1. From Keyword Research to Content Creation

2. Table of contents
1) Search queries explained
2) Keywords & keyword research
3) Step by step guide to keyword research
4) Creating content for SEO
5) Where to distribute your content
6) How to monitor your rankings
7) Creating content for secondary keywords
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3. Search queries
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4. Three types of searches
• What intention does the user have when he types in a certain
search query?
• What is the state of mind of the user?
• Navigational searches – “GO”
• Transactional searches – “DO”
• Informational searches – “KNOW”
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5. Navigational searches
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[dominoes pizza]
[dominos pizza]
[dominios uk]

6. Transactional searches
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[pizza delivery in chelsea]
[24 hour pizza delivery]
[pizza takeaway]

7. Informational searches
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[no knead pizza dough recipe]
[origin of pizza]
[how to make pizza with artichokes]

8. Keywords (KWs) & keyword research
• Keyword research is the process of identifying suitable
keywords to use when developing a strategy to promote a
website using search engine marketing.
• Keywords are words and phrases which someone finds valuable
for his website based on the implicit intent behind the query.
[pizza toppings]
[where was pizza invented]
[recommended pizzerias in london]
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queries
KWs

9. Keyword research – step by step
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STEP 1: Create an initial list of keywords
• Think what phrases people might type
and relate to your business.
• What keywords do your competitors use
on their websites?
• Phrases you are using when you are
talking about your business.
• Search Queries in Google Webmaster
Tool.
pizza delivery in chelsea
best pizza place in chelsea
recommended pizza in
london
order pizza online
pizza takeaway in chelsea
order pizza
chelsea pizza takeaway
pizza delivery near me
best pizza in chelsea
best pizza near me
best pizzeria delivery
best pizzeria in chelsea
pizzeria cheap delivery
chelsea cheap pizza
delivery
recommended pizza in

10. Keyword research – step by step
10
STEP 2: Use Google Keyword Planner
• When you have your initial list of keywords,
you need to create a Google AdWords
account.
• This tool is normally used to create ads, but
you can sign up for free to use the
Keyword Planner.
(https://adwords.google.com/ko/KeywordPla
nner)

11. Keyword research – step by step
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12. Keyword research – step by step
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Keywords
go here

13. Keyword research – step by step
13

14. Keyword research – step by step
14
STEP 3: Sort out the list of keywords

15. Keyword research – step by step
15
• Remove keywords that are too
broad or too vague. [pizza],
[takeaway], [pizzeria]
• Remove keywords that are
irrelevant. [dominos uk], [sushi
london], [chinese takeaway]
• Remove keywords with too little
traffic – if necessary.

16. Keyword research – step by step
16
STEP 4: Divide the list of keywords into families
pizza delivery
pizza
best pizza
pizza deals
order pizza

17. From keyword research
to targeted content
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• Recognise the keyword groups with the highest potential, based on -
• Average monthly searches
• Implicit user intent
• Probability to convert
• These will be the primary groups
you will work with.
pizza delivery

18. Content for the primary groups
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• Focus on the primary groups, NOT THE KEYWORDS.
• Think of what your customer wants and create valuable content.
• Structure content on your website according to different groups.
pizza deals
order pizza

19. Distribution
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• Distribute your primary group content on social media.
• Work on press mentions, and create and contribute high quality
content for 3rd party websites.
• If you are a local business, try to have different websites write
about you, especially local sites and blogs e.g.
http://thelondonpizzablog.com/
• Earn links, drive traffic, build authority and branding.

20. Monitoring your rankings
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• Monitor rankings and user behavior.
• Make searches on Google and other search engines for the
keywords you are targeting, and see if your website’s rank is high in
the search results.
• When you are doing a search on Google, don’t forget to log out of
your Gmail account and clear your browser history, as they will
affect the search results.
• Change or fine-tune the content if necessary.

21. Content for the secondary groups
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• Target secondary groups of keywords and long keywords
(“longtails”) by creating content in your blog (if you have one) or
social channels.
[no knead pizza dough recipe]
[origin of pizza]
[how to make pizza with artichokes]

22. “Remember - Content is king”
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