This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Keyword research continues to be a vital part of digital marketing, but it’s now about building topical authority. Learn how to achieve search engine dominance one topic at a time.

1. @StoneyD
Stoney G deGeyter
@polepositionmkg
GOODBYE
Keyword Optimization...
HELLO
Topical Optimization

2. PRESENTATION TITLE @StoneyD
• @StoneyD
• +StoneydeGeyter
• linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS
ME
WebMarketingChecklist.com

3. Marketers have one job
 Gain new
customers
 Generate more
sales
 Become an
authority

4. Customers are like love
They are usually
found when you’re
not looking!

6. Searchers are looking for 2 things
Customer Reviews
the service you provide
Valuable Content
how well you know your stuff

7. Two ways to build authority
MASS KEYWORD
CONTENT
AUTHORITY TOPICAL
CONTENTVS.

8. PRESENTATION TITLE @StoneyD
Keyword Research
is Not Dead

9. Keyword data is still valuable

10. There’s more to a keyword than the keyword

11. PRESENTATION TITLE @StoneyD
Understanding
Searcher Intent

12. Research
Purpose:
Deciding on
Needs
Shop
Purpose:
Comparing
Aspects
Buy
Purpose:
Looking at
Specifics
Info
Purpose:
Seeking
Knowledge
Researchers Shoppers Buyers
Different searchers have different intents

13. It’s not always obvious – keywords lie
“cordless
telephone”
headset
cordless
“telephone
headset”
cordless telephone headset

14. Designs Glitter Supplies
Tips Kits Powder
Polish Brushes Art
What is the intent for: acrylic nails?
Can you create
a single
“authoritative”
page covering
all these?

15. Create topical groups
DESIGNS
• for summer
• black
• simple
• black and white
• pink
• for spring
• ideas
• cute
• matte
SUPPLIES
• wholesale
• online
• near me
• cheap
• professional
• kit
• for sale
• store
• quality
TIPS
• for sale
• wholesale
• only
• with gel overlay
• with designs
• kit
• french
• colored
• professional

16. PRESENTATION TITLE @StoneyD
Topical Optimization Versus
Keyword Optimization

17. Keyword optimization: one keyword / page
acrylic
nail
designs
simple
acrylic
nail
designs
acrylic
nail
designs
for
summer
pink
acrylic
nail
designs
acrylic
nail
design
ideas
acrylic
nail
designs
matte
black
acrylic
nail
designs
spring
acrylic
nail
designs

18. Topical optimization: one intent / topic
• best
• full
• cute
• for summer
• for spring
• long
• short
• black
• matte
• art
• designs
• 2015
• gallery
• ideas
• pictures

19. Multiple authoritative topics of entry

20. Keyword topical domination
Designs
acrylic nail designs

21. PRESENTATION TITLE @StoneyD
WebMarketingChecklist.com
Thank
You!