Op9mizing
for
the
Search


    Sales
Funnel


        Barbara
C.
Coll

   CEO,
WebMama.com
Inc.





      SMX
Advanced
–
...
SMX
Advanced
–
Barbara
Coll
‐
2010
   2

Op9mizing
for
the
Funnel





      SMX
Advanced
–
Barbara
Coll
‐
2010
   3

Op9miza9on
is
about
CONTENT



             VMware





        SMX
Advanced
–
Barbara
Coll
‐
2010
   4

Content
for
Educa9on

•  For
ini9al
researchers

•  Category
ownership

•  Broad
informa9on
seekers


 

 
Category
/
indu...
SMX
Advanced
–
Barbara
Coll
‐
2010
   6

SMX
Advanced
–
Barbara
Coll
‐
2010
   7

Virtualiza9on
has
its
own
directory
and

    mul9ple
sec9ons
covering
‘what,
why

                  and
who’




SMX
Advan...
Content
for
Product
Space

•  For
comparison
shoppers

•  For
familiars
of
the
industry

•  Very
qualified
for
follow‐up


...
SMX
Advanced
–
Barbara
Coll
‐
2010
   10

Video
Content

  on
YouTube

 about
Virtual

   Machines.

Found
through

search
and
on

 the
VMware

   YouTube

   chann...
Content
for
Brand
Product
Names

•    For
serious
leads

•    For
current
users
(upgrade,
cross‐sell)

•    For
new
groups...
SMX
Advanced
–
Barbara
Coll
‐
2010
   13

SMX
Advanced
–
Barbara
Coll
‐
2010
   14

HP


Using
Compe99ve
Keywords





    SMX
Advanced
–
Barbara
Coll
‐
2010
   15

Goal 


•  Appealing
content

•  Use
compe9tor’s
brands
words
legally
and

   where
relevant




 

 
 
 
 
Search
Visibil...
SMX
Advanced
–
Barbara
Coll
‐
2010
   17

SMX
Advanced
–
Barbara
Coll
‐
2010
   18

SMX
Advanced
–
Barbara
Coll
‐
2010
   19

SHOES





         SMX
Advanced
–
Barbara
Coll
‐
2010
   20

Google
Shopping





SMX
Advanced
–
Barbara
Coll
‐
2010
     21

Google
Main
Search
Results





SMX
Advanced
–
Barbara
Coll
‐
2010
       22

Twider
Feed

                         Control?





SMX
Advanced
–
Barbara
Coll
‐
2010
    23

Google
Main
Search
Results


More
Details
Revealed
in
Search
–
Opportunity
for
Longer
Tail
Page





                     ...
Keys
to
Broad
Keyword
Coverage

       Organic
Search
Marke9ng

•  Text‐based
content

•  Mul9ple
paths
–
text‐based

    ...
Get
Visible

Dominate
the
search
results




                                                  Barbara
C.
Coll,
CEO

     ...
Thank
you.





Barbara
Coll

CEO,
WebMama.com


www.twider.com/webmama

Blog.webmama.com

bcoll@webmama.com





        ...
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Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010

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Is there a set of keywords that define a 'sales funnel' for searchers. I don't think so. I think that you need to capture searchers wherever they are in their journey of discovery and buying. Successful optimization (SEO) of all web elements requires careful planning - and a ton of writing - around category, brand and product keywords.

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Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010

  1. 1. Op9mizing
for
the
Search

 Sales
Funnel
 Barbara
C.
Coll
 CEO,
WebMama.com
Inc.

 SMX
Advanced
–
Barbara
Coll
‐
2010
 1

  2. 2. SMX
Advanced
–
Barbara
Coll
‐
2010
 2

  3. 3. Op9mizing
for
the
Funnel
 SMX
Advanced
–
Barbara
Coll
‐
2010
 3

  4. 4. Op9miza9on
is
about
CONTENT
 VMware
 SMX
Advanced
–
Barbara
Coll
‐
2010
 4

  5. 5. Content
for
Educa9on
 •  For
ini9al
researchers
 •  Category
ownership
 •  Broad
informa9on
seekers
 

 
Category
/
industry
keywords
 SMX
Advanced
–
Barbara
Coll
‐
2010
 5

  6. 6. SMX
Advanced
–
Barbara
Coll
‐
2010
 6

  7. 7. SMX
Advanced
–
Barbara
Coll
‐
2010
 7

  8. 8. Virtualiza9on
has
its
own
directory
and
 mul9ple
sec9ons
covering
‘what,
why
 and
who’
 SMX
Advanced
–
Barbara
Coll
‐
2010
 8

  9. 9. Content
for
Product
Space
 •  For
comparison
shoppers
 •  For
familiars
of
the
industry
 •  Very
qualified
for
follow‐up
 

 
Product
related
(non‐brand)
keywords
 SMX
Advanced
–
Barbara
Coll
‐
2010
 9

  10. 10. SMX
Advanced
–
Barbara
Coll
‐
2010
 10

  11. 11. Video
Content
 on
YouTube
 about
Virtual
 Machines.
 Found
through
 search
and
on
 the
VMware
 YouTube
 channel.

 SMX
Advanced
–
Barbara
Coll
‐
2010
 11

  12. 12. Content
for
Brand
Product
Names
 •  For
serious
leads
 •  For
current
users
(upgrade,
cross‐sell)
 •  For
new
groups
in
current
customer
 •  For
people
who
know
what
they
want
 

 
Product
related
keywords
with
brand
 SMX
Advanced
–
Barbara
Coll
‐
2010
 12

  13. 13. SMX
Advanced
–
Barbara
Coll
‐
2010
 13

  14. 14. SMX
Advanced
–
Barbara
Coll
‐
2010
 14

  15. 15. HP
 Using
Compe99ve
Keywords
 SMX
Advanced
–
Barbara
Coll
‐
2010
 15

  16. 16. Goal 

 •  Appealing
content
 •  Use
compe9tor’s
brands
words
legally
and
 where
relevant
 

 

 
 
 
 
Search
Visibility
 SMX
Advanced
–
Barbara
Coll
‐
2010
 16

  17. 17. SMX
Advanced
–
Barbara
Coll
‐
2010
 17

  18. 18. SMX
Advanced
–
Barbara
Coll
‐
2010
 18

  19. 19. SMX
Advanced
–
Barbara
Coll
‐
2010
 19

  20. 20. SHOES
 SMX
Advanced
–
Barbara
Coll
‐
2010
 20

  21. 21. Google
Shopping
 SMX
Advanced
–
Barbara
Coll
‐
2010
 21

  22. 22. Google
Main
Search
Results
 SMX
Advanced
–
Barbara
Coll
‐
2010
 22

  23. 23. Twider
Feed
 Control?
 SMX
Advanced
–
Barbara
Coll
‐
2010
 23

  24. 24. Google
Main
Search
Results
 More
Details
Revealed
in
Search
–
Opportunity
for
Longer
Tail
Page
 SMX
Advanced
–
Barbara
Coll
‐
2010
 24

  25. 25. Keys
to
Broad
Keyword
Coverage
 Organic
Search
Marke9ng
 •  Text‐based
content
 •  Mul9ple
paths
–
text‐based
 •  Site
naviga9on
 •  Footer
 •  Links

from
body
text
 •  Relevant
keywords
 •  Relevant
content
for
keywords
 •  Use
keywords
in
other
media
elements
 –  Cap9ons



‐
Tweets

‐
Blog
tags/categories

 –  YouTube
descrip9ons

‐
Community
Messages/threads
 •  Use
sitemap
tools
to
ensure
indexing
 SMX
Advanced
–
Barbara
Coll
‐
2010
 25

  26. 26. Get
Visible
 Dominate
the
search
results
 Barbara
C.
Coll,
CEO
 WebMama.com
Inc.
 webmama.com
 blog.webmama.com
 SMX
Advanced
–
Barbara
Coll
‐
2010
 Twider:
@webmama
 26

  27. 27. Thank
you.

 Barbara
Coll
 CEO,
WebMama.com

 www.twider.com/webmama
 Blog.webmama.com
 bcoll@webmama.com
 SMX
Advanced
–
Barbara
Coll
‐
2010
 27

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