Keywork Intelligence Keyword Research for Search, Social, and Beyond -- Copyright -- Acknowledgments -- About the Author -- Contents -- Foreword -- Introduction -- Chapter 1: Keyword Research History and Its Evolving Role in Marketing -- How Keyword Research Has Evolved -- Why Keywords and Keyword Research Are Vital for Success -- The Six Principles of Keyword Research -- Summary -- Chapter 2: How to Develop a Successful Keyword Strategy -- Develop Your Marketing Strategy, Plan, and Goals -- Decide Which Marketing Channels You Will Use -- How Will You Measure Success? -- Team Members and Their Roles and Goals -- Keyword Competitive Intelligence -- Keyword Research Process -- Summary -- Chapter 3: Keyword Research Tools -- Keywords and the Search Funnel -- Building Your Toolset -- Stage 1 and 2 Keyword Tools -- Search-Engine-Specific Tools -- Stage 3 and 4 Keyword Tools -- Keyword Competitive Analysis Tools -- Summary -- Chapter 4: Finding Keywords -- Building Your Keyword Toolset and Methodology -- Brainstorming and Seed Keywords -- Where to Find Good Keywords -- Within Your Company -- Within Your Industry -- From Your Competition -- From Social Media and Blogs -- Keyword Modification Techniques -- Summary -- Chapter 5: Refine Your Initial List of Keywords in Seven Steps -- The Keyword Refinement ProcessYou now take off your brainstorming hat -- Step 1: Categorization and Audience Segmentation -- Step 2: Scoring for Relevance -- Step 3: Scoring for Specificity -- Step 4: Scoring for Competitiion -- Step 5: Scoring for Popularity -- Step 6: Overall Scoring and Prioritization -- Step 7: Keyword Interpretation -- Summary -- Chapter 6: Using Keywords for SEO -- Keywords and Their Role in SEO -- Keyword Optimization -- Keywords and Link Building -- Optimizing Image and Video Assets with Keywords -- Summary -- Chapter 7: Using Keywords for PPC.

Keywords and Their Role in PPC -- Keyword Categories and Ad Groups -- Keywords and Quality Score -- Using Negative Keywords -- Search Funnels -- Summary -- Chapter 8: Using Keywords for Social Media -- Role of Keywords and Social Media -- What Is Social Media? -- Social Media Strategy -- Social Media Keyword Research Tools -- Keyword Research for YouTube -- Keyword Research for Twitter -- Keyword Research for Facebook -- Keyword Research for Blogging -- Summary -- Chapter 9: Using Keywords for Mobile and Local -- Local Search Visibility -- Local Keyword Research -- Optimize Your Site Using Local Keywords -- Mobile Keyword Research -- Developing a Mobile Strategy -- Summary -- Chapter 10: Keywords and Site Architecture -- Understanding Site Architecture -- Step 1: Your Site Structure -- Step 2: Keyword Modeling -- Step 3: Developing Your Personas -- Step 4: Content Design -- Step 5: Wireframes and Prototyping -- Summary -- Chapter 11: Creating Great Content with Keywords -- The Importance of Quality Content -- Writing for the Web -- Copywriting -- Content Management -- Content Marketing -- Digital Asset Optimization -- Summary -- Chapter 12: Using Keywords for Branding and Messaging -- Keywords Research for Branding and Messaging -- The Keyword Research Brief -- Keywords in Press Releases -- Keywords in Brand Positioning -- Summary -- Chapter 13: International Keyword Research -- The Challenges of International Keyword Research -- International Keyword Research Process -- Summary -- Chapter 14: Keyword Measurement -- Defining Metrics for Success -- Measuring Keyword Performance -- Summary -- Index -- Advertisements.