Goodbye Keyword Optimization, Hello Topical Optimization
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Stoney Degeyter presents a shift from keyword optimization to topical optimization in web marketing, emphasizing the importance of understanding searcher intent and creating authoritative content. He outlines different types of searcher intents, including researching, shopping, and buying, and suggests organizing content into topical groups rather than focusing on individual keywords. The goal is to build authority and attract customers through valuable content and strategic organization of topics.
Goodbye Keyword Optimization, Hello Topical Optimization
- 1. @StoneyD Stoney G deGeyter @polepositionmkg GOODBYE Keyword Optimization... HELLO Topical Optimization
- 2. PRESENTATION TITLE @StoneyD • @StoneyD • +StoneydeGeyter • linkedin.com/in/stoneygd Web Presence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 3. Marketers have one job Gain new customers Generate more sales Become an authority
- 4. Customers are like love They are usually found when you’re not looking!
- 6. Searchers are looking for 2 things Customer Reviews the service you provide Valuable Content how well you know your stuff
- 7. Two ways to build authority MASS KEYWORD CONTENT AUTHORITY TOPICAL CONTENTVS.
- 8. PRESENTATION TITLE @StoneyD Keyword Research is Not Dead
- 9. Keyword data is still valuable
- 10. There’s more to a keyword than the keyword
- 12. Research Purpose: Deciding on Needs Shop Purpose: Comparing Aspects Buy Purpose: Looking at Specifics Info Purpose: Seeking Knowledge Researchers Shoppers Buyers Different searchers have different intents
- 13. It’s not always obvious – keywords lie “cordless telephone” headset cordless “telephone headset” cordless telephone headset
- 14. Designs Glitter Supplies Tips Kits Powder Polish Brushes Art What is the intent for: acrylic nails? Can you create a single “authoritative” page covering all these?
- 15. Create topical groups DESIGNS • for summer • black • simple • black and white • pink • for spring • ideas • cute • matte SUPPLIES • wholesale • online • near me • cheap • professional • kit • for sale • store • quality TIPS • for sale • wholesale • only • with gel overlay • with designs • kit • french • colored • professional
- 16. PRESENTATION TITLE @StoneyD Topical Optimization Versus Keyword Optimization
- 17. Keyword optimization: one keyword / page acrylic nail designs simple acrylic nail designs acrylic nail designs for summer pink acrylic nail designs acrylic nail design ideas acrylic nail designs matte black acrylic nail designs spring acrylic nail designs
- 18. Topical optimization: one intent / topic • best • full • cute • for summer • for spring • long • short • black • matte • art • designs • 2015 • gallery • ideas • pictures
- 19. Multiple authoritative topics of entry
- 20. Keyword topical domination Designs acrylic nail designs