Goodbye Keyword Optimization, Hello Topical Optimization
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Marketers have one job which is to gain new customers and generate more sales while becoming an authority. Customers are often found when not looking. There are two ways to build authority: through mass keyword content or authority topical content. Keyword research is still valuable but there is more to a keyword than the keyword itself. Different searchers have different intents such as researching, shopping, buying, or seeking information. It's not always obvious what the intent is for a keyword. Topical optimization involves creating authoritative pages for topics rather than individual keywords. This allows for domination of keyword topics.
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Goodbye Keyword Optimization, Hello Topical Optimization
- 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
- 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