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ContentTECH Summit Schedule Viewer


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Not Your Momma's Keyword Research

Katie Tweedy  (Content Marketing Supervisor, Collective Measures)

Track: Content Strategy

Session Type: Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Keyword research sounds like a dinosaur from a bygone era of SEO, when keyword stuffing was a necessary evil. Search engines have (thankfully) evolved from keyword quantity to content quality and (also thankfully) so has keyword research. Today's keyword research goes beyond search to understand behavior across the ecosystem, organized to inform content by journey and emotion, not just by topic. Ultimately, keyword research remains a crucial step in a thoughtful, SEO-friendly content strategy and continues to evolve to better support long-term marketing strategies.

Takeaway

After leaving this session, attendees will learn:

  • How to perform keyword research, including opportunities beyond Google and a list of available tools to use
  • How to organize raw keyword data to best serve content goals, from topics to intent to emotions to journey stage
  • About the rise of emotion-based keyword research and how it provides marketers an opportunity to glean new insight into consumers' feelings regarding a product, service, or topic
  • How to use keyword research to identify content gaps, optimize content to improve visibility, and inform prioritization of both content creation and optimization



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