Keys to Keyword Discovery - For High Search Visibility

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How to find those previous keywords and what to do with all the data. At eMetrics SF 2013 I discussed Keyword Research and measuring organic keyword traffic.

How to find those previous keywords and what to do with all the data. At eMetrics SF 2013 I discussed Keyword Research and measuring organic keyword traffic.

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  • First talk about rankings as a bad way to measure. Why – the CEO is a good example
  • These are the factors effecting rankings on our computer.
  • Searchers vocabulary can often differ from internal language and even product messaging documentationNot being visible on the search terms that are most important for searchers looking for relevant products and solutions is not only a missed opportunity but also overtime will erode brand awarenessA keyword discovery will identify the phrases and words that are at the forefront of the searchers mind when seeking information regarding VMware products and solutions.
  • Compare performance of Brand Traffic to see if it is similar to other brand traffic from given referring keywords.
  • As questions: Are they the ones you expected? Are they qualified or unqualified?
  • As questions: Is the page bringing the customer what they expected. Does it match the keyword discovery.

Transcript

  • 1. + Keyword Discovery and „Damn‟ How Do I Measure Success! Barbara Coll, CEO WebMama.com Inc. @webmama #eMetrics San Francisco 2013
  • 2. + 2 Search Visibility “SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013
  • 3. CEO +EGO 3
  • 4. + 4 Factors Effecting Rankings Warning: Your computer may show different search results than my computer, or phone, or tablet, or …  IP Address / Server Location  Domain of Origin  Click History  Social Signals  paid or organic  Who‟s in your circles?  YouTube  What did you just tweet?  Images  Device  Browsing History  Logged in?  Browser
  • 5. + 5 You Need to be VISIBLE Where Your Audience is SEARCHING
  • 6. 6Traditional Criteria
  • 7. And Domination of anIndustry Category +Across All SearchableSites. 7
  • 8. + 8 Sources  People – sales, marketing, product management, executives, support  Competitors  Keyword expansion tools  Recent news  Customer website, training manuals, support docs, video transcripts  Internal demand generation campaigns (like email campaigns/webinars)
  • 9. + 9 Brainstorming
  • 10. + Sources/Tools Used – Recent 10 Keyword Project  Corporate Website  Readwriteweb.com  Company employees  Wikipedia  YouTube  Competitor Sites  Corporate Site  Related Video Descriptions  Competitive Analysis Tools  Category tags  SEMRush.com  Internal Messaging Documents From  Compete.com Product Marketing  iSpionage.com  Corporate Twitter Accounts  Opensiteexplorer.org  Site Scraping Tools  Keyword Expansion Tools  Wordtracker  Google Keyword Tool  Google Keyword Tool  Webconfs.com Keyword Density  Wordle.net
  • 11. 11
  • 12. 12
  • 13. + 13Brand
  • 14. 14CategoryComplete Domination
  • 15. VMware DominatesVirtualization& AllRelated Phrases. +https://www.google.com/search?q=virtualization 15
  • 16. 16 TrendyPR, Facebook Lingo,1
  • 17. + 17 Legacy “Required” Contact Center • Call Center Accounting Software • Quickbooks Interconnection Ecosystem •Data Center
  • 18. + 18 CEO Pain Threshold CEO Pain Relevancy Brand Trendy Category Legacy1
  • 19. + The End Result 19
  • 20. + 20 Keyword Research – Metrics Required of Analytics Team  Paid Search – From SEM Campaigns  Keyword expansion (given basic set of words)  Volume  Conversion Data  Organic Traffic – From Analytics Tool  Current referring keywords  Webmaster Tools Data (Google)  Search Queries (impressions)  Clicks  Link anchor text  Internal Search Keywords1
  • 21. + Added Bonus Material @webmama Handling Not Provided Keyword Information
  • 22. + 22 Dreaded “Not Provided” Brand NOPE! Useful1
  • 23. + 23 1 - Referring Keyword Information Use what‟s available. Map to „Not Provided‟.
  • 24. + 24 2 - Other Search Engines Bing and Yahoo Statistics
  • 25. + Create an Advanced Segment to Look 25 Deeply at „Not Provided‟ Traffic 3 – Where are the People Landing? 4 – Is it Brand Traffic?
  • 26. + 26 3 – Where are they landing? Landing Page 1 Take „not Shoe Traffic provided‟ Landing Page 2 information and All Traffic map it the Landing Page 3 same way based on Sock Traffic landing page Landing Page 4 BUT in reverse.
  • 27. + 27 Don‟t Forget Your Recommendations to Marketing Action – What can you do to make those pages higher converting?
  • 28. + 28 4 – Brand Keyword Performance - Estimation  Is the performance similar to Brand keyword search behavior in paid  Is the performance similar to Brand keyword search behavior in „provided‟ keywords
  • 29. + 29 5 - Special Cases Online Applications GEEKS  New or Returning Visitors  Do you have an online  Always logged in! applications where customers are using search engines as  IT product – they are in „not navigation devices provided‟ B2B  Metrics is trials/demos not sales necessarily
  • 30. + 30 6 – Paid Search
  • 31. + 31 7 – Webmaster Tools - Queries  Sort by Click – Shows Searches that Bring the MOST Traffic
  • 32. + 8 – Webmaster Tools - Queries 32  Sort by CTR – Shows Success of Searches That Brought Traffic
  • 33. + 33 Questions to Ask About Queries  Arethey qualified – from your keyword discovery results?  Are they the queries you expected?  Are there any missing?
  • 34. + 34 Value of Not Provided Visitor Landing Page – Content Flow (home page – exit page would be fine)  Landson Home Page and moves on to download demo = $??  Lands/Moves On To White Paper Download = $??  Lands on Job Page = $??
  • 35. + Opportunities forFlagImprovement forContentOptimization, SEOComponents, InternalLinkingTalk to Marketing andSales
  • 36. 36 Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History+ Sorry…..
  • 37. + 37 Sources of Information on „Not Provided‟  AvinashKaushik – Smarter Data Analysis of Google‟s https (not provided) change: 5 steps http://www.kaushik.net/avinash/google-secure-search-keyword- data-analysis/  KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in Google Analytics http://blog.kissmetrics.com/unlock-keyword-not-provided/  Me  http://googlewebmastercentral.blogspot.com/2013/02/make- most-of-search-queries-in.html
  • 38. Thank You.BarbaraColl, CEO, WebMama.com +Inc.@webmama 38