The untapped value of qualitative keyword data

30 second summary: Google Keyword Planner helps us filter our seed list, show trends in wording that people use when researching, and highlight great opportunities we should be exploiting. Contrary to popular belief, Jack Telford, chief strategy officer at Starcom, argues that most keyword research today is too dependent on this quantification of searcher behavior […]

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A five-step framework for effective keyword targeting in 2020

30 second summary: Good optimization is about the complete basics, not the “secret stuff”. The most important basic tactic for doing well is keyword targeting. First of all, you need to know where your customers are in the sales funnel. Then you use the most relevant and relevant keywords targeting customer intent. By mapping keywords […]

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