Drive Website Traffic with Effective Keywords

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Presented by Sonny Cohen at Web Content Chicago, June 17-18, 2008. …

Presented by Sonny Cohen at Web Content Chicago, June 17-18, 2008.

Learn how to increase search engine traffic to your site by understanding what makes an effective search engine keyword and how you discover the ones that work for you. This combination seminar and hands-on workshop gives you the keys and puts you in the driver’s seat. You will leave with a set of tools and steps to help you grow your website traffic.

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  • 1. Drive Website Traffic with Effective Keywords Sonny Cohen Director of Internet Marketing Strategy
  • 2. TRAFFIC SOURCES Where does website traffic come from?
  • 3. SEARCH ENGINE MARKETING = SEO + PPC “Organic” Search Engine Marketing – Search Engine Optimization or SEO – Search Engine Page Position is based on a “relevance algorithm” Paid Search aka Pay-Per-Click aka PPC – Search Engine Page Position is based on paid placement – Live & continuous 24-hour position auction
  • 4. SEARCH ENGINE RESULTS PAGE (SERP) 62% click on a search result on the first results page 90% click on a result on one of the first three pages (default is 10 results/page)
  • 5. LANDING PAGES
  • 6. LANDING PAGES
  • 7. KEYWORDS Paid vs. organic search engine referral traffic:
  • 8. SEARCH ENGINES Source: comScore Media Metrix & searchengineland.com April, 2008
  • 9. SEARCH ENGINE MARKETING MISSION “We want our website to be found on search engines” (Beware of trick question) True? False?
  • 10. SEARCH ENGINE MARKETING MISSION We want: – Important content pages – Product pages – Program pages – Industries served – Biographies of key personnel – To be prominent on search engines
  • 11. SEARCH ENGINE MARKETING MISSION We Want: – Important website pages (landing pages) – To be prominent on search engines (SERPS) – And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC) – And for their site visit to achieve some kind of specific and meaningful objective (business case)
  • 12. KEYWORDS Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive
  • 13. USE SEARCHED PHRASES Research whether people actually search for your keywords Results pages from www.wordtracker.com
  • 14. KEYWORD COMPETITION Keyword Competition
  • 15. POPULATE SITE USING KEYWORDS
  • 16. MEASURE
  • 17. So how do YOU do this? Workshop Fire up your laptop
  • 18. KEYWORD IDENTIFICATION TOOLS
  • 19. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY Develop initial keyword inventory – Brainstorm: for what keywords do you want to be found – Scour your website content – Review your website analytics for keyword referrals – Review your Pay Per Click Campaigns (if applicable) – Review (online) competitors’ websites content • Alexa to find online competitors • Search engines to see what sites currently rank for chosen keyword • Examine Text content of competitors • Examine Metatag content of competitors – Build a research spreadsheet
  • 20. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY Review your website analytics
  • 21. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
  • 22. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
  • 23. KEYWORD EVALUATION Pw = webcontent
  • 24. KEYWORD EVALUATION
  • 25. KEYWORD EVALUATION
  • 26. KEYWORD EVALUATION
  • 27. KEYWORD EVALUATION
  • 28. KEYWORD EVALUATION
  • 29. KEYWORD EVALUATION
  • 30. KEYWORD EVALUATION
  • 31. KEYWORD EVALUATION
  • 32. KEYWORD EVALUATION
  • 33. KEYWORD EVALUATION
  • 34. KEYWORD EVALUATION
  • 35. KEYWORD EVALUATION
  • 36. KEYWORD EVALUATION
  • 37. KEYWORD EVALUATION Definitions – Competition – A measurement number of web pages in the search engine (Google) index that contain the keyword phrase – Count – A measurement of number of times a keyword is searched in the sample database of search engines used by Wordtracker – Predict – A calculation of the number of times a keyword is predicted to be searched in the search engine (Google) in a 24 hour period – KEI – Keyword Effectiveness Index – A calculation of the effectiveness of a keyword for gaining search engine prominence
  • 38. KEYWORD EVALUATION
  • 39. KEYWORD EVALUATION
  • 40. MEASURE Crafting Content – Page Title • Web Content Management, Internet Design and Development | Duo ... – Metatag – Content Description • The premier conference for web content management. Two days of intimate, non- stop lectures, workshops, and roundtable discussions with some of the ... – Metatag – Keywords – Page Content – URL Structure • www.berrywebdesigns.com/chicago-content-management.html
  • 41. MEASURE
  • 42. MEASURE
  • 43. Drive Website Traffic with Effective Keywords Sonny Cohen Director of Internet Marketing Strategy
  • 44. MEASURE This session includes 2 parts. Part One will discuss keywords in the context of Search Engine Optimization. Part Two will be a workshop/tutorial. To actively participate in Part Two, you should have a computer with wireless connection and sufficient battery strength for about 1 hour. The online tool you will use requires a registration and a valid credit card for a 7 day FREE trial. You can cancel this registration at any time. Your credit card will not be charged within the 7 day FREE trial. If you do not have a computer or do not wish to register, slides supporting the activity are presented. But we may move at a slower pace to accommodate workshop participants.