PA Training Nov 5-6 Day 2 - Talk 1. Web Visibility, SEO elements in content creation, Google Adwords
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The document focuses on keyword research for SEO and Google Ads, detailing the importance of understanding average search volume, seasonality, competition, and cost per click. It outlines a step-by-step keyword research process, tools to utilize, and best practices for optimizing web content. Additionally, it covers aspects of content marketing and the integration of keywords to enhance search visibility.
PA Training Nov 5-6 Day 2 - Talk 1. Web Visibility, SEO elements in content creation, Google Adwords
- 1. EURAXESS Keyword research, SEO and Google Ads Taavi Raidma Partner & Strategist, Convertal
- 3. Why do keyword research? Optimize website Search advertising Content marketing on own web/blog Content marketing in social media Press releases Image and video optimization
- 4. Key aspects Keyword research: Average search volume Search seasonality Search volume trends Level of competition Competitor activity Cost per click Key competitors
- 5. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality Search volume trends Level of competition Competitor activity Cost per click Key competitors
- 6. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends Level of competition Competitor activity Cost per click Key competitors
- 7. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends – are there any long term trends in volumes? Level of competition Competitor activity Cost per click Key competitors
- 8. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends – are there any long term trends in volumes? Level of competition – what is the level of competition? Competitor activity Cost per click Key competitors
- 9. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends – are there any long term trends in volumes? Level of competition – what is the level of competition? Competitor activity – what are competitors focusing on? Cost per click Key competitors
- 10. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends – are there any long term trends in volumes? Level of competition – what is the level of competition? Competitor activity – what are competitors focusing on? Cost per click – what are the cost per clicks for the keywords? Key competitors
- 11. Key aspects Keyword research: Average search volume – how many searches per month? Search seasonality – is there seasonality in the search volume? Search volume trends – are there any long term trends in volumes? Level of competition – what is the level of competition? Competitor activity – what are competitors focusing on? Cost per click – what are the cost per clicks for the keywords? Key competitors - who are competitors and how strong are they?
- 13. Tool – kwfinder.com Volume Seasonality Trends Level of competitiveness Competitor activity Search competitors Cost per click for ads Similar searches
- 16. Tool – Google Keyword Planner
- 17. Research process Identify initial list of relevant keywords Use a keyword tool to generate additional connected terms Group the keywords based on themes Collect the data on each keyword (volume, competitiveness) For SEO, add keywords to position tracking Remember! Search results a lot differ by region. Do keyword research by country.
- 18. Sample Keyword Search volume Competitiveness Current position Jobs 1100 24 28 Academic jobs 290 27 16 Jobs near me 500 25 3 Open positions 50 20 - Well-paying jobs 200 19 10 Companies hiring 80 21 -
- 19. Returing to beginning – why? Optimize website Search advertising Content marketing on own web/blog Content marketing in social media Press releases Image and video optimization
- 21. Three aspects Authority Content and structure Usability and performance
- 22. Optimising Use keyword in title tag Add keywords to URL
- 23. Optimising Use META description in all pages Use only text links Every page should have one <h1> heading Use important keywords in your texts
- 24. Optimising Use keywords in image filenames: <img src=”fellowships.jpg”> Use ALT texts with images: <img src=” funding calls.jpg” ALT=”Funding Calls”> Use keywords in filenames : nt. PhD-positions-Estonia.pdf
- 25. Optimising Page Keyword Supporing keyword URL now New URL Title now New title Etc… Careed development Career development Research career /career- development Can remain same Career Development - EURAXESS Career Development and Research Jobs - EURAXESS Etc…
- 26. Optimising articles and pages Choose search term Choose supporting keywords Make sure page or article title includes main key term Make sure the URL and title tag include the keyword (with articles, it should be the full title) Add a summary as META description Include main keyword and supporting keyword at least once in the first paragraph of the article or page Include keywords in rest of the body Add ALT tags to all images Add subtitles (H2+ titles)
- 29. SERPWatcher
- 30. MOZBar
- 31. Google Alerts
- 32. Linkbuilding Strong incoming links increase authority
- 33. SEO toolkit Keyword research (Kwfinder, Google Ads Keyword Planner, AWR) Position tracking (SERPWatcher, SERanking, Ahrefs, MOZ) Backlink analysis (LinkMiner, ahrefs, SERanking, Moz) Competitor analysis (SiteProfiler, MozBar) Implementing changes (Yoast, MathRank)
- 34. Google Ads
- 35. Search ads Pay only when somebody clicks on the ad You determine the maximum cost per click Target people who are looking what you’re offering!
- 37. Search ads
- 38. Search ads
- 39. Search ads
- 41. Search ads
- 42. Search ads
- 43. Retargeting Show ads to people who have been to your site Show ads to people who have done a specific action in your side Change ad texts for people who have been to your site Use diferent click bids for people who have been to your site
- 44. Retargeting
- 45. Questions?