Keyword Research - PubCon Austin 2011

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Keywords for Action is a presentation by Sean Jackson of Copyblogger, presented at PubCon Austin 2011.

In this presentation, we focus on how to obtain organic keywords based on user input within a site, with a specific focus on capturing search terms that lead to a form input action.

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Keyword Research - PubCon Austin 2011

  1. 1. Organic Keyword Selection and Targeting – Austin 2011<br />Keywords for actionsPresented by Sean Jackson of Copyblogger Media<br />
  2. 2. Sean A. JacksonPartner/CFO - Copyblogger<br />Chairman - DFW SEM<br />Past President Dallas Ad League (AAF-Dallas)<br />About Copyblogger<br />Copyblogger.com#1 online marketing blog – AdAge<br />StudioPress.com#1 WordPress Framework – Mashable<br />ScribeSEO.comCategory leading SEO tool for writers<br />ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse<br />
  3. 3. Feedback & Comments<br />@copyblogger<br />#pubcon<br />
  4. 4. The goal of keywords is…<br />To draw traffic that converts!<br />
  5. 5. The Buying Process<br />Reviews<br />Specials<br />Exclusives<br />CategoryAwareness<br />BrandAwareness<br />BrandConsideration<br />BrandPreference<br />PurchaseIntent<br />CustomerRetention<br />Purchase<br />Advocates<br />Keywords by Action<br />
  6. 6. Beyond Google Analytics<br />
  7. 7. Some Assembly Required<br />Tracking is crucial…<br />Cookies<br />Flash Cookies – LSO<br />Link tracking (URL redirects)<br />dB of Action<br />User Id<br />Original SERP Term<br />Action Event<br />Action Result<br />
  8. 8. Keywords in Action<br />
  9. 9. Analyzing the Data<br />Semantic Named Entity Extraction<br />Used to aggregate ideas and gen keywords concepts<br />Useful for your serp_tand searchvalue analysis<br />Tools<br />http://www.lexalytics.com<br />http://www.alchemyapi.com<br />http://www.opencalais.com<br />
  10. 10. Final Thoughts…<br />Focus on keywords that convert to action<br />Form input = keyword research<br />More keywords = more form input<br />Be smarter about form inputs…<br />Modals/lightbox on Why/Benefit of input<br />e.g. Capture Twitter Alias to build DM list<br />Promote on-site searching<br />Recommended product – Zoom Search by wrensoft.com<br />
  11. 11. Feedback & Comments & Presentation<br />http://slideshare.net/copyblogger<br />@copyblogger<br />

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