
REACH ESTABLISH INCREASEGeneral Keywords• Healthier lifestyle tips• Alternative medicine blog
Mom Keywords• How to help my child overcome . .
.• Wellness tips for my family
Chiropractor Keywords• Medicare fee schedule • Back pain statistics
Alternative Practitioner Keywords• How to become a naturopathic
doctor• Holistic medicine news
News Keywords• Herbal remedies to get rid of
pests• The dangers of herbal medication
Reputable Source• Ultimate guide for herbal remedies• Symptom checker• Personal herbal advisor• Holistic guru
Trusted Brand• Doctor recommended herbal
remedies• Scientifically proven herbal remedies
Create products• What works what doesn’t work
herbal• Herbal remedy forum• Holistic lifestyle guest blogging
Local Customers• Herb store in Denver• Find holistic doctor• Pick-up herb products
Non-Local Retention• Herbal remedies free shipping• Fast shipping herbs• Coupon herbal salve• Great customer service alternative
medicine
Loyal Customers• Great holistic website• Recommended herbs• Herbal Doc products
What keywords will help reach the desired demographic?
What keywords will help achieve overall marketing goals?
What keywords will help increase company revenues?
What to Ask When Doing Keyword Objectives
What People Search For
Discovering the Right Keywords
My Steps1. Create Starter List
2. Look at Modifiers & Extenders
3. Mix & Merge Keywords
4. Look at Traffic with Google
5. Look at Addition Keywords with Bing
herbal remediesherbal remedies
My Gripes With Bing
• Only handles 200 keywords at a time
• Of those 200 keywords it will only display 20.
Keyword Discovery Resource Sheet
SEARCH• Google Cheat Sheet (http://plw.me/12cYmO4)• Google Keyword Tool (http://plw.me/WDZL9A)• Google Trends (http://plw.me/X1bmSk)• Google Contextual Targeting
(http://plw.me/14AxfML)• Bing Keyword Tool (http://plw.me/XaOYmP) • Yahoo! Clues (http://plw.me/Yq4tYL)
COMPETITION• BoardReader (http://plw.me/Yq5dgJ) • Forums (search “visitors found this page by
searching for [keyword]”)• Blog tags (search “[keyword] popular tags”)• SEMRush (http://plw.me/V7daw4) • Alexa (http://plw.me/Y7WzCH) • Meta Data (http://plw.me/Wi9rdv)
SOCIAL• Advanced Twitter Search (http://plw.me/UH0dqd) • Twazzup (http://plw.me/X6QkQa) • YouTube Keyword Tool (http://plw.me/Wi9JkF)• Kurrently (http://plw.me/XywH6Q) • Social Mention (http://plw.me/Xzsmwi) • Pinterest Categories (http://plw.me/11bct7o) • Delicious (http://plw.me/Xzsnk2)
TOOLS• SEOBook Keyword Tool (http://plw.me/XaP8dM) • UberSuggest (http://plw.me/Xywal6)• LSIKeywords (http://plw.me/X6QcAe) • MergeWords (http://plw.me/XywnVB) • KwMap (http://plw.me/11FterD) • Word Tracker (http://plw.me/Vx5zU6) • Amazon Keyword Tool (http://plw.me/UH0b1n)
Key Take Aways
DON’T RELY ON JUST YOUR KNOWLEDGE OF
THE INDUSTRY
ALIGN WITH YOUR BUSINESS’S CORE
OBJECTIVES
KEYWORD MODIFIERS & EXTENDERS ARE USEFUL
IN BUILDING A LIST
THERE ARE MANY GREAT TOOLS TO USE IN
FINDING KEYWORDS
