Keyword Research - PubCon Austin 2011

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Keywords for Action is a presentation by Sean Jackson of Copyblogger, presented at PubCon Austin 2011. …

Keywords for Action is a presentation by Sean Jackson of Copyblogger, presented at PubCon Austin 2011.

In this presentation, we focus on how to obtain organic keywords based on user input within a site, with a specific focus on capturing search terms that lead to a form input action.

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  • 1. Organic Keyword Selection and Targeting – Austin 2011
    Keywords for actionsPresented by Sean Jackson of Copyblogger Media
  • 2. Sean A. JacksonPartner/CFO - Copyblogger
    Chairman - DFW SEM
    Past President Dallas Ad League (AAF-Dallas)
    About Copyblogger
    Copyblogger.com#1 online marketing blog – AdAge
    StudioPress.com#1 WordPress Framework – Mashable
    ScribeSEO.comCategory leading SEO tool for writers
    ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse
  • 3. Feedback & Comments
    @copyblogger
    #pubcon
  • 4. The goal of keywords is…
    To draw traffic that converts!
  • 5. The Buying Process
    Reviews
    Specials
    Exclusives
    CategoryAwareness
    BrandAwareness
    BrandConsideration
    BrandPreference
    PurchaseIntent
    CustomerRetention
    Purchase
    Advocates
    Keywords by Action
  • 6. Beyond Google Analytics
  • 7. Some Assembly Required
    Tracking is crucial…
    Cookies
    Flash Cookies – LSO
    Link tracking (URL redirects)
    dB of Action
    User Id
    Original SERP Term
    Action Event
    Action Result
  • 8. Keywords in Action
  • 9. Analyzing the Data
    Semantic Named Entity Extraction
    Used to aggregate ideas and gen keywords concepts
    Useful for your serp_tand searchvalue analysis
    Tools
    http://www.lexalytics.com
    http://www.alchemyapi.com
    http://www.opencalais.com
  • 10. Final Thoughts…
    Focus on keywords that convert to action
    Form input = keyword research
    More keywords = more form input
    Be smarter about form inputs…
    Modals/lightbox on Why/Benefit of input
    e.g. Capture Twitter Alias to build DM list
    Promote on-site searching
    Recommended product – Zoom Search by wrensoft.com
  • 11. Feedback & Comments & Presentation
    http://slideshare.net/copyblogger
    @copyblogger