The magic (keyword): getting found in Google

Are you ever frustrated because you just can’t seem to get a page ranked in Google? Or because you’re ranking for a search phrase without getting any meaningful traffic? Keyword research is the first step to a good SEO strategy. But it’s not easy: to rank, you need to know what words people type in to find you. Come up with keywords you can rank for. Take your competition into account. But how? Unfortunately, no tool can do it for you. You need to do research yourself. In this talk, I’ll guide you through the essential steps of keyword research, so you can get your most important pages ranked.

Transcript

1. The magic (key)word Getting found in Google
2. Hi there! Jesse van de Hulsbeek
 Yoast Academy Lead Martijn Siobhan Fleur Maartje
3. www.menti.com Code: 797158 And who are you?
4. 1. Introduction to keyword research 2. Keywords and your business 3. Keywords and your audience 4. Coming up with keywords 5. Determining traffic, conversion & ranking potential Today’s programme
5. Introduction to 
 keyword research
6. Introduction to keyword research 1. Why are keywords important? 2. The tail 3. Doing keyword research
7. Google’s engine: • an index • a crawler • an algorithm The algorithm relies heavily on keywords. Why are keywords important?
8. The term that best describes the content on a page
9. Head keywords • One or few words • Common • Generic • Great traffic potential • Tough to rank for Example: “Ginger tea”
10. Mid and long tail keywords • A couple words / entire phrase • Less common • More specific / niche • Smaller traffic potential • Easier to rank for Example: “Organic caffeine free herbal Ginger tea”
11. The tail pink ballet shoes for toddlers ballet shoes for kids pink ballet shoes for toddlers size 7 ballet shoes head mid tail
 long tail

12. 1. Define your business: 
 mission, USPs, and products. 2. Research your audience. 3. Research your competition. Doing keyword research
13. Keywords and your business
14. A lack of good keywords 
 isn’t an SEO problem.
 It’s a business problem.
15. 1. Mission statement 2.USPs 3.Draft a keyword list Keywords and your business
16. • What can people do with your product? • What makes your product unique? • How will it improve your visitors’ lives? • Why are you the best source? • Why are you offering your services? Formulating your mission
17. Example case: Alice’s solar panel company
18. “Improving the world by helping home owners to improve the sustainability of their homes.”
19. Unique selling points What sets you apart from your competition? Unique product Your expertise Great service Competitive prices Original writing
20. Alice’s unique selling points Rare technical knowledge Selling + installing solar panels Awesome intuitive charts Competitive prices
21. If you’re not unique… 1. Why should people find you? 2. Why should Google rank you?
22. Keywords and your audience
23. 1. Finding your niche 2.Taking the perspective of the searcher Keywords and your audience
24. Niche:
 The situation in which a business can succeed
 by selling to a 
 particular group of people
25. Research methods: - Google Analytics - Facebook Insights - Internal search function - Comments - Surveys / market research Finding your niche
26. 1. Your own words 2. Jargon / technical approach 3. Perspective Perspective: common mistakes
27. Let go of your own vocabulary
28. Example: user-focused keywords
29. solar panels maximum power point best solar panels solar panels efficiency Expert Alice Searchers
30. Common mistakes 3: perspective Actual keyword research sheet Artist [name] specializes in Motorcycle Paintings and Figurative Art Your Big Dream is Possible Authentic you Nothing happens without imagination
31. When writing keywords, 
 don’t think as yourself;
 think as your audience
32. Coming up with keywords
33. 1. Follow the steps we’ve already discussed 2. Check Google’s search suggestions 3. Check Google’s answer boxes 4. Check Google’s related search suggestions 5. Use Yoast Suggest 6. Use keyword tools (but NOT as your main source) Coming up with keywords
34. Alice’s keyword list (1) Main keyword Mid tail keyword Long tail keyword Solar panel Solar panels DIY solutions How to install solar panel wiring diagram Solar panel roof mounting system
35. Alice’s keyword list (2) Main keyword Mid tail keyword Long tail keyword Solar panel Solar panel costs How many solar panels are needed for a 2000 ft2 home The cheapest way to produce electricity at home
36. So you’ve got a bunch of keywords… which should you pursue?
37. 3 factors:
 1. traffic potential
 2. chance to convert
 3. chance to rank top 3
38. Traffic potential How often people use a search term in Google. 
 
 Use Google Trends to research!
39. Chance to convert Chance of people completing the action you want them to take after visiting the page you optimized for this keyword. Like: sales, signing up for newsletter, etc.
40. Example 1. Solar panel 2. Solar panel kit 3. Buy solar panel kit for your home DIY Search intent What is the searcher most likely to be looking for or to do?
41. The more specific 
 the search term the higher 
 the chances of converting
42. Unless… Solar panels killing birds > low chance Solar panels > probably better
43. Chance of top 3 Chance of your company ranking in the top three organic results. 
 
 Depends on: 
 - market competitiveness 
 - size and budget of your website.
44. Googling your competition: setup 1. Don’t just google and be happy. 2. Use an incognito screen or VPN
45. Googling your competition (1) 1. Who ranks? 4. Ads 2. Content on the page 5. Rich results 3. Search intent 6. Answer boxes
46. And then… calculate 1. On a scale of 1-10, rate:
 - Traffic potential (T)
 - Chance to convert (C)
 - Chance to rank top 3 (R)
 
 Then, use a formula to calculate a final keyword score (KWS).
 E.g.: T x C x (R/10) = KWS
47. Alice’s keyword list (2) Keyword Traffic potential Chance to convert Chance of top 3 Keyword score Solar panel 10 2 1 2 Solar panel costs 5 3 3 4,5 How many solar panels are needed for a 2000 ft2 home? 2 5 8 8
48. Finished! Or just starting out…
49. 20% off on all courses - yoast.com/academy - WPMeetupBerlin2018 - Valid for 2 weeks - Applies to all Yoast Academy products, including subscriptions!
50. www.menti.com Code: 429643 Key takeaways and questions