Keyword Research Guide

Techniques for Intelligent Keyword Use to

Increase Your Search Engine Opportunity

December 2018

ToTheWeb LLC
(650) 627.8800
success@totheweb.com
Table of Contents

Strategies for Identifying Keywords 3

Key Considerations for Intelligent Keyword Selection 5

Implementing Keywords into Content 11

Optimization Tools 19

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 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

Where to Use Use your keyword phrases in all web content and social media – particularly the
Keywords primary keywords. This includes your website content, PDFs, in spoken text of
videos, data sheets, white papers, blogging, forums, corporate messaging, email
broadcasts, webinars and in press releases.

How to Use “Search-optimizing” content means the selected keywords should represent
Keywords the theme of the page. This means using important keyword phrases, their
modifiers and related synonyms on the page in a natural manner, in page titles
and subheadings, in hyperlinks pointing to that page, in the Title tag and the
Description Meta tag.

STRATEGIES FOR IDENTIFYING KEYWORDS THE FOUNDATION

OF SEARCH ENGINE
Effective SEO begins with smart keyword selection.
OPTIMIZATION (SEO)
The most effective way to boost your website ranking in search
engines is to determine the keywords most likely to be used by
prospective customers. These keywords will serve as the foundation
for your content marketing strategy and the subsequent creation of
all content.

KEYWORD VALUE
The goal is to select keywords that have the highest relevancy
to your products and that receive a reasonably high number of
monthly search queries (relative to all other keywords). There is
little value in being on page 1 of Google for a keyword no one is
searching for.

KEYWORD VARIATIONS
It’s important to use variations of your most important
keywords.
• Abbreviations: Use “Pay-Per-Click” and “PPC” separately and
together on the page.
• For the first use on the page - possibly the heading, use this:
“Pay-Per-Click (PPC)”.

P. 3
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

IMPOSSIBLY HIGH VOLUME KEYWORDS MEET LONG-TAIL! THE FOUNDATION

In most markets the obvious keyword choices, which are OF SEARCH ENGINE
generally broad, are too popular and therefore too competitive OPTIMIZATION (SEO)
to rely on to improve search ranking. Longer keyword phrases,
commonly called “long-tail keywords” have less competition
than immensely popular one and two-word phrases and can
accelerate your lead generation success.
• For example, if your primary keyword is “lead generation”,
expand to “B2B lead generation” or “B2B lead generation
strategies”.
• A qualified audience will likely demonstrate a higher click-
through-rate (CTR) for the phrase “B2B lead generation
agency” versus “lead generation”.
• In this way, you may also be found for “lead generation”
depending on other ranking factors.

MARKETING JARGON
Marketing jargon, such as “best of breed” or “mission critical”
hinders effective search marketing. Effective keywords are
phrases that prospects would use in normal conversation.

STOP WORDS
Search engines ignore words such as “and,” “to,” and “the.” If your
keyword phrase is “lead generation in B2B marketing,” you may
also be found for “lead generation marketing” and “B2B lead
generation”.

PUNCTUATION
Search engines ignore punctuation. That means it sees “pay-per-
click” as the same word as “pay per click”. It knows that “email” is
the same as “e-mail”.

KEYWORD LOCALIZATION
Google knows that “color” and “colour” are different spellings
based on localization of content for the same word.

Adapt spelling for your geographic region.

P. 4
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

Key Considerations for Intelligent Keyword Selection

• Focus on industry-specific keywords. Use synonyms. Add long-tail LIST ORDER: Primary keywords
modifiers to expand search opportunity. are listed in order of their search
• Google understands searcher’s intent. Increase conversions by volume for each keyword theme.
mapping keywords to what visitor are looking for.
• The amount of content determines the number of keyword phrases
you can naturally include in on-page optimization.

THINK “CLUSTERS” OF RELATED KEYWORDS

Include the keywords and concepts that are present on the pages in the top 10 results for this
keyword phrase.

YOUR KEYWORD UNIVERSE

Keywords Search Reporting

Rankings ROI

Reputation
ToTheWeb Management
SEO SEM

Authority Organic PPC Ads

Google Display

Sales

ACCOUNT
BASED
Reporting Engagement MARKETING Target
LEAD Accounts
GENERATION

B2B IP
Call-to- Convert
Action Targeting
Landing
Page

P. 5
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

HOW CAN YOU INCREASE CONTENT RELEVANCE?

Use phrases that normally co-exist within top-ranked pages for your core page theme.

CONCEPT #1 CONCEPT #1
Concept #2 HIGH-VALUE KEYWORDS
TOPIC Concept #3 • Top Keywords
Concept #4 • Top Keywords
Concept #5 • Top Keywords
• Top Keywords
SITE-WIDE
RELATED MODIFIERS/SYNONYMS
MODIFIERS/SYNONYMS
• Modifiers/Synonyms
• Modifiers/Synonyms
• Modifiers/Synonym
• Modifiers/Synonym
• Modifiers/Synonyms
• Modifiers/Synonyms

Topic: Search Engine Optimization

Concepts Keyword Modifiers & Synonyms

• Keyword Research • Google keyword research tool • On-page optimization

• Content Optimization • Long-tail keywords • SEO copywriting

• Keyword analysis/volume • White hat SEO services
• SEO Agency Search
• Search optimization techniques  • SEO tools (best)
• What is SEO?
• Search marketing company, • Search optimization strategy
• White Hat versus Black Hat vendors or agency 
• Increase search rankings
• SEO packages/services
• On-Page versus Off-Page

P. 6
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

SEARCH ENGINE OPTIMIZATION (SEO)

SUFFICIENT KEYWORDS FOR ABOUT 25 PAGES OF WEB CONTENT.

PRIMARY KEYWORDS LONG-TAIL MODIFIERS BLOG TOPICS & HEADINGS

search engine optimization Combine Primary Keywords with Learn how to rank higher in Google.
seo tools Modifiers.
What is search engine marketing?
seo services agency / company / consultant

E
B2B / Business to Business Learn how to use search engine
what is seo

L
optimization to increase Google
search engine marketing checklist / guide
ranking.

P
website ranking improve / boost
Learn how to improve search
seo agency increase / develop / grow

M
rankings.
seo analysis marketing / expert

A
onsite optimization How can I check my website’s
seo optimization
ranking?

X
seo techniques optimize

E
on page seo organic / free What are the top 10 things to know
about search optimizing web
seo audit pricing / package
content?
seo report procedure / execution
rankings / positions / results What are the key influencers that
seo packages
impact search engine rankings?
search marketing resources
website optimization SEM
search marketing agency services / products
google search optimization strategy / strategic
​techniques / tips / approach

P. 7
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

TEMPLATE
Use this template “parking lot” to jot down keywords phrases, modifiers and blog post ideas you discover as
you are working with your content. Then come back and do the research.

PRIMARY KEYWORDS KEYWORD MODIFIERS BLOG TOPICS & HEADINGS

P. 8
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

RELAUNCH: WHEN TO START KEYWORD RESEARCH LEARN MORE ABOUT

KEYWORD RESEARCH
The planning stage of a website relaunch is the perfect time to kick-off
keyword research. Your keyword data will be used in creating the site
structure and navigation, file names, linking structure, content and title DOWNLOAD PRESENTATION
and meta descriptions.

#1
2
3
4
PLANNING Sept Oct Nov Dec Jan Feb Apr May June July Aug LAUNCH
5
Keyword Research

OPTIMIZING CONTENT WITH KEYWORDS

All corporate website content

• Web pages, microsites

• Data sheets, white papers, case studies

• Blog content, email broadcasts

• Webinar, event content

• Press releases and announcements.

When talking to the press

Social media and

3rd-party blogs and in SlideShare

Online forums such as on LinkedIn (groups and profiles)

Corporate messaging document

Video Scripts, Podcasts.

P. 9
Keyword Optimization Guide

Search engine optimization is the science of in influencing

the ranking a web page receives for a keyword phrase.
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

STRATEGIES TO EFFECTIVELY USE KEYWORDS IN CONTENT THE FOUNDATION OF

SEARCH ENGINE
Your onsite SEO process begins by optimizing a page with an emphasis
OPTIMIZATION (SEO)
on two or three highly-targeted keyword phrases. In some cases,
depending on the length of the article or page, you may only be able
to use a single keyword phrase with synonyms and modifiers.

GOOGLE AND SEMANTIC SEARCH

Help Google Interpret Your Content

Google updated its algorithm to better understand the

context of a keyword instead of simply returning pages that
contain that keyword.

In an attempt to provide results that more closely match the

searcher’s interest Google now looks for contextual clues in
content to determine if it aligns with the searcher’s intent.

BEFORE: How do I rank for this keyword?

NOW: How do I best answer the question my

prospects have?

As marketers, we have to change our search optimization

approach to adapt to this new algorithm update by:

• Creating high-quality, valuable, sharable content.

• Writing content with a conversational tone that answers

searcher’s questions.

• Eliminating duplicate and low-value content.

P. 11
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

NEW EYE TRACKING RESEARCH BY MEDIATIVE THE FOUNDATION OF

SEARCH ENGINE
OPTIMIZATION (SEO)
A study ​by Mediative looks at user behavior on a search​​engine
results page (SERPs). Keywords, meta descriptions,
As the eye scans the search content and reviews are all
results page, it glances at tactics that must be aligned
the text at the beginning of with scan behavior.
the Title, making it critical
to include your keywords in
that location.

Most Viewed Less Viewed

Highlights of the Study

• Searchers view an individual listing for about 1.17 seconds.
• Top organic results are no longer always in the top-left corner so
users look elsewhere to find them.
• Mobile devices have habitually conditioned searchers to scan
vertically more than horizontally. Searchers are looking for the
fastest path to the desired content.

Read the Full Mediative Eye Tracking Report

P. 12
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

IMPORTANT “TAGGING” TACTICS FOR SEO THE FOUNDATION OF

SEARCH ENGINE
TITLE TAGS OPTIMIZATION (SEO)

• Title tags —though they might be invisible on the web

page, every page should have a well-written, unique Title Test your Page Title Length
tag. It is an important way to tell Google and searchers what
the page is about. And it’s the major contributor to higher CLICK HERE TO RUN TEST
click-through-rates from a search engine results page (SERP).

• Words you use in the Title should describe the theme of

the page.

• The primary keyword phrase should be the first words or

near the beginning of the Title. Include the most important
keywords in the page Title but in a readable manner, don’t
just string keywords together.

• Titles should be written for both search engines and people

- with the focus on people! They should contain about five
to eight words so that the important message appears in the
SERP’s.

• Capitalize the first letter of each word. This helps to improve

your SERP’s click-through-rate.

• Titles are now truncated at approximately 580 pixels.

What appears in the SERP’s depends on the words you use.
Include the most important Title content at the beginning.
PDF titles should be limited to approximately 560 pixels.

• Company Name in Title: It’s not necessary to use your

company name in the Title tag as it appears in the URL but if
you do, use it at the end.

• It is still widely believed that Google will index more words

from the Title even if it does not display them in the SERP’s.
This means that Google will associate those words with the
page even if it does not display them in search results.

P. 13
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

MAKE TITLES WORK FOR YOU IN GOOGLE THE FOUNDATION OF

SEARCH ENGINE
OPTIMIZATION (SEO)
TITLE TAGS - WRITE IT RIGHT!
Title Location
Now that you’ve identied your keywords, use them in the most Test Your Proposed Title
effective way – in the Title Tag. and Meta Description
Use our Google Preview tool
when creating your Title and
Meta descriptions to see what
will be visible in Google.

CLICK HERE TO RUN TEST

To see the Title tag text in

your browser, right click
and select: View > View
Page Source

Meta Description Location

These snippets are picked up from either the Meta Description
Tag, the body text or a combination of both.

P. 14
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

A GREAT META DESCRIPTION CAN BOOST THE FOUNDATION OF

CLICK-THROUGH-RATE SEARCH ENGINE
OPTIMIZATION (SEO)
META DESCRIPTION
Test Your Proposed Title
The Meta Description tag is not visible to people viewing your
and Meta Description
website, but it serves an important role in search because it
Use our Google Preview tool
often (but not always) appears directly under the page Title
when creating your Title and
on a SERP. As such, it is read by the searcher and will affect the
Meta descriptions to see what
decision to click — or not.
will be visible in Google.
The Meta Description does not impact search ranking.
CLICK HERE TO RUN TEST
Where Does Google Get the Description it Includes Under
the Title?
• It is pulled in part or entirely from your Meta Description tag
or extracted from the body content of the page.

• It can be a collection of content snippets that are pulled from

the page that closely relate to the search query.

P. 15
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

META DESCRIPTION (CONT.) THE FOUNDATION OF

SEARCH ENGINE
How Should You Approach Writing a Meta Description? OPTIMIZATION (SEO)
• Use approximately 25 words and include important
keywords used on the page within the Description. (Note
Test Your Proposed Title
that Google will automatically bold any keywords that match
and Meta Description
the searcher’s query).
Use our Google Preview tool
• If the page focuses on 2 core keyword phrases, write one when creating your Title and
sentence for each keyword phrase. Meta descriptions to see what
will be visible in Google.
• Use action-oriented, benefits-driven copy to compel the
reader to respond with a click. Example: “Learn how xxx does
CLICK HERE TO RUN TEST
keyword research better”

• Each page requires a unique Meta Description. If you can’t

do that, leave it blank. (This is a Google recommendation)

• Google will truncate Meta Descriptions in the same way

it does with Titles. It is believed that a Meta Description is
truncated at about 920 pixels.

It is important to write a great Meta Description for each page

that contains that page’s keywords even if you exceed the visible
pixel count.

P. 16
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

KEYWORD USE IN BODY COPY THE FOUNDATION OF

SEARCH ENGINE
OPTIMIZATION (SEO)
IDENTIFY KEYWORDS
• Determine the “primary” keyword phrase(s) for the page.
Hint: It is likely to be two, three to four-word phrases.
• Include long-tail keywords and add qualifiers: For
example, to the primary phrase “link building” add: strategy,
expert, company
• Include related keywords and their synonyms.
• Think about the different personas for your product and
answer their questions in your content.

“Boost your website’s link popularity by following these link

building strategies.”

HEADLINES/HEADINGS
Use clear page headings and sub-headings that contain
keywords to allow the search engine to identify the page theme.
This applies to the headings of web content, videos, white
papers, press releases, webinars, tweets and other social media
content.

• Understand coding conventions for headings (H1, H2, H3,

etc.) and optimize the page accordingly.

• Avoid overusing <H> tags, meaning overdoing the use of

subheads for the sole purpose of including keywords within
them.

PAGE COPY
Important keywords should be used in the first paragraph,
high up on the page as well as close to or at the beginning of a
sentence. Emphasize keywords by using them in bulleted lists
and in bold text.

Break up content into easy-to-digest, bite-sized “junks” for a

better user experience (Think, 2-3 sentences per paragraph).
P. 17
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

KEYWORD USE IN BODY COPY (CONT.) THE FOUNDATION OF

SEARCH ENGINE
OPTIMIZATION (SEO)
KEYWORD STUFFING
Repeating keywords excessively—and often, unnaturally—is an
outdated practice. Keyword stuffing puts you at risk for being
penalized by Google.

FILE NAMES/URLS
Include keywords in the page file name (using dashes), to make
the content user-friendly and search-friendly. Search engines
display the page URL as part of the search result and your URL
can help increase click-throughs from a search page.

INTERNAL LINKS
When linking to pages within your site, use keywords in the link
text that match the keywords the source page is optimized for.

IMAGES
Include keywords within the alt text and in the URL, making it
more likely they will be displayed.

CAPITALIZATION AND PUNCTUATION

Keywords are not case sensitive and search engines ignore
punctuation.

The most effective way to increase visitors

arriving from organic search is to write
content using the keywords that prospects
type into Google.

P. 18
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

OPTIMIZATION TOOLS : VISIBILITY

TEST PAGE TITLE & META DESCRIPTION

VISIBILITY IN GOOGLE SEARCH RESULTS

Use this free Google SERP snippet optimization

tool as a guide when creating your Title and Meta
descriptions.

Get creative – the page title that appears in

search engines is like an advertisement for the
page.

RUN VISIBILITY TEST

SEE WHAT GOOGLEBOT SEES

This tool simulates how Google “reads” a

webpage by displaying the content exactly how
it would see it.

Why is this Important?

Use this simulator tool to identify if your content
contains your primary keywords used in the most
important way – in your title and meta data, in
<H> headings, in bold text and in bulleted lists.
TIP: Use our tool on your page. Then on the
result’s page use your browser’s “Edit > Find”
function to locate your key phrases.

RUN GOOGLEBOT TEST

P. 19
 KEYWORD RESEARCH GUIDE
Keywords are used in web content to increase your site’s ranking
in the search engines and generate more qualified leads.

OPTIMIZATION TOOLS : SPEED

SITE SPEED TEST

Search engines favor faster sites and potential

visitors are prone to bail on slow-loading websites.
Aim to optimize your website so pages load in 3
seconds or less.

Test your site’s speed with Pingdom, GTMetrix, and

Google Mobile Friendly.

Google’s score is based on mobile users accessing

your site with a 3G connection.

REDUCE IMAGE FILE SIZE FOR OPTIMUM

PERFORMANCE

LOAD TIME COMPARISON

• 2 seconds = faster than 70% of sites
• 3 seconds = faster than 54% of sites
• 6 seconds = faster than only 27% of sites
Source: Pingdom

EVALUATE WORDPRESS PLUGINS

Identify bandwidth hogs and reduce Image file size.

Plugins can reduce loading time.

GTMetrix.com identifies these problems.

P. 20
 ?
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ToTheWeb LLC
(650) 627.8800
success@totheweb.com