Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010
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The document discusses optimizing content for the search engine sales funnel. It explains that content should be optimized for different stages of the funnel, including initial research, product research, and consideration of specific brands. Content types should include text, videos, and pages focused on categories, products, and competitors. Proper keyword coverage across content types can improve search visibility.
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Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010
- 1. Op9mizing for the Search Sales Funnel Barbara C. Coll CEO, WebMama.com Inc. SMX Advanced – Barbara Coll ‐ 2010 1
- 3. Op9mizing for the Funnel SMX Advanced – Barbara Coll ‐ 2010 3
- 4. Op9miza9on is about CONTENT VMware SMX Advanced – Barbara Coll ‐ 2010 4
- 5. Content for Educa9on • For ini9al researchers • Category ownership • Broad informa9on seekers Category / industry keywords SMX Advanced – Barbara Coll ‐ 2010 5
- 8. Virtualiza9on has its own directory and mul9ple sec9ons covering ‘what, why and who’ SMX Advanced – Barbara Coll ‐ 2010 8
- 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
- 11. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel. SMX Advanced – Barbara Coll ‐ 2010 11
- 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
- 15. HP Using Compe99ve Keywords SMX Advanced – Barbara Coll ‐ 2010 15
- 16. Goal • Appealing content • Use compe9tor’s brands words legally and where relevant Search Visibility SMX Advanced – Barbara Coll ‐ 2010 16
- 20. SHOES SMX Advanced – Barbara Coll ‐ 2010 20
- 23. Twider Feed Control? SMX Advanced – Barbara Coll ‐ 2010 23
- 24. Google Main Search Results More Details Revealed in Search – Opportunity for Longer Tail Page SMX Advanced – Barbara Coll ‐ 2010 24
- 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. 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. Thank you. Barbara Coll CEO, WebMama.com www.twider.com/webmama Blog.webmama.com bcoll@webmama.com SMX Advanced – Barbara Coll ‐ 2010 27