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In the 3rd presentation of the Creating Content with SEO in Mind series, you will learn about Keywords. We split keywords into 4 categories: brand and non-brand, short tail and long tail. Each keyword addresses a specific search intent. You will also learn the basics of the tools we (at RBM) use and recommend. From free Google tools, to premium SEO services, all of them contribute to the final SEO efforts.
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Create Content With SEO in Mind
Part 3 - Keywords Alberto Cantor | SEO & Data Analyst | [email protected]
Welcome back!
Let’s start by doing a
quick recap of last
week’s presentation
By now you probably know all about:
1 2 3 Meta
Tags
Header
Tags
Microdata
And you should be familiar with using those tags in
the HTML
If you still have any
doubts, be sure to check
our past presentations at
redbricksmedia.com/blog
So let’s get started and learn
about how keywords impact SEO
Keywords are
strategically used
words that define
what the page is
about
Think of them as adjectives that describe a page
and address a specific search intent
Keywords reside
in several HTML
elements such as
Header and Meta
tags as well as in
the content
<p></p>
Arguably, they may be the most important element in
SEO because they are the foundation to any search
engine optimization strategy
So you can
understand the
importance that
keywords have in
SEO...
They are basically
⅓ of the pie - the
other ⅔ are HTML
elements and links
For you to start using keywords,
let’s focus on the types of
keywords and which tools you
should use to find them
Keywords can be split into:
Brand Non Brand
Short Tail Long Tail
Brand Keywords
refer to any term
and search phrase
that have a brand
element in them
Non-Brand
keywords refer to
any word or phrase
that describe the
product or service
without using brand
elements in the
query
Brand Non-Brand
Coca-Cola
Coke
Diet Coke
Cocacola
Soda
Soft drink
Cola
Diet soda
The other types
of keywords are
short tail (broad)
and long tail
(specific)
Short Tail keywords are generic and are very popular
(and competitive), while Long Tail keywords address
a specific search intent and are not as competitive
To make it simple:
Think of “Recipe” as a short tail keyword and
“gluten free chocolate chip cookie recipe” as a
long tail keyword
Now that you have the base to
understand keywords, let’s learn
about the tools and ways to use
them
There are several tools we like to use at RBM for
keywords
These tools allow
us to:
1. Discover new
keywords
2. Analyze existing
keywords
3. Create strategies
based on analytics
and performance
Google Adwords Keyword Tool
Very useful
during the
keyword
discovery phase
Provides
monthly search
volume and
competition per
keyword
Allows you to
filter according
to your needs
Google Trends
Very useful
during the
keyword
discovery phase
Provides
monthly search
trends
throughout time
Allows you to
compare
different
keywords
Google Webmaster Tools
Allows you to
determine the
best performing
keywords and
opportunities
Provides
monthly
performance
analytics
Very useful
during the
keyword
evaluation phase
Internal Analytics - Google Analytics, etc.
Allows you to know firsthand the performance of your
keywords, content, and pages
Updated daily, providing you very important data for
analysis and strategic plans
But be careful! Filters, segments, and different time
ranges may affect the results
Premium SEO Tools
They provide-in depth information about your
keyword and page performance as well as other
SEO elements
But be careful! They may be cost prohibitive and
provide wrong data if not connected properly with
other analytics tools
You should use and leverage these tools to come up
with a proper keyword strategy that allows you to
rank high and get significant traffic
Be sure to have in mind Short and Long Tail keywords to
address different search intents
The three takeaways of this presentation are:
1 2 Definition and
Importance of
Keywords
Types of Keywords:
1. Brand & Non-
Brand
2. Short & Long Tail
The tools you
can use to find
and leverage
keywords
3
Up until now you've
learned a bit about:
1. SEO 101
2. HTML Elements
3. Keywords
But yes... there’s still more ground to cover
We’re still missing:
Content & Links
Check us out next week and learn how to “SEO”
your content and generate some links!
Thanks! Send us your questions and visit us at
www.redbricksmedia.com or follow us
@redbricksmedia
Alberto Cantor | SEO & Data Analyst | [email protected]