Get a Keyword Tune-Up! Stoney deGeyter will help you tune-up your website’s keywords–the foundation of your online and offline marketing. Learn how to find, organize and use keywords for effective inbound marketing, including how to find your core keyword terms, uncover valuable search phrases and organize keywords into targeted groups for optimal results.

1. @StoneyD
Stoney G deGeyter
@polepositionmkg
SOLVING THE
KEYWORD
MYSTERY
CLUE IN ON HOW CUSTOMERS SEARCH FOR
YOUR BUSINESS

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

3. @StoneyD
Stoney G deGeyter
@polepositionmkg
WHY KEYWORDS HAVE VALUE

4. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Source: Trellian
How we search with keywords
December 2013
1 word
2 words
3 words
WHY KEYWORDS HAVE VALUE

5. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Keywords are the foundation for all marketing
WHY KEYWORDS HAVE VALUE

6. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Shopping
Price Trust Policies Shipping
Education
How to Ways to Ideas for
News
about
Recent
events
Questions
Who What How When Where Why
Every keyword search starts with a desire
WHY KEYWORDS HAVE VALUE

7. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
SEARCHES
start with
a desire
SEARCH
RESULTS
provide
answers
SEARCHER
gains
knowledge
SEARCHER
Learns and
Searches
Again
Until
GOALS
achieved
Cycle of search activity
WHY KEYWORDS HAVE VALUE

8. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Keywords help you know your audience
Searcher Interest Need
Business
Students
Hobbyists
Education
Information
Ideas
Strategy
Direction
Community
Every SEARCHER has an INTEREST in a specific NEED
WHY KEYWORDS HAVE VALUE

9. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Style
Technical How To News Promotional
Format
Blogs Case Studies
White
Papers
Downloads
Language
Products Services Features Benefits
Keywords help you target your audience
WHY KEYWORDS HAVE VALUE

10. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• High volume, low targeted traffic
• Low ROI
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Lower search volume, Higher targeting
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Plurals, singulars and stems
• Changed word order
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Geo-targeting improves conversions
• Add geo-qualifiers as necessary
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Analyze for convertability
• Eliminate phrases that don’t convert
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Actively searched phrases
• Start with lower-hanging fruit
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
volume
Info
queries
• Answers “about” type questions
• Target as secondary
Not all keywords are the same
WHY KEYWORDS HAVE VALUE

11. @StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 1: CORE TERM RESEARCH

12. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Download these spreadsheets
STEP 1: CORE TERM RESEARCH
http://ppmkg.com/corewords
http://ppmkg.com/keywordphrases

13. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
snowmobile
snowmobile helmets
discount snowmobile boots
snowmobile accessories
winter clothes
snow equipment
FXR
men’s snow gear
snowmobile clothing
KLIM snowmobile clothing
Bell helmets
best snowmobile helmets
What is a core term?
STEP 1: CORE TERM RESEARCH
A core term is a broad, 2-
3 word phrase that
accurately describes a
product or service you
offer.
------------------
Pick the Core Terms:
--------------------------------------
---------------------
------------------------
-------
------------------------
------------------------------------
Let’s begin 

14. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Why single words don’t work
Bean Lady Worms
Sandwich Sleeping Duffel
What do these words have in common?
Bag
Bag Bag of
Bag Bag Bag
STEP 1: CORE TERM RESEARCH

15. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Document as you go
STEP 1: CORE TERM RESEARCH

16. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Analyze your content
STEP 1: CORE TERM RESEARCH
URL
Core
Term
Targeted
Page

17. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Title tags
Meta keywords
Meta description
Text
Navigation
Learn from your competition
STEP 1: CORE TERM RESEARCH

18. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
What can I find in
thesauri, taxonomies
and ontologies?
What is the average
customer searching
for?
What are my
visitors trying to
accomplish?
What terms are used in
industry glossaries and
reference materials?
What solutions do I
provide?
What terminology
describes problems I
solve?
What related
categories can I
find in search
directories?
What questions
are my visitors
asking?
Brainstorm for ideas
Are there any
geographical phrases
that are relevant?
STEP 1: CORE TERM RESEARCH

19. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Wordtracker
Google
Adwords
Keyword
Discovery
Use keyword research tools
STEP 1: CORE TERM RESEARCH

20. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design
Find relevant pages for keywords
STEP 1: CORE TERM RESEARCH

21. @StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 2: SEARCH PHRASE RESEARCH

22. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
snowmobile helmets
snowmobile helmet
hjc snowmobile helmets
modular snowmobile helmets
best snowmobile helmet
snowmobile helmets for sale
youth snowmobile helmets
snowmobile helmet reviews
gmax snowmobile helmets
polaris snowmobile helmets
kids snowmobile helmets
modular snowmobile helmet
What is a search phrase?
STEP 2: SEARCH PHRASE RESEARCH
Any 2-6 word phrase that
reflects your specific
products or services.
Core term: snowmobile helmet

23. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Head vs. long-tail targeting
More volume
More conversions
STEP 2: SEARCH PHRASE RESEARCH
Head
Long Tail

24. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
STEP 2: SEARCH PHRASE RESEARCH

25. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
In-Site
Search
Search
Suggest
Competition
AdWords
Make crap
up
Where to find search phrases
Keyword Tools
STEP 2: SEARCH PHRASE RESEARCH

26. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
free
uk
cheap
unrelated untargeted inaccurate
ridiculously
long
changed
context
bad
grammar
search
operators
nonsensical
Take out the garbage
STEP 2: SEARCH PHRASE RESEARCH

27. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
No search
volume
Poor
audience
targeting
Low profit
margin
Inability to
meet
demand
Four crucial elimination factors
STEP 2: SEARCH PHRASE RESEARCH

28. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
• Intent
• Desire
Searcher
• Seasonal
• Future
Trends
• Gaps
• Profits
ROI
Look for ROI phrases
STEP 2: SEARCH PHRASE RESEARCH

29. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
increases
traffic &
sales
deceptively
makes
keywords
look poor
MoreExposure
LowExposure
Performance matters
STEP 2: SEARCH PHRASE RESEARCH

30. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
“cordless
telephone”
headset?
cordless
“telephone
headset”
Don’t assume searcher’s intent
STEP 2: SEARCH PHRASE RESEARCH

31. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
How many are too many?
Evaluation
Elimination
STEP 2: SEARCH PHRASE RESEARCH

32. @StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 3: ORGANIZE KEYWORDS INTO GROUPS

33. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Broad
Topics
Immediate
Concerns
Specific
Desires
• 12v motorcycle battery charger
• snowcross snowmobile helmet
• retail credit card processing
• motorcycle batteries
• snowmobile helmet
• retail merchant
• motorcycle battery charger
• snowmobile racing helmet
• retail merchant processing
Three primary ways of searching
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

34. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Researchers Shoppers Buyers
Research
Purpose:
Deciding on
Needs
Shop
Purpose:
Comparing
Aspects
Buy
Purpose:
Looking at
Specifics
Info
Purpose:
Seeking
Knowledge
Pass visitors through these stages
Searcher shopping phases
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
Blog
This

35. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Categorize keywords by searcher intent
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

36. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Research
(main
category)
Shop
(sub
category)
Buy
(products)
Info (blog)
Determine which pages work best
Core Term
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

37. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
The one-keyword-per-page myth
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

38. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Cheap
• discount
• bargain
Organic
• natural
• raw
Present
• gift
• surprise
bymeaning…byrelation…
Basketball
• baseball
• football
Foxtrot
• Waltz
• Tango
Oscars
• Grammys
• Emmys
It’s all in the grouping
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS

39. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Travel bags
Wheeled travel
bags
Wheeled leather
travel bag
Overnight travel
bag on wheels
Wheeled sports
travel bag
Overnight travel
bags
Leather
overnight travel
bag
Durable
overnight travel
bag
Heavy duty
overnight travel
bag
There are multiple ways to group keywords
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
Do what’s best for your site.

40. @StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 4: PUT KEYWORDS INTO ACTION

41. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Achievable
Quickest
results
Most
profitable
So many keywords, where to begin?
STEP 4: PUTTING KEYWORDS INTO ACTION

42. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
SEO plugins for WordPress
WordPress SEO
by Yoast
All-In-One
SEO Pack
Basic SEO
Pack
STEP 4: PUTTING KEYWORDS INTO ACTION

43. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Where do your keywords go?
SEO Title 50 characters to describe our page with keywords
Meta Description 160 characters to summarize your page content. Keywords
provide “scent”.
Meta Keywords Um… no.
STEP 4: PUTTING KEYWORDS INTO ACTION
Content Your keywords are your topic. Write content that focuses on
your topic and make sure your keywords are used
effectively.

44. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Poorly
Targeted
High Bounce
Rates
Low
Conversions
Sometimes you get it wrong
Get over it
STEP 4: PUTTING KEYWORDS INTO ACTION

45. @StoneyD
Stoney G deGeyter
@polepositionmkg
Thank
You!
COMING SOON Available Now
PolePositionMarketing.com/cheatsheet