Chapter 12

Using Keywords for Branding and Messaging

One of the purposes of this book is to expand your understanding of keyword research beyond its use as a tool for SEO and PPC. This chapter elaborates on the wealth of information that comes from keyword research and shows how to use that knowledge for branding, messaging, and other traditional forms of advertising.

Chapter Contents

  • Keyword Research for Branding and Messaging
  • The Keyword Research Brief
  • Keywords in Press Releases
  • Keywords in Brand Positioning

Keywords Research for Branding and Messaging

Some of you who come from the traditional advertising side may jump right into this chapter without reading Chapter 1 first. Regardless, I want to revisit the discussion on the searcher ...

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