Transcript The Power of Keywords

The Power of Keywords:
Convert More Customers Online
Broad
Florist
Flowers
Fresh flowers
Narrow
London florist
Roses
Hybrid tea Rose
Hybred tea rose
Key
Keywords
Create
Words
Key
Refine
Use
=
Results
A significant word in the abstract, title,
subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrd
A significant word in the abstract, title,
subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrd
Which can be used as a search term in a
free-text or natural language search
A keyword is…
A word in the
abstract,
title, subject
or text used
by libraries
to classify
documents
A word used
by a search
engine to
classify and
rank
relevant
web pages
A keyword
is…
Keyword
A word a
company
believes
relevant
to the
features
users seek
A word a user
believes
relevant
to the
benefits
they are
seeking
Which to use?
Words
that get
you to the
top of the
search
engine
results?
Words that
get you
fewer,
but more
qualified
visitors?
88% conduct some sort of online
research prior to making a purchase
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67% of these researchers use
search engines to help
Source: Harris Interactive and iCrossing survey of 2,322 US adults
Pink Rose Bouquet (s)
Rose of
the
month
London Rose Bouquets
Long Stemmed Pink Roses
Create Keywords
List From:
Company & Product Names,
Customer Question Wording
(misspellings),
Industry Terms,
Offline Marketing,
Geography
Expand Keyword
Lists Using:
Search Count & Suggestion Tools,
Site Visitor Logs,
Competitive Analysis,
Misspellings, etc.
Suggested Alternatives
Yield Exceptional Results
“Motel Our
City”
11 Searches
“Accommodation
Our City”
104 Searches
Final Keywords List:
500-1,000 Words
Mispelings are also key
sources of traffic
• video email
• videoemail
196 Daily
Searches
183,000 Sites
using that
keyword
122 Daily
Searches
19,900 Sites
using that
keyword
Final Keywords List:
500-1,000 Words
We Recommend
Outsourcing
SEM Specialists outperform
In-house Marketing
Keywords
Refined
Nearly 3 to 1
Source: Marketing Sherpa 2005 survey of 3,271 marketers
Outsource:
110%
More
Traffic
Keyword:
“Test”
In-house:
38%
More
Traffic
Red Rose Bouquet
sales tracked back
to a page
on extending
the life of
cut flowers
Fastest Way
to Test?
A Pay Per Click campaign will
test keyword effectiveness
quickly & inexpensively
Analytics Tools
Reveal If:
The call to action matches the keyword,
landing page matches the keyword,
visitors get to the right pages
• Calendars
Add or change
keywords
seasonally to
keep fresh and
attract spiders
July Rose Specials
• Maps
Use geography
as keywords
& add it to
keyword
phrases
Toronto Rose
Grower
Keyword research is key to success of:
On-page Search Engine Optimization
Off-page linking strategies
Pay Per Click advertising
Online sales conversion
Uses
Expand Site Content
Uses
Expand Site Content
Add Link Partners
Uses
Expand Site Content
Add Link Partners
Articles,
Blog Entries
& Press
Releases
uses
Expand Site Content
Improve
Conversion
Percentages
Add Link Partners
Uses
Articles,
Blog Entries
& Press
Releases
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