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A Small Business Owners Manual for the Internet Presentation 3 of 9

How I learned to stop worrying … a nd love the web. A Small Business Owners Manual for the Internet Presentation 3 of 9. As web writers, we have to define and prioritize our content on the web SEO is the process of defining the most important words and phrases in our web content

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A Small Business Owners Manual for the Internet Presentation 3 of 9

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  1. How I learned to stop worrying… and love the web A Small Business Owners Manual for the InternetPresentation 3 of 9

  2. As web writers, we have to define and prioritize our content on the web SEO is the process of defining the most important words and phrases in our web content These important words and phrases are called… Keywords No Brainer Take-away

  3. Keywords Part II Building a KMRA(keyword market research analysis)

  4. Most Businesses • Have a basic product or service • They sell something easy to search for • Writers are different in many cases • Technical writers sell a service • Romance novelists sell a fantasy or escape • The end goal is branding

  5. Most Writers are selling themselves • Writers and websites are a like • Websites start at ZERO • So do self publishers • Your long term goal is to brand, YOU • How do you start?

  6. Fantasy Book Writer Define the market • Who’s is the main target? • Is the author Branded? • Does he have other “products” selling already? • What kind of fantasy books are they? • Where’s the niche? There’s always a niche!

  7. Finding the “best” keywords is a balance between the hard data, and how well the phrases derived from that data fit with your business. There are lots of great keywords out there in terms of the “numbers” Unfortunately, many of them are not useful for writing on the web. No Brainer Takeaway

  8. Seed Keywords Keyword research starts with seed keywords. These are your guesses. These are the terms you use to find the good keywords. Fantasy Books... Now down the rabbit hole. T

  9. Case Study | John Almirall Target Market: Young adult fantasy readers Branded Author: Nope Other Products: Nope Kind of Books: Like LOTR / Warcraft mixed Where’s the niche: You’ll see! T

  10. Market Samurai

  11. Market Samurai

  12. Market Samurai

  13. Too Many Keywords!

  14. Starting Filters 1. Local Total Searches – 5 2. PBR – 15% 3. SEO Local Comp – N/A Keyword filters are flexible… you need to be flexible as you research.

  15. Starting Filters Local Total Searches is a niche to longtail filter PBR never changes. Always 15% Local SEO Comp is only an indicator. Start without it and change based on the results

  16. First Filters

  17. Review your seed results • How many did you get from the seed? • What's the search per day look like overall? • What’s the SEOLC look like overall?

  18. By the Numbers • Searches per day: 80+ • SEO Local Comp: 100,000 or less These are guidelines… not set in stone

  19. New Filters

  20. Review continued

  21. Review continued

  22. Review continued

  23. SEO Competition

  24. SEO Competition

  25. Results in Google

  26. Results in Google

  27. SEO Competition

  28. SEO Competition

  29. Which is better? Both of these keywords are good targets. It comes down to search volume vs. SEO Competition, and… Which you feel you can use more effectively. In this case… we’ll use one as the URL (Domain and Category), and one as a supporting term. In truth… between these two.. It’s a toss up. T

  30. The numbers Change As Google’s algorithms change.. Keyword data changes. The first screen shots were from data pulled months ago. Things have changed… It’s always good to check the numbers every 3 months. If your terms are trending, you may need to refocus. T

  31. Building a master list We have a list of terms and a couple that we want as our main topic and overarching keywords. Now we need to organize that list into page and category keywords with supporting terms. T

  32. Three lists • Keyword Master List • Keyword Pages* • Keyword Categories ( blog queue) *Pages may not be needed…

  33. Organizing your list

  34. Domain Name Once you have chosen 1-3 main topic keywords, pick the best one for your domain name. Our choices: Young Adult Fantasy Books Fantasy Books for Young Adults

  35. Pick one.. Write with both You want to use both of these keywords on your home page. They support each other. You will rank for both eventually. Young Adult Fantasy Books Fantasy Books for Young Adults

  36. Category Keywords Now That we have established our topic and domain name, we build a list of top level category keywords. These are the terms that support your domain name. Each blog category is a never ending story. Each time you write a blog post focused on one of your category terms, you tell Google you have something new to say. Category (pages) are powerful.. If you do the SEO!

  37. Keyword relationships

  38. Category Keywords Category keywords support the topic The supporting terms for categories add relevance, variance, and capture more traffic. The organization of your category keywords and supporting terms is the first part of a blog queue. Linking the terms used in your post to your home page and other “static” pages is what makes the blog queue powerful.

  39. This is On-Page SEO On-page SEO can be distilled down to this simple process: 1.Choose relevant keywords with high search and low competition 2.Use those keywords in a structured way 3.Link keywords used in your content to other pages on your site. *This is not marketing. This is foundational SEO

  40. Static vs. Category Pages

  41. Static vs. Category Pages Static pages are just that. Static.. They don’t change…often. Category pages are dynamic. They are a continuing story. Blog posts are chapters in each story. Remember… this is your doctoral thesis. You have to keep producing new “research” or information about your subject. You have to prove your the expert. The more your write about your subject, the more Google will believe that you are the expert. The site with the best and most content wins.

  42. Linking is powerful

  43. Page structure How Google sees your site http://youngadultfantasybooks.com (Domain Name) http://youngadultfantasybooks.com/fantasybooksforyoungadults/ (category Page) http://youngadultfantasybooks.com/fantasybooksforyoungadults/greatfantasybooksforteenagers/ (blog post #1) http://youngadultfantasybooks.com/fantasybooksforyoungadults/twilightseries|goodfantasybooksforyoungadults/ (blog post #2) Keep going…the best and most wins.

  44. Organic ranking takes time… months to years depending on the competition and how much content you produce. Start with a single category and hammer it home. Be a sniper not a duck hunter. Once you move up in rankings for a keyword term, you’ll be motivated to keep writing. Remember… This is a race to the top…the winner is chosen by Google on a daily basis. Each SEO post your write pushes you ahead in the race. Organic rankings are a marathon.. Not a drag race. If you want fast results… get your wallet out. Duck Hunter or Sniper?

  45. No Brainer Take-away Keyword research is essential and not a guessing game. You must organize your keywords Keywords are used EVERYWHERE Category Keywords are powerful dynamic pages Using keywords in your blog posts is essential Linking keywords used in your posts to other pages on your site is essential This is how your prove you’re an expert

  46. Homework • Download Market Samurai trial (when you’re ready) • Start your search! • Take a screenshot of your first seed results using Skitch. • Share your results

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