Keyphrase research and usage: how to select keyphrases based on three criteria: search volume, competition and relevance. Other research ideas are included and tips on how best to use keyphrases on search optimized pages.

1. Wine & Web
Keyphrase Research
Andy Crestodina
@crestodina #wineweb

2. There are 3 Parts to SEO

3. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

4. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

5. SEO (over) simplified
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to

6. How to choose them

7. 3 Criteria for Choosing Keyphrases

8. Search Volume
Text
Resource: Google Keyword Tool

9. Search Trending
Resource: Google Insights

10. Regional
Interest
Resource: Google Insights

11. Competition
The phrase is highly competitive if all the
sites on the first page of Google…
• Are famous (wikipedia, etc.)
• Have a higher domain authority than you
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
Resource: Open Site Explorer

12. Competition
Look out for universal search results
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News

13. Relevance
Text

14. Other Keyphrase Ideas
• Use Google Instant
• Check the competition
Resource:SpyFu

15. Secondary Keyphrases
• Shares words with the first phrase
“google authorship” and “google authorship markup”
• Includes words that share semantic meaning

16. How to use them

17. On-Page SEO
• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.

18. More Internal Linking

19. Other Key(phrase)Reasons
•Better Usability
•Retro Keyphrase Design
•Offline Benefits
new products, services, locations
Resource:Keyword Design Blackjack

20. Wine & Web
Thank you!
Andy Crestodina
@orbiteers #wineweb