SEO Step Zero KW Tools, Personas, Editorial Calendars Instructed by: Lacey Faught

Agenda Keyword Tools Creating Personas Creating Editorial Calendars Keyword Planner – BIG CHANGES Google Suggest Google Related Search Google Trends MOZ Keyword Explorer Creating Personas Creating Editorial Calendars

Keyword Research Tools

Google Keyword Planner Big changes to data output Search Engine Land Article Renders service MUCH LESS useful

Google Suggest Quick ideas for keywords people are searching for How predictions are made

Google Related Search Terms More quick ideas for related keywords

Google Trends

MOZ Keyword Explorer

MOZ Keyword Explorer Article Explaining Their Process Keyword Difficulty Keyword Opportunity Importance (user-defined) Keyword Potential

Personas Who are we writing our content for?

Creating Personas Give the personas names and make sure your employees or clients know and understand these different personas so you can be clear about who your marketing efforts are going to be focused on each time you create something. Buffer App- Beginner’s Guide to Marketing Personas

Persona Example Pinnacle Capital Mortgage Reverse Mortgages See document

Editorial Calendars Making content creation simple all year long

Create an Editorial Calendar Whether you’re using an online to-do list or a shared business calendar, or even a paper calendar- sit down with your staff and develop your editorial calendar. You can do this 3 months at a time, 6 months at a time, or a full year at a time. This allows you to plan your content building strategy around Holidays, sales you’ll put on etc.

What Channels will You Post to? On-site Blog New static content New home page content Print Graphics Direct Mail Newspaper Ads Magazine Ads Email Marketing Social Media Facebook Instagram Twitter YouTube Pinterest LinkedIn Houzz etc

Decide on Frequency How often will you be posting to each channel?

Example Editorial Calendar Pinnacle Capital Mortgage See example

Creating Themes Decide on Themes based around: Holidays Busy times of the year for you Slow times of the year for you Seasonal changes Back to School vs School’s Out

Tools to Help Build Themes National Day Calendar Sales History Any others people have found?

Example Pinnacle Capital Mortgage See example

Questions???