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All language subtitles for 02 - Keyword strategy The foundation of digital marketing

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Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 00:00:00,005 --> 00:00:03,009 - [Instructor] So do you remember your last search query? 2 00:00:03,009 --> 00:00:06,000 Was it to find information, 3 00:00:06,000 --> 00:00:08,006 plan a trip or research a product? 4 00:00:08,006 --> 00:00:12,002 Maybe it was to find that actress in that movie? 5 00:00:12,002 --> 00:00:14,003 We use search as a second brain. 6 00:00:14,003 --> 00:00:17,007 We rely on immediate access and answers every day, 7 00:00:17,007 --> 00:00:19,001 many times a day. 8 00:00:19,001 --> 00:00:22,004 This is why keywords are so central to digital marketing. 9 00:00:22,004 --> 00:00:25,002 The words you use when you search, 10 00:00:25,002 --> 00:00:27,000 how you describe what you want 11 00:00:27,000 --> 00:00:29,002 are critical for understanding intent. 12 00:00:29,002 --> 00:00:30,006 Based on that intent, 13 00:00:30,006 --> 00:00:32,009 search engines adapt their results 14 00:00:32,009 --> 00:00:37,005 and advertisers modify their ads to capture your attention. 15 00:00:37,005 --> 00:00:40,008 Search engine optimization sweats over the details 16 00:00:40,008 --> 00:00:43,005 of getting a page to rank highly in the results, 17 00:00:43,005 --> 00:00:45,003 because a number one ranking 18 00:00:45,003 --> 00:00:46,006 is estimated to deliver 19 00:00:46,006 --> 00:00:50,003 about 35% of searchers to that website. 20 00:00:50,003 --> 00:00:51,005 A keyword strategy 21 00:00:51,005 --> 00:00:54,003 is one of the most important activities in marketing. 22 00:00:54,003 --> 00:00:56,003 It is a direct explanation 23 00:00:56,003 --> 00:00:59,000 of the searcher describing their need. 24 00:00:59,000 --> 00:01:00,002 No other market research 25 00:01:00,002 --> 00:01:03,009 provides this rich and honest information. 26 00:01:03,009 --> 00:01:05,004 If you dismiss keywords, 27 00:01:05,004 --> 00:01:07,004 you are dismissing the greatest amount 28 00:01:07,004 --> 00:01:09,009 of unfiltered market research. 29 00:01:09,009 --> 00:01:12,008 Here's the value of mastering keywords. 30 00:01:12,008 --> 00:01:16,000 First, if your website isn't found in the search engines, 31 00:01:16,000 --> 00:01:17,008 you're missing out on the best, 32 00:01:17,008 --> 00:01:21,000 most economical source of customers available. 33 00:01:21,000 --> 00:01:23,005 Second, using the right keywords 34 00:01:23,005 --> 00:01:25,005 creates relevance for your audience, 35 00:01:25,005 --> 00:01:28,001 as you're using their language. 36 00:01:28,001 --> 00:01:30,006 Third, you know what your audience wants. 37 00:01:30,006 --> 00:01:35,001 And fourth, keywords are used in every marketing channel. 38 00:01:35,001 --> 00:01:36,003 Every channel's made better 39 00:01:36,003 --> 00:01:39,000 when you use the same keywords as your audience, 40 00:01:39,000 --> 00:01:40,009 not just SEO. 41 00:01:40,009 --> 00:01:42,000 In paid search, 42 00:01:42,000 --> 00:01:44,002 advertisers need to know the right keywords 43 00:01:44,002 --> 00:01:47,004 to reach audiences across the buying cycle. 44 00:01:47,004 --> 00:01:48,009 In content marketing, 45 00:01:48,009 --> 00:01:51,002 keyword research shows you the questions 46 00:01:51,002 --> 00:01:53,002 your audience is searching for. 47 00:01:53,002 --> 00:01:55,002 Even email marketing shows us 48 00:01:55,002 --> 00:01:59,001 that the right keywords increase opens and clicks. 49 00:01:59,001 --> 00:02:01,008 And in social media, if you want to engage, 50 00:02:01,008 --> 00:02:04,004 then you need to use the right words at the right time 51 00:02:04,004 --> 00:02:06,004 and in the right context. 52 00:02:06,004 --> 00:02:09,000 Basically, if you want to engage people online, 53 00:02:09,000 --> 00:02:10,009 then you need to know what words they use, 54 00:02:10,009 --> 00:02:13,001 how they use them, and when they use them. 55 00:02:13,001 --> 00:02:14,000 In this course, 56 00:02:14,000 --> 00:02:17,001 I'm going to show you how to find keywords, 57 00:02:17,001 --> 00:02:19,009 how to analyze them and find insights, 58 00:02:19,009 --> 00:02:22,007 and then I'll show you how to extract intent 59 00:02:22,007 --> 00:02:25,005 and meaning from additional research 60 00:02:25,005 --> 00:02:28,000 and apply them across your business strategy. 4554