Understanding Keywords and SEO Terms

Keywords

• Keywords are words and phrases that define content.
• Searchers type keywords into search engines, also known as "search queries."

Purpose of Keywords

• Keywords help content reach its intended audience.
• They aid in Search Engine Optimization (SEO) by interacting with search engines.

Terms

• SEO (Search Engine Optimization) increases website traffic quantity and quality through unpaid search results.
• Organic results refer to traffic from unpaid sources.
• SERP (Search Engine Result Pages) is the list of results a search engine displays.
• URL (Uniform Resource Locator) is a web address pointing to a resource online.
• Clickbait is content designed to attract attention and clicks, sometimes being misleading.

Types of Keywords

• Primary keywords are the most important on a webpage.
• Primary keywords should appear in the title, domain, first sentence, and content with "cit" and "vogue" serve as examples.
• Unique keywords differ on each page and can be placed in title tags, the content body, and image names with "search for plants" as an example.
• Long-tail keywords are specific phrases, being longer, having lower competition, and clearer intent with an example of "best organic dog food for a puppy”.
• Head keywords are general, high-volume search terms, such as "dog."

Keyword Stuffing

• Keyword stuffing manipulates search rankings by excessively using keywords on a page.
• It lowers credibility and SEO score.

Importance of Keywords

• Keywords connect people with content, drive site traffic, and determine the type of traffic attracted.

Goals of Keyword Research

• The goals are to understand the search demand, creating a keyword list, prioritizing investments, and matching keywords.

Steps in Keyword Planning

• Identify the customer persona, including needs, behaviors, demographics, and goals.
• Example personas include archetype users and representations of target customers like a young artist who is a filmmaker.
• Find topics the customer cares about by discovering where the audience is online.
• Search for related keywords, such as film festivals and video editing.
• To find untapped keywords, use Google Suggest by adding a space before a keyword.
• Quora and Reddit help find keyword-rich questions.
• Google's "Searches Related To" feature can be found at the bottom of the search pages.
• Wikipedia offers closely related topics and keywords.
• PowerThesaurus.org finds synonyms and related keywords.
• Check keyword viability and growth in Google Trends to compare interest over time.

Content

• Content is central to new media communication involving the creation, consumption, and sharing of messages using digital platforms.

New Media Literacy

• New media literacy involves the ability to consume messages digitally and participate in interactive social media.
• It includes producing and sharing public messages with collective meaning rooted in contexts.

Content Writing

• Content writing informs and engages with copywriting and scriptwriting for new media.
• These writings are used in business-to-business marketing to gain traffic.
• Copywriting primarily aims to sell products or services.
• Content refers to online materials like texts, videos, and images on a single post or an entire website.

Content Curation

• Content curation collects and presents existing online content, and doesn’t involve original production.

Accessibility of Content

• Online content accessibility: widely accessible, immediate, and public, leading to potential reuse.

Doxxing

• Doxxing is publishing private information online with malicious intent
• Doxxing is not directly defined as a crime in the Philippines; related acts may be penalized under: Cybercrime Prevention Act of 2012, Data Privacy Act of 2012, Anti-Bullying Act of 2013, Article 364 of the Revised Penal Code

Key Concepts from TED Talks

• How Social Media is Changing the Way We Do Business mentions the creative economy is driven by those who understand content as a way to buy attention.
• Content without Context is Useless mentions content must have meaning as value is exchanged when someone consumes the content.
• The Battle for Your Time: Exposing the Costs of Social Media mentions social media prioritizes constant updates over deep understanding.

Writing Content

• Content writing isn't literature; it should be simple, clear, and easily understood.
• Content can be multimedia, not limited to words.

Standing Out

• Post content consistently, publish useful and verifiable information, and included links.

Types of Content Approach

• Creation develops content from scratch with FAQs as a usage tip.
• Curation aligns already existing content with the business’ values.
• Creative curation enhances curated content and supports original creators.

Blogging and New Media

• Blogs are frequently updated web logs, which can be video and/or text.
• Blogging includes permalinks, timestamps, and hyperlinks for credibility and added information.
• There is a rise of citizen journalism due to blogging.
• 21st-century blogging evolved into journalism, such as The Huffington Post.

Bloggers vs. Journalists

• Bloggers publish and then filter their personal opinions
• Journalists filter and then publish information focusing on objective accuracy.

Functions of Blogs

• The function of blogs include connecting with audiences, building community and trust, allowing for self-expression, and providing context.

Blogging Basics

• Blogging basics include frequent updates, fast-moving stories, keyword tagging, easy-to-read text, and layered information.

Blogging Ethics

• Blogging ethics require publishing verified truths, acknowledging sources, correcting misinformation, disclosing conflicts, and avoiding biases.

Code of Journalists

• Seeking and reporting the truth, minimizing harm, acting independently, being accountable, and supporting claims.

Journalism

• Journalism involves verification, public service, and minimizing harm
• Journalism focuses on truth and fairness.

Corporate Blogging

• Corporate blogging builds relationships with customers and increases visibility.