Google expects certain information to be found on pages about a given topic. Learn how to make great content for your customers & Google in Paula Keller French's 2017 MozCon Local / LocalU presentation.

1. Confidential, Property of Search Influence, LLC © 2017
BEYOND KEYWORD
RESEARCH:
OPTIMIZE FOR
RELEVANCY WITH
PROOF TERMS
Paula Keller
Director of Sales &
Marketing
LocalU Advanced @ mozCon Local 2017
@searchinfluence @paulakfrench #localu

2. @searchinfluence @paulakfrench #localu
GOAL
1. Improve ranking for the anchor topic
2. Rank for a larger set of search queries

3. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
PROOF TERMS
RELEVANT TERMS
synonyms - plurals - variants
slightly more distant words that drive the
detail of your content

4. SUPER OPTIMIZED
@searchinfluence @paulakfrench #localu
IT’S ALL SEMANTICS
RELEVANT TERMS
SEMANTIC CONTENT
PROOF TERMS
RELATED KEYWORDS

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WEDDING BAND

6. @searchinfluence @paulakfrench #localu

7. @searchinfluence @paulakfrench #localu

8. @searchinfluence @paulakfrench #localu
WEDDING BAND

9. @searchinfluence @paulakfrench #localu
Wedding
Band
Cover
Band
Party
Band
Wedding
Entertainment
Wedding
Singers
Song
List
First
Dance Reception
Playlist
Dance
JazzRock90s
Live
DJ

10. @searchinfluence @paulakfrench #localu
Wedding
Band
Wedding
Rings
Jewelry
Wedding Band
Sets
Yellow
Gold
Platinum Diamond
Rose Gold
Engagement
Ring
EngravingMen’sWomen’s
Wedding
Day
Sizing
Wedding
Bands

11. THE TOOLS
Confidential, Property of Search Influence © 2017@searchinfluence @paulakfrench #localu
Google Keyword Tool
Google Search Console: Search Queries
SEO Quake Extension
SEM Rush: Related Keywords
Google Search Suggest
Google Related Searches

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13. CLIENT #1
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu

14. IDENTIFY
ANCHOR TOPIC +
PROOF TERMS +
RELEVANT TERMS
@searchinfluence @paulakfrench #localu
STEP #1

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CLIENT-PROVIDED CONTENT

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SEARCH CONSOLE:
ANY “WIRE” QUERIES?

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NOTE: INTERNAL LINK FROM
“BANK FRAUD” PAGE

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BRAIN WORK:
KNOWN POSSIBLE ANCHOR TERMS
wire fraud attorney
wire fraud lawyer
federal wire fraud attorney
federal wire fraud lawyer
wire fraud defense attorney
wire fraud defense lawyer
federal wire fraud defense attorney
federal wire fraud defense lawyer

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ADWORDS KEYWORD PLANNER:
NOT HELPFUL

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SEMRUSH: Related Keywords
Take note of related:
● Charges
● “What is”
● Interstate
● Penalty

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Moz: Keyword Explorer

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Moz: Keyword Explorer

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24. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu

25. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu

26. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu

27. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
WHAT’D I FIND?
“Federal” was present in title tags, but not as part of the anchor term. Opportunity?
“Fraud Laws” page is also ranking - note for future content pages
“Mail Fraud” and “Bank Fraud” also appear - valuable internal linking
Title Tag Prominence of Possible Anchors
Wire fraud defense attorney 6
Wire fraud lawyer 5
Wire fraud attorney 4
Fraud lawyer 2
Bank fraud lawyer 2

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SEARCH CONSOLE
ATTORNEY V. LAWYER

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SEOQuake

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GOOGLE SEARCH

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GOOGLE SEARCH SUGGEST

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GOOGLE SEARCH SUGGEST

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GOOGLE SEARCH SUGGEST
BASED ON PROVIDED CONTENT

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GOOGLE SEARCH SUGGEST
BASED ON PROVIDED CONTENT

35. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
SUMMARY OF FINDINGS
ANCHOR TERM:
● Federal Wire Fraud Attorney
○ Include “Defense” in title tag
PROOF TERMS:
● wire fraud lawyer
● federal wire fraud lawyer
● wire fraud defense attorney
● wire fraud defense lawyer
● federal wire fraud defense attorney
● federal wire fraud defense lawyer
● federal defense attorney
● criminal defense attorney
ADDITIONAL LEARNINGS:
● “Fraud Laws” - future content page
● “Mail Fraud” and “Bank Fraud” Internal Links
RELATED TERMS:
● defense
● charges & penalties
● sentencing guidelines
● statute of limitations
● jail time
● 18 USC 1343 sentencing guidelines
● 18 USC 1343 statute of limitations

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WORK INTO
EXISTING CONTENT
STEP #2

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CONTENT TIME

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CONTENT TIME

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CONTENT TIME

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CONTENT TIME
CLIENT PROVIDED
OUR UPDATE

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CONTENT TIME
CLIENT PROVIDED
OUR UPDATE

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43. @searchinfluence @paulakfrench #localu
SUMMARY OF UPDATES
Title Tag = Los Angeles Wire Fraud Defense Attorney - Law Offices of Jerod Gunsberg
H1 = Federal Wire Fraud Attorney in Los Angeles
H2s - 5 total
● Wire Fraud Sentencing Guidelines
● What is Federal Wire Fraud?
● Conspiracy to Commit Wire Fraud
● Federal Wire Fraud Defense
● Contact Experienced Wire Fraud Lawyer, Jerod Gunsberg
H3
● Wire Fraud Penalties
Body Content
● Add “jail” to “jail time”
● Asked client to write a paragraph on “statute of limitations”

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IMPACT ON IMPRESSIONS

45. CLIENT #2
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu

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ORIGINAL CONTENT

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H2s & H3s: BEFORE & AFTER
Before After
Who is a Good Candidate for Facial Implants?
Who is a Good Candidate for Chin Implants, Cheek
Implants, or Jaw Implants?
Are Facial Implants the Same as Fillers or Fat
Implants?
Are Facial Implants the Same as Facial Fillers or Fat
Transfer to the Face?
What Occurs During the Surgery?
Surgery for Chin Augmentation, Cheek
Augmentation, or Jaw Augmentation
Are Results Permanent? Are the Face Augmentation Results Permanent?

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BODY CONTENT

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SUMMARY OF UPDATES
Related or Proof Term Monthly Search Value
Before
# of Instances
After:
# of Instances
chin implant 9900 0 2
cheek implants 6600 1 3
chin augmentation 3600 0 2
jaw implants 2900 1 3
cheek augmentation 1900 0 2
facial implants 1000 19 15
jaw augmentation 880 0 2
facial fat transfer 590 0 3
face augmentation 140 0 1
fat transfer to the face 70 0 1
silicone facial implants 20 0 1

50. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @paulakfrench #localu
1. Proof Terms & Relevant Terms
2. Present in titles, headings, content toward
the top of the page
3. Links to related pages on your site & other
sites
SUPER OPTIMIZED CONTENT

51. THANK YOU!
PAULA KELLER FRENCH
Search Influence
New Orleans, LA
searchinfluence.com