A set of slides that provides an introduction to Keyword Research for Search Engine Optimization. In the presentation, I introduce keywords, types of keywords, and the process of keyword research.

1. Keyword Research
Introduction
to
Keywords and Keyword Research

2. What are keywords?
The words or phrases typed into a search box of
search engines by people to find information or
means that meets their purpose

3. What is Keyword Research?
A strategic plan of action to find perfect
keywords to target for your website

4. Multiple aspects of a site SEO —
from content creation to page
titles to internal linking are
designed around the targeted
keywords.

5. A well-carried keyword
research campaign and
content planning around the
found keywords make search
engines perceive your site as
more relevant and
authoritative.

6. You will be providing your
visitors with relevant and
quality information and
resources giving them an
overall better experience.

7. Keyword Research
Long-tail
vs
Short-tail keyword

8. There is no such thing as an SEO
strategy without good keywords to
start with.

9. Types of Keywords:
Long-tail keywords
Short-tail keywords

10. Short-tail Keywords

11. Short-tail Keywords
Also known as “head terms”, they are search
terms containing 1 to 3 words.
For example, “coffee”, “coffee beans” and
“premium coffee beans”.

12. Pros of Short-tail Keywords
High amount of traffic

13. Cons of Short-tail Keywords
Highly competitive

14. Cons of Short-tail Keywords
Highly competitive
Lower intent to make a purchase

15. Cons of Short-tail Keywords
Highly competitive
Lower intent to make a purchase
Lower conversion rate (Visitor to Customer)

16. Example

20. Premium Coffee Bean Shop

21. Premium Coffee Bean Shop
NO BENEFIT

22. Summary
Short-tail keywords have the potential to
bring a high amount of traffic but might not
always bring the best visitors and are
extremely difficult to rank for.

23. Summary
Short-tail keywords have the potential to
bring a high amount of traffic but might not
always bring the best visitors and are
extremely difficult to rank for.
Go after short tail keywords after you've
spent some time doing SEO.

24. Long-tail Keywords

25. Long-tail Keywords
Search phrases containing more than 3 words.
For example, “Premium coffee beans shop” or
“where can I buy premium coffee beans”.

26. Cons of Long-tail Keywords
Low amount of traffic

27. Pros of Long-tail Keywords
Higher intent to make a purchase
Higher conversion rate (Visitor to Customer)

28. Summary
Targeting long-tail keywords towards the
beginning of your SEO journey can give you
a lot of quick wins against struggling behind
thousands of websites while targeting
short-tail keywords.

29. Keyword Research
How to
approach
Keyword Research

30. Focus on keywords that have a
higher probability of bringing
quality traffic to your website.

31. Quality traffic refers to the visitors
who are actually looking for a
website like yours and are highly
likely to convert as buyers of your
products or services.

32. Step 1
Ask enough questions about your visitors and
goals.

33. Step 1
Who are your target visitors?
Ask enough questions about your visitors and
goals.

34. Step 1
Who are your target visitors?
What are you offering to them?
Ask enough questions about your visitors and
goals.

35. Step 1
Who are your target visitors?
What are you offering to them?
What is your final goal for the visitors to
your website?
Ask enough questions about your visitors and
goals.

36. You should always have a clear
idea of what conversion means for
your website.

37. Example

38. You run a coffee shop that sells
premium imported coffee beans
from Jamaica.

39. You have set up a website for your
coffee shop where people can buy
your coffee beans online and can
also find your location to visit you
in-store for purchasing the coffee
beans.

40. Conversion for you:
A visitor who buys a bag of coffee beans
from your website
A person who navigates to your physical
store by clicking on the Google Map
information that you had placed on your
website

41. Step 2
Find out what terms those people search for
and how often they search for the terms

42. Step 2
Determine your seed keywords according to
your target goal
Find out what terms those people search for
and how often they search for the terms

43. Step 2
Determine your seed keywords according to
your target goal
Do detailed keyword research starting from
the seed keyword for building a list of
keywords
Find out what terms those people search for
and how often they search for the terms

44. Step 3
Analyze the competitors

45. Step 3
Determine where the gap in your keyword
strategies are and how that gap can be
filled
Analyze the competitors

46. Step 3
Determine where the gap in your keyword
strategies are and how that gap can be
filled
Find what keywords they are targeting,
what type of content strategies they are
practicing, and how they are ranking for
keywords that you also want to target
Analyze the competitors

47. Thank you!