SlideShare a Scribd company logo
@JessicaMal_ | #DRINKDigital
Managing Expectations with
‘Impossible Keywords’
Jess Maloney | Open Partners
#DRINKDigital @JessicaMal_
“We want to rank
#1 for…”
#DRINKDigital @JessicaMal_
89% of SEO’s have experienced this…
…According to a
small Twitter
survey
#DRINKDigital @JessicaMal_
Scientific
Equipment
Manufacturer
#DRINKDigital @JessicaMal_
Impossible
Target
Keyword
#DRINKDigital @JessicaMal_
23 Page one positions
#DRINKDigital @JessicaMal_
5k
Additional monthly
impressions
#DRINKDigital @JessicaMal_
271%
Increase in
organic traffic
#DRINKDigital @JessicaMal_
Other examples
Mismatched
Search Intent
Low
Authority
Website
Extremely
High
Competition
Lack of
Relevant
Content
#DRINKDigital @JessicaMal_
Understanding why
#DRINKDigital @JessicaMal_
“When you
assume you
make an ass
out of you
and me”
#DRINKDigital @JessicaMal_
◆ They’ve got a TV ad live that says search for
‘KEYWORD’ and they don’t currently rank for it.
◆ The ‘higher-ups’ are demanding they rank for the
keyword.
◆ They think SEO is as ‘easy’ as PPC.
12
#DRINKDigital @JessicaMal_
Educate
#DRINKDigital @JessicaMal_
Do any of these sound
familiar?
“It’s just about tagging
up keywords”
“Just turn on the SEO
now”
“Can you just call Google
and tell them what we
want to rank for?”
#DRINKDigital @JessicaMal_
Trev
⬥ Little SEO
knowledge
⬥ Questions every
decision
⬥ Constant back &
forth to get
anything over
the line
#DRINKDigital @JessicaMal_
Donna
⬥ Understands
basic SEO
principles
⬥ Trusts your
decisions
⬥ Changes
actioned quickly
#DRINKDigital @JessicaMal_
Data, data, DATA!
#DRINKDigital @JessicaMal_
Show them the SERP
#DRINKDigital @JessicaMal_
◆ Do the results align with their product or service?
◆ Is there one clear result or is it mismatched?
◆ Is there one brand who dominates the SERP?
◆ Do the results encourage clicks?
20
#DRINKDigital @JessicaMal_
Keyword Difficulty Matters…
#DRINKDigital @JessicaMal_
Use these metrics
to find alternatives
#DRINKDigital @JessicaMal_
Use your own data…
#DRINKDigital @JessicaMal_
Find queries
containing ‘vs’ and
‘alternative’ to
target
#DRINKDigital @JessicaMal_
Done well…
#DRINKDigital @JessicaMal_
Eyes on the
competition
#DRINKDigital @JessicaMal_
Competitors…
#DRINKDigital @JessicaMal_
URLs that
can’t get past
page 3
#DRINKDigital @JessicaMal_
Missing
content types
#DRINKDigital @JessicaMal_
Heavy PPC
focus
#DRINKDigital @JessicaMal_
Stale content
#DRINKDigital @JessicaMal_
EDUCATE
FACTS AND FIGURES
ALTERNATIVES
Thank you!

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Managing Expectations with 'Impossible Keywords' - Jess Maloney