1. +
Keyword
Discovery and
„Damn‟ How
Do I Measure
Success!
Barbara Coll, CEO
WebMama.com Inc.
@webmama
#eMetrics
San Francisco 2013

2. + 2
Search Visibility
“SEO has evolved: from a narrow focus on
optimization, to a broad focus on search
visibility.” -- webmama, 2013

3. CEO
+
EGO
3

4. + 4
Factors Effecting Rankings
Warning: Your computer may show different search
results than my computer, or phone, or tablet, or …
 IP Address / Server Location  Domain of Origin
 Click History  Social Signals
 paid or organic  Who‟s in your circles?
 YouTube  What did you just tweet?
 Images
 Device
 Browsing History
 Logged in?  Browser

5. + 5
You Need to
be VISIBLE
Where Your
Audience is
SEARCHING

6. 6
Traditional Criteria

7. And Domination of an
Industry Category
+
Across All Searchable
Sites.
7

8. + 8
Sources
 People – sales, marketing, product management, executives,
support
 Competitors
 Keyword expansion tools
 Recent news
 Customer website, training manuals, support docs, video
transcripts
 Internal demand generation campaigns (like email
campaigns/webinars)

9. + 9
Brainstorming

10. + Sources/Tools Used – Recent 10
Keyword Project
 Corporate Website  Readwriteweb.com
 Company employees  Wikipedia
 YouTube
 Competitor Sites
 Corporate Site
 Related Video Descriptions
 Competitive Analysis Tools
 Category tags
 SEMRush.com
 Internal Messaging Documents From  Compete.com
Product Marketing
 iSpionage.com
 Corporate Twitter Accounts
 Opensiteexplorer.org
 Site Scraping Tools
 Keyword Expansion Tools
 Wordtracker
 Google Keyword Tool
 Google Keyword Tool
 Webconfs.com Keyword Density  Wordle.net

11. 11

12. 12

13. + 13
Brand

14. 14
Category
Complete Domination

15. VMware DominatesVirtualization& All
Related Phrases.
+
https://www.google.com/search?q=virtualizatio
n
15

16. 16
Trendy
PR, Facebook Lingo,
1

17. + 17
Legacy “Required”
Contact Center • Call Center
Accounting
Software
• Quickbooks
Interconnection
Ecosystem
•Data Center

18. + 18
CEO Pain Threshold
CEO Pain
Relevancy
Brand Trendy Category Legacy
1

19. + The End Result 19

20. + 20
Keyword Research – Metrics
Required of Analytics Team
 Paid Search – From SEM Campaigns
 Keyword expansion (given basic set of words)
 Volume
 Conversion Data
 Organic Traffic – From Analytics Tool
 Current referring keywords
 Webmaster Tools Data (Google)
 Search Queries (impressions)
 Clicks
 Link anchor text
 Internal Search Keywords
1

21. +
Added
Bonus
Material
@webmama
Handling Not Provided Keyword Information

22. + 22
Dreaded “Not Provided”
Brand NOPE!
Useful
1

23. + 23
1 - Referring Keyword Information
Use what‟s available. Map to „Not Provided‟.

24. + 24
2 - Other Search Engines
Bing and Yahoo Statistics

25. + Create an Advanced Segment to Look 25
Deeply at „Not Provided‟ Traffic
3 – Where are the People Landing?
4 – Is it Brand Traffic?

26. + 26
3 – Where are they landing?
Landing Page 1 Take „not
Shoe Traffic provided‟
Landing Page 2 information and
All Traffic map it the
Landing Page 3 same way
based on
Sock Traffic
landing page
Landing Page 4
BUT in
reverse.

27. + 27
Don‟t Forget Your
Recommendations to Marketing
Action – What can you do to make
those pages higher converting?

28. + 28
4 – Brand Keyword Performance -
Estimation
 Is the performance similar to Brand keyword search behavior in
paid
 Is the performance similar to Brand keyword search behavior in
„provided‟ keywords

29. + 29
5 - Special Cases
Online Applications
GEEKS  New or Returning Visitors
 Do you have an online
 Always logged in! applications where customers
are using search engines as
 IT product – they are in „not navigation devices
provided‟
B2B
 Metrics is trials/demos not sales
necessarily

30. + 30
6 – Paid Search

31. + 31
7 – Webmaster Tools - Queries
 Sort by Click – Shows Searches that Bring
the MOST Traffic

32. + 8 – Webmaster Tools - Queries 32
 Sort by CTR – Shows Success of Searches
That Brought Traffic

33. + 33
Questions to Ask About Queries
 Arethey qualified – from your keyword discovery
results?
 Are they the queries you expected?
 Are there any missing?

34. + 34
Value of Not Provided Visitor
Landing Page – Content Flow
(home page – exit page would be fine)
 Landson Home Page and moves on to download
demo = $??
 Lands/Moves On To White Paper Download = $??
 Lands on Job Page = $??

35. + Opportunities for
Flag
Improvement for
Content
Optimization, SEO
Components, Internal
Linking
Talk to Marketing and
Sales

36. 36
Obtaining for FREE the Value of
a Single Organic Search
Keyword is Becoming History
+
Sorry…..

37. + 37
Sources of Information on „Not
Provided‟
 AvinashKaushik – Smarter Data Analysis of Google‟s https (not
provided) change: 5 steps
http://www.kaushik.net/avinash/google-secure-search-keyword-
data-analysis/
 KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in
Google Analytics
http://blog.kissmetrics.com/unlock-keyword-not-provided/
 Me
 http://googlewebmastercentral.blogspot.com/2013/02/make-
most-of-search-queries-in.html

38. Thank You.
Barbara
Coll, CEO, WebMam
a.com
+Inc.
@webmama
38