High Search Visibility for the ‘Right’ Keywords

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Discovering the right keywords so that you optimize and ultimately dominate in search results for words that matter - and there are probably only 10-20 of them! Barbara 'WebMama' Coll

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  • First talk about rankings as a bad way to measure. Why – the CEO is a good example
  • High Search Visibility for the ‘Right’ Keywords

    1. 1. High Search Visibility for the‘Right’ KeywordsPresented by:Barbara C. CollCEO, WebMama.com Inc.@webmama
    2. 2. Search Visibility“SEO has evolved: from a narrow focuson optimization, to a broad focus onsearch visibility.” --WebMama, 2013
    3. 3. CEOEGO
    4. 4. Traditional Criteria
    5. 5. And Domination of anIndustry Category Across AllSearchable Sites.
    6. 6. Keyword Buckets
    7. 7. So Where Does theInformation Come?
    8. 8. Sources• People – sales, marketing, productmanagement, 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. Sources Used in aRecent Keyword Project• Corporate Website• Company employees• YouTube– Corporate Site– Related Video Descriptions– Category tags• Internal Messaging DocumentsFrom Product Marketing• Corporate Twitter Accounts• Site Scraping Tools• Google Keyword Tool• Webconfs.com Keyword Density• Readwriteweb.com• Wikipedia• Competitor Sites• Competitive AnalysisTools– SEMRush.com– Compete.com– iSpionage.com• Opensiteexplorer.org• Keyword ExpansionTools– Wordtracker– Google Keyword Tool• Wordle.net
    10. 10. Brand
    11. 11. CategoryComplete Domination
    12. 12. HTTPS://WWW.GOOGLE.COM/SEARCH?Q=VIRTUALIZATIONVMware DominatesVirtualization&AllRelated Phrases.
    13. 13. TrendyPR, Facebook Lingo,
    14. 14. •Call CenterContact Center•QuickbooksAccountingSoftware•Data CenterInterconnectionEcosystemLegacy“Required”
    15. 15. CEO Pain ThresholdBrand Trendy Category LegacyCEO PainRelevancy
    16. 16. The End Result
    17. 17. How do you convince thecontent owners to use thebucketed terms?Search Volume, Paid Campaign success,Competitors, Basic Search Results
    18. 18. Dominate SearchThank YouBarbara Coll@webmamaPubCon New Orleans 2013

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