Pri­ori­tise ac­tions based upon Group­ings

Web Designer - - Tutorials -

Group by Topic and Page: find which key­words (pri­mary and sec­ondary) are se­man­ti­cally and con­tex­tu­ally re­lated, and group them un­der a ‘high­est vol­ume key­word’ to tar­get within a sin­gle page. High­light the key­words and the page within your spread­sheet.

Group by In­tent: at what stage is your au­di­ence in the buyer’s jour­ney (ZMOT – UMOT); what is their in­tent;what are their ex­pec­ta­tions? This moves us into the im­ple­men­ta­tion of the de­sign and con­tent of the page, build­ing the page to match ex­pec­ta­tions and key­word rel­e­vancy. Group by busi­ness value/ com­mer­cial in­tent: be mind­ful of van­ity met­ric key­words and those which will drive a clear ROI.

Pri­ori­tise: The aim with any key­word re­search is to utilise the find­ings across your web­site con­tent and back-end metas. The best key­word strat­egy is a di­verse one that un­der­stands each page will have its own chal­lenges. Re­view each page in­di­vid­u­ally and em­brace the flex­i­bil­ity of topic-based, lo­ca­tion, short tail and long tail key­words.

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