Secrets to Effective SEO Keyword Selection Strategies for staying one step ahead of the rest Toll: +1 (951) 266-6123 Access Code: 678-701-430 @webmarketing123 facebook.com/webmarketing123
May 17, 2015
Secrets to Effective SEO Keyword Selection
Strategies for staying one step ahead of the rest
Toll: +1 (951) 266-6123 Access Code: 678-701-430
@webmarketing123
facebook.com/webmarketing123
@webmarketing123
Are the slides available? Yes! Just email us at [email protected]
Housekeeping Items
@webmarketing123
Are the slides available? Yes! Just email us at [email protected]
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Housekeeping Items
@webmarketing123
Are the slides available? Yes! Just email us at [email protected]
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Request a Customized SEO Assessment Today and Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
Housekeeping Items
@webmarketing123
1 Importance of Ranking High on Page 1 Current State of Digital Marketing
2 Keyword Selection Get to Page 1 with the right keywords for your business objectives
3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength
4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy
5 SEO Results Integrate consistent and thorough tracking into your marketing efforts
Webinar Agenda
@webmarketing123
Currently, there are more than 4 billon searches/day
on Google
Courtesy: SEOmoz
1 What is at Stake? Search engine usage is growing rapidly
2012
@webmarketing123
1 Can your potential customers find you?
eye-tracking studies demonstrate that the first few search results receive 60% of attention.
@webmarketing123
Marketers continue to divert ad spend from traditional media to digital
1 Online Ad Spend is On the Rise
@webmarketing123
1 Digital Marketing is driving lead generation
Source: First Annual Webmarketing123 Digital Marketing Survey
Comparing the most popular inbound marketing channels, Which makes the biggest impact on your lead generation goals?"
@webmarketing123
Search marketing aims to broaden and shorten the sales funnel 1 How Search Affects Your Bottom Line
Introducers
Influencers
Closers
A
B
C
- SEO: Broad/generic keyword searches - Display advertising
- Email marketing
- Social media
- Brand names - Remarketing
- Search advertising
- Search marketing
- Model numbers - Branded terms
@webmarketing123
1 Importance of Ranking High on Page 1 Current State of Digital Marketing
2 Keyword Selection Get to Page 1 with the right keywords for your business objectives
Webinar Agenda
@webmarketing123
Benchmark: where are you today?
@webmarketing123
2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?
Visitor Bounce Rate?
• Relevancy
@webmarketing123
2 Identify the Keywords that Bring You Traffic How well are your keywords performing with searchers?
Visitor Bounce Rate?
• Relevancy
Visitor Time on Site?
• Engagement
@webmarketing123
How are your current keywords stacking up? 2 Evaluate with the Keyword External Tool
https://adwords.google.com
@webmarketing123
2 Determine Your Current Keyword Strength Are enough people searching on your target keyword phrases?
@webmarketing123
2 Gauge Your Keyword Potential Conduct methodic keyword research
• Iden;fy the keywords that are MOST relevant to your product or service
@webmarketing123
• Iden;fy the traffic on EACH keyword
2 Gauge Your Keyword Potential
• Iden;fy the keywords that are MOST relevant to your product or service
Tip: Don’t choose keywords only by volume. Long tail keywords may correlate to intent to purchase
@webmarketing123
2 Gauge Your Keyword Potential
Generic keywords
Long tail keywords
• Iden;fy the traffic on EACH keyword
• Use a MIX of generic and long-‐tail keywords
• Iden;fy the keywords that are MOST relevant to your product or service
@webmarketing123
2 Gauge Your Keyword Potential
• Iden;fy the traffic on EACH keyword
• Use a MIX of generic and long-‐tail keywords
• Use a mix of keywords, represen;ng short, medium & longer term prospects
• Iden;fy the keywords that are MOST relevant to your product or service
@webmarketing123
2 Gauge Your Keyword Potential
• Iden;fy the traffic on EACH keyword
• Use a MIX of generic and long-‐tail keywords
• Use a mix of keywords, represen;ng short, medium & longer term prospects
• Cross check this list against trends
• Iden;fy the keywords that are MOST relevant to your product or service
@webmarketing123
1 Importance of Ranking High on Page 1 Current State of Digital Marketing
2 Keyword Selection Get to Page 1 with the right keywords for your business objectives
3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength
Webinar Agenda
@webmarketing123
3 An optimized website is arranged into silos Google’s algorithm prefers this architecture
@webmarketing123
Develop a “mapping” document that targets 3-5 keywords per page 3 Target Keywords to Each Section of Your Site
• Determine which keywords are best suited to each sec;on of your website
@webmarketing123
Develop a “mapping” document that targets 3-5 keywords per page 3 Target Keywords to Each Section of Your Site
• Determine which keywords are best suited to each sec;on of your website
• Assign each keyword to a page in each website sec;on
@webmarketing123
• Determine which keywords are best suited to each sec;on of your website
• Assign each keyword to a page in each website sec;on
• Develop a cohesive theme across each page and sec;on
Distribute the keywords into Content Silos 3 Target Keywords to Each Page of Your Site
@webmarketing123
• Determine which keywords are best suited to each sec;on of your website
• Assign each keyword to a page in each website sec;on
• Develop a cohesive theme across each page and sec;on
• Use your keywords across your blog, press releases, whitepapers, etc establishing keyword relevance for them.
Distribute the keywords into Content Silos 3 Target Keywords to Each Page of Your Site
1 Importance of Ranking High on Page 1 Current State of Digital Marketing
2 Keyword Selection Get to Page 1 with the right keywords for your business objectives
3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength
4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy
@webmarketing123
Webinar Agenda
@webmarketing123
4 3 keys to keyword optimization
• On-‐Page Content
• Naviga;on & Internal Linking Structure
• Inbound Links
@webmarketing123
Do:
• Con;nue to develop fresh content to trigger search engine spiders and ranking upgrades.
4 Create Content for Search Engines to Read
@webmarketing123
Do:
• Con;nue to develop fresh content to trigger search engine spiders and ranking upgrades.
• Add more content that includes your keyword phrases and is composed in a natural wri;ng style.
4 Create Content for Search Engines to Read
@webmarketing123
Do:
• Con;nue to develop fresh content to trigger search engine spiders and ranking upgrades.
• Add more content that includes your keyword phrases and is composed in a natural wri;ng style.
4 Create Content for Search Engines to Read
Don’t:
• Allow your website to be mostly based in Flash.
• Have cluSered pages with no clear call to ac;on.
• Overuse keywords. People will no;ce and so will the search engines!
@webmarketing123
Page Titles are the most important page ranking factor!
4 On-Page Optimization Tips Set unique page titles
• Include keywords at the start of your page ;tle
• Use a clear and simple call-‐to-‐ac;on
• Page Titles affect Click-‐through rates (CTR)
@webmarketing123
Page Titles are the most important page ranking factor!
4 On-Page Optimization Tips Set unique page titles
• Include keywords at the start of your page ;tle
• Use a clear and simple call-‐to-‐ac;on
• Page Titles affect Click-‐through rates (CTR)
Bad Example!
@webmarketing123
4 On-Page Optimization Tips Define H1 tags and ALT tags
Define at the page level to allow maximum SEO benefit:
• Layout
• Length
• Content
@webmarketing123
4 On-Page Optimization Tips Define H1 tags and ALT tags
Set ALT Tags at the page-‐level, not image library level for maximum SEO benefit.
@webmarketing123
3 Navigation & Linking Structure Organize content into silos to establish content themes
@webmarketing123
4 Develop Navigation & Linking Structure Create “Good” URLs
How to accomplish:
• Describe your content
• Make it short
@webmarketing123
4 Develop Navigation & Linking Structure Create “Good” URLs
How to accomplish:
• Describe your content
• Make it short
• Be sta;c, not dynamic
@webmarketing123
How to accomplish:
• Describe your content
• Make it short
• Be sta;c, not dynamic
• Use descrip;ons, not numbers
4 Develop Navigation & Linking Structure Create “Good” URLs
@webmarketing123
4 Develop Navigation & Linking Structure Create “Good” URLs
How to accomplish:
• Describe your content
• Make it short
• Be sta;c, not dynamic
• Use descrip;ons, not numbers
• Use hyphens, not spaces
• Throw out case-‐sensi;ve rules
@webmarketing123
4 Create Inbound Links Links from other highly relevant websites, back to yours
@webmarketing123
1 Importance of Ranking High on Page 1 Current State of Digital Marketing
2 Keyword Selection Get to Page 1 with the right keywords for your business objectives
3 Keyword Mapping Designate keywords to different pages of your site for optimal SEO strength
4 Keyword Optimization Conduct competitive analysis and engage in on-page optimization strategy
5 SEO Results Integrate consistent and thorough tracking into your marketing efforts
Webinar Agenda
@webmarketing123
Monitor improvement of your keyword rankings against competitors 5 Run Keyword Ranking Reports
@webmarketing123
5 Engage in Keyword Testing Analyze well-performing vs. poor performing keywords and phrases
Determine ACTUAL VISITOR data:
@webmarketing123
Analyze goal paths and completion rates 5 Construct a Regular Monitoring System
• Traffic sources • Landing page visits
• Page visit dura;on • New visits
@webmarketing123
• Select the right keywords for your business
Key Takeaways
@webmarketing123
• Select the right keywords for your business
• Optimize your keywords & strategize placement within your site content
Key Takeaways
@webmarketing123
• Select the right keywords for your business
• Optimize your keywords & strategize placement within your site content
• Undergo on-page keyword optimization to strengthen your key phrases
Key Takeaways
@webmarketing123
• Select the right keywords for your business
• Optimize your keywords & strategize placement within your site content
• Undergo on-page keyword optimization to strengthen your key phrases
• Analyze well performing terms against your lead and conversion goals
Key Takeaways
@webmarketing123
• Select the right keywords for your business
• Optimize your keywords & strategize placement within your site content
• Undergo on-page keyword optimization to strengthen your key phrases
• Analyze well performing terms against your lead and conversion goals
• Know that SEO is an ongoing process with valuable rewards!
Key Takeaways
Request a Customized SEO Assessment Today and Qualify for a $50 Amazon.com Gift Card! Visit bit.ly/wm123seo
@webmarketing123
What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing
- Comparison of different digital strategies: Paid Search, Organic Search, Social Media Marketing.
Visit bit.ly/wm123seo