SEO: Keyword Strategy

SEO: Keyword Strategy
SEO: Keyword Strategy

English | MP4 | AVC 1280×720 | AAC 48KHz 2ch | 1h 36m | 225 MB
eLearning | Skill level: Intermediate


Formulating a keyword strategy is one of the most important activities in marketing. Properly optimizing a website and strategically using keywords can yield visitors for years. Digital marketing expert Matt Bailey begins with the basics, covering what keywords are and what they do. Next, learn about how to find and analyze the right keywords for your business and implement them into different channels. Matt covers all the important components of choosing keywords including how to determine customer intent, identify trends, develop analytics, utilize negative keywords, and focus on what works. Finally, learn about how to measure the results, understand rankings, and establish priorities.

Topics include:

  • What are keywords?
  • Why are keywords important?
  • Starting keyword research
  • Creating a starter set
  • Analyzing keyword patterns
  • Reading search engine results pages (SERP)
  • Mapping keywords across the customer lifecycle
  • Appling keywords to optimize your website
  • Choosing keywords for voice search
  • Build your quality score with themes
  • Apply keywords to optimize your marketing
+ Table of Contents

1 Search is life
2 Keywords The foundation of digital marketing
3 Why keywords
4 Keywords research shows intent
5 Keywords provide context
6 Research the SERPs
7 Keyword tools Search engines
8 Keyword tools Wordtracker
9 Keyword concepts Long tail and short tail
10 Keyword concepts Plurals
11 Keyword concepts Questions
12 Keyword research Buying cycle
13 Keyword research Observations
14 Keyword research Organize by phrase structure
15 Use trends data to complete the picture
16 Apply your data to your website structure
17 Map your keyword data to a calendar
18 Present your strategy
19 Start with the page title
20 How search engines display your URLs and page descriptions
21 Optimize primary page structures
22 A word of warning about SEO
23 Take time to optimize the details
24 Maintain keyword groups with specific destinations
25 Build your quality score with keyword themes
26 Utilize negative keywords
27 Target ads and campaigns with keywords Location, time, and words
28 Content marketing Answer questions and anticipate events
29 Email Educate and engage the needs of the audience
30 Social Engage by knowing the need, the time, and the language
31 Don’t be fooled by rankings
32 Next steps