• Like

Secrets to effective keyword selection

  • 665 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
665
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
18
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Secrets to Effective SEO Keyword Selection Strategies for staying one step ahead of the restToll: +1 (951) 266-6123Access Code: 678-701-430 @webmarketing123 facebook.com/webmarketing123
  • 2. Housekeeping Items  Are the slides available?Yes! Just email us at seo@webmarketing123.com @webmarketing123
  • 3. Housekeeping Items  Are the slides available?Yes! Just email us at seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  • 4. Housekeeping Items  Are the slides available?Yes! Just email us at seo@webmarketing123.com  Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 Want to learn more?Request a Customized SEO Assessment Todayand Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo @webmarketing123
  • 5. Webinar Agenda1 Importance of Ranking High on Page 1 Current State of Digital Marketing2 Keyword Selection Get to Page 1 with the right keywords for your business objectives3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy5 SEO Results Integrate consistent and thorough tracking into your marketing efforts @webmarketing123
  • 6. 1 What is at Stake? Search engine usage is growing rapidly Currently, there are more than 4 billon searches/day on Google 2012 Courtesy: SEOmoz @webmarketing123
  • 7. 1 Can your potential customers find you?eye-tracking studiesdemonstrate that the firstfew search resultsreceive 60% of attention. @webmarketing123
  • 8. 1 Online Ad Spend is On the Rise Marketers continue to divert ad spend from traditional media to digital @webmarketing123
  • 9. 1 Digital Marketing is driving lead generation Comparing the most popular inbound marketing channels, Which makes the biggest impact on your lead generation goals?" Source: First Annual Webmarketing123 Digital Marketing Survey @webmarketing123
  • 10. 1 How Search Affects Your Bottom Line Search marketing aims to broaden and shorten the sales funnel -  SEO: Broad/generic keyword searchesA Introducers -  Display advertising -  Email marketing -  Social media -  Brand namesB Influencers -  Remarketing -  Search advertising -  Search marketingC Closers -  Model numbers -  Branded terms @webmarketing123
  • 11. Webinar Agenda1 Importance of Ranking High on Page 1 Current State of Digital Marketing2 Keyword Selection Get to Page 1 with the right keywords for your business objectives @webmarketing123
  • 12. Benchmark: where are you today? @webmarketing123
  • 13. 2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?Visitor Bounce Rate?•   Relevancy   @webmarketing123
  • 14. 2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?Visitor Bounce Rate?•   Relevancy  Visitor Time on Site?•   Engagement   @webmarketing123
  • 15. 2 Evaluate with the Keyword External Tool How are your current keywords stacking up? https://adwords.google.com @webmarketing123
  • 16. 2 Determine Your Current Keyword Strength Are  enough  people  searching  on  your  target  keyword  phrases?   @webmarketing123
  • 17. 2 Gauge Your Keyword Potential Conduct methodic keyword research•   Iden;fy  the  keywords  that  are  MOST  relevant  to  your  product  or  service   @webmarketing123
  • 18. 2 Gauge Your Keyword Potential•   Iden;fy  the  keywords  that  are  MOST  relevant  to  your  product  or  service  •   Iden;fy  the  traffic  on  EACH  keyword   Tip: Don’t choose keywords only by volume. Long tail keywords may correlate to intent to purchase @webmarketing123
  • 19. 2 Gauge Your Keyword Potential•   Iden;fy  the  keywords  that  are  MOST  relevant  to  your  product  or  service  •   Iden;fy  the  traffic  on   Generic keywordsEACH  keyword  •   Use  a  MIX  of  generic  and  long-­‐tail  keywords   Long tail keywords @webmarketing123
  • 20. 2 Gauge Your Keyword Potential•   Iden;fy  the  keywords  that  are  MOST  relevant  to  your  product  or  service  •   Iden;fy  the  traffic  on  EACH  keyword  •   Use  a  MIX  of  generic  and  long-­‐tail  keywords  •   Use  a  mix  of  keywords,  represen;ng  short,  medium  &  longer  term  prospects   @webmarketing123
  • 21. 2 Gauge Your Keyword Potential•   Iden;fy  the  keywords  that  are  MOST  relevant  to  your  product  or  service  •   Iden;fy  the  traffic  on  EACH  keyword  •   Use  a  MIX  of  generic  and  long-­‐tail  keywords  •   Use  a  mix  of  keywords,  represen;ng  short,  medium  &  longer  term  prospects  •   Cross  check  this  list  against  trends   @webmarketing123
  • 22. Webinar Agenda1 Importance of Ranking High on Page 1 Current State of Digital Marketing2 Keyword Selection Get to Page 1 with the right keywords for your business objectives3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength @webmarketing123
  • 23. 3 An optimized website is arranged into silos Google’s algorithm prefers this architecture @webmarketing123
  • 24. 3 Target Keywords to Each Section of Your Site Develop a “mapping” document that targets 3-5 keywords per page•   Determine  which  keywords  are  best  suited  to  each  sec;on  of  your  website   @webmarketing123
  • 25. 3 Target Keywords to Each Section of Your Site Develop a “mapping” document that targets 3-5 keywords per page•   Determine  which  keywords  are  best  suited  to  each  sec;on  of  your  website  •   Assign  each  keyword  to  a  page  in  each  website  sec;on   @webmarketing123
  • 26. 3 Target Keywords to Each Page of Your Site Distribute the keywords into Content Silos•   Determine  which  keywords  are  best  suited  to  each  sec;on  of  your  website  •   Assign  each  keyword  to  a  page  in  each  website  sec;on  •   Develop  a  cohesive  theme  across  each  page  and  sec;on   @webmarketing123
  • 27. 3 Target Keywords to Each Page of Your Site Distribute the keywords into Content Silos•   Determine  which  keywords  are  best  suited  to  each  sec;on  of  your  website  •   Assign  each  keyword  to  a  page  in  each  website  sec;on  •   Develop  a  cohesive  theme  across  each  page  and  sec;on  •   Use  your  keywords  across  your  blog,  press  releases,  whitepapers,  etc  establishing  keyword  relevance  for  them.   @webmarketing123
  • 28. Webinar Agenda1 Importance of Ranking High on Page 1 Current State of Digital Marketing2 Keyword Selection Get to Page 1 with the right keywords for your business objectives3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy @webmarketing123
  • 29. 4 3 keys to keyword optimization •   On-­‐Page  Content     •   Naviga;on  &  Internal  Linking  Structure     •   Inbound  Links     @webmarketing123
  • 30. 4 Create Content for Search Engines to ReadDo:  •  Con;nue  to  develop  fresh  content  to  trigger  search  engine  spiders  and   ranking  upgrades.       @webmarketing123
  • 31. 4 Create Content for Search Engines to ReadDo:  •  Con;nue  to  develop  fresh  content  to  trigger  search  engine  spiders  and   ranking  upgrades.      •  Add  more  content  that  includes  your  keyword  phrases  and  is  composed  in  a   natural  wri;ng  style.   @webmarketing123
  • 32. 4 Create Content for Search Engines to Read Do:   •  Con;nue  to  develop  fresh  content  to  trigger  search  engine  spiders  and   ranking  upgrades.       •  Add  more  content  that  includes  your  keyword  phrases  and  is  composed  in  a   natural  wri;ng  style.  Don’t:  •   Allow  your  website  to  be  mostly  based  in  Flash.  •  Have  cluSered  pages  with  no  clear  call  to  ac;on.  •  Overuse  keywords.  People  will  no;ce  and  so  will  the  search  engines!   @webmarketing123
  • 33. 4 On-Page Optimization Tips Set unique page titlesPage  Titles  are  the  most  important  page  ranking  factor!   •   Include  keywords  at  the  start  of  your  page  ;tle   •   Use  a  clear  and  simple  call-­‐to-­‐ac;on     •   Page  Titles  affect  Click-­‐through  rates  (CTR)     @webmarketing123
  • 34. 4 On-Page Optimization Tips Set unique page titlesPage  Titles  are  the  most  important  page  ranking  factor!   •   Include  keywords  at  the  start  of  your  page  ;tle   •   Use  a  clear  and  simple  call-­‐to-­‐ac;on     •   Page  Titles  affect  Click-­‐through  rates  (CTR)     Bad  Example!   @webmarketing123
  • 35. 4 On-Page Optimization Tips Define H1 tags and ALT tags Define  at  the  page  level  to  allow  maximum  SEO  benefit:   •   Layout   •   Length   •   Content   @webmarketing123
  • 36. 4 On-Page Optimization Tips Define H1 tags and ALT tags Set  ALT  Tags  at  the  page-­‐level,  not  image  library  level  for  maximum  SEO   benefit.   @webmarketing123
  • 37. 3 Navigation & Linking Structure Organize content into silos to establish content themes @webmarketing123
  • 38. 4 Develop Navigation & Linking Structure Create “Good” URLsHow  to  accomplish:  •   Describe  your  content  •   Make  it  short   @webmarketing123
  • 39. 4 Develop Navigation & Linking Structure Create “Good” URLsHow  to  accomplish:  •   Describe  your  content  •   Make  it  short  •  Be  sta;c,  not  dynamic   @webmarketing123
  • 40. 4 Develop Navigation & Linking Structure Create “Good” URLsHow  to  accomplish:  •   Describe  your  content  •   Make  it  short  •  Be  sta;c,  not  dynamic  •   Use  descrip;ons,  not  numbers   @webmarketing123
  • 41. 4 Develop Navigation & Linking Structure Create “Good” URLsHow  to  accomplish:  •   Describe  your  content  •   Make  it  short  •  Be  sta;c,  not  dynamic  •   Use  descrip;ons,  not  numbers  •   Use  hyphens,  not  spaces  •   Throw  out  case-­‐sensi;ve  rules     @webmarketing123
  • 42. 4 Create Inbound Links Links from other highly relevant websites, back to yours @webmarketing123
  • 43. Webinar Agenda1 Importance of Ranking High on Page 1 Current State of Digital Marketing2 Keyword Selection Get to Page 1 with the right keywords for your business objectives3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy5 SEO Results Integrate consistent and thorough tracking into your marketing efforts @webmarketing123
  • 44. 5 Run Keyword Ranking Reports Monitor improvement of your keyword rankings against competitors @webmarketing123
  • 45. 5 Engage in Keyword Testing Analyze well-performing vs. poor performing keywords and phrasesDetermine  ACTUAL  VISITOR  data:       @webmarketing123
  • 46. 5 Construct a Regular Monitoring System Analyze goal paths and completion rates •   Traffic  sources   •   Page  visit  dura;on   •   Landing  page  visits   •   New  visits   @webmarketing123
  • 47. Key Takeaways•  Select the right keywords for your business @webmarketing123
  • 48. Key Takeaways•  Select the right keywords for your business•  Optimize your keywords & strategize placement within your site content @webmarketing123
  • 49. Key Takeaways•  Select the right keywords for your business•  Optimize your keywords & strategize placement within your site content•  Undergo on-page keyword optimization to strengthen your key phrases @webmarketing123
  • 50. Key Takeaways•  Select the right keywords for your business•  Optimize your keywords & strategize placement within your site content•  Undergo on-page keyword optimization to strengthen your key phrases•  Analyze well performing terms against your lead and conversion goals @webmarketing123
  • 51. Key Takeaways•  Select the right keywords for your business•  Optimize your keywords & strategize placement within your site content•  Undergo on-page keyword optimization to strengthen your key phrases•  Analyze well performing terms against your lead and conversion goals•  Know that SEO is an ongoing process with valuable rewards! @webmarketing123
  • 52. Request a Customized SEO Assessment Todayand Qualify for a $50 Amazon.com Gift Card! Visit bit.ly/wm123seo
  • 53. What can you expect from speaking with one of our analysts?-  “Cost of the Problem” Analysis: Discover the cost of not ranking inthe top positions on search engines. How much revenue is beinglost to competitors with the best rankings?-  Take a hard look at your competitors: Find out where you rankagainst your top competitors and what tactics they’re employing-  Comparison of different digital strategies: Paid Search, OrganicSearch, Social Media Marketing. Visit bit.ly/wm123seo @webmarketing123