Keys to Keyword Discovery - For High Search Visibility
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Transcript of Keys to Keyword Discovery - For High Search Visibility
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Barbara Coll, CEOWebMama.com Inc.@webmama
#eMetricsSan Francisco 2013
Keyword Discovery
and ‘Damn’ How Do I Measure Success!
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Search Visibility
“SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013
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+CEO EGO
4+Factors Effecting Rankings
IP Address / Server Location
Click History paid or organic YouTube Images
Browsing History
Logged in?
Warning: Your computer may show different search results than my computer, or phone, or tablet, or …
Domain of Origin
Social Signals Who’s in your circles? What did you just tweet?
Device
Browser
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You Need to be VISIBLE Where Your Audience is SEARCHING
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Traditional Criteria
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And Domination of an Industry Category Across All Searchable Sites.
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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)
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Brainstorming
+ 10Sources/Tools Used – Recent Keyword Project Corporate Website
Company employees
YouTube Corporate Site Related Video Descriptions Category tags
Internal Messaging Documents From Product Marketing
Corporate Twitter Accounts
Site Scraping Tools
Google Keyword Tool
Webconfs.com Keyword Density
Readwriteweb.com
Wikipedia
Competitor Sites
Competitive Analysis Tools SEMRush.com Compete.com iSpionage.com
Opensiteexplorer.org
Keyword Expansion Tools Wordtracker Google Keyword Tool
Wordle.net
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Brand
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CategoryComplete Domination
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https://www.google.com/search?q=virtualization
VMware Dominates Virtualization & All Related Phrases.
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Trendy
PR, Facebook Lingo, 1
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Legacy “Required”
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CEO Pain Threshold
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Brand Trendy Category Legacy
CEO PainRelevancy
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The End Result
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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 Keywords1
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@webmama
Handling Not Provided Keyword Information
Click icon to add picture
Click icon to add pictureAdded Bonus
Material
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Dreaded “Not Provided”
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23+1 - Referring Keyword InformationUse what’s available. Map to ‘Not Provided’.
24+2 - Other Search EnginesBing and Yahoo Statistics
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3 – Where are the People Landing?
4 – Is it Brand Traffic?
Create an Advanced Segment to Look Deeply at ‘Not Provided’ Traffic
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3 – Where are they landing?
All Traffic
Shoe Traffic
Sock Traffic
Landing Page 1
Landing Page 2
Landing Page 3
Landing Page 4
Take ‘not provided’ information and map it the same way based on landing page BUT in reverse.
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Action – What can you do to make those pages higher converting?
Don’t Forget Your Recommendations to Marketing
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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
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5 - Special Cases
Always logged in!
IT product – they are in ‘not provided’
New or Returning Visitors Do you have an online
applications where customers are using search engines as navigation devices
GEEKS
Online Applications
B2B
Metrics is trials/demos not sales necessarily
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6 – Paid Search
Bid to the MAX
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7 – Webmaster Tools - Queries Sort by Click – Shows Searches that
Bring the MOST Traffic
+ 328 – Webmaster Tools - Queries Sort by CTR – Shows Success of
Searches That Brought Traffic
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Questions to Ask About Queries
Are they qualified – from your keyword discovery results?
Are they the queries you expected?
Are there any missing?
34+Value of Not Provided Visitor
Lands on Home Page and moves on to download demo = $??
Lands/Moves On To White Paper Download = $??
Lands on Job Page = $??
Landing Page – Content Flow(home page – exit page would be fine)
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Flag Opportunities for Improvement for Content Optimization, SEO Components, Internal Linking
Talk to Marketing and Sales
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Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History
Sorry…..
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Sources of Information on ‘Not Provided’
Avinash Kaushik – 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
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Thank You.Barbara Coll, CEO, WebMama.com Inc. @webmama