OMate presents the 7 steps used to successfully help our clients find keywords for their SEO efforts. This is the second part of a series we are doing

1. Keyword Strategy

2. Agenda
• Recap of last workshop
• 7 Steps to Successful Keyword Strategy
• Useful Tools for Keyword Analysis

3. Recap
Call-To-Action

4. Recap
Conversion Optimisation
• Get clear on your message
• Clear call-to-actions
• Sales copy
• Make sure call-to-actions stands out
• Incentive to complete call-to-action
• Good design
• Testimonials, Photos, Media release -
credibility

5. Recap
Traffic sources
• Direct – typing your url
• Referral – links from other websites
• Natural search – organic
• Paid search - ppc
• Social media – FBook, Twitter, Linkedin
• Direct emails

6. Recap
SERP

7. Recap
SEO 101
• What is SEO?
• Short tail vs long tail keywords
• Keyword – volume and competiton
• Onpage seo
– Title, description, urls, alt tags
• Offpage seo
– Quality and relevant backlinks

8. Recap
Steps towards SEO
1. Keyword research, finalise keywords
2. Set SEO campaign targets – rankings, traffic and
conversion
3. Write keyword focussed content
4. Ensure call-to-action and optimise conversion
5. On-page SEO - one off
6. Off-page SEO – on-going
7. Track results on a monthly basis
8. Analyse results and improve continuously

9. 7 Steps to a Successful Keyword Strategy
Today’s Focus – Keyword Strategy
1. Keyword research, finalise keywords
2. Set SEO campaign targets – rankings, traffic and
conversion
3. Write keyword focussed content
4. Ensure call-to-action and optimise conversion
5. On-page SEO - one off
6. Off-page SEO – on-going
7. Track results on a monthly basis
8. Analyse results and improve continuously

10. 7 Steps to a Successful Keyword Strategy
Step 1 – Know Your Customers
• What’s their online behaviour?
• Buying process?
• Compare price? See how it works? DIY?
– Examples – iPhone, Coffee machine
Biz Decision : Who is my ideal customer?

11. 7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website
• What are your websites
– Pages & Content
– Call To Actions
• What Keywords are bringing search traffic
– Use Google Analytics

12. 7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources

13. 7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources

14. 7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources

15. 7 Steps to a Successful Keyword Strategy
Step 3 – Know Your Keyword Types
Type Comments Examples
Browse keywords Short,generic, huge volume, Smart phones, accountants
competitive
Looking for information
Localised With suburb , city or Plumber brunswick
keywords country. Very important for
location based business.
Misspelled Sometimes misspelling are Colour vs colour,
keywords common accomadation – 450,000
monthly search
‘How to’ keywords Users looking to learn How to calculate GST
Branded keywords Users who already know OMate internet marketing
your name or business name
Adjective Top, best, cheap, hot, etc. Hot Indian food
Long tail Later stage of buying Nike basketball shoes
process. High conversion. Melbourne

16. 7 Steps to a Successful Keyword Strategy
Step 4 – Brainstorm Keywords
• Be Creative!
• Let it Flow!
• List down everything that comes to mind!
• TIP: Use MS Excel or equivalent – it will help with Grouping information

17. 7 Steps to a Successful Keyword Strategy
Step 5 – Filter & Group Keywords
• Remove Irrelevant Keywords
– Eg If you are positioning your product/service as
premium, eg keyword to remove : cheap
– This helps with Lead Qualification
• Group List based on
– Product/Service Type
– Keyword Type

18. 7 Steps to a Successful Keyword Strategy
Step 6 – Know Your Keyword Volume & Competition
• Using Google Keyword Analysis
– Import or manually enter your Keyword List
– Use Broad Search Tool
• To get suggestions on keywords you hadn’t thought of
• Global vs Local
• Competition = Google Ad-Words Competition
– Useful indicator for SEO

19. 7 Steps to a Successful Keyword Strategy
Step 7 – Export, Analyse, & Shortlist
• Remove Keywords
– with Low Volumes
– which are Irrelevant
• NOTE! Do NOT Remove if you don’t have Content.
– which are Highly Competitive
• Look at the Google Search Results
• Research their sites
• Decide Whether to Compete
Biz Decision : For highly competitive keywords, it will take longer to
build your ranking – Is this worth competing for?

20. TEST!
Test the Keywords
• Keyword List is a Living Document
– Update periodically to keep pace with industry
and search trends
• Test them Using
– PPC – Google Adwords

21. 7 Steps to a Successful Keyword Strategy
Quick Review
1. Know Your Customer
2. Know Your Website
3. Know Your Keyword Types
4. Brainstorm Keywords
5. Filter & Group Keywords
6. Know Your Keyword Volume & Competition
7. Export, Analyse, & Shortlist
TEST!!!

22. Useful Tools
Google Trends/Insights

23. Useful Tools
Google Trends/Insights

24. Useful Tools
SEM Rush

25. Useful Tools
SEM Rush

26. Useful Tools
Word Stream

27. Useful Tools
Word Tracker

28. Useful Tools
WebConFS

29. Review
• Recap of last workshop
• 7 Steps to Successful Keyword Strategy
• Useful Tools for Keyword Analysis

30. Keyword Strategy
Thanks For Attending
Questions?