Keyword Discovery and Analysis - emetrics Chicago 2012

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How to find and categorize keywords for seo and paid search usage. Bucket keywords into: brand, category, legacy (have to use the legacy words), trendy (the ones PR wants). Presented at emetrics Chicago with Dana Todd who spoke about enterprise-level keyword analysis.

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Keyword Discovery and Analysis - emetrics Chicago 2012

  1. 1. Barbara C. Coll, WebMama.com Inc June 2012
  2. 2. Brainstorming
  3. 3. Non-Search Competition Look at meta tags Look at blog posts (they tend to be written by non-press, non- sales people) Look to see if they have a created a ‘content’ section on the site (http://www.vmware.com) Search Competition See who shows up under your guesses at your top keyphrases What words are they using in their Title tags and Meta Descriptions. Look at their headers (H1) on their deep product pages.
  4. 4. Live Search![personalized, localized, history, customized] [Call your Aunt, Mum, Roommate, Colleague]
  5. 5. Keyword Buckets for SEO14012010080 CEO Pain60 Relevancy4020 0 Brand Trendy Category Legacy
  6. 6. Analysis Performed at the Following PointsProduct: ACCOUNTING SOFTWARETarget: Accounting companies and in-house accountantsKeyword: ONLINE INVOICING  Gut feel by employees – too much competition by little, insignificant companies, this can’t be the space our product plays in  Gut feel by Paid Search Agency – anybody searching for online invoicing is a business
  7. 7. Metrics ReviewedExcellent Conversion Conversion Point: PAID KEYWORD  LANDING PAGE ______________________________________Excellent Conversion Conversion Point: LANDING PAGE  FORM FILLED OUT ______________________________________No Conversions Conversion Point: FORM FILLED OUT  FREE TRIAL DOWNLOADED ______________________________________
  8. 8. Metrics Reviewed Months Later: Excellent Conversion Conversion Point: DOWNLOAD  PRODUCT USAGE ___________________________________ 30-days after: Minimal Conversions Conversion Point: PRODUCT USAGE  PAID SUBSCRIPTIONS ___________________________________
  9. 9. Analysis? ConclusionClient Agency Keyword is a badbuy  Keyword is great.[Investigate why users are not turning into buyers. Not a lead generation problem.] ____________________ Action  Action Stop buying ‘online Buy more related terms invoicing’
  10. 10. Measure Hit Landing Page Fill out form Download free trialKeyword Use Product Pay for subscription 3-month user
  11. 11. Top Phrase:Employee Wellness Programs Was it used?
  12. 12. Can You Guess the Keyphrases?
  13. 13. Final Thoughts Search goal: Capture as much of the search volume for specific keywords that you can. Paid Search Doesn’t Increase Search Volume – other marketing increases search volume If you can’t measure keyword to sales you aren’t alone.Barbara Coll, CEO, WebMama.com Inc. bcoll@webmama.com

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