Keys to Search Keyword Analysis

Multiple Sources / Multiple Conversion Points

Barbara C. Coll, WebMama.com Inc

June 2012

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

Live Search!

[personalized, localized, history, customized]

[Call your Aunt, Mum, Roommate, Colleague]

Keyword Buckets for SEO

Brand Trendy Category Legacy0

20

40

60

80

100

120

140

CEO PainRelevancy

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 ReviewedExcellent Conversion

Conversion Point:PAID KEYWORD LANDING PAGE

______________________________________Excellent Conversion

Conversion Point: LANDING PAGE FORM FILLED OUT

______________________________________No Conversions

Conversion Point: FORM FILLED OUT FREE TRIAL DOWNLOADED

______________________________________

Metrics ReviewedMonths Later: Excellent Conversion

Conversion Point:DOWNLOAD PRODUCT USAGE

___________________________________30-days after: Minimal Conversions

Conversion Point:PRODUCT USAGE PAID SUBSCRIPTIONS

___________________________________

Analysis? ConclusionClient

Keyword is a bad buy

___________________

ActionStop buying ‘online

invoicing’

Agency

Keyword is great. [Investigate why users are not turning into buyers. Not a lead generation problem.]____________________

ActionBuy more related

terms

Measure

Keyword

Hit Landing Page

Fill out form

Download free trial

Use Product

Pay for subscription

3-month user

PAID!

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 Keyphrases?

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 Inc.bcoll@webmama.com