the power of keywords: convert more customers online
Post on 28-Dec-2015
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Broad
FloristFlorist
FlowersFlowers
Fresh flowersFresh flowers
Narrow
London floristLondon florist
RosesRoses
Hybrid tea RoseHybrid tea Rose
Hybred tea roseHybred tea rose
KeywordsCreateCreateCreateCreate
RefineRefineRefineRefine
UseUseUseUse ====
WordsWordsWordsWords
KeyKeyKeyKey
KeyKeyKeyKey
ResultsResultsResultsResults
A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrdkē ' wûrd
A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrdkē ' wûrd
A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrdkē ' wûrd
Which can be used as a search term in ain a free-text or natural language searchsearch
A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of
an entry in a bibliographic database
kē ' wûrdkē ' wûrd
Which can be used as a search term in ain a free-text or natural language searchsearch
A word in the A word in the abstract, abstract,
title, subject title, subject or text used or text used by by librarieslibraries to to classifyclassify documentsdocuments
A word used A word used by a by a search search engineengine to to
classify and classify and rankrank
relevantrelevantweb pagesweb pages
A keyword is…A keyword is…
A word a A word a companycompany believes believes relevant relevant to the to the
featuresfeatures users seekusers seek
A word A word a usera user believes believes relevant relevant
to the to the benefitsbenefits they are they are seekingseeking
KeywordA keyword is…A keyword is…
Words Words that get that get you to the you to the top of the top of the search search engine engine results?results?
Words that Words that get you get you fewer, fewer,
but more but more qualified qualified visitors?visitors?
Which to use?Which to use?
Source: Harris Interactive and iCrossing survey of 2,322 US adultsSource: Harris Interactive and iCrossing survey of 2,322 US adults
88%88% conduct some sort of online conduct some sort of online research prior to making a purchaseresearch prior to making a purchase
rē ' sûrchrē ' sûrch
67%67% of these researchers use of these researchers use search engines to helpsearch engines to help
Pink Rose Bouquet (s)Pink Rose Bouquet (s)
London Rose BouquetsLondon Rose Bouquets
Long Stemmed Pink RosesLong Stemmed Pink Roses
Rose of Rose of the the
month month
Create Keywords Create Keywords List From:List From:
Company & Product Names, Company & Product Names, Customer Question Wording Customer Question Wording
(misspellings),(misspellings),Industry Terms,Industry Terms,
Offline Marketing,Offline Marketing,GeographyGeography
Expand Keyword Expand Keyword Lists Using:Lists Using:
Search Count & Suggestion Tools,Search Count & Suggestion Tools,Site Visitor Logs,Site Visitor Logs,
Competitive Analysis,Competitive Analysis,Misspellings, etc.Misspellings, etc.
Suggested Alternatives Yield Exceptional Results
““Motel Motel Our Our CityCity””
1111 Searches Searches
““Accommodation Accommodation Our CityOur City””
104104 Searches Searches
Final Keywords List:Final Keywords List:500-1,000 Words500-1,000 Words
MispelingsMispelings are also key are also key sources of trafficsources of traffic
• video emailvideo email
196196 Daily Daily SearchesSearches
183,000183,000 Sites Sites using that using that keywordkeyword
• videoemailvideoemail
122122 Daily Daily SearchesSearches
19,90019,900 Sites Sites using that using that
keywordkeyword
Final Keywords List:Final Keywords List:500-1,000 Words500-1,000 Words
We Recommend We Recommend OutsourcingOutsourcing
SEM Specialists SEM Specialists outperformoutperform In-house MarketingIn-house Marketing
Source: Marketing Sherpa 2005 survey of 3,271 marketersSource: Marketing Sherpa 2005 survey of 3,271 marketers
Keywords Keywords RefinedRefined
Keywords Keywords RefinedRefined
NearlyNearly 3 to 1 3 to 1
Keyword: Keyword: “Test”“Test”
Keyword: Keyword: “Test”“Test”
Outsource:Outsource:110%110% MoreMoreTrafficTraffic
In-house:In-house:38%38% MoreMore
TrafficTraffic
Red Rose BouquetRed Rose Bouquetsales tracked back sales tracked back to a page to a page on extendingon extendingthe life of the life of cut flowerscut flowers
Fastest WayFastest Wayto Test?to Test?
Fastest WayFastest Wayto Test?to Test?
A Pay Per Click campaign will A Pay Per Click campaign will test keyword effectivenesstest keyword effectiveness
quickly & inexpensivelyquickly & inexpensively
Analytics Tools Analytics Tools Reveal If:Reveal If:
Analytics Tools Analytics Tools Reveal If:Reveal If:
The call to action matches the keyword,The call to action matches the keyword,landing page matches the keyword,landing page matches the keyword,
visitors get to the right pagesvisitors get to the right pages
• CalendarsCalendars Add or change Add or change
keywords keywords seasonally to seasonally to keep fresh and keep fresh and attract spidersattract spiders
July Rose SpecialsJuly Rose Specials
• MapsMapsUse geography Use geography
as keywords as keywords & add it to & add it to
keyword keyword phrasesphrases
Toronto Rose Toronto Rose GrowerGrower
UsesUsesUsesUses
Keyword research is key to success of:Keyword research is key to success of: On-page Search Engine OptimizationOn-page Search Engine Optimization
Off-page linking strategiesOff-page linking strategies Pay Per Click advertisingPay Per Click advertisingOnline sales conversionOnline sales conversion
usesusesusesuses
Add Link PartnersAdd Link Partners Expand Site ContentExpand Site Content
Articles,Articles,Blog EntriesBlog Entries
& Press & Press Releases Releases
UsesUsesUsesUses
Add Link PartnersAdd Link Partners
ImproveImproveConversion Conversion PercentagesPercentages
Expand Site ContentExpand Site Content
Articles,Articles,Blog EntriesBlog Entries
& Press & Press Releases Releases
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