Keyword Strategy
Agenda• Recap of last workshop• 7 Steps to Successful Keyword Strategy• Useful Tools for Keyword Analysis
Recap        Call-To-Action
Recap             Conversion Optimisation   •    Get clear on your message   •    Clear call-to-actions   •    Sales copy ...
Recap                    Traffic sources   •    Direct – typing your url   •    Referral – links from other websites   •  ...
Recap        SERP
Recap                            SEO 101   •    What is SEO?   •    Short tail vs long tail keywords   •    Keyword – volu...
Recap               Steps towards SEO   1. Keyword research, finalise keywords   2. Set SEO campaign targets – rankings, t...
7 Steps to a Successful Keyword Strategy     Today’s Focus – Keyword Strategy   1. Keyword research, finalise keywords   2...
7 Steps to a Successful Keyword Strategy    Step 1 – Know Your Customers    • What’s their online behaviour?    • Buying p...
7 Steps to a Successful Keyword Strategy   Step 2 – Know Your Website   • What are your websites       – Pages & Content  ...
7 Steps to a Successful Keyword Strategy   Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy   Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy   Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy   Step 3 – Know Your Keyword Types  Type              Comments                   ...
7 Steps to a Successful Keyword Strategy   Step 4 – Brainstorm Keywords   • Be Creative!   • Let it Flow!   • List down ev...
7 Steps to a Successful Keyword Strategy   Step 5 – Filter & Group Keywords   • Remove Irrelevant Keywords       – Eg If y...
7 Steps to a Successful Keyword Strategy   Step 6 – Know Your   Keyword Volume & Competition   • Using Google Keyword Anal...
7 Steps to a Successful Keyword Strategy    Step 7 – Export, Analyse, & Shortlist    • Remove Keywords         – with Low ...
TEST!                  Test the Keywords   • Keyword List is a Living Document        – Update periodically to keep pace w...
7 Steps to a Successful Keyword Strategy                            Quick Review   1.   Know Your Customer   2.   Know You...
Useful Tools               Google Trends/Insights
Useful Tools               Google Trends/Insights
Useful Tools               SEM Rush
Useful Tools               SEM Rush
Useful Tools               Word Stream
Useful Tools               Word Tracker
Useful Tools               WebConFS
Review• Recap of last workshop• 7 Steps to Successful Keyword Strategy• Useful Tools for Keyword Analysis
Keyword StrategyThanks For Attending    Questions?
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7 steps to successful keyword strategy

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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

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7 steps to successful keyword strategy

  1. 1. Keyword Strategy
  2. 2. Agenda• Recap of last workshop• 7 Steps to Successful Keyword Strategy• Useful Tools for Keyword Analysis
  3. 3. Recap Call-To-Action
  4. 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. 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. 6. Recap SERP
  7. 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. 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. 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. 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. 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. 12. 7 Steps to a Successful Keyword Strategy Step 2 – Know Your Website – Traffic Sources
  13. 13. 7 Steps to a Successful Keyword Strategy Step 2 – Know Your Website – Traffic Sources
  14. 14. 7 Steps to a Successful Keyword Strategy Step 2 – Know Your Website – Traffic Sources
  15. 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. 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. 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. 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. 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. 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. 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. 22. Useful Tools Google Trends/Insights
  23. 23. Useful Tools Google Trends/Insights
  24. 24. Useful Tools SEM Rush
  25. 25. Useful Tools SEM Rush
  26. 26. Useful Tools Word Stream
  27. 27. Useful Tools Word Tracker
  28. 28. Useful Tools WebConFS
  29. 29. Review• Recap of last workshop• 7 Steps to Successful Keyword Strategy• Useful Tools for Keyword Analysis
  30. 30. Keyword StrategyThanks For Attending Questions?

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