Secrets to effective keyword selection

Secrets to Effective SEO Keyword Selection

Strategies for staying one step ahead of the rest

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Housekeeping Items

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1 Importance of Ranking High on Page 1 Current State of Digital Marketing

2 Keyword Selection Get to Page 1 with the right keywords for your business objectives

3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength

4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy

5 SEO Results Integrate consistent and thorough tracking into your marketing efforts

Webinar Agenda

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Currently, there are more than 4 billon searches/day

on Google

Courtesy: SEOmoz

1 What is at Stake? Search engine usage is growing rapidly

2012

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1 Can your potential customers find you?

eye-tracking studies demonstrate that the first few search results receive 60% of attention.

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Marketers continue to divert ad spend from traditional media to digital

1 Online Ad Spend is On the Rise

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1 Digital Marketing is driving lead generation

Source: First Annual Webmarketing123 Digital Marketing Survey

Comparing the most popular inbound marketing channels, Which makes the biggest impact on your lead generation goals?"

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Search marketing aims to broaden and shorten the sales funnel 1 How Search Affects Your Bottom Line

Introducers

Influencers

Closers

A

B

C

-  SEO: Broad/generic keyword searches -  Display advertising

-  Email marketing

-  Social media

-  Brand names -  Remarketing

-  Search advertising

-  Search marketing

-  Model numbers -  Branded terms

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Benchmark: where are you today?

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2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?

Visitor Bounce Rate?

•  Relevancy

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2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?

Visitor Bounce Rate?

•  Relevancy

Visitor Time on Site?

•  Engagement

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How are your current keywords stacking up? 2 Evaluate with the Keyword External Tool

https://adwords.google.com

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2 Determine Your Current Keyword Strength Are enough people searching on your target keyword phrases?

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2 Gauge Your Keyword Potential Conduct methodic keyword research

•  Iden;fy the keywords that are MOST relevant to your product or service

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•  Iden;fy the traffic on EACH keyword

2 Gauge Your Keyword Potential


Tip: Don’t choose keywords only by volume. Long tail keywords may correlate to intent to purchase

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Generic keywords

Long tail keywords


•  Use a MIX of generic and long-‐tail keywords


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•  Use a mix of keywords, represen;ng short, medium & longer term prospects


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•  Use a mix of keywords, represen;ng short, medium & longer term prospects

•  Cross check this list against trends


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3 An optimized website is arranged into silos Google’s algorithm prefers this architecture

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Develop a “mapping” document that targets 3-5 keywords per page 3 Target Keywords to Each Section of Your Site

•  Determine which keywords are best suited to each sec;on of your website

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Develop a “mapping” document that targets 3-5 keywords per page 3 Target Keywords to Each Section of Your Site


•  Assign each keyword to a page in each website sec;on

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•  Develop a cohesive theme across each page and sec;on

Distribute the keywords into Content Silos 3 Target Keywords to Each Page of Your Site

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•  Develop a cohesive theme across each page and sec;on

•  Use your keywords across your blog, press releases, whitepapers, etc establishing keyword relevance for them.

Distribute the keywords into Content Silos 3 Target Keywords to Each Page of Your Site





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4 3 keys to keyword optimization

•  On-‐Page Content

•  Naviga;on & Internal Linking Structure

•  Inbound Links

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Do:

•  Con;nue to develop fresh content to trigger search engine spiders and ranking upgrades.

4 Create Content for Search Engines to Read

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Do:


•  Add more content that includes your keyword phrases and is composed in a natural wri;ng style.


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Do:


•  Add more content that includes your keyword phrases and is composed in a natural wri;ng style.


Don’t:

•  Allow your website to be mostly based in Flash.

•  Have cluSered pages with no clear call to ac;on.

•  Overuse keywords. People will no;ce and so will the search engines!

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Page Titles are the most important page ranking factor!

4 On-Page Optimization Tips Set unique page titles

•  Include keywords at the start of your page ;tle

•  Use a clear and simple call-‐to-‐ac;on

•  Page Titles affect Click-‐through rates (CTR)

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Page Titles are the most important page ranking factor!

4 On-Page Optimization Tips Set unique page titles

•  Include keywords at the start of your page ;tle

•  Use a clear and simple call-‐to-‐ac;on

•  Page Titles affect Click-‐through rates (CTR)

Bad Example!

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4 On-Page Optimization Tips Define H1 tags and ALT tags

Define at the page level to allow maximum SEO benefit:

•  Layout

•  Length

•  Content

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4 On-Page Optimization Tips Define H1 tags and ALT tags

Set ALT Tags at the page-‐level, not image library level for maximum SEO benefit.

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3 Navigation & Linking Structure Organize content into silos to establish content themes

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4 Develop Navigation & Linking Structure Create “Good” URLs

How to accomplish:

•  Describe your content

•  Make it short

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How to accomplish:



•  Be sta;c, not dynamic

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How to accomplish:




•  Use descrip;ons, not numbers


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How to accomplish:




•  Use descrip;ons, not numbers

•  Use hyphens, not spaces

•  Throw out case-‐sensi;ve rules

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4 Create Inbound Links Links from other highly relevant websites, back to yours

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5 SEO Results Integrate consistent and thorough tracking into your marketing efforts

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Monitor improvement of your keyword rankings against competitors 5 Run Keyword Ranking Reports

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5 Engage in Keyword Testing Analyze well-performing vs. poor performing keywords and phrases

Determine ACTUAL VISITOR data:

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Analyze goal paths and completion rates 5 Construct a Regular Monitoring System

•  Traffic sources •  Landing page visits

•  Page visit dura;on •  New visits

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•  Select the right keywords for your business

Key Takeaways

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•  Optimize your keywords & strategize placement within your site content

Key Takeaways

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•  Undergo on-page keyword optimization to strengthen your key phrases

Key Takeaways

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•  Analyze well performing terms against your lead and conversion goals

Key Takeaways

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•  Analyze well performing terms against your lead and conversion goals

•  Know that SEO is an ongoing process with valuable rewards!

Key Takeaways

Request a Customized SEO Assessment Today and Qualify for a $50 Amazon.com Gift Card! Visit bit.ly/wm123seo

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What can you expect from speaking with one of our analysts?

-  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings?

-  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing

-  Comparison of different digital strategies: Paid Search, Organic Search, Social Media Marketing.

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Secrets to effective keyword selection

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