digital marketing: the science behind keyword selection

Denise Maling EVP, Client Services

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Presentation

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Atlanta Dallas

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Amplified. Digital Marketing Performance

ATTRACT ENGAGE

CONVERT

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

AWARD-WINNING MARKETING & UX DESIGN

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

WHERE YOU’VE SEEN US

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

FEATURED CLIENTS & ATTENDEES

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Source: GoogleInsights

Customer Journey Channel Roles(Assist vs. Conversion)

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

66%

45%

51%

59%

76%

35%

34%

55%

49%

41%

24%

65%

Social

Organic Search

Paid Search

Email

Display

Direct

1.  Competitive Intelligence 2.  High volume keywords 3.  Relevancy 4.  Intent 5.  Actual Selection

The Science Behind KEYWORD

SELECTION

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

5 Key Elements To Keyword Selection

þ Single-word terms þ Terms that are too broad, and not

focused on what you offer þ Terms that are industry specific

3 Common Mistakes to Avoid The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Determine Your Current Keyword Strength

Existing Keywords

Keyword Potential

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

1.  Increase Traffic 2. Drive Brand Awareness 3. Generate Leads

What’s Your Goal? The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

89.82% of people click links on the first page of search results.

Key search behavior facts we know…

Source: Wordstream

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Competitive Intel

Identify Your Top 3 Competitors

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Site Comparison The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

What To Look For:

1.  Keywords competitors rank for & you don’t 2.  Keywords you rank for & competitors don’t 3.  Volume of branded key terms

Competitive Intel The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Site (A)

Competitive Intel The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Site (B)

TAKAEWAY: Use common sense. Don’t

chase. Verify.

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Identify High Volume Keywords

Identify Voluminous Keywords The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Company Ranking for High Volume Keywords

TAKAEWAY: Getting to Position #1 with

less volume creates an easier opportunity to get there.

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Relevancy

Always Keep the Goal in Mind

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Filter for Relevance The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

What To Look For:

1.  Do you have content on your site that speaks to the keyword?

2.  If you were a potential customer would this keyword be worth writing content for?

3. Is your keyword industry or service related?

When Choosing Relevant Keywords…

Tip 1: Choose keywords that are relevant to your products, services & content. Tip 2: Keywords must accurately describe your content. Visitors will skim your website and leave because they can’t find what they’re looking for.

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Relevant Keywords

Company With Highly Relevant Terms

TAKAEWAY: Be sure to geo-modify and

add localization.

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Intent

Build Your Customer Personas

•  Demographics •  Lifestyle •  Need

•  Technology involvement •  Goals and challenges •  And more…

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Define Target Audience

Responsible for budget and support. New Platform = headaches Needs to safeguard team

Interest Level: High

Psychographic: Dubious Role: Gate Keeper

CIO “Skeptic 3.0”

CMO “Loud and Clear”

VP of Sales “Let’s Do This!”

Branding and supporting sales Needs compliance

Consistency

Interest Level: Low Psychographic: Control Role: Brand Champion

200 member team Wants new way to nurture leads

Needs can’t fail tools

Interest Level: High Psychographic: Enthusiastic / fearful

Role: Driver

B2B MA Personas The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

What is Your Target Audience Searching for?

Answer The Following Questions:

1.  Do we show how we are different? 2.  Is trust an issue with our service? 3.  What are customers trying to accomplish?

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Customer Journey The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Avoid friction & guide customers to easily navigate where they want to go.

High Intent Keywords The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Company With High Intent Keywords

TAKAEWAY: Will this person buy based on

this keyword?

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Keyword Selection

What Makes A Keyword Highly Effective? þ Competitor’s keywords

þ More specific – less broad þ Relevancy þ  Intent

The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Final Selection The Science Behind KEYWORD

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Well Defined List

TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015

1.  It is not just about volume 2. Relevancy is about your customer and what they’re looking for 3. Take time to research so your list of keywords is solid and offers

a measureable ROI and new customers

The Science Behind KEYWORD

SELECTION

THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

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•  Blended Rank •  Keyword Volume •  Page Rank •  30-Minute consultation

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