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Stepping Up Your Keyword Research
 

Stepping Up Your Keyword Research

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Jon Payne lobbies for an increased focus on conversion when prioritizing keywords in your SEO campaign. Also provides a background on the history of evaluating SEO efforts. Presented at Search ...

Jon Payne lobbies for an increased focus on conversion when prioritizing keywords in your SEO campaign. Also provides a background on the history of evaluating SEO efforts. Presented at Search Exchange 2011 in Charlotte, NC.

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    Stepping Up Your Keyword Research Stepping Up Your Keyword Research Presentation Transcript

    • Stepping Up Your Keyword Research Keywords, Conversions and Prioritizing your Efforts Jon Payne Ephricon Web Marketing 10.05.2011Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Who am I • Ephricon Web Marketing – President & Founder • In love with organic SEO – au naturel, por favor • Conversion-focused – Show me the money!Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Agenda • Today I want to discuss… – Evolution of SEO and Measuring its Impact – “Re-Optimization” – Conversion Focus to Keyword Research & PrioritizationEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Evaluating SEO Performance 1. RANKINGS 2001 2004 2006 2009 2011Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • The Problem with Rankings… (2000-2005) But what is the business value of ranking #1 for that keyword? Well the higher you rank, the more visits you’ll get. I think.Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • AOL Data Leak (2006) 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 8 9 10 Image from SEOmoz - http://www.seomoz.org/blog/targeting-multiple-keywords-vs-singular-keyword-focusEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Google Analytics Launches (Late 2005) • Remember Log Files and WebTrends? • Increases # of sites tracking traffic • Marketers actually use itEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Let’s Update Our CTR Averages (1/2) • Optify study (12/2010) – http://www.optify.net/wp- content/uploads/2011/04/Changing-Face- oof-SERPS-Organic-CTR.pdfEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Let’s Update Our CTR Averages (2/2) • From Neil Walker (2010) – http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.htmlEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Evaluating SEO Performance 1. RANKINGS 2001 2004 2006 2009 2011 2. TRAFFICEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • The Problem with Traffic… (2006-2008) But what is the business value of all this traffic? More traffic means more leads and more revenue. Usually…Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Evaluating SEO Performance 1. RANKINGS 3. CONVERSIONS 2001 2004 2006 2009 2011 2. TRAFFICEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • The Goal is CONVERSIONS! “I’d rather get 100 clicks and close 35, than get a 1,000 clicks and I only close 9.” - SEO RapperEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • A Lesson Learned as a Consultant • The closer you are to the money, the safer your job. • Nothing gets “buy-in” like a spike in conversionsEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Case Study: B2B IT Services • Visits from SEO up 3.2x (220%) Sept 08 to Sept 11 • Leads from SEO up 2.2x (123%) Sept 08 to Sept 11 • Why didn’t conversions keep pace?Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • The Short Tail • The short tail was driving traffic • But it wasn’t convertingEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • The Long Tail • All of the conversions were coming from keywords with very low search volume. • How can we make any sense of a bunch of 1’s and 0’s?Ephricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • 1) Spend Time Reviewing Converting KW’s • Many converting KW’s had a local component • Or a vendor componentEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • 2) Test Some Hypotheses with Simple FiltersEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • 3) What We Learned 1. Conversion Rate by Groups – Overall is 0.83% – “Vendor” KW’s are 2.91% – “Local” KW’s are 2.29% – Without “Vendor” or “Local” its 0.48% 2. These 2 Groups: – 19% of Visits – 53% of ConversionsEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • What to do about it? • Focus more on Vendor pages – Um… do we have all of your vendors on the site? – Links from those vendors??? – Focus our blogger outreach, PR, article marketing, etc. • Focus more on Local KW’s – More effort on Places page – Consider other sites (local directories, Yelp, etc.) – Target each location with a separate pageEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Nugget: A Tip to Target Local KWs • Kitchen Remodeling Landing Pages – Kitchen remodeling in Charlotte, NC BAD – Kitchen remodeling in Gastonia, NC – Kitchen remodeling in Concord, NC • Kitchen Remodeling Testimonials GOOD – Mary Smith from Charlotte, NC – The Stevenson Family from Gastonia, NC – Joe and Becky Jones from Concord, NCEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Case Study: Photo Industry • Results – Traffic up 19X from SEO – Conversions up 22X from SEO • Why? – We started with conversion knowledge • Organic KW data • Google AdWords dataEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Takeaways • Consider Conversions in Keyword Research – Make use of existing data – Test keywords in AdWords if possible • Long Tail: Group, Filter & Segment – Helps make sense of 0’s and 1’s – Find patterns and run with them – Brainstorm creative strategies to target long-tailEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
    • Thanks for your time! Jon Payne President Ephricon Web Marketing 877.473.9230 ext. 1 jon@ephricon.com www.ephricon.comEphricon Web Marketing LLCw: www.ephricon.com p: 877.473.9230 e: info@ephricon.com