All language subtitles for 02 - Apply your keyword data to your website structure

- [Instructor] By now, I hope you've gathered a lot

of keyword data and most likely have dozens of tabs

for different business products that you offer.

In the case of my example, Explore California,

I have a tab for general keywords that covers the business.

However, I also have a tab for each kind of tour

each containing a hundred or so keywords.

However, in each of those I've gone through

and grouped the keywords by concepts, phrase patterns

of prefix and suffix buying cycles and annual trends.

In doing this you should be learning the words

that your searchers use and additional synonyms

that explain their needs.

In this way, you can be both more precise

with your specific content products and also more general

and more contextual when writing content.

Here's what I mean.

If I'm writing a page about where to stay in Napa Valley

I'm going to be approaching this

with a general contextual method.

I'm going to be using words such as lodging, hotels,

and bed and breakfasts.

I may use hotels as a general term

but also substitute additional words in my explanation.

Now, if I have a subpage specifically

about bed and breakfasts

then that word will naturally be used more repetitively

as that's what they're called

and the content demands more detail.

This also happens with e-commerce websites.

You build a thematic progression from general to specific.

The category level is very general.

You're explaining the types of products

that people will find.

Then, the product itself

which contains more detailed information.

And finally, the individual product page

which contains product data, reviews,

and highly detailed information specific to each product.

This is also called the content funnel

that you apply to your website

or the inverted pyramid style of writing.

That means that you start out very general at the top level

of pages and then move to more specific information

as you go further down towards the individual product page

that's highly relevant to that content.

The top level pages of your site are pages designed to

present a more broad based approach to the content.

And they'll naturally include alternative synonyms

and related words.

And that's the first way to compile your keyword data.

Secondly, I'll look at highly specific tour pages

and compare that with the keyword data

that I have for that tour.

I'll evaluate by asking, am I using the right words?

Can I clarify the phrase?

So as an example, if I evaluate the California Spa Tour,

there are many words available, but I also have to

define the specifics of the product.

So out of the available words, the best description

words include luxury, resort, and weekend getaway.

Then I'll be sure to use those words in the descriptions

features and highlights of the property, tour,

or product detail pages.

Now go to the pages on your website

and start to develop a plan for each page,

starting at the high level and working down

to the product page level

and address your contextual keywords for each level.