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Drive Website Traffic
               with
   Effective Keywords


            Sonny Cohen
Director of Internet Marketing S...
TRAFFIC SOURCES

  Where does website
  traffic come from?
SEARCH ENGINE MARKETING = SEO + PPC




  “Organic” Search Engine Marketing
   – Search Engine Optimization or SEO

   – S...
SEARCH ENGINE RESULTS PAGE (SERP)




     62% click on a search result on the first results page
     90% click on a resu...
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)

 ...
SEARCH ENGINE MARKETING MISSION




  We want:

   – Important content pages

   – Product pages

   – Program pages

   –...
SEARCH ENGINE MARKETING MISSION




   We Want:

    – Important website pages (landing pages)

    – To be prominent on s...
KEYWORDS


  Keywords = Words & Phrases
      • 2 -3 words are commonly searched


  Relevant to your organization

  Actu...
USE SEARCHED PHRASES




  Research whether people
  actually search for your keywords




                               ...
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...
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)...
KEYWORD EVALUATION
KEYWORD EVALUATION
MEASURE

  Crafting Content
   – Page Title
       • Web Content Management, Internet Design and Development | Duo ...

  ...
MEASURE
MEASURE
Drive Website Traffic
               with
   Effective Keywords


            Sonny Cohen
Director of Internet Marketing S...
MEASURE




          This session includes 2 parts. Part One will discuss keywords in
          the context of Search Eng...
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Drive Website Traffic with Effective Keywords

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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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Transcript of "Drive Website Traffic with Effective Keywords"

  1. 1. Drive Website Traffic with Effective Keywords Sonny Cohen Director of Internet Marketing Strategy
  2. 2. TRAFFIC SOURCES Where does website traffic come from?
  3. 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. 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. 5. LANDING PAGES
  6. 6. LANDING PAGES
  7. 7. KEYWORDS Paid vs. organic search engine referral traffic:
  8. 8. SEARCH ENGINES Source: comScore Media Metrix & searchengineland.com April, 2008
  9. 9. SEARCH ENGINE MARKETING MISSION “We want our website to be found on search engines” (Beware of trick question) True? False?
  10. 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. 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. 12. KEYWORDS Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive
  13. 13. USE SEARCHED PHRASES Research whether people actually search for your keywords Results pages from www.wordtracker.com
  14. 14. KEYWORD COMPETITION Keyword Competition
  15. 15. POPULATE SITE USING KEYWORDS
  16. 16. MEASURE
  17. 17. So how do YOU do this? Workshop Fire up your laptop
  18. 18. KEYWORD IDENTIFICATION TOOLS
  19. 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. 20. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY Review your website analytics
  21. 21. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
  22. 22. DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
  23. 23. KEYWORD EVALUATION Pw = webcontent
  24. 24. KEYWORD EVALUATION
  25. 25. KEYWORD EVALUATION
  26. 26. KEYWORD EVALUATION
  27. 27. KEYWORD EVALUATION
  28. 28. KEYWORD EVALUATION
  29. 29. KEYWORD EVALUATION
  30. 30. KEYWORD EVALUATION
  31. 31. KEYWORD EVALUATION
  32. 32. KEYWORD EVALUATION
  33. 33. KEYWORD EVALUATION
  34. 34. KEYWORD EVALUATION
  35. 35. KEYWORD EVALUATION
  36. 36. KEYWORD EVALUATION
  37. 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. 38. KEYWORD EVALUATION
  39. 39. KEYWORD EVALUATION
  40. 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. 41. MEASURE
  42. 42. MEASURE
  43. 43. Drive Website Traffic with Effective Keywords Sonny Cohen Director of Internet Marketing Strategy
  44. 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.
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