Ask the SMXpert: Keyword research and copywriting
Contributor and SMXpert Christine Churchill answers keyword research and copywriting technique questions from attendees who participated in the SMX West 2018 Keyword Bootcamp.
The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018.
Moderator Debra Mastaler: Well-known for her in-depth knowledge of keyword research and online marketing, Christine is one of the few well-rounded search professionals with equal knowledge of search engine optimization (SEO) and pay-per-click (PPC) tactics.
She has been a working in the search industry since 1998 and has worked with some of the biggest brands in the world. Her biggest tip for search marketers today? “Be well-rounded and keep learning.” Wise words.
Question: For businesses that have multiple locations in different states across the US, how can you find keywords specific to different regions? (The assumption seems to be that we all use the same words across the country, but [that’s] not necessarily true).
Christine: My favorite tool for comparing the regional use of keyword phrases is the Google Trends tool. If you enter keyword phrases into the Google Trends tool, it will show you visually the popularity variations where the phrase is used. Google Trends lets you drill down more granularly to look at the keyword usage by the country, subregion, state or even city.
Seeing the map with keyword data is a fast, fun way to learn about the regional use of phrases — and the data comes straight from Google. In order to identify variant terms, you can use the Google Search Console or even a thesaurus or regional language dictionary, though the latter may not keep up with emerging keyword phrase usage.
Question: What are some best practices for optimizing keywords through social media? Have you seen any success with this?
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