Keyword Strategies in Today's World
 

Keyword Strategies in Today's World

on

  • 509 views

Referrals from social media and email marketing efforts may be on the rise, but organic search is still a top driver of traffic to B2B websites. Searchers have matured and become savvier in recent ...

Referrals from social media and email marketing efforts may be on the rise, but organic search is still a top driver of traffic to B2B websites. Searchers have matured and become savvier in recent years – however, search engine algorithms have as well. With that in mind, how important is keyword research in today’s online world, and how can you modernize your keyword strategies?

In a recent webinar, SEO veteran Tracy Sabattis discussed five questions often asked about modern keyword strategies. These slides formed the basis for that presentation; they include several actionable tips and a list of SEO research tools (both free and paid) along with each tool’s pros and cons.

Statistics

Views

Total Views
509
Views on SlideShare
457
Embed Views
52

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 52

http://rockthedeadline.com 52

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • When planning this webinar, we wanted to come up with a strong lead-in – something to make it really clear why this is such an important topic.After all, it’s not 2009. Why are we still talking about keywords?Then we realized, that’s actually one of the biggest questions we hear, so why don’t we just jump right in?

Keyword Strategies in Today's World Keyword Strategies in Today's World Presentation Transcript

  • KEYWORD STRATEGIES INTODAY’S WORLD:5 QUESTIONS ANSWERED BY SEO VETERAN TRACY SABATTISSponsored By:
  • TODAY’S PANELTracy Sabattis, VP of MediaCollege Factual, a property of Media FactualTwitter: @tracysMichele McDonough, COORock the DeadlineTwitter: @NVMicheleMike Agron, Co-FounderWebAttract, LLCTwitter: @WebinarReady
  • IT’S NOT 2009 ANYMORESo, why are westill talking aboutkeywords?
  • AREN’T KEYWORDSDEAD?
  • THE ELEPHANT IN THE ROOMSEO is DEAD …. So KEYWORDS are DEAD AND BURIED!Then, what‟s thepoint of thisdiscussion?Image from The Death of SEO infographic at http://www.seobook.com/learn-seo/infographics/death-of-seo.php
  • LET’S TIME TRAVEL TO 2009Microtrends in New Info Shoppers(PSB Study - Wall Street Journal)“They believe in the information they find, not in theinformation that is spoon-fed to them.”Source: http://online.wsj.com/article/SB123144483005365353.html
  • LET’S SKIP FORWARD TO 2010A More Social Future (PSB Study)“Social Media is shaping Consumers Behavior”Source: http://www.psbresearch.com/press_pubs/press_publications_Jan_7_2010.aspx
  • WHAT’S HAPPENING NOW?Optify‟s Benchmark Study from 2012:“Google is the single most important referring domain to B2Bwebsites…. Google‟s share of organic traffic to B2B websites inthe study, topped 90% in November, 2012.”Source: http://www.optify.net/business-to-business-marketing/the-highlights-2012-b2b-marketing-benchmark-report
  • WHAT’S HAPPENING NOW?• Search incorporatessocial signals• Social builds brandawareness• The more you canget in front ofsomeone the betterSource: http://www.stateofsearch.com/wp-content/uploads/2012/04/social-vs-search-infographic.png
  • WATCHWORDS ARE BEREFT OF LIFESEO was never just about keywords.Online marketing – like any marketing – is all aboutunderstanding your customer and targeting them allalong the buying cycle with words they’ll understand.hashtagsThese all incorporate keywords.
  • EVEN IF THEYRE NOTDEAD, ARENTKEYWORDS SPAMMY?
  • THE DEFINITION OF SPAMKeywords are not spammy.SEO is not spammy.PEOPLE are spammy.SPAM is unsolicited.People are searching for YOU and YOUR INFORMATIONactively… on Google, in social media and through otheronline tools.
  • WHY DO YOU NEED TORESEARCHKEYWORDS?
  • UNDERSTAND YOUR AUDIENCE• Insider language is too easy to fall into.• Buyers are shopping all along the cycle – not just at theend. They are arming themselves with information and thendeciding.• Remember, 92% of buyers dont want our carefullyconstructed websites and marketing messages. They justwant to be smarter and better informed. They want to beentertained.• We have to communicate without selling. We have tohook, without obviously pitching and selling.• Optimize through content marketing.
  • WHERE DO YOURESEARCHKEYWORDS?
  • KEYWORD RESEARCH• UBERSuggest.org – Google Suggest (in the browser)• PROS – Many searchers let Google‟s „suggestions‟ guidethem. So targeting those can sometimes be wise.• CONS – Google bases this on their data, and they wantpeople to search specific ways, due to ads.• Soovle .com• PROS – Suggestions from multiple places. Often surfacesdifferent combos.• CONS – Often repetitive• Internal Search through Google Analytics• PROS – Can help identify what‟s missing, what peopleare looking for on your site.• CONS – Only used by a small slice of visitors. The betteryour navigation, the less it‟s used.
  • KEYWORD RESEARCH• Bing Analytics• Have you set up a Bing Webmaster Account? Do it –NOW…• Bing offers great webmaster tools – better than Google.• They do „not‟ block any search phrases.• Competitors• Don‟t just look at the top. (Brands, domain age,backlinks.) Also look at the ones you are „surprised‟ tosee in top 10.• Strongly recommend paid tools:• SEMRush.com• Keywordspy.com• Compete .com• On a budget?• Target two sites and look at all their HTML data oncore pages, in their blog, in their social media posts.
  • KEYWORD RESEARCHKeyword Eye (Basic and Pro)• PROS – Nice visualizations, very easy to spot keywordphrases.• CONS – Based on AdWords. Don‟t depend solely onGoogle AdWords data. It‟s designed to make money forGoogle, not for you.Wordstream (Free and Paid)• PROS – Unique slices and dices, including a „Niche‟ Finder,tons of long-tail keyword searches.• CONS – Free is limited to 30 searches (which disappearquick) – This is really a Paid tool designed more for PPC inorder to guarantee ROI.SEOmoz (Paid)• Keyword Difficulty Tool (but only if you are using all the otheritems)
  • KEYWORD RESEARCH• Google Analytics• PROS – Can often pick up good long-tail clues or newword combinations you aren‟t consciously targeting.• CONS – When people are signed in to Google, thosekeywords are „blocked‟ to protect the searcher. Youhave no insight – it‟s running at about 50%. You are blindto a lot of core searches.• Google Webmaster Tools• PROS – More general search terms than Analytics.• CONS – Tends toward broad. Google controls what isshown.
  • WHERE DO YOUINCORPORATEKEYWORDS?
  • MARKETINGEverywhere you market, you should be thinking aboutyour customer and how they would describe you.• Content Marketing• Hashtags• HTML Titles• Descriptive Website Content• About Us PagesThink holistically.
  • CONTACT INFOTracy SabattisTwitter: @tracysMichele McDonoughTwitter: @NVMicheleMike AgronTwitter: @WebinarReadyConnect with usand continue theconversation!We‟d love to hearyour thoughts.