Enjoy AIS Media Inc.’s webinar, The Key To Maximum ROI: Keyword Mapping.
It's a search battleground out there. In today's web-first marketing landscape, keyword mapping can close the distance between you and your next patient. Here's how to get started.
2. Interactive Webinar Agenda
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Presentation
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
10. How Is A Site Mapped?
Identify
keywords
Perform a
content
audit
Identify
pages with
high
relevance &
topical
value
Create
focused
content to
populate
those
pages
Map a
single
keyword to
a single
URL
Optimize
the pages
Promote
the
pages
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
11. What Is Keyword Mapping?
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
A process where you map researched
keywords to specific landing pages.
12. The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
5 Steps To Keyword Mapping
1.
2.
3.
4.
5.
Define the goal
Perform a content audit
Identify pages with high relevance & topical value
Create focused content for each page
Map a single keyword to a single URL
13. þ Higher rankings
þ Increase “stickiness” or
time on site
þ Provide users with the
exact content they want
Major Benefits To Keyword
Mapping
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
14. Key search behavior facts
we know…
Paid
Organic
Source: Wordstream
89.82% of people click links on the first
page of search results.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
16. The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
What’s Your Goal?
17. The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
What’s Your Goal?
New Patients
18. Avoid friction & guide patients to
easily navigate where they want to go.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
20. The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Content:
ü Type
ü Volume
ü Relevancy
What to look for…
21. Copyright 2015. All rights reserved.
Content Audit
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
22. TAKEAWAY:
Be sure to fill in your content
gaps.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
24. It’s important to choose pages with…
High Relevance:
Be sure the content is relevant to
the search phrase.
High Topical Value:
Site visitors will know they landed
on the right page.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
25. Ex: Site Map & Keyword Associations
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
26. TAKEAWAY:
Every page must have an
associated highly relevant and
topical keyword.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
28. Awareness Consideration Decision
Videos
Trend
Reports
Live
Events
Demo
Videos
Interac?ve
Videos
Calculators
eBooks
&
Guides
eNewsleIers
Tes?monials
Analyst
Reports
Case
Studies
Whitepapers
Feature
Guides
Infographics
Ar?cles
Webinars
Quizzes
&
Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
BuyerCommitmentLevel
Ra?ngs
&
Reviews
Copyright AIS Media, Inc. 2014
Appropriate Content At Each Stage
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
29. Source:GoogleCompete
of those looking for health
information start with
search engines88%
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
30. The Key To Maximum
ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
31. The Key To Maximum
ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
#1 position in Google gets 33% of
search traffic.
75% of users never scroll past the
first page of search results.
Source: Search Engine Watch
32. The Key To Maximum
ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Link To Appropriate
Pages
33. SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Focused Content
The Key To Maximum
ROI: KEYWORD
MAPPING
þ Is this what they want?
þ High relevancy & intent
þ Keyword used 10x
þ 500+ words
34. TAKEAWAY:
Avoid friction and guide potential
patients to where they want to
go.
The Key To Maximum
ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
36. Example: Keyword Map
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
37. Always Keep the Goal in Mind
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
38. TAKEAWAYS FOR
SEARCH MARKETING
SUCCCESS
KEY
2015
1. Be sure to fill your content gaps.
2. Write relevant content. Every page must have an associated
relevant and topical keyword.
3. Map that content to one single URL.
The Key To Maximum
ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
39. Limited Time Complimentary Offer
FREE Website Performance Analysis
• Site speed analysis
• Google’s “Mobile-friendly” test
• Technical SEO audit
• 30-Minute consultation
Call: 404.751.1043
Email: info@aismedia.com