Date post: | 12-Apr-2017 |
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Confidential, Property of Search Influence, LLC © 2017
BEYOND KEYWORD RESEARCH: OPTIMIZE FOR RELEVANCY WITH PROOF TERMS
Paula KellerDirector of Sales &
Marketing
LocalU Advanced @ mozCon Local 2017
@searchinfluence @paulakfrench #localu
@searchinfluence @paulakfrench #localu
GOAL
1. Improve ranking for the anchor topic 2. Rank for a larger set of search queries
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
PROOF TERMS
RELEVANT TERMS
synonyms - plurals - variants
slightly more distant words that drive the detail of your content
SUPER OPTIMIZED
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IT’S ALL SEMANTICS
RELEVANT TERMS
SEMANTIC CONTENTPROOF TERMS
RELATED KEYWORDS
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WEDDING BAND
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@searchinfluence @paulakfrench #localu
@searchinfluence @paulakfrench #localu
WEDDING BAND
@searchinfluence @paulakfrench #localu
Wedding Band
Cover Band
PartyBand
WeddingEntertainment
WeddingSingers
SongList
FirstDance Reception
Playlist
Dance
JazzRock90s
Live
DJ
@searchinfluence @paulakfrench #localu
Wedding Band
Wedding Rings
Jewelry
Wedding BandSets
YellowGold
Platinum Diamond
Rose Gold
EngagementRing
EngravingMen’sWomen’s
WeddingDay
SizingWedding
Bands
THE TOOLS
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Google Keyword ToolGoogle Search Console: Search QueriesSEO Quake ExtensionSEM Rush: Related Keywords Google Search SuggestGoogle Related Searches
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CLIENT #1
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IDENTIFYANCHOR TOPIC +PROOF TERMS +
RELEVANT TERMS
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STEP #1
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CLIENT-PROVIDED CONTENT
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SEARCH CONSOLE:ANY “WIRE” QUERIES?
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NOTE: INTERNAL LINK FROM “BANK FRAUD” PAGE
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BRAIN WORK:KNOWN POSSIBLE ANCHOR TERMS
wire fraud attorneywire fraud lawyer
federal wire fraud attorneyfederal wire fraud lawyer
wire fraud defense attorneywire fraud defense lawyer
federal wire fraud defense attorneyfederal wire fraud defense lawyer
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ADWORDS KEYWORD PLANNER: NOT HELPFUL
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SEMRUSH: Related Keywords
Take note of related:● Charges● “What is”● Interstate● Penalty
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Moz: Keyword Explorer
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Moz: Keyword Explorer
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
WHAT’D I FIND?
“Federal” was present in title tags, but not as part of the anchor term. Opportunity?
“Fraud Laws” page is also ranking - note for future content pages
“Mail Fraud” and “Bank Fraud” also appear - valuable internal linking
Title Tag Prominence of Possible Anchors
Wire fraud defense attorney 6
Wire fraud lawyer 5
Wire fraud attorney 4
Fraud lawyer 2
Bank fraud lawyer 2
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SEARCH CONSOLEATTORNEY V. LAWYER
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SEOQuake
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GOOGLE SEARCH
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GOOGLE SEARCH SUGGEST
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GOOGLE SEARCH SUGGEST
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GOOGLE SEARCH SUGGESTBASED ON PROVIDED CONTENT
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GOOGLE SEARCH SUGGESTBASED ON PROVIDED CONTENT
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SUMMARY OF FINDINGS
ANCHOR TERM:● Federal Wire Fraud Attorney
○ Include “Defense” in title tag
PROOF TERMS:● wire fraud lawyer● federal wire fraud lawyer● wire fraud defense attorney● wire fraud defense lawyer● federal wire fraud defense attorney● federal wire fraud defense lawyer● federal defense attorney● criminal defense attorney
ADDITIONAL LEARNINGS:● “Fraud Laws” - future content page● “Mail Fraud” and “Bank Fraud” Internal Links
RELATED TERMS:● defense● charges & penalties● sentencing guidelines● statute of limitations● jail time● 18 USC 1343 sentencing guidelines● 18 USC 1343 statute of limitations
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WORK INTO EXISTING CONTENT
STEP #2
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CONTENT TIME
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CONTENT TIME
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CONTENT TIME
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CONTENT TIMECLIENT PROVIDED
OUR UPDATE
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CONTENT TIMECLIENT PROVIDED
OUR UPDATE
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@searchinfluence @paulakfrench #localu
SUMMARY OF UPDATESTitle Tag = Los Angeles Wire Fraud Defense Attorney - Law Offices of Jerod Gunsberg
H1 = Federal Wire Fraud Attorney in Los Angeles
H2s - 5 total● Wire Fraud Sentencing Guidelines● What is Federal Wire Fraud?● Conspiracy to Commit Wire Fraud● Federal Wire Fraud Defense● Contact Experienced Wire Fraud Lawyer, Jerod Gunsberg
H3● Wire Fraud Penalties
Body Content● Add “jail” to “jail time”● Asked client to write a paragraph on “statute of limitations”
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IMPACT ON IMPRESSIONS
CLIENT #2
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Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
ORIGINAL CONTENT
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H2s & H3s: BEFORE & AFTER
Before After
Who is a Good Candidate for Facial Implants? Who is a Good Candidate for Chin Implants, Cheek Implants, or Jaw Implants?
Are Facial Implants the Same as Fillers or Fat Implants?
Are Facial Implants the Same as Facial Fillers or Fat Transfer to the Face?
What Occurs During the Surgery? Surgery for Chin Augmentation, Cheek Augmentation, or Jaw Augmentation
Are Results Permanent? Are the Face Augmentation Results Permanent?
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BODY CONTENT
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SUMMARY OF UPDATESRelated or Proof Term Monthly Search Value
Before# of Instances
After:# of Instances
chin implant 9900 0 2cheek implants 6600 1 3
chin augmentation 3600 0 2jaw implants 2900 1 3
cheek augmentation 1900 0 2facial implants 1000 19 15
jaw augmentation 880 0 2facial fat transfer 590 0 3
face augmentation 140 0 1fat transfer to the face 70 0 1silicone facial implants 20 0 1
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
1. Proof Terms & Relevant Terms2. Present in titles, headings, content toward
the top of the page3. Links to related pages on your site & other
sites
SUPER OPTIMIZED CONTENT
THANK YOU!PAULA KELLER FRENCH
Search Influence
New Orleans, LA
searchinfluence.com