organic_keyword_research_and_selection-eric_papczun.ppt

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The document discusses organic keyword research and selection. It emphasizes that the real key performance indicator (KPI) of natural search campaigns is conversions, not just traffic volume or rankings. It also stresses the importance of optimizing a site for keywords that drive qualified traffic aligned with the site's unique selling proposition, products, and branding, rather than just focusing on keyword volume and competitiveness. The document presents a keyword research methodology involving qualifiers, competitive analysis, and a relevancy algorithm to identify and score keywords most likely to convert visitors into customers.

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Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]

All Clicks are Not Created Equal © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. ,[object Object],[object Object],[object Object],Just because a keyword has a lot of volume, doesn’t mean you should go after it, even if it’s relevant to your business Just because a keyword isn’t very competitive, doesn’t mean you should go after it, either

Keyword Research Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.

Keyword Research Goals ,[object Object],© 2008. All rights reserved. Performics Inc. Proprietary and Confidential. Keep in mind that you may not have to optimize for keywords associated with a product that your consumers go straight to your site to buy. Use paid search to balance branding concerns.

Keyword Research Methodology © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. Potential Keyword Qualifiers SKUs genre size culture style sub-brands brands gender price purchase cycle age ,[object Object],[object Object],[object Object],[object Object],[object Object],Dynamic Relevancy Algorithm: Gives you the best chance of finding the keywords that are most likely to convert

Relevancy Algorithm in Action What Keywords Would a Qualified Consumer Use to Find a Page Like This? Ranking Score Assigned to Each Keyword ,[object Object],[object Object],[object Object],[object Object],© 2008. All rights reserved. Performics Inc. Proprietary and Confidential. This site is more likely to sell to a searcher who comes from the keywords “discount comforters” or “printed comforters” than “bedding” or “white comforters”

Relevancy Algorithm in Action © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. On The Other Hand… a different qualified customer a different selling proposition a whole different keyword list

Thank You! For questions, contact: Eric Papczun Director of Natural Search [email_address]

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