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Along with Dana Todd we discussed Keyword Discovery for the relevant phrases to use when optimizing all web content - and how to do the analytics to see if you got the right ones. Search Engine Optimization (SEO) requires careful consideration of the keywords during all life-cycle phases of web content development and distribution.
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Search Keyword Analysis
Multiple Sources / Multiple Conversion Points
Barbara C. Coll, WebMama.com Inc
Brainstorming
Non-Search Competition Look at meta tags
Look at blog posts (they tend to be written by non-press, non-sales people)
Look to see if they have a created a ‘content’ section on the site (http://www.vmware.com)
See who shows up under your guesses at your top keyphrases
What words are they using in their Title tags and Meta Descriptions. Look at their headers (H1) on their deep product pages.
Search Competition
Search Volume?It isn’t all about AdWords predictions
Live Search!
Keyword Buckets for SEO
Brand Trendy Category Legacy0
20
40
60
80
100
120
140
CEO PainRelevancy
Case StudyOn-demand Application - 30-day Free Trial, Paid
Subscription
Marketing Website and Application Content Controlled by IT
Marketing Automation Tool Used for Paid Search (all paid campaigns) Landing Pages
Keywords for Optimization Chosen How?
Analysis Performed at the Following Points
Product: ACCOUNTING SOFTWARE
Target: Accounting companies and in-house accountants
Keyword: ONLINE INVOICINGGut feel by employees – too much
competition by little, insignificant companies, this can’t be the space our product plays in
Gut feel by Paid Search Agency – anybody searching for online invoicing is a business
Metrics Reviewed Stats showed excellent conversion from AdWords Ad
to Landing Page (Click-through) Used PAID KEYWORD LANDING PAGE
Stats showed excellent conversion from Landing Page to Form Filled Out
Used LANDING PAGE FORM FILLED OUT
Stats showed no conversions from Filled out Form to Free Trial Download
Used FORM FILLED OUT FREE TRIAL DOWNLOADED
Stats months later when sales data was tied to paid keyword showed excellent conversion from Free Trial Download to Product Usage
Used DOWNLOAD PRODUCT USAGE
Stats 30-days later that showed minimal conversions from Product Usage to user Subscribing
Used PRODUCT USAGE PAID SUBSCRIPTIONS
Analysis? ConclusionClient
Keyword is a bad buy
Action Stop buying ‘online
invoicing’
Agency
Keyword is great, investigate why users are not turning into buyers. Not a lead generation problem.
Action Buy more related
terms
Measure
Keyword
Hit Landing Page
Fill out form
Download free trial
Use Product
Pay for subscription
3-month user
PAID!
Keyword
Enter Site
Wander Around
Go away
Come back through paid search
Download free trial
Use Product
Pay for subscription
3-month user
FREE!
So You Pick Some Words?
Pick the words
Educate the crowd
Did they use the words?
Did you move the needle in search traffic? OOOPS! Google takes away knowledge
Meta Description Tag:Keas is an Employee Wellness Program that
combines the best of social media and online games to create happier, healthier, more
engaged employees. It’s time your company joined the social wellness revolution.
Top Phrase:Employee Wellness Programs
Was it used?
Can You Guess the Top Keyphrase?
<title>Telx Simplifies Interconnection Services | Press Releases | News & Events</title>
http://www.telx.com/Press-Releases/telx-simplifies-interconnection-services.html
How About In Content?
SEO Referring KeywordsGoogle does not report referring keywords for
people logged into Google at the time of search Problem: Can’t track from organic search keyword
through to any conversion point Problem: B2B in IT, Technology space
Good News: You know where they came from:
GeographyReferring domain
You know where they landed You know where they went – what they did
Final ThoughtsSearch goal:
Capture as much of the search volume for specific keywords that you can.
Paid Search Doesn’t Increase Search Volume – other marketing increases search volume
If you can’t measure keyword to sales you aren’t alone.
Barbara Coll, CEO, WebMama.com [email protected]