How to find and categorize keywords for seo and paid search usage. Bucket keywords into: brand, category, legacy (have to use the legacy words), trendy (the ones PR wants). Presented at emetrics Chicago with Dana Todd who spoke about enterprise-level keyword analysis.

1. Barbara C. Coll, WebMama.com Inc
June 2012

3. Brainstorming

4. 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
(http://www.vmware.com)
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.

5. Live Search!
[personalized, localized, history, customized]
[Call your Aunt, Mum, Roommate, Colleague]

6. Keyword Buckets for SEO
140
120
100
80 CEO Pain
60 Relevancy
40
20
0
Brand Trendy Category Legacy

8. Analysis Performed at the
Following Points
Product: ACCOUNTING SOFTWARE
Target: Accounting companies and in-house accountants
Keyword: 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

9. Metrics Reviewed
Excellent Conversion
Conversion Point:
PAID KEYWORD  LANDING PAGE
______________________________________
Excellent Conversion
Conversion Point:
LANDING PAGE  FORM FILLED OUT
______________________________________
No Conversions
Conversion Point:
FORM FILLED OUT  FREE TRIAL DOWNLOADED
______________________________________

10. Metrics Reviewed
 Months Later: Excellent Conversion
Conversion Point:
DOWNLOAD  PRODUCT USAGE
___________________________________
 30-days after: Minimal Conversions
Conversion Point:
PRODUCT USAGE  PAID SUBSCRIPTIONS
___________________________________

11. Analysis? Conclusion
Client Agency
 Keyword is a badbuy  Keyword is
great.[Investigate why
users are not turning into
buyers. Not a lead
generation problem.]
____________________
 Action  Action
Stop buying ‘online Buy more related terms
invoicing’

12. Measure
Hit Landing Page
Fill out form
Download free trial
Keyword
Use Product
Pay for subscription
3-month user

13. Top Phrase:
Employee Wellness Programs
Was it used?

14. Can You Guess the Keyphrases?

15. 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, WebMama.com Inc.
bcoll@webmama.com