@lauralouise90

keywords aren’t dead... that’s bull!debunking the myths

@lauralouise90

@lauralouise90

why the fuss aboutkeywords?

@lauralouise90

@lauralouise90

@lauralouise90

debunking the myths

myth 1 onsite exact match

anchor text no longer works

@lauralouise90

24% ctr from anchor text interlinking

@lauralouise90

not only that…

they rank top of google for ‘corporate retreats’ without

link building

@lauralouise90

on-site anchor text

@lauralouise90

birmingham

jewelleryquarter

birmingham jewellery quarter

12

20

5

6

ranking increases across the board

birmingham jewellery quarter ranking on page one

@lauralouise90

think about keywords within your on-site

content. anchor text still works,

don’t be scared to use it.@lauralouise90

myth 2keyword research is

a waste of time

@lauralouise90

www.yourwebsitename.com14

1.17B

@lauralouise90

40K searches every second

unique users

Brandwatch

on google alone there’s

15

you need to know what people are

actually searching for

@lauralouise90

16

the terms you think people are using may be jargon

especially if you’re a b2b business

@lauralouise90

keyword research is the foundation of your

strategyyou need to know how people search

@lauralouise90

myth 3 only target high search volume

keywords@lauralouise90

19

high competition &

searches…

yet conversion is low

@lauralouise90

engagement rings246,000 uk monthly searches

20

average of 35,000 searches

conversion is higher

@lauralouise90

sapphire engagement rings cushion cut engagement rings

princess cut engagement rings

halo engagement rings solitaire engagement rings

yellow diamond engagement rings

half of all search queries

contain four or more words @lauralouise90

Wordstream

22

think questions

@lauralouise90

who?

what?

why?

where?

when?

how?

23

optimise your category & product pages

use your content

@lauralouise90

ranking for a number of low volume keywords may have more value

than one highly searched keyword

@lauralouise90

myth 4 meta descriptions

have no value

@lauralouise90

average userattention span

is 8 seconds

@lauralouise90The Telegraph

27

if what users see in the serps is relevant to their search, they’re more likely to

click…

so put your keywords in

@lauralouise90

although google states that meta descriptions aren’t a

ranking factor, I’ve seen the opposite

@lauralouise90

exclusive terms now on page one

@lauralouise90

30 @lauralouise90

change of meta description, to include keyword variation led to a 10 position ranking increase & sales improvement

for cemap courses

continue to use meta descriptions as part of

your strategy: there’s ranking value in them

@lauralouise90

myth 5urls don’t need keywords or a

hierarchy@lauralouise90

33 @lauralouise90

over 46 billion pages are indexed in google

that’s a lot of competitionworldwidewebsi

ze

34 @lauralouise90

a flat architecture doesn’t show hierarchy or page

relationship

35 @lauralouise90

a clear and planned structure spells out exactly how pages are related and

their importance

36 @lauralouise90

think about how your urls read too….

worldwidewebsize

@lauralouise90

http://www.argos.co.uk/static/Browse/ID72/37907969/c_1/1%7Ccategory_root%7CHome+and+garden%7C33005908/

c_2/2%7Ccat_33005908%7CLighting%7C37907969.htm?

tag=ar:cat:homeandgarden:homeandgardencontenteditorialblock6:slot9:vbhomelighti

ng

@lauralouise90

http://www.habitat.co.uk/lighting

39 @lauralouise90

argos rank in position 7

habitat rank in position 2

worldwidewebsize

over 300 page one rankings

@lauralouise90

stop using poor urlsfriendly ones are better

for the user too!

@lauralouise90

takeaways

@lauralouise90

think outside the box with your research

target low search volume keywords for conversion

interlink your onsite content & use exact match

put keywords in your meta descriptionsuse friendly urls & a hierarchy

@lauralouise90

@lauralouise90

thank you