Drive Website Traffic
with
Effective Keywords
Sonny Cohen
Director of Internet Marketing Strategy

TRAFFIC SOURCES
Where does website
traffic come from?

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

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)

LANDING PAGES

LANDING PAGES

KEYWORDS
Paid vs. organic search engine referral traffic:

SEARCH ENGINES
Source: comScore Media Metrix & searchengineland.com April, 2008

SEARCH ENGINE MARKETING MISSION
“We want our website to be found on search engines”
(Beware of trick question)
True? False?

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

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)

KEYWORDS
Keywords = Words & Phrases
• 2 -3 words are commonly searched
Relevant to your organization
Actually Searched
Not Competitive

USE SEARCHED PHRASES
Research whether people
actually search for your keywords
Results pages from www.wordtracker.com

KEYWORD COMPETITION
Keyword Competition

POPULATE SITE USING KEYWORDS

MEASURE

So how do YOU do this?
Workshop
Fire up your laptop

KEYWORD IDENTIFICATION TOOLS

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

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
Review your website analytics

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

KEYWORD EVALUATION
Pw = webcontent

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

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

KEYWORD EVALUATION

KEYWORD EVALUATION

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

MEASURE

MEASURE

Drive Website Traffic
with
Effective Keywords
Sonny Cohen
Director of Internet Marketing Strategy

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.