Keyword Intelligence: Keyword Research for Search, Social, and Beyond

Keyword Intelligence: Keyword Research for Search, Social, and Beyond

by Ron Jones
Released November 2011
Publisher(s): Sybex
ISBN: 9781118061831

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Book description

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 phrases in order to get traffic from search engines and social media channels. Author Ron Jones imparts his wisdom and experience for determining which keywords will work based on a searcher's intent and he shows you how to research social, mobile, and video marketing tools that can ultimately become the foundation of a marketing campaign.

  • Boasts detailed how-to information from one of the world's leading keyword research experts

  • Helps you learn how to craft a successful keyword campaign and capture a coveted spot on the first page of a results page

  • Pares down the essential information you need to know to use available tools to get keyword suggestions, forecast web site traffic, perform competitive research, and analyze results

  • Walks you through how to best apply keywords to SEO and PPC campaigns as well as gain visibility with mobile marketing and integrate with traditional marketing efforts

  • Features case studies, examples, tutorials, tips, and previously undocumented techniques

No matter your level of experience working with keywords, Keyword Intelligence is the ultimate guide for learning how to best conduct keyword research and craft winning marketing campaigns.

Table of contents

  1. Cover
  2. Title Page
  3. Advance Praise
    1. Advance Praise for Keyword Intelligence
  4. Copyright
  5. Publisher's Note
  6. Dedication
  7. Acknowledgments
  8. About the Author
  9. Foreword
  10. Introduction
    1. Who Should Buy This Book
    2. What’s Inside
    3. How to Contact the Author
  11. Chapter 1: Keyword Research History and Its Evolving Role in Marketing
    1. How Keyword Research Has Evolved
    2. Why Keywords and Keyword Research Are Vital for Success
    3. The Six Principles of Keyword Research
    4. Summary
  12. Chapter 2: How to Develop a Successful Keyword Strategy
    1. Develop Your Marketing Strategy, Plan, and Goals
    2. Decide Which Marketing Channels You Will Use
    3. How Will You Measure Success?
    4. Team Members and Their Roles and Goals
    5. Keyword Competitive Intelligence
    6. Keyword Research Process
    7. Summary
  13. Chapter 3: Keyword Research Tools
    1. Keywords and the Search Funnel
    2. Building Your Toolset
    3. Stage 1 and 2 Keyword Tools
    4. Search-Engine-Specific Tools
    5. Stage 3 and 4 Keyword Tools
    6. Keyword Competitive Analysis Tools
    7. Summary
  14. Chapter 4: Finding Keywords
    1. Building Your Keyword Toolset and Methodology
    2. Brainstorming and Seed Keywords
    3. Where to Find Good Keywords
    4. Within Your Company
    5. Within Your Industry
    6. From Your Competition
    7. From Social Media and Blogs
    8. Keyword Modification Techniques
    9. Summary
  15. Chapter 5: Refine Your Initial List of Keywords in Seven Steps
    1. The Keyword Refinement Process
    2. Step 1: Categorization and Audience Segmentation
    3. Step 2: Scoring for Relevance
    4. Step 3: Scoring for Specificity
    5. Step 4: Scoring for Competitiion
    6. Step 5: Scoring for Popularity
    7. Step 6: Overall Scoring and Prioritization
    8. Step 7: Keyword Interpretation
    9. Summary
  16. Chapter 6: Using Keywords for SEO
    1. Keywords and Their Role in SEO
    2. Keyword Optimization
    3. Keywords and Link Building
    4. Optimizing Image and Video Assets with Keywords
    5. Summary
  17. Chapter 7: Using Keywords for PPC
    1. Keywords and Their Role in PPC
    2. Keyword Categories and Ad Groups
    3. Keywords and Quality Score
    4. Using Negative Keywords
    5. Search Funnels
    6. Summary
  18. Chapter 8: Using Keywords for Social Media
    1. Role of Keywords and Social Media
    2. What Is Social Media?
    3. Social Media Strategy
    4. Social Media Keyword Research Tools
    5. Keyword Research for YouTube
    6. Keyword Research for Twitter
    7. Keyword Research for Facebook
    8. Keyword Research for Blogging
    9. Summary
  19. Chapter 9: Using Keywords for Mobile and Local
    1. Local Search Visibility
    2. Local Keyword Research
    3. Optimize Your Site Using Local Keywords
    4. Mobile Keyword Research
    5. Developing a Mobile Strategy
    6. Summary
  20. Chapter 10: Keywords and Site Architecture
    1. Understanding Site Architecture
    2. Step 1: Your Site Structure
    3. Step 2: Keyword Modeling
    4. Step 3: Developing Your Personas
    5. Step 4: Content Design
    6. Step 5: Wireframes and Prototyping
    7. Summary
  21. Chapter 11: Creating Great Content with Keywords
    1. The Importance of Quality Content
    2. Writing for the Web
    3. Copywriting
    4. Content Management
    5. Content Marketing
    6. Digital Asset Optimization
    7. Summary
  22. Chapter 12: Using Keywords for Branding and Messaging
    1. Keywords Research for Branding and Messaging
    2. The Keyword Research Brief
    3. Keywords in Press Releases
    4. Keywords in Brand Positioning
    5. Summary
  23. Chapter 13: International Keyword Research
    1. The Challenges of International Keyword Research
    2. International Keyword Research Process
    3. Summary
  24. Chapter 14: Keyword Measurement
    1. Defining Metrics for Success
    2. Measuring Keyword Performance
    3. Summary
  25. Index

Product information

  • Title: Keyword Intelligence: Keyword Research for Search, Social, and Beyond
  • Author(s): Ron Jones
  • Release date: November 2011
  • Publisher(s): Sybex
  • ISBN: 9781118061831