Keyword Targeting, Density, and Cannibalization – Whiteboard Friday

Posted by randfish

Keyword targeting is still an integral part of online marketing, but it isn’t the same as it used to be, and we want to make sure you’re able to keep up with the changes. In today’s Whiteboard Friday, Rand covers today’s best practices for keyword targeting, and clears up some common misconceptions about keyword density and cannibalization.

For reference, here’s a still of this week’s whiteboard!

Video transcription

Howdy Moz fans and welcome to another edition of Whiteboard Friday. This week I’m going to talk a little bit about some keyword targeting, density, keyword density, and cannibalization issues. These are issues that I’ve seen come up a few times. I’ve received some email questions about them, and so I thought maybe it’s a good time to readdress some of these best practices and to talk about how things like Hummingbird, in particular, have changed some of the ways that we think about keyword targeting, as Google’s engine has really evolved to be more sophisticated with how they identify and process keyword use than they have historically.

So, first off, I’m going to start by identifying

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March 14, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The Death of Keyword Ranking Reports? 10 Superior SEO Stats – Whiteboard Friday

Posted by Cyrus-Shepard

We all look at keyword rankings, but are they still a useful metric to report? In this week’s Whiteboard Friday, Cyrus Shepard discusses how changes in search have made individual keyword rankings a shaky metric at best, and he presents 10 needle-moving numbers to measure and report instead.

For reference, here’s a still of this week’s whiteboard!

Video Transcription

The problem with keyword ranking reports

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m Cyrus Shepard. Today we’re going to be talking about the death of keyword ranking reports.

Now, we all do keyword ranking reports. We’ve been doing them for several years. I do them. I still do them today. But I’m talking to a lot of agencies, a lot of big time agencies. They’re actually starting to turn the corner and stop delivering those keyword ranking reports to clients. There are a lot of reasons for that, and a lot of them have to do with recent changes with Google. But a lot go back to just the deficiencies that keyword ranking reports have always had.

So we’ve all got these

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February 7, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Keywords to Concepts: The Lazy Web Marketer’s Guide to Smart Keyword Research

Posted by Cyrus-Shepard

The SEO’s system for themed keyword research.

If Google’s Penguin update and Knowledge Graph have taught us anything, it’s that concepts have become more important than individual keywords for search marketing.

Many people in the SEO space mistakenly assume that because Google withholds keyword referral data in the form of (not provided), keywords no longer matter.

Nothing could be further from the truth.

Every search begins with keywords. Over 5 billion Google searches a day. Consider the following:

  • Google’s entire business is based on selling keywords – over 40 billion dollars a year, most of it from keyword sales through advertising.
  • (not provided) affects only post-click analytics. It doesn’t influence the pre-click keywords users type into search boxes.
  • Keywords and their meaning remain the primary input search engines use to deliver answers to users (while other inputs such as location data and app integration are on the rise).

Marketers who invest in smart keyword research will continue to have a huge advantage over the competition.

The trick today is turning those keywords into concepts.

From single keywords to themed concepts

When most

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January 7, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Easing the Pain of Keyword Not Provided: 5 Tactics for Reclaiming Your Data

Posted by timresnik

October 18th, 2011, the day Google announced “Secure Search,” was a dark day for many search marketers. We had hope, though; we were told only a small fraction of search referrals from Google would apply. This was proven false in just a few weeks as (not provided) quickly hit 10+% for many sites. Then, a year later, seemingly out of the blue, Google started to encrypt almost all searches. Today, we are approaching the dreaded extinction of Google organic keyword data:

Oh keywords, how I will miss thee.

Knowing the keywords that send us traffic from Google Search has always been a major pillar on which search marketers execute and measure the effectiveness of an SEO strategy. With Google “Secure Search” and keywords being stripped from the referral string, it’s starting to look more like a crutch—or worse, a crutch that will very soon no longer exist at all. Here are five ideas and two bonus resources to help nurse keyword targeting and search ROI back to health. Will they solve all your problems? No. Will they inform a direction for future “provided” solutions? Maybe. Are they better than nothing? Most definitely.

1. Use Read the rest

December 18, 2013  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Build Your Own Mass Keyword Difficulty Tool

Posted by MartinMacDonald

Despite keywords being slightly out of fashion, thanks to the whole (not provided) debacle, it remains the case that a large part of an SEO’s work revolves around discovering opportunity and filling that same opportunity with content to rank.

When you are focusing on smaller groups of terms, there are plenty of tools to help; the Moz Keyword Difficulty Tool being a great example.

These tools function by checking the top results for a given keyword, and looking at various strength metrics to give you a snapshot as to how tough they are to rank for.

The problem is, though, that these tools operate on the fly, and generally only allow you to search for a small amount of keywords at any one time. The Moz tool, for instance, limits you to 20 keywords.

But I need to check 100,000 keywords!

By the end of this tutorial you will be able to visualize keyword difficulty data in a couple of ways, either by keyword:

Or by keyword type:

Or by category of keyword, spliced by specific position in the results:

So what do we need to do?

All keyword difficulty tools work in the same way … Read the rest

December 3, 2013  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

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