Drive Website Traffic with Effective Keywords Sonny Cohen Director of Internet Marketing Strategy
May 15, 2015
Drive Website Traffic
with
Effective Keywords
Sonny Cohen
Director of Internet Marketing Strategy
TRAFFIC SOURCES
�Where does website traffic come from?
SEARCH ENGINE MARKETING = SEO + PPC
�“Organic” Search Engine Marketing
– Search Engine Optimization or SEO
– Search Engine Page Position is based on a “relevance algorithm”
�Paid Search aka Pay-Per-Click aka PPC
– Search Engine Page Position is based on paid placement
– Live & continuous 24-hour position auction
SEARCH ENGINE RESULTS PAGE (SERP)
62% click on a search result on the first results page
90% click on a result on one of the first three pages(default is 10 results/page)
LANDING PAGES
LANDING PAGES
KEYWORDS
Paid vs. organic search engine referral traffic:
SEARCH ENGINES
Source: comScore Media Metrix & searchengineland.com April, 2008
SEARCH ENGINE MARKETING MISSION
� “We want our website to be found on search engines”
� (Beware of trick question)
�True? False?
SEARCH ENGINE MARKETING MISSION
�We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– To be prominent on search engines
SEARCH ENGINE MARKETING MISSION
� We Want:
– Important website pages (landing pages)
– To be prominent on search engines (SERPS)
– And for prospective visitors to click through to these importantpages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and meaningful objective (business case)
KEYWORDS
�Keywords = Words & Phrases• 2 -3 words are commonly searched
�Relevant to your organization
�Actually Searched
�Not Competitive
USE SEARCHED PHRASES
� Research whether people actually search for your keywords
Results pages from www.wordtracker.com
KEYWORD COMPETITION
� Keyword Competition
POPULATE SITE USING KEYWORDS
MEASURE
So how do YOU do this?
Workshop
Fire up your laptop
KEYWORD IDENTIFICATION TOOLS
DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
� Develop initial keyword inventory
– Brainstorm: for what keywords do you want to be found
– Scour your website content
– Review your website analytics for keyword referrals
– Review your Pay Per Click Campaigns (if applicable)
– Review (online) competitors’ websites content
• Alexa to find online competitors
• Search engines to see what sites currently rank for chosen keyword
• Examine Text content of competitors
• Examine Metatag content of competitors
– Build a research spreadsheet
DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
�Review your website analytics
DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY
KEYWORD EVALUATION
Pw = webcontent
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
KEYWORD EVALUATION
�Definitions
– Competition – A measurement number of web pages in the search engine (Google) index that contain the keyword phrase
– Count – A measurement of number of times a keyword is searched in the sample database of search engines used by Wordtracker
– Predict – A calculation of the number of times a keyword is predicted to be searched in the search engine (Google) in a 24 hour
period
– KEI – Keyword Effectiveness Index – A calculation of the effectiveness of a keyword for gaining search engine prominence
KEYWORD EVALUATION
KEYWORD EVALUATION
MEASURE
�Crafting Content
– Page Title
• Web Content Management, Internet Design and Developm ent | Duo ...
– Metatag – Content Description
• The premier conference for web content management . Two days of intimate, non-stop lectures, workshops, and roundtable discussions with some of the ...
– Metatag – Keywords
– Page Content
– URL Structure
• www.berrywebdesigns.com/chicago -content -management .html
MEASURE
MEASURE
Drive Website Traffic
with
Effective Keywords
Sonny Cohen
Director of Internet Marketing Strategy
MEASURE
� This session includes 2 parts. Part One will discuss keywords in the context of Search Engine Optimization. Part Two will be a workshop/tutorial.
� To actively participate in Part Two, you should have a computer with wireless connection and sufficient battery strength for about 1 hour.
� The online tool you will use requires a registration and a validcredit card for a 7 day FREE trial. You can cancel this registration at any time. Your credit card will not be charged within the 7 day FREE trial.
� If you do not have a computer or do not wish to register, slidessupporting the activity are presented. But we may move at a slower pace to accommodate workshop participants.