As you know, I have said on many occasions, for me the importance of studying keywords in an SEO campaign. So important, that I accept not begin a project, if this action is not included.
We have seen how a keyword research is done in 3 phases, as the foundation of our SEO strategy according to www.clickdepotaustin.com:
The clustered phrases: with this technique, we reduce the initial list of keywords with which we will work (while working no expression)
Quality analysis of the terms: this action, we decide how important an expression for the business whose site will position in search engines and will assess how close a user is to become customer depending how does the search
The feasibility analysis of positioning: With this technique, we will prioritize the SEO actions that will work on an SEO campaign based on our strategic planning
And all that is fine, and, until I have quedado- three rather cool videos, but … what we do with that ?.
Establishing priorities and objectives: the basis of all seo strategy
After completing these three phases of keyword research must have clear priorities.
If you’ve done a good job in phase two, shall be well segmented words that are:
Vital Keywords: users searching for these terms are potential customers themselves or other
Relevant keywords: users searching for these terms may be potential customers
Irrelevant Keywords: users searching for these terms are not potential customers
Also, do not miss the focus, position yourself, fundamentally, business pages, which then will not be the slightest doubt-that you should always look at the potential conversion of the users according to the keywords you use as well:
Show me the money!
Transactional Keywords: users searching for these terms are close to turning (usually include terms such as buy, price rate …)
Informational Keywords: users seeking these expressions are close to conversion, but are still pricing (often include words such as where, how, companies …)
Navigational Keywords: users seeking these expressions are not close to conversion, are usually very generic expressions and -normalmente- are ideal for working on navigation menus websites
The keywords should start working are vital-transactional, followed by vital-vital-informational and navigational; then you continue with relevant, etc.
Making SEO from keyword research
The content structure: taxonomy and folksonomy
Speaking of SEO is to talk taxonomy to structure the content, classifying information so that brings together every one of the expressions of the study.
These are only words that fit well in a post, but you better put a real example of a site that sells-for example boilers and heaters.
A site of this nature has to structure the information in general, on the type of product form categories and subcategories (of products sold of course):
It is a good exercise, try to find a pattern in how users search, eg gas boilers and electric boilers meet the standard “boiler” + [fuel].
And if you did a study of keywords such business- also observe that users looking for brands, ecological, and many more (this is an organization folksonómica information):
Taxonomy and folksonomy of a study on boilers keyword
A champion page or landing page for each expression
As a general rule, I advise you to work a single champion or landing page for each page expression (although obviously there will be keywords that “you Cuadre” contemplate champion in the same page).
Most commonly, you head to the transactional sales catalog expressions, and informational blog (a corporate blog will always be an interesting resource in a seo strategy because it allows you to work in an orderly manner by type of expression, and that helps them work expressions that “fit” in the catalog).
Champions pages or landing pages of a keyword research on boilers
Organization of the actions from the SEO keyword research
-Once I have the study of keywords in a list of expressions and well organized segmentado- use dynamic tables with filters to follow a plan of action, what filters ?:
Expressions that have not assigned a champion page or landing page
It may be that there is already a page and assign an expression to work
I have a page, so I need to generate it (if it’s for the blog, I have to ask publishers
Expressions assigned champion but unoptimized page
Relevance and weight of the expressions on each landing page (ie, not obsessed, we optimize for people and not for bots … do not buy)
Expressions assigned champion optimized page that is not positioned
Monitored periodically and check the positions reached, and upgrade it so you can make time to work here:
Generating more content optimized
I usually use GOOGLE DOCS documents to which I assign access permissions to the client, so that we can both keep track of all information. I centralize everything and he can see the tabs where I filter the information I need to be working: editors to generate content, linkbuilders, etc …