organic_keyword_research_and_selection-eric_papczun.ppt
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The document discusses organic keyword research and selection. It emphasizes that the real key performance indicator (KPI) of natural search campaigns is conversions, not just traffic volume or rankings. It also stresses the importance of optimizing a site for keywords that drive qualified traffic aligned with the site's unique selling proposition, products, and branding, rather than just focusing on keyword volume and competitiveness. The document presents a keyword research methodology involving qualifiers, competitive analysis, and a relevancy algorithm to identify and score keywords most likely to convert visitors into customers.
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![Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]](https://image.slidesharecdn.com/organickeywordresearchandselectionericpapczunppt544/85/organic_keyword_research_and_selection-eric_papczun-ppt-1-320.jpg)
![All Clicks are Not Created Equal © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. ,[object Object],[object Object],[object Object],Just because a keyword has a lot of volume, doesn’t mean you should go after it, even if it’s relevant to your business Just because a keyword isn’t very competitive, doesn’t mean you should go after it, either](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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- 1. Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]
- 7. Relevancy Algorithm in Action © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. On The Other Hand… a different qualified customer a different selling proposition a whole different keyword list
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Editor's Notes
- -When it comes down to it, top rankings or a lot of natural search traffic doesn't matter if the keywords people are coming from don't end up converting.
- -This keyword research methodology is just a scientific way (with the dynamic relevancy algorithm) of finding keywords that are more likely to convert by doing in-depth research into a site’s audience base and what they search for on the engines
- -This site sells things like "comforters" and "bedding" which get a lot of search volume and are relevant. But when you take the time to understand how the site distinguishes their brand from their competition and think about their competitive advantages, we realize they sell to people searching for "cheap comforters" or printed/specific colored comforters.