1.    Steve would you please quickly review what we learned last time about….
A.    Keywords?
B.    Keyword phrases?
C.    Longtail keyword phrases?

2.    Why are keywords important?  What do they do?
A.    They are the basis on which search engines do their searching

3.    Does it matter if keywords end with s or ed, start with un or pre, or whatever?

4.    So after our research, we have identified some good keywords, phrases, & LT’s for our niche.
What do we do with them?  We put as many as we can on the first page people see, right?
A.    No, keyword stuffing can actually hurt your ranking
B.    It is best to use some keywords as part of quality content.

5.    So how should my friend who is launching a gardening business actually weave his keywords into content that draws people to his site?
A.    Keywords should be placed in
▪    Content in the website itself
▪    Articles or blogs that point to the website
i.    Links outside your website actually draw search engines to your website
a.    Anchor text vs signature box type links
B.    Keyword placement guidelines
▪    Title + first and last sentences
▪    Keyword density
▪    Content quality far outweighs content quantity (or quantity of keywords within)

6.    Is it impossible then to get a high ranking for a very general term such as gardening?
A.    Ranking for longtail keyword phrases can lead to ranking for individual keywords.
B.    Cite FFEF example

7.     SEE LONG & SHORT VERSIONS – CHOICE 2B BASED ON TIME REMAINING

A.    Steve, you often say that CTWU’s techniques work just as well for non-profit as they do for for-profit companies.  But, in my experience, non-profits are image focused and for-profits are value focused.  So how can the same marketing strategy work for both?
▪    Algorithm
▪    Content
▪    Keywords
▪    Build Trust

B.    Well Steve, we have just a few seconds left, so can you quickly tell us whether or not these same methods work equally well for both for-profit and non-profit organizations?
▪    Absolutely!  In either case, the ultimate goal is to build trust with people by giving them the best content we can provide.  And we apply the same keyword strategies in both cases to draw their attention to that content.