The Keywords to Get Your Business Found Online

The
to getting found online
Adam Wallace, Director, October 2011
Image: Flickr/rays of light/ SpecialKRB

What you will learn in the next 2 hours
Three factors that will increase your website revenue
Five things you should be able to answer about your online marketing
The four corner stones to profitable keywords
How to perform basic keyword research
How to optimise your website for these keywords
Tools that can help speed up the process
Solutions for monitoring performance and identifying opportunities

Didn’t you have
a business to run?
I’ve got more ROI
Pick me
I’m the cool kid
Imgae:Flickr/Confused/Kristian D.

Don’t you wish you had one of these...
SEO ALERT!
Poor Keyword choice
Your are missing out of 567 targeted visitors!
Route recalculation...
Well guess what...

Client Hidden
A Digital Dashboard like this
Is easy to setup & will put you
back in control
Client
Keywords
Hidden
But lets back it up a step...

3
Online Marketing in 3 words
BUY

3
Discover three factors
That will determine if your website will

Factor 1.
The amount of people your website attracts

Factor 2.
How many you convert to sales
$
$
$
$

Factor 3.
The value can you generate per customer
$
$
$
$

Recap: 3 website factors to increase profit
1. Attract more website visitors
2. Improve your conversation rate
3. Increase the average customer value

There’s a
problem
small

we create as much information in
two days now
as we did from the dawn of man
through to 2003
Eric Schmidt – CEO Google
Image:Flickr/Confused/Kristian D.

ATTENTION!
Is in very shortsupply.
(And if that wasn’t enough, Google changes it’s algorithm 150+ times per year!)

You need 3 things
Action plan
To cut through
Focus
Persistence
The NOISE

This might
hurt
A little..
Image: Flickr/Beaker!/hyku

Recommended
Get a Digital Marketing Plan!
Source: http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

5 Things You Should Know About Your Online Marketing
What Keywords Are You Ranking For And Are These Of Value?
2. What Is The Conversion Rate Of Your Website?
3. How Much Organic Non-Branded Traffic Is Your Website Receiving?
4. What Is Your Current Cost Per Acquisition (CPA)?
5. Do You Have A Social Media Presence?

Search Engine Marketing
PAID SEARCH
~20% of clicks
Organic / Free Search
~80% of clicks

The Relationship Between SEO and SEM
SEM
SEO
Source: http://mcanerin.blogspot.com/2007/11/3-pillars-of-seo-sem-and-their.html

How Much is a Google Top Spot Worth?
Moving up to the top spot in Google from second or third could triple visits to your website!
Image: Flickr/ Aussie money notes/ vagawi

Keyword Targeting
“It’s the little things that are most important. Little things make big things happen” - John Wooden

High converting website keys
10%
45%
Ready to buy...we want this guy >>

4 Cornerstones of Keyword Research
1. Good search volume
2. Commercial value – (Use AdWords CPC)
3. Low enough competition
4. High commercial intent (is someone actually looking to buy)
Image: Flickr/ Aussie money notes/ vagawi

Keyword Research Framework

Sources for Keywords
Your Google Analytics account – How to extract all keywords
Your Competitors website
Google AdWords
Google Insights for Search
www.alexa.com
www.wordtracker.com
www.seomoz.org
Your customers
Flickr/ Waterfall/ rmuilwijk

Review page titles and descriptions
Check out your competitors
Site:your-competitors-website.com
Page Title
Page Description

Do your competitors run paid search Ads?
Check out their AdWordkeywords
and the duration the Ad has been running = $

Use Google AdWords to generate keywords

Keyword Pad to Filter Keywords
http://www.goodkeywords.com/keyword-pad/

Consolidate your top keywords and weight them
You will need to software to properly work out the level of difficulty to rank for a keyword

Determining how hard it is to rank for a keyword
To estimate keyword difficulty, you will want to know as a minimum:
The number competing web pages
The top ten search results
The number of external links and the number of root domains pointing links to each ranking page
Page Authority and Domain Authority of each ranking page
The general level of on-page optimization for each ranking page
Consider investing in an SEO tool or using a SEO agency to assist with this process. Two paid tools are:
www.marketsamurai.com
www.SEOmoz.org
OR search Google for “free keyword difficulty check”

Map each keyword to a page

Optimising your content
Keyword must appear in the title tag in the starting headline.
Keyword must appear in the URL.
Keyword must appear in H1,H2 and H3 tags.
Keyword must appear in the first sentence.
Keyword must appear in the last sentence.
Keyword must appear 2% to 4% of the time.
At least ONE outbound link to internal page with Keyword as anchor text.
At least ONE outbound link to reputable external page such as Wikipedia.
Remove all junk and unrelated outbound links.
Add at least 1 image with ALT text set to keyword.
Have BOLD, Italicand underline of keywords.
Nothing less than 500 words of relevant content.

Source: “Complete SEO Guide” Infographic from BloggingPro.com

Use Software to help you optimise your page
WP SEO for WordPress

How does your website score per page?
90% of small businesses don’t do this...
which makes things easier for you 

Client Hidden
Use a Digital Dashboard to decide what to focus on
----------- Brisbane
Very targeted Local keyword? - Yes(you’ll have to trust me on that one)
Traffic potential? –Opportunity a #1 position could bring in 36% of 880 = 316 visitors or 532% increase! (Currently only receiving 50 visits for a #4 spot)
Low bounce rate? – Yes
Good on page optimisation? – Yes
No back links for keyword- Problem
Solutions (all from one keyword):
1. Start linking building for that keyword and further improve on page optimisation.
2. Split test the page to look for opportunities to increase conversion rates

Did you read this bit?
Keyword rich links

Sources for links

What anchor text is being used for each link?
Link on your target keyword phrases
Your Website
People linking to you
www.mywebsite.com
Beach caravan park
What links do your competitors have? Find out - www.opensiteexplorer.org
Don’t over do it – keep it natural looking

Link Building (Off Page SEO)
Find those inbound links
Useful indicator to see the links you need to outrank a competitor for a keyword
What keyword anchor text is being used (none in this case)
www.opensiteexplorer.org

It’s worth staying above the line

http://www.MyWebSchool.comfor help and training
1
2
3

Connect with me!
http://www.untanglemyweb.com
http://www.facebook.com/untanglemyweb
twitter.com/UntangleMyWeb
au.linkedin.com/in/AdamWallace
Photo: Flickr/Thank You/ eunmind

The Keywords to Get Your Business Found Online

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