Content Strategy Design Patterns
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SEO & Marketing Patterns
Content Lifecycle Patterns
Analytically choose important words and phrases for content to attract the maximum volume of relevant search traffic. === What Problem This Solves === You aren't appearing in search engine results when people search for phrases relevant to your company, products, services or website. === When to Use This Pattern === Use this pattern when your website offers a range of content but isn't attracting enough relevant search engine referrers (for a content-rich website, you would normally expect at least 35% of traffic to come from search engines). It's particularly important to use this pattern if your subject domain is highly competitive. === What's The Solution? === The goal to keyword research is to find words and phrases that meet all of the following requirements: #High Volume (or, rather, as high as possible) #Relevant (to your company/website) #Low Competition (or, as low as possible) #High Intent (i.e. if your website sells products, you want phrases that imply the person is looking to buy)<br> A typical workflow for keyword research might be: #Assess the scope and number of target subjects for your project. You may cover a single niche topic (Digital SLR Camera Reviews) or more (Digital Cameras, Film Cameras, Photography Tips, etc.). #Research synonyms for each topic. This ensures that the base keywords are the most appropriate for the target audience demographics; for example, in the UK, the terms ‘children’ and ‘kids’ are searched almost equally, but in Australia, ‘kids’ is twice as popular as ‘children’. #Iteratively research related keyword phrases (using a tool like the Google AdWords Keyword Tool or Market Samurai). This is where the bulk of the research is performed: the base keywords are expanded (with additional keywords or variations in phrasing) and tested for competition, relevance and volume. As new possibilities emerge, these are iteratively expanded and tested. #Aggregate, Eliminate, Normalize and Combine. When the keyword research has exhausted variations in the subject matter, the resultant possible key phrases are exported to a spreadsheet for further analysis. Duplicates are removed, similarities assessed and a consistent quality-threshold applied. From this list, a smaller subset is created that combines and normalizes single phrases into larger phrases, each of which encompasses multiple target key phrases. If required, these final phrases can be tested for intent by purchasing test Pay Per Click (e.g. AdWord) adverts, and the Click Through Rate and conversion rate measured for effectiveness. === Why Use This Pattern === *You may be writing content that few will ever read; if you're investing time in content, you should invest some time in keyword research to maximize its exposure. *Keyword research will usually uncover interesting patterns in your customer behaviour, which you can use in other parts of your business. *Keyword research isn't quick or easy: expect to spend a day or two on research for each individual topic. The benefit of this is that few businesses do it well, so you may be able to "punch above your weight" against more established competitors in search engine results. === References === #[http://guides.seomoz.org/chapter-5-keyword-research SEOMoz Guide to Keyword Research] #[https://adwords.google.com/select/KeywordToolExternal Google AdWords Keyword Research Tool] #[http://www.google.com/insights/search/# Google Insights for Search] #[http://www.marketsamurai.com/c/spxdcz Market Samurai Keyword Research Tool] === Examples Gallery === [[Image:Children vs kids aus.png|thumb|left|Researching long-term synonym trends using Google Insights for Search]][[Image:Competition activities for kids.png|thumb|left|Researching competition for a specific phrase (using Market Samurai software)]]<br> === Categories<br> === [[Category:SEO_and_Marketing]]
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