Keyword intelligence keyword research for search, social, and beyond
A unique book on the art and science of keyword research Keyword research can make or break a marketing campaign, an optimization strategy, and pay-per-click ad campaigns. Written by a keyword research expert, this essential resource drills home the importance of targeting the right keywords or phra...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Indianapolis, Ind. :
John Wiley & Sons, Inc
2012.
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| Edición: | 1st edition |
| Colección: | Serious skills.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627997906719 |
Tabla de Contenidos:
- Keywork Intelligence Keyword Research for Search, Social, and Beyond; Copyright; Acknowledgments; About the Author; Contents; Foreword; Introduction; Chapter 1: Keyword Research History and Its Evolving Role in Marketing; How Keyword Research Has Evolved; Why Keywords and Keyword Research Are Vital for Success; The Six Principles of Keyword Research; Summary; Chapter 2: How to Develop a Successful Keyword Strategy; Develop Your Marketing Strategy, Plan, and Goals; Decide Which Marketing Channels You Will Use; How Will You Measure Success?; Team Members and Their Roles and Goals
- Keyword Competitive IntelligenceKeyword Research Process; Summary; Chapter 3: Keyword Research Tools; Keywords and the Search Funnel; Building Your Toolset; Stage 1 and 2 Keyword Tools; Search-Engine-Specific Tools; Stage 3 and 4 Keyword Tools; Keyword Competitive Analysis Tools; Summary; Chapter 4: Finding Keywords; Building Your Keyword Toolset and Methodology; Brainstorming and Seed Keywords; Where to Find Good Keywords; Within Your Company; Within Your Industry; From Your Competition; From Social Media and Blogs; Keyword Modification Techniques; Summary
- Chapter 5: Refine Your Initial List of Keywords in Seven StepsThe Keyword Refinement ProcessYou now take off your brainstorming hat; Step 1: Categorization and Audience Segmentation; Step 2: Scoring for Relevance; Step 3: Scoring for Specificity; Step 4: Scoring for Competitiion; Step 5: Scoring for Popularity; Step 6: Overall Scoring and Prioritization; Step 7: Keyword Interpretation; Summary; Chapter 6: Using Keywords for SEO; Keywords and Their Role in SEO; Keyword Optimization; Keywords and Link Building; Optimizing Image and Video Assets with Keywords; Summary
- Chapter 7: Using Keywords for PPCKeywords and Their Role in PPC; Keyword Categories and Ad Groups; Keywords and Quality Score; Using Negative Keywords; Search Funnels; Summary; Chapter 8: Using Keywords for Social Media; Role of Keywords and Social Media; What Is Social Media?; Social Media Strategy; Social Media Keyword Research Tools; Keyword Research for YouTube; Keyword Research for Twitter; Keyword Research for Facebook; Keyword Research for Blogging; Summary; Chapter 9: Using Keywords for Mobile and Local; Local Search Visibility; Local Keyword Research
- Optimize Your Site Using Local KeywordsMobile Keyword Research; Developing a Mobile Strategy; Summary; Chapter 10: Keywords and Site Architecture; Understanding Site Architecture; Step 1: Your Site Structure; Step 2: Keyword Modeling; Step 3: Developing Your Personas; Step 4: Content Design; Step 5: Wireframes and Prototyping; Summary; Chapter 11: Creating Great Content with Keywords; The Importance of Quality Content; Writing for the Web; Copywriting; Content Management; Content Marketing; Digital Asset Optimization; Summary; Chapter 12: Using Keywords for Branding and Messaging
- Keywords Research for Branding and Messaging
