wsi - lead generation
Post on 09-May-2015
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Online Lead generation
3 steps to success
Market research using
keywords
Market research using
keywords
Paid Search advertising Paid Search advertising
Get found in Google
Get found in Google
Market research Keywords are the blueprint
Pay-Per-ClickBanner Ads
Press Releasese-mail Campaigns
Link Building
Offline Marketing
Search
Copywriting
20%
23%
22%
15%9%
5%
6%
How People Search?
1 Word
2 Words
3 Words
4 Words
5 Words
6 Words
7+ Words
The Keyword Buying Cycle
Keywords Help You Understand
Keyword research takes time
ResearchResearch
AnalyseAnalyse
DiscardDiscard
EvaluateEvaluate
DocumentDocument
Brainstorming KeywordsWhat is the
average customer
searching for?
What is the average customer
searching for?
What solutions do I provide?
What solutions do I provide?
What questions are
my visitors asking?
What questions are
my visitors asking?
What are my visitors trying
to accomplish?
What are my visitors trying
to accomplish?
What related categories can
I find in search?
What related categories can
I find in search?
Are there any relevant
geographic phrases?
Are there any relevant
geographic phrases?
What are the industry terms & glossaries?
What are the industry terms & glossaries?
What can I find in thesaurus?
What can I find in thesaurus?
What terminology describes the
problems I solve?
What terminology describes the
problems I solve?
Find Core Terms First
Must beMust be Are NotAre Not
BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing
BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing
2 or 3
words2 or 3
words
Represents
page topicRepresents
page topic
Relevant
qualifiersRelevant
qualifiers
Single wordSingle word
Overly
broadOverly
broad
Map Out Site Content by Keyword Phrase
Core Term Qualifiers
beauty supplybeauty supply
natural beauty supplie
s
natural beauty supplie
s
discount beautysupply Supply
discount beautysupply Supply
beauty supply store
beauty supply store
beauty supplie
s
Segmenting Keywords
Research
Info Buy
Shop
•Looking for general information•Don’t know what they want•Optimise on higher-level category pages & articles
•Looking for education•How-To & other informational queries
•Optimise on blogs & article pages
•Have specific product in mind
•Looking for trustworthy place to buy
•Optimise on specific product pages
•Have narrowed down to product type
•Comparing features•Optimise on category & comparison pages
Keyword Segmenting for Info Sites & Blogs
Beauty productsFacial cleanersHair styles
Dry skin remedyOrganic shower gelLook youngerReduce irritationEnvironmentally friendlyAll natural
1
2
3
Broad Topics
Specific Desires
Immediate concerns
keyword ROI1 Keyword
TravelWedding
2 KeywordsTravel packages
Wedding locations
3 KeywordsDiscount travel packages
Outdoor wedding locations
4 KeywordsDiscount travel packages HawaiiOutdoor wedding locations Cape
5 keywordsDiscount travel packages Honolulu HawaiiOutdoor wedding locations Clifton Cape
6+ KeywordsDiscount adventure travel packages Honolulu
HawaiiOutdoor beach wedding locations Clifton
Cape
Traffic
Excellent
Great
Good
Low
Poor
Conversion
Poor
Low
Good
Great
Excellent
Free Keyword Tools• Google Wonder Wheel
• SEO.Book.com
• Labs.wordtracker.com
• Freekeywords.wordtracker.com
• WSI Power Search
Google Wonder wheel
Google Wonder wheel
Google Wonder wheel
Google Wonder wheel
Google Wonder wheel
www.freekeywords.wordtracker.com
Labs.wordtracker.com
www.labs.wordtracker.com
www.labs.wordtracker.com
• Market Research
• 2-3 word phrases
• Target audience needs
• Qualifiers/intent keywords
• Segment into niches
Keyword review
Paid Search Advertising
What is it?What is it?Why use it?Why use it?
What is PPC?
•4 line Ad4 line Ad•No graphicsNo graphics•All have same spaceAll have same space•Bid for positionBid for position•Display when people Display when people searchsearch•Lead to landing pageLead to landing page
Why Use PPC?It’s like taking an ad in It’s like taking an ad in the newspaperthe newspaper
&&only paying when only paying when someone reads itsomeone reads it
What makes a Successful PPC Ad?
3Write enticing copyWrite enticing copywith distinct offerswith distinct offers
1Pay for ROI-generating
positions
2 Make clear keyword Make clear keyword matchesmatches
4 Use brand recognitionUse brand recognition
5 Create display URLsCreate display URLs
Sale on all HDTV’s30% off sale on all HDTV models!Limited time! Get free shipping too!
www.recognisedbrand.com/HDTVs
Bid on Bid on competitors competitors brandsbrands
Search engine optimisation - 101
All you need to know about SEOAll you need to know about SEO
An SEO makeover gets you noticed
Indexed pagesIndexed pages
RankingsRankings
VisitorsVisitors
ConversionsConversions
Search engines are stupid
Don’t make me think
Don’t make me think
Can’t tell intent to determine Can’t tell intent to determine relevancerelevance
SEO CONSISTS OF:on-page on-page optimisationoptimisation
www.wsiom.co.za/social-media
•Keywords•Heading•Sub headings•Text
1 URL Factors
2 On-Page Factors
SEO CONSISTS OF:on-page on-page optimisationoptimisation
www.wsiom.co.za/social-media
off-page off-page optimisationoptimisation
•Directories
•Blogs
•Press Releases
•Articles
•Social sites
Links Build Ranking MomentumLinks Build Ranking Momentum
Links are the Highway of the Links are the Highway of the WebWeb
Used Car
Sales
Used Car
Sales
Low mileage BMW
2005 Lexus2005 Lexus
Pre-owned Audi
Pre-owned Audi
Buy used
Mercedes
Buy used
Mercedes
Click HereClick Here
Power of anchor text
Landing PageLanding Page
Wedding Dresses
Authority Site
Wedding dresses
Wedding Dresses
Blog Site
Wedding Dresses
Directory Site
Hey GoogleBoost rankings for “wedding dresses”
www.eliance.com
PPc & Seo Roundup
Organic vs. Organic vs. PaidPaid
CostCost ClicksClicks
Expected PPC Clicks @ Fixed Cost
Initial search results
Lower maintenance
Facebook Advertising
Facebook Advertising
Facebook Advertising
Facebook Advertising
Facebook Advertising
Facebook ads work great — if you've already got fans on the network
• Bid your search position
• Optimise for 2-3 word phrases
• Get in-bound links
• Facebook Ads
Lead generation roundup
Questions on Lead Questions on Lead GenerationGeneration
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