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@crestodina
Andy CrestodinaStrategic Director | @crestodina
Keyphrase Research Workshop
Wine & Web #73
#wineweb
Which keywords are helpful?
Which links are helpful?
@crestodina
Rank
Relevance Authority
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
10x increase in traffic in 4.5 years
@crestodina
@crestodina
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational
@crestodina
Online searches by type
Informational
Transactional
Navigational
?
$brand
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.
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“wedding dresses”
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“wedding dresses”
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“lace wedding dresses”
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“lace wedding dresses”
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“modern wedding dresses”
@crestodina
“modern wedding dresses”
Keyphrases = Competitions
Pages = Competitors
IF YOUR AUTHORITY IS GREATER THAN THE
KEYWORD DIFFICULTY...YOU’VE GOT A CHANCE
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
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ONE PAGE OR TWO?Keyword targeting
within related topics
@crestodina
@crestodina
CHOOSING KEYPHRASESDo people search for it?
Do I have a chance of ranking for it?
@crestodina
1. Are people searching for it? What are they trying to find?
2. Do I have a chance of ranking for it?
3. Can I make a great page on the topic?
4. If I rank, will my search listing be visible?
Choosing keyphrases
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lead
@crestodina
lead
traffic
conversions
@crestodina
lead
traffic
conversions
search
social
@crestodina
lead
traffic
conversions
search
@crestodina
lead
traffic
conversions
rank
@crestodina
lead
traffic
conversions
rank
content
links
@crestodina
lead
traffic
conversions
rank
content
links
content
relationships
THE MINDSET OF SEARCHA few questions
to put things in context
People looking for me
are searching for what?
Which page on my website
is relevant for that phrase?
Is this page one of the top ten pages
on the internet for that topic?
Will people who searched for this phrase be
happy to have found this page?
@crestodina
Andy CrestodinaStrategic Director | @crestodina
THANK YOU!
