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The Art Science ofKeyword Research Targeting
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How Search Engines UseKeywords in Search Results
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Your Copy in the Search Results
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Sometimes Search Engines Create TheirOwn Listing
Titles Descriptions

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KW Usage for Rankings, CTR Conversions

• Some Keywords/Copy Works Better in Paid than
  Organic
• Keyword Copy Influences Not Only CTR, but Pages
  Viewed
• Copy in the SERPs Can Affect the Actions a User
  Takes on the Site

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Keyword Usage on Targeted Landing Pages
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Title Tags
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Meta Descriptions
Meta descrips in SERPs and in HTML
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Meta Keywords Tag?
Meta Keywords in HTML
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Headline Tags
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Document Text
Keywords highlighted in text (maybe from a cached
snapshot by Google)?
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Link Anchor Text
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Alt Tags
Alt Tag for Image
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URLs
Keywords in the URL
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But, How Do We FindKeyword Intelligence Info?
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Keyword Popularity
Show List of KW Research in an Excel File or some
such
Sources
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Google AdWords
Screenshot
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Yahoo! Search Marketing
Screenshot
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Microsoft AdCenter
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WordTracker
Screenshot
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Keyword Discovery
Screenshot
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HitWise
Screenshot
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Keyword Effectiveness / Conversion
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Keyword Difficulty
Screenshot of SEOmoz tool
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Seasonality Trends
Sources
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Google Trends
Screenshot
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Microsoft AdCenter
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Keyword Discovery
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Hitwise
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Paid Search MarketingPPC, CPC, CPA PPP
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Paid Search Ads
Screenshot of Ad Results in the SERPs
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When Should You Buy Ads?

• When You Can Make More Money Than You Spend
• But... Don't Forget the Value of Latent
  Conversions
• You Must Track Effectively to Buy Intelligently

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The Perfect KW-Targeted PageIs it Possible?
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Why Keyword Density is a Myth

• Density Does Not Account For
• Location of Terms on a Page
• Usage of Terms in Context
• Proximity of Terms to One Another
• Relative Levels of Importance of Terms
• Contextual Use of Terms in Comparison to Other
  Documents
• Synonymy, Plurality or Other Contextual
  Variations

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What Is Important to the Engines

• The Stuff that Matters
• Relevance of an Entire Document
• Accurate Contextual Usage of the Targeted
  Terms/Phrases
• Prominence of Terms (not just of times used)
• Relative Levels of Importance of Terms
• Synonymy, Plurality or Other Contextual
  Variations

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SEOmoz's Best Practices for Targeting

• Our Take on Usage
• In the title tag once, and possibly twice (or as
  a variation)
• Once in the H1 header tag of the page
• At least 3X in the body copy on the page
  (sometimes more)
• At least once in bold
• At least once in the alt tag of an image
• Once in the URL
• At least once (sometimes 2X) in the meta
  description tag
• Generally not in link anchor text on the page
  itself
• Frequently in link anchor text pointing TO the
  page

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QAWait Wait... Don't Keyword Me!