organic_keyword_research_and_selection-carolyn_shelby.ppt

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organic_keyword_research_and_selection-carolyn_shelby.ppt

  1. 1. ABCs of Organic Keyword Research and Selection Presented by: Carolyn “cshel” Shelby
  2. 2. A is for Analytics <ul><li>Pull the httpd (web server) error logs </li></ul><ul><ul><li>Look for queries referred by engines that resulted in 404s </li></ul></ul><ul><li>Pull the Google Analytics keyword list </li></ul><ul><li>Pull logs from your internal site search </li></ul><ul><ul><li>If you’re not collecting this data, please slap yourself. </li></ul></ul>
  3. 3. A is for Ask, but don’t Assume <ul><li>Ask non-industry people about your product/service. Note the terms and phrases they use to describe things. </li></ul><ul><li>Don’t assume real people understand industry jargon and buzzwords. </li></ul>
  4. 4. “ Drop-In Sink” or “Self-Rimming Sink”?
  5. 5. I’ve got a big old list, now what? <ul><li>Brainstorm! </li></ul>
  6. 6. B is for Brainstorm <ul><li>Invitees should include subject matter experts: </li></ul><ul><ul><li>Core web team members </li></ul></ul><ul><ul><li>Product managers </li></ul></ul><ul><ul><li>Marketing people </li></ul></ul><ul><ul><li>Anyone who designs, develops, promotes, markets or sells </li></ul></ul>
  7. 7. B is for Brainstorm <ul><li>Don’t forget to invite those from the “front line”: </li></ul><ul><ul><li>Customer service reps </li></ul></ul><ul><ul><li>Tech support (if they interface w/ public) </li></ul></ul><ul><ul><li>Field reps </li></ul></ul>
  8. 8. B is for Bonus <ul><li>Survey the C-Levels (suits) for a list of their ideal keywords. </li></ul><ul><ul><li>May be infeasible, might not make sense. </li></ul></ul><ul><ul><li>Throw them in the list anyway. </li></ul></ul><ul><li>A happy CEO is good currency to have in the karma bank. </li></ul>
  9. 9. C is for… <ul><li>COOKIE! </li></ul><ul><li>Crunch the numbers </li></ul><ul><li>Cull the lists </li></ul><ul><li>Create final master list </li></ul>
  10. 10. Crunch, Cull, Create <ul><li>Run ginormous through your favorite KW research tool, then </li></ul><ul><li>Separate kws into 2 lists: </li></ul><ul><ul><li>List A: KWs w/ content to support </li></ul></ul><ul><ul><li>List B: KWs w/ zero content to support </li></ul></ul><ul><ul><ul><li>This is your “missed opportunities” list. </li></ul></ul></ul>
  11. 11. Have another cookie.
  12. 12. Thanks! <ul><li>Carolyn Shelby </li></ul><ul><li>Web: cshel.com </li></ul><ul><li>Twitter: @cshel </li></ul>

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