Search Keyword Analysis

Multiple Sources / Multiple Conversion Points

Barbara C. Coll, WebMama.com Inc

Brainstorming

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)

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.

Search Competition

Search Volume?It isn’t all about AdWords predictions

Live Search!

Keyword Buckets for SEO

Brand Trendy Category Legacy0

20

40

60

80

100

120

140

CEO PainRelevancy

Case StudyOn-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?

Analysis Performed at the Following Points

Product: ACCOUNTING SOFTWARE

Target: Accounting companies and in-house accountants

Keyword: ONLINE INVOICINGGut 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

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

Analysis? ConclusionClient

Keyword is a bad buy

Action Stop buying ‘online

invoicing’

Agency

Keyword is great, investigate why users are not turning into buyers. Not a lead generation problem.

Action Buy more related

terms

Measure

Keyword

Hit Landing Page

Fill out form

Download free trial

Use Product

Pay for subscription

3-month user

PAID!

Keyword

Enter Site

Wander Around

Go away

Come back through paid search

Download free trial

Use Product

Pay for subscription

3-month user

FREE!

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

Meta Description Tag:Keas is an Employee Wellness Program that

combines the best of social media and online games to create happier, healthier, more

engaged employees. It’s time your company joined the social wellness revolution.

Top Phrase:Employee Wellness Programs

Was it used?

Can You Guess the Top Keyphrase?

<title>Telx Simplifies Interconnection Services | Press Releases | News &amp; Events</title>

http://www.telx.com/Press-Releases/telx-simplifies-interconnection-services.html

How About In Content?

SEO Referring KeywordsGoogle 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:

GeographyReferring domain

You know where they landed You know where they went – what they did

Final ThoughtsSearch 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