Keys to Keyword Discovery and Analytics for Search Marketing


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Along with Dana Todd we discussed Keyword Discovery for the relevant phrases to use when optimizing all web content - and how to do the analytics to see if you got the right ones.

Search Engine Optimization (SEO) requires careful consideration of the keywords during all life-cycle phases of web content development and distribution.

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Keys to Keyword Discovery and Analytics for Search Marketing

  1. 1. Barbara C. Coll, Inc
  2. 2. Brainstorming
  3. 3. Non-Search Competition Look at meta tags Look at blog posts (they tend to be written by non-press, non- sales people) Look to see if they have a created a ‘content’ section on the site ( Search Competition See who shows up under your guesses at your top keyphrases What words are they using in their Title tags and Meta Descriptions. Look at their headers (H1) on their deep product pages.
  4. 4. Search Volume?It isn’t all about AdWords predictions Live Search!
  5. 5. Keyword Buckets for SEO14012010080 CEO Pain60 Relevancy4020 0 Brand Trendy Category Legacy
  6. 6. Case Study On-demand Application - 30-day Free Trial, Paid Subscription Marketing Website and Application Content Controlled by IT Marketing Automation Tool Used for Paid Search (all paid campaigns) Landing Pages Keywords for Optimization Chosen How?
  7. 7. Analysis Performed at the Following PointsProduct: ACCOUNTING SOFTWARETarget: Accounting companies and in-house accountantsKeyword: ONLINE INVOICING  Gut feel by employees – too much competition by little, insignificant companies, this can’t be the space our product plays in  Gut feel by Paid Search Agency – anybody searching for online invoicing is a business
  8. 8. Metrics Reviewed Stats showed excellent conversion from AdWords Ad to Landing Page (Click-through)  Used PAID KEYWORD LANDING PAGE Stats showed excellent conversion from Landing Page to Form Filled Out  Used LANDING PAGE  FORM FILLED OUT Stats showed no conversions from Filled out Form to Free Trial Download  Used FORM FILLED OUT FREE TRIAL DOWNLOADED Stats months later when sales data was tied to paid keyword showed excellent conversion from Free Trial Download to Product Usage  Used DOWNLOAD  PRODUCT USAGE Stats 30-days later that showed minimal conversions from Product Usage to user Subscribing  Used PRODUCT USAGE  PAID SUBSCRIPTIONS
  9. 9. Analysis? ConclusionClient Agency Keyword is a bad buy  Keyword is great, investigate why users are not turning into buyers. Not a lead generation problem. Action  Action  Stop buying ‘online invoicing’  Buy more related terms
  10. 10. Measure Hit Landing Page Fill out form Download free trialKeyword Use Product Pay for subscription 3-month user
  11. 11. Enter Site Wander Around Go away Come back through paid searchKeyword Download free trial Use Product Pay for subscription 3-month user
  12. 12. So You Pick Some Words? Pick the words Educate the crowd Did they use the words? Did you move the needle in search traffic?  OOOPS! Google takes away knowledge
  13. 13. Top Phrase:Employee Wellness Programs Was it used?
  14. 14. Can You Guess the Top Keyphrase?
  15. 15. How About In Content?
  16. 16. SEO Referring Keywords Google does not report referring keywords for people logged into Google at the time of search  Problem: Can’t track from organic search keyword through to any conversion point  Problem: B2B in IT, Technology space Good News:  You know where they came from:  Geography  Referring domain  You know where they landed  You know where they went – what they did
  17. 17. Final Thoughts Search goal: Capture as much of the search volume for specific keywords that you can. Paid Search Doesn’t Increase Search Volume – other marketing increases search volume If you can’t measure keyword to sales you aren’t alone.Barbara Coll, CEO, Inc.