Writing Across Platforms.Matthew J. Kushin, Ph.D.

Dept. of Comm | Shepherd University@mjkushin

Journal Time: 5 minutes

The future of the InternetIs…

Write about: Whether or not you agree with the below statement:

Quiz #3: Quotes

Keyword Research

Keywords Revisited Review

If people search web with keywords. And want to optimize our content for search. Must seek to determine keywords people use when searching. Choose best keywords when we create our web content.

Keyword Research Tools Google Trends (formally Google Insights) Google Adwords Keyword Search

Strategy #1: Popular Characteristics Want to know what FEATURES of a topic people search for.

Example: You are writing content for new Volkswagen. What of the many features of the car should you highlight?

Safety? Fuel economy? # of cup holders? Horse power?

Google Trends Example video – fuel economy versus safety. Match our message to what people are most interested in.

Let’s take a look on Google Trends (google.com/trends). Car fuel economy Car safety ratings.

Search volume by state.

Related searches.

In-class Exercise With a partner: Goto: http://bit.ly/WAP_GTrendsEx Complete the exercise. When you’re done – wait a minute, so we can discuss.

Imagine you work for a client who wants to promote a new gym. What do people seem to be most interested in? Look specifically at Maryland. What do they search for in

Maryland? How could you apply this knowledge to target user interest?

In sum: Google Trends Helps answer:

For our topic, What do searchers care about the most?

Strategy #2: Key Term Competition Recall:

If too many people search for your keyword, chances of ranking high in search = more difficult.

How do we find out competition?

Google Keywords Search Part of Adwords

Can be used to see frequency of search & competition in terms of paid ads

While SEM (ad competition) is not our focus, it can help us see how often people search for terms

UnderstandingSearch Term

VariationsOf search terms

Competition = other people competing for ad(impacts advertising, indicative.

Search volume

Example Let’s go to: Google Keywords

Click “Exact Match” (right hand side)

Search for: Fuel efficiency Car safety

Let’s look at: Alternative keyword options, competition, search volume

Last Class I assigned: Brainstorm a list of 5-7 keywords (terms that you think

people might search the web). The topic is:

Soup

Let’s jot some on the board.

Image creative commons: nettsu

In-Class Exercise Scenario:

You are going to write a blog post for your blog: Cookzilla Foodster Blog

When searching for keywords, think about things that would make for a good blog post subject.

Work with a Partner: Go to Google AdWords (google: “google adwords keyword tool”)

Select “Exact Match” (on left) Search: soup See what terms people search for a lot by looking at the column

labeled “Local Monthly Searches.” Identify and WRITE DOWN 5 terms related to soup with

medium to low competition, and high search volume. You’ll need these terms for next class.

What did you find?

Based on your research:

What would make for a good blog post subject?

Image creative commons: nettsu

Reminder Bring your 5 keyword phrases from your research for next

class.