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DON’T BELIEVE THE HYPE	

KEYWORDS AREN’T DEAD!
A DIFFERENT APPROACH TO KEYWORD RESEARCH
DAVID BLACK	


CUSTOMER SUCCESS DIRECTOR	

SEMRUSH, USA	

DAVID_BLACK@SEMRUSH.COM	

TWITTER: @THEGUYATSEMRUSH
ORIGINAL BROADCAST DATE - FEB. 25, 2014
GOOGLE HUMMINGBIRD
•

MOST RECENT ITERATION OF THE
GOOGLE ALGORITHM	


•

DESIGNED TO BETTER INTERPRET
CONVERSATIONAL QUERIES	


•

ENHANCED MOBILE EXPERIENCE
IMPACT ON KEYWORD RESEARCH
•

SHOULD NO LONGER FOCUS ON RANKING FOR ONE, SINGULAR
KEYWORD - FOCUS ON AN ENTIRE CONCEPT	


•

ALTER YOUR APPROACH TO KEYWORD RESEARCH - THINK LIKE THE
AUDIENCE AND LIKE THE SEARCH ENGINE	


•

MEASURE YOUR RESULTS DIFFERENTLY - TRACKING POSITIONS FOR ONE
KEYWORD MAY NOT BE THE WAY TO GO
EXPECTATIONS
GOOGLE LIKES TO RANK WEBSITES/CONTENT FOR THEMATIC
KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE
Don't Believe the Hype, Keywords Aren't Dead!
“REVERSE” KEYWORD RESEARCH
•

WITH SOFTWARE, LIKE SEMRUSH, WE CAN GET INTO THE MIND OF THE
SEARCH ENGINE TO SEE WHICH KEYWORDS IT ASSOCIATES WITH THE
CONTENT	


•

NOW, YOU CAN WRITE FOR THE AUDIENCE AND FOR THE SEARCH ENGINE	


•

FIND THE KEYWORDS GOOGLE DOESN’T LIKE TO ASSOCIATE WITH THE
CONTENT	


•

IF YOU CAN’T BEAT EM’ , JOIN EM’
IMPLEMENTING YOUR KEYWORDS PT. 1
•

PAGE TITLE TAGS - USE “MAIN” KEYWORD AS CLOSE TO THE BEGINNING
AS POSSIBLE TO REINFORCE RELEVANCY AND POSSIBLY INCREASE CTR	


•

H1 / HEADLINE - SAME IDEA AS ABOVE. PSYCHOLOGY KEEPS VISITOR FROM
BOUNCING. BUT DOESN’T NECESSARILY HAVE TO MATCH THE TITLE	


•

BODY TEXT/CONTENT - OLD RULES APPLY. OVERUSE OF A KEYWORD MAY
RESULT IN PENALTY. HAVE A THIRD PARTY GIVE YOU THEIR OPINION	


•

URL - AGAIN, REINFORCES RELEVANCY AND PEOPLE OFTEN PASTE RAW
URLS WHICH, PLACES KEYWORDS IN THE ANCHOR TEXT
IMPLEMENTING YOUR KEYWORDS PT. 2
•

BACKLINKS - THESE KEYWORDS MAKE FOR GREAT, RELEVANT ANCHORS
AND VARIETY ALLOWS YOU TO EVENLY DISTRIBUTE THEM.	


•

MISC. - ALT TEXT FOR IMAGES, INTERNAL LINKS (MENUS), META
DESCRIPTIONS	


•

OVERALL IDEA - DISTRIBUTE YOUR THEMATIC KEYWORD GROUPS EVENLY
AND NATURALLY. HAVING A GROUP OF KEYWORDS, AS OPPOSED TO ONE,
PROMOTES HEALTHY DISTRIBUTION
MEASURING YOUR RESULTS
•

YOU CAN TRACK YOUR RANKING FOR ONE KEYWORD. BUT, WHY?	


•

SEMRUSH POSITION TRACKING SOFTWARE ALLOWS YOU TO CREATE DOMAIN
AND URL-LEVEL CAMPAIGNS.	


•

STRUCTURE YOUR CAMPAIGNS IN SUCH A WAY THAT LENDS ITSELF TO YOUR
ULTIMATE GOALS. 	

•

URL LEVEL CAMPAIGNS FOR CONTENT THAT MAY RANK FOR MULTIPLE
GROUPS OF KEYWORD CONCEPTS	


•

DOMAIN LEVEL CAMPAIGNS FOR E-COMMERCE OR SERVICE ORIENTED
WEBSITES
KEYWORDS AREN’T DEAD!!
•

IT’S THE APPROACH AND ATTITUDE - NOT THE KEYWORD ITSELF	


•

FOOD FOR THOUGHT:	

•

KEYWORD PLANNER SUGGESTS KEYWORD GROUPS

•

ADWORDS ENCOURAGES YOU TO BID ON KEYWORD GROUPS FOOD	


•

SMART SEARCH ENGINES - GOOGLE LEARNS IN ORDER TO ACCURATELY
PREDICT	


•

NO MATTER HOW SOPHISTICATED, IT WILL ALWAYS NEED KEYWORDS

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Don't Believe the Hype, Keywords Aren't Dead!

  • 1. DON’T BELIEVE THE HYPE KEYWORDS AREN’T DEAD! A DIFFERENT APPROACH TO KEYWORD RESEARCH
  • 2. DAVID BLACK CUSTOMER SUCCESS DIRECTOR SEMRUSH, USA DAVID_BLACK@SEMRUSH.COM TWITTER: @THEGUYATSEMRUSH
  • 3. ORIGINAL BROADCAST DATE - FEB. 25, 2014
  • 4. GOOGLE HUMMINGBIRD • MOST RECENT ITERATION OF THE GOOGLE ALGORITHM • DESIGNED TO BETTER INTERPRET CONVERSATIONAL QUERIES • ENHANCED MOBILE EXPERIENCE
  • 5. IMPACT ON KEYWORD RESEARCH • SHOULD NO LONGER FOCUS ON RANKING FOR ONE, SINGULAR KEYWORD - FOCUS ON AN ENTIRE CONCEPT • ALTER YOUR APPROACH TO KEYWORD RESEARCH - THINK LIKE THE AUDIENCE AND LIKE THE SEARCH ENGINE • MEASURE YOUR RESULTS DIFFERENTLY - TRACKING POSITIONS FOR ONE KEYWORD MAY NOT BE THE WAY TO GO
  • 6. EXPECTATIONS GOOGLE LIKES TO RANK WEBSITES/CONTENT FOR THEMATIC KEYWORD GROUPS - SCHOLASTIC.COM EXAMPLE
  • 8. “REVERSE” KEYWORD RESEARCH • WITH SOFTWARE, LIKE SEMRUSH, WE CAN GET INTO THE MIND OF THE SEARCH ENGINE TO SEE WHICH KEYWORDS IT ASSOCIATES WITH THE CONTENT • NOW, YOU CAN WRITE FOR THE AUDIENCE AND FOR THE SEARCH ENGINE • FIND THE KEYWORDS GOOGLE DOESN’T LIKE TO ASSOCIATE WITH THE CONTENT • IF YOU CAN’T BEAT EM’ , JOIN EM’
  • 9. IMPLEMENTING YOUR KEYWORDS PT. 1 • PAGE TITLE TAGS - USE “MAIN” KEYWORD AS CLOSE TO THE BEGINNING AS POSSIBLE TO REINFORCE RELEVANCY AND POSSIBLY INCREASE CTR • H1 / HEADLINE - SAME IDEA AS ABOVE. PSYCHOLOGY KEEPS VISITOR FROM BOUNCING. BUT DOESN’T NECESSARILY HAVE TO MATCH THE TITLE • BODY TEXT/CONTENT - OLD RULES APPLY. OVERUSE OF A KEYWORD MAY RESULT IN PENALTY. HAVE A THIRD PARTY GIVE YOU THEIR OPINION • URL - AGAIN, REINFORCES RELEVANCY AND PEOPLE OFTEN PASTE RAW URLS WHICH, PLACES KEYWORDS IN THE ANCHOR TEXT
  • 10. IMPLEMENTING YOUR KEYWORDS PT. 2 • BACKLINKS - THESE KEYWORDS MAKE FOR GREAT, RELEVANT ANCHORS AND VARIETY ALLOWS YOU TO EVENLY DISTRIBUTE THEM. • MISC. - ALT TEXT FOR IMAGES, INTERNAL LINKS (MENUS), META DESCRIPTIONS • OVERALL IDEA - DISTRIBUTE YOUR THEMATIC KEYWORD GROUPS EVENLY AND NATURALLY. HAVING A GROUP OF KEYWORDS, AS OPPOSED TO ONE, PROMOTES HEALTHY DISTRIBUTION
  • 11. MEASURING YOUR RESULTS • YOU CAN TRACK YOUR RANKING FOR ONE KEYWORD. BUT, WHY? • SEMRUSH POSITION TRACKING SOFTWARE ALLOWS YOU TO CREATE DOMAIN AND URL-LEVEL CAMPAIGNS. • STRUCTURE YOUR CAMPAIGNS IN SUCH A WAY THAT LENDS ITSELF TO YOUR ULTIMATE GOALS. • URL LEVEL CAMPAIGNS FOR CONTENT THAT MAY RANK FOR MULTIPLE GROUPS OF KEYWORD CONCEPTS • DOMAIN LEVEL CAMPAIGNS FOR E-COMMERCE OR SERVICE ORIENTED WEBSITES
  • 12. KEYWORDS AREN’T DEAD!! • IT’S THE APPROACH AND ATTITUDE - NOT THE KEYWORD ITSELF • FOOD FOR THOUGHT: • KEYWORD PLANNER SUGGESTS KEYWORD GROUPS • ADWORDS ENCOURAGES YOU TO BID ON KEYWORD GROUPS FOOD • SMART SEARCH ENGINES - GOOGLE LEARNS IN ORDER TO ACCURATELY PREDICT • NO MATTER HOW SOPHISTICATED, IT WILL ALWAYS NEED KEYWORDS