10-Spaces Consulting, Inc
 design & strategy for the web


     PPC Training
        Session 1
        Keywords
SEO Principles
Keywords Convey
    Intention
Keywords
• Keywords imply meaning
• Keywords imply a decision cycle
• Keywords imply an experience expectation
Keywords & Semantics
There is a critical difference between financial
implications of the following keyword phrases
• “mark...
Understanding
Semantics Conceptually
 • Context words near a given target word
                (Warren Weaver, 1955)

 • "...
Semantic Relationships
    marketing display international


    international marketing display



    display marketing ...
Search Engines Use
     Semantics
Return page results based on what SE thinks
users mean by the combination of search term...
Keyword Long-Tail
                                       Head: Most Frequent in distribution




                         ...
Long-Tail Concept
Popular



           high traffic/high cost

            lower conversion




                          ...
Purchase Cycle




A correlation between keyword meaning and the
           stages of making a purchase
Financial Value




Short term value of traffic is higher nearing a decision
Lifetime value can be high during awareness/re...
Intention Behind Keywords > Sales Funnel
Keyword Intention > Sales Cycle > Landing
                  Page
Keyword Intent
       Categories
Keywords categorized by 2 types of purchase
intention
   • Informational - aware of a pro...
SEO Principle #2
  Keyword Semantics Influence
      Uniform Experience
Congruence




Keyword semantic concept unity maintained from search engine result to
                first point of entry ...
Congruence Elements
• Emphasized copy
• Design features
• Colors, fonts, images
• Credibility indicators
• Guarantees, war...
Continuity




Value proposition must be stated, and restated, at each call-to-action
Continuity
 Discontinuity = “failure to ensure each step of
site conversion process states or supports
value proposition”
...
Relevance & Authority
  • Relevance: highest connection between queried
  keyword phrase and results
  • Authority: most c...
Relevance & Authority

    Wikipedia is
 returned as most
    relevant and
authoritative result
  for search term
     “lo...
Relevance & Authority
Target.com ad is
   irrelevant.

Amazon is highest
   relevance
SEO Process Matrix
SEO/ SEM Process
       Overview
                                  keyword strategy

                          on-page: si...
Map Out Keyword
           Strategy
        keyword strategy                 brainstorm keywords

on-page: site structure ...
Optimize Web Site
        keyword strategy              improve logical site structure

on-page: site structure / link tex...
Optimize Web Site
        keyword strategy                 head section: meta/titles

on-page: site structure / link text ...
PPC Market Testing
        keyword strategy                   deploy core terms

on-page: site structure / link text    ni...
Off-Page: Link Building
        keyword strategy                 inventory current links

on-page: site structure / link t...
Measure & Monitor
        keyword strategy                    establish metrics

on-page: site structure / link text      ...
Revise Strategy &
              Tactics
        keyword strategy              refine keyword strategy

on-page: site struct...
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Keyword Research for Pay-Per-Click Marketing

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Keyword Research for Pay-Per-Click Marketing

  1. 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 1 Keywords
  2. 2. SEO Principles
  3. 3. Keywords Convey Intention
  4. 4. Keywords • Keywords imply meaning • Keywords imply a decision cycle • Keywords imply an experience expectation
  5. 5. Keywords & Semantics There is a critical difference between financial implications of the following keyword phrases • “marketing display” • “post frame sign” • “best 25x35 poster frame sign”
  6. 6. Understanding Semantics Conceptually • Context words near a given target word (Warren Weaver, 1955) • "A word is characterized by the company it keeps" (J.R. Firth1957) • Classifying relations between words (Turney and Littman, 2005) source: en.Wikipedia.org/wiki/Statistical_Semantics
  7. 7. Semantic Relationships marketing display international international marketing display display marketing international
  8. 8. Search Engines Use Semantics Return page results based on what SE thinks users mean by the combination of search terms vested interest in most valuable, unique, relevant result = stock price
  9. 9. Keyword Long-Tail Head: Most Frequent in distribution Tail: Infrequent in distribution statistical Power Law distribution; popularity demand curve where lower popularity items exceed high volume in sales conversion process source: en.Wikipedia.org/wiki/The_Long_Tail. Chris Anderson, Wired Magazine. Picture by Hay Kranen / PD
  10. 10. Long-Tail Concept Popular high traffic/high cost lower conversion low traffic/low cost higher conversion Niche Picture by Hay Kranen / PD
  11. 11. Purchase Cycle A correlation between keyword meaning and the stages of making a purchase
  12. 12. Financial Value Short term value of traffic is higher nearing a decision Lifetime value can be high during awareness/research
  13. 13. Intention Behind Keywords > Sales Funnel
  14. 14. Keyword Intention > Sales Cycle > Landing Page
  15. 15. Keyword Intent Categories Keywords categorized by 2 types of purchase intention • Informational - aware of a problem or solution, want to research options • Transactional - have researched option, looking for the best source or price
  16. 16. SEO Principle #2 Keyword Semantics Influence Uniform Experience
  17. 17. Congruence Keyword semantic concept unity maintained from search engine result to first point of entry (i.e. landing page)
  18. 18. Congruence Elements • Emphasized copy • Design features • Colors, fonts, images • Credibility indicators • Guarantees, warranties, value-added incentives source: MarketingExperience.com ‘Landing Page Optimization’ Bob Kemper, Peg Davis, Jimmy Ellis
  19. 19. Continuity Value proposition must be stated, and restated, at each call-to-action
  20. 20. Continuity Discontinuity = “failure to ensure each step of site conversion process states or supports value proposition” -Marketingexperts.com source: MarketingExperience.com ‘Landing Page Optimization’ Bob Kemper, Peg Davis, Jimmy Ellis
  21. 21. Relevance & Authority • Relevance: highest connection between queried keyword phrase and results • Authority: most credible and trusted source on the topic
  22. 22. Relevance & Authority Wikipedia is returned as most relevant and authoritative result for search term “long tail”
  23. 23. Relevance & Authority Target.com ad is irrelevant. Amazon is highest relevance
  24. 24. SEO Process Matrix
  25. 25. SEO/ SEM Process Overview keyword strategy on-page: site structure / link text A simplified view of a linear search engine on-page: optimized content optimization and search pay per click marketing engine marketing plan off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  26. 26. Map Out Keyword Strategy keyword strategy brainstorm keywords on-page: site structure / link text develop core keyword terms on-page: optimized content expand KWs terminologically pay per click marketing map KWs to web pages off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  27. 27. Optimize Web Site keyword strategy improve logical site structure on-page: site structure / link text optimize for search spiders on-page: optimized content optimized internal linking rep. pay per click marketing improve home page rank off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  28. 28. Optimize Web Site keyword strategy head section: meta/titles on-page: site structure / link text headings & links on-page: optimized content body text contain KW modifiers pay per click marketing content creation off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  29. 29. PPC Market Testing keyword strategy deploy core terms on-page: site structure / link text niche terms, qualified traffic on-page: optimized content test ad copy and landing pages pay per click marketing congruence & continuity off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  30. 30. Off-Page: Link Building keyword strategy inventory current links on-page: site structure / link text industry sources & directories on-page: optimized content targeted & incentive linking pay per click marketing PR and content promotion off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  31. 31. Measure & Monitor keyword strategy establish metrics on-page: site structure / link text set up analytics on-page: optimized content measure results pay per click marketing track referrals & link stability off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies
  32. 32. Revise Strategy & Tactics keyword strategy refine keyword strategy on-page: site structure / link text refined content strategy on-page: optimized content refined site structure pay per click marketing eliminate poor referrals off-page: link building measure & monitor revise strategy & tactics source: SEO Fast Start, Dan Thies

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