7 steps to successful keyword strategy

Keyword Strategy

Agenda

• Recap of last workshop

• 7 Steps to Successful Keyword Strategy

• Useful Tools for Keyword Analysis

Call-To-ActionRecap

Conversion Optimisation

• Get clear on your message• Clear call-to-actions• Sales copy• Make sure call-to-actions stands out• Incentive to complete call-to-action• Good design• Testimonials, Photos, Media release -

credibility

Recap

Traffic sources

• Direct – typing your url• Referral – links from other websites• Natural search – organic • Paid search - ppc• Social media – FBook, Twitter, Linkedin• Direct emails

Recap

SERPRecap

SEO 101

• What is SEO?• Short tail vs long tail keywords• Keyword – volume and competiton• Onpage seo– Title, description, urls, alt tags

• Offpage seo– Quality and relevant backlinks

Recap

Steps towards SEO

1. Keyword research, finalise keywords2. Set SEO campaign targets – rankings, traffic and

conversion3. Write keyword focussed content 4. Ensure call-to-action and optimise conversion5. On-page SEO - one off6. Off-page SEO – on-going7. Track results on a monthly basis8. Analyse results and improve continuously

Recap

Today’s Focus – Keyword Strategy

1. Keyword research, finalise keywords2. Set SEO campaign targets – rankings, traffic and

conversion3. Write keyword focussed content 4. Ensure call-to-action and optimise conversion5. On-page SEO - one off6. Off-page SEO – on-going7. Track results on a monthly basis8. Analyse results and improve continuously

7 Steps to a Successful Keyword Strategy

Step 1 – Know Your Customers

• What’s their online behaviour?

• Buying process?

• Compare price? See how it works? DIY?– Examples – iPhone, Coffee machine

7 Steps to a Successful Keyword Strategy

Biz Decision : Who is my ideal customer?

Step 2 – Know Your Website

• What are your websites– Pages & Content– Call To Actions

• What Keywords are bringing search traffic– Use Google Analytics

7 Steps to a Successful Keyword Strategy

Step 2 – Know Your Website – Traffic Sources

7 Steps to a Successful Keyword Strategy

Step 2 – Know Your Website – Traffic Sources

7 Steps to a Successful Keyword Strategy

Step 2 – Know Your Website – Traffic Sources

7 Steps to a Successful Keyword Strategy

Step 3 – Know Your Keyword Types

7 Steps to a Successful Keyword Strategy

Type Comments ExamplesBrowse keywords Short,generic, huge volume,

competitiveLooking for information

Smart phones, accountants

Localised keywords

With suburb , city or country. Very important for location based business.

Plumber brunswick

Misspelled keywords

Sometimes misspelling are common

Colour vs colour, accomadation – 450,000 monthly search

‘How to’ keywords Users looking to learn How to calculate GSTBranded keywords Users who already know

your name or business nameOMate internet marketing

Adjective Top, best, cheap, hot, etc. Hot Indian foodLong tail Later stage of buying

process. High conversion.Nike basketball shoes Melbourne

Step 4 – Brainstorm Keywords

• Be Creative!

• Let it Flow!

• List down everything that comes to mind!

• TIP: Use MS Excel or equivalent – it will help with Grouping information

7 Steps to a Successful Keyword Strategy

Step 5 – Filter & Group Keywords

• Remove Irrelevant Keywords– Eg If you are positioning your product/service as

premium, eg keyword to remove : cheap– This helps with Lead Qualification

• Group List based on– Product/Service Type– Keyword Type

7 Steps to a Successful Keyword Strategy

Step 6 – Know Your Keyword Volume & Competition

• Using Google Keyword Analysis– Import or manually enter your Keyword List

– Use Broad Search Tool• To get suggestions on keywords you hadn’t thought of • Global vs Local• Competition = Google Ad-Words Competition

– Useful indicator for SEO

7 Steps to a Successful Keyword Strategy

Step 7 – Export, Analyse, & Shortlist

• Remove Keywords – with Low Volumes– which are Irrelevant• NOTE! Do NOT Remove if you don’t have Content.

– which are Highly Competitive• Look at the Google Search Results• Research their sites• Decide Whether to Compete

7 Steps to a Successful Keyword Strategy

Biz Decision : For highly competitive keywords, it will take longer to build your ranking – Is this worth competing for?

Test the Keywords

• Keyword List is a Living Document– Update periodically to keep pace with industry

and search trends

• Test them Using – PPC – Google Adwords

TEST!

Quick Review

1. Know Your Customer2. Know Your Website3. Know Your Keyword Types4. Brainstorm Keywords5. Filter & Group Keywords6. Know Your Keyword Volume & Competition7. Export, Analyse, & Shortlist

TEST!!!

7 Steps to a Successful Keyword Strategy

Google Trends/InsightsUseful Tools

Google Trends/InsightsUseful Tools

SEM RushUseful Tools

SEM RushUseful Tools

Word StreamUseful Tools

Word TrackerUseful Tools

WebConFSUseful Tools

Review

• Recap of last workshop

• 7 Steps to Successful Keyword Strategy

• Useful Tools for Keyword Analysis

Keyword Strategy

Thanks For Attending

Questions?