Search Marketing: Insights on keyword research and customer personas

See Daniel Burstein, Director of Editorial Content, MECLABS, interview Jacob Baldwin, Search Engine Marketing Manager, and Christina Brownlee, Director of Marketing Communications, One Call Now, and answer questions from the audience!

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Insights on keyword research and customer personasSearch Marketing:

Presenters

Christina BrownleeDirector of Marketing Communications

One Call Now@OneCallNow

Daniel BursteinDirector of Editorial Content

MECLABS@DanielBurstein

Jacob BaldwinSearch Engine Marketing Manager

One Call Now@OneCallNow

Join the conversation

#SherpaWebinar

Further Resources

Website Redesign: Message notification provider combines SEO with LPO, retargeting to drive 81% increase in conversion

Local SEO: How geotargeting keywords brought 333% more revenue

What is the Easiest Tactic to Improve SEO?

Content Marketing and SEO: The world doesn’t need another blog post

Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult

Challenge: Homepage before

Navigation

H1 tags wrong/missing

No long-tail, all very broad keywords targeted

Navigation

Calls to Action

Challenge: Vertical page before

No clear conversion path

H1 tags, keyword density lagging

Calls to Action

Navigation

Navigation

Navigation

Improving public relations

Increasing offline sales revenue

Integrating search marketing data with CRM and other marketing systems

Integrating search marketing analytics into a single dashboard

Increasing online sales revenue

Improving brand/product awareness or reputation

Integrating with social media

Achieving or increasing measurable ROI

Developing an effective and methodical strategy

Increasing lead generation

Increasing website traffic

11%

20%

20%

14%

44%

55%

38%

47%

27%

62%

72%

11%

17%

26%

27%

29%

31%

37%

39%

42%

48%

53%

Challenges from last 12 months Objectives for next 12 months

Increasing website traffic

Increasing lead gen

Develop a strategy

Increase measurable ROI

Integrate with Social Media

Improve Brand awareness

Increase online sales revenue

Integrate search marketing to a single dashboard

Integrate search marketing data with CRM or other systems

Increase offline sales revenue

Improve public relations

What is the most frustrating SEO challenge? What is the most important objective?

Challenges Objectives

Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530

“”– Jacob Baldwin

Adopted Mantra:

… the goal of marketing is not to persuade, it is to discover, educate and solve.

“Spock Project”: The four personas

www.openroadmedia.com

Humanistic Methodical Competitive Spontaneous

http://www.flickr.com/photos/kt http://www.flickr.com/photos/kthttp://www.flickr.com/photos/x-ray_delta_onehttp://www.flickr.com/photos/x-ray_delta_one

MARKETING DEPARTMENTS TRUST ATTASK

Visit attask.com/marketing to learn how AtTask kills the chaos of marketing work.

Visit: MECLABS.com/LastChance

Agenda Announcement

Jacob Baldwin Save $100

Save $10010 DAYS Left

Before August 31

Audience: Vertical level

Education BusinessReligious

SportsEmergency Management

Other

Audience: Sub vertical level

Education BusinessReligious

SportsEmergency Management

Other

K12

Higher Ed

Private

Online

Audience: Personas

Education BusinessReligious

SportsEmergency Management

Other

K12

Higher Ed

Private

Online

Audience: Personas

Education BusinessReligious

SportsEmergency Management

Other

K12

Higher Ed

Private

Online

Buy nowCase studies; white papers

Testimonials

Pricing information; Industry articles

Education BusinessReligious

SportsEmergency Management

Other

K12

Higher Ed

Private

Online

Creating a page structure that accommodates customer interest

Audience

Targeting content for personas

http://www.flickr.com/photos/x-ray_delta_one

Targeting content for personas

http://www.flickr.com/photos/kt

Targeting content for personas

http://www.flickr.com/photos/x-ray_delta_one

Content Production: Blog post

Company-related content

Industry-related content

What percentage of your SEO budget is allocated to each of the following line items?

Staff salaries and staff-related expenses

Agency, consultancy, or other outsourced services

For-fee SEO marketing and analytics tools

Other expenses directly related to SEO

47%

22%

11%

14%

Source: ©2013 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded February 2013, N=583

Search Optimization

199.16% more traffic generated than 4 keyword searches

20.41% higher conversion rate than 3 word keyword searches

Stage 1: 5,000 Keywords from a consultant

List of 5,000 keywords from

consultant

http://www.flickr.com/photos/horiavarlan

Stage 2: Filter through keywords

Picked keywords based on:∙ search traffic

∙ competition level ∙ relevancy to specific

vertical

http://www.flickr.com/photos/aslakr

Stage 3: Monitor changes in performance levels

Monitor general keyword performance levels

Traffic Trendline for “Automated Calling System”

18 Month Period

Expanding Content Offering

Keyword Maps: Optimized Elements

Meta descriptions

Keyword Maps: Optimized Elements

“Meeting”

“Appointment”

“Conference” Use of strong tags to highlight keywords in the body copy

Keyword Maps: Optimized Elements

“Protect, Inform, Engage Students, Parents and Staff”

Page Title

Keyword Maps: Optimized Elements

Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”

Image Alt Tags

Keyword Maps: Optimized Elements

Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”

Use of H1 Tags

Keyword Maps: Optimized Elements

Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”

URL Structure

Keyword Maps: Optimized Elements

Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”

Keyword Density

Measuring Metrics

Remarketing Ads: Targeted ads, religion

Relevant picture

Vertical: Religious

Sub-vertical: Churches

Remarketing Ads: Targeted ads, education

Relevant picture

Vertical: Education

Sub-vertical: K-12

Remarketing Ads: Targeted ads, businesses

Relevant picture

Vertical: Business

Sub-vertical: Consumer relations

Vertical: None

Sub-vertical: None

Remarketing Ads: General banner ad

Relevant picture

Remarketing Ads: General banner ad

Relevant picture

Consistently the top performer!

Conversion Optimization: Call to action panel

7 Calls to Action 3 Calls to Action

Conversion Optimization: Call to action panel

6 Calls to Action 3 Calls to Action

Conversions nearly doubled (3,801 in 2011 vs. 6,902 in 2012)

Conversion Optimization: Call to action panel

6 Calls to Action 3 Calls to Action

Requests for a quote

3 Calls to Action 4 Calls to Action

Conversion Optimization: Call to action panel

Conversion Optimization

“The number of free trials remained high, and the number of RFQ completions began blowing last year’s numbers out of the water.”

– Jacob Baldwin

4 Calls to Action

Results: April 2011 – April 2012

Conversion activity 81%

Paid Search Traffic 48.7%

Organic Search 32.3%

Revenue from Web-related activity 24%

Overall traffic 9.3%

Top 3 Takeaways

1. Perfection is impossible

2. Driving online conversion is critical in building in conversion and lead attribution

3. Never compromise user experience for internal processes

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2

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