Digital Marketing: The Science Behind Keyword Selection
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The document provides an overview of a webinar focused on the science behind keyword selection in digital marketing. It emphasizes the importance of competitive intelligence, high volume keywords, relevancy, and customer intent in optimizing keyword strategies. Additionally, it outlines common mistakes to avoid and offers a complimentary analysis service for effective keyword selection.
Digital Marketing: The Science Behind Keyword Selection
- 1. Denise Maling EVP, Client Services Your presenter #AISMediaEDU
- 2. Interactive Webinar Agenda Online Survey Live Tweeting Tweeting LIVE #AISMediaEdu Special Offer Presentation THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 3. Atlanta Dallas THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 4. Amplified. Digital Marketing Performance ATTRACT ENGAGE CONVERT THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 5. SOCIAL CRM & MA ANALYTICS SEARCHEMAIL DESIGN STRATEGY CONTENT THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 6. AWARD-WINNING MARKETING & UX DESIGN THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 7. WHERE YOU’VE SEEN US THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 8. FEATURED CLIENTS & ATTENDEES THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 9. Source: GoogleInsights Customer Journey Channel Roles (Assist vs. Conversion) The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu 66% 45% 51% 59% 76% 35% 34% 55% 49% 41% 24% 65% Social Organic Search Paid Search Email Display Direct
- 10. 1. Competitive Intelligence 2. High volume keywords 3. Relevancy 4. Intent 5. Actual Selection The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu 5 Key Elements To Keyword Selection
- 11. þ Single-word terms þ Terms that are too broad, and not focused on what you offer þ Terms that are industry specific 3 Common Mistakes to Avoid The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 12. Determine Your Current Keyword Strength Existing Keywords Keyword Potential The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 13. 1. Increase Traffic 2. Drive Brand Awareness 3. Generate Leads What’s Your Goal? The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 14. 89.82% of people click links on the first page of search results. Key search behavior facts we know… Source: Wordstream The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 16. Identify Your Top 3 Competitors The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 17. Site Comparison The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu What To Look For: 1. Keywords competitors rank for & you don’t 2. Keywords you rank for & competitors don’t 3. Volume of branded key terms
- 18. Competitive Intel The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Site (A)
- 19. Competitive Intel The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Site (B)
- 20. TAKAEWAY: Use common sense. Don’t chase. Verify. The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 22. Identify Voluminous Keywords The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Company Ranking for High Volume Keywords
- 23. TAKAEWAY: Getting to Position #1 with less volume creates an easier opportunity to get there. The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 24. Relevancy
- 25. Always Keep the Goal in Mind The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 26. Filter for Relevance The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu What To Look For: 1. Do you have content on your site that speaks to the keyword? 2. If you were a potential customer would this keyword be worth writing content for? 3. Is your keyword industry or service related?
- 27. When Choosing Relevant Keywords… Tip 1: Choose keywords that are relevant to your products, services & content. Tip 2: Keywords must accurately describe your content. Visitors will skim your website and leave because they can’t find what they’re looking for. The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 28. The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Relevant Keywords Company With Highly Relevant Terms
- 29. TAKAEWAY: Be sure to geo-modify and add localization. The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 30. Intent
- 31. Build Your Customer Personas • Demographics • Lifestyle • Need • Technology involvement • Goals and challenges • And more… The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Define Target Audience
- 32. Responsible for budget and support. New Platform = headaches Needs to safeguard team Interest Level: High Psychographic: Dubious Role: Gate Keeper CIO “Skeptic 3.0” CMO “Loud and Clear” VP of Sales “Let’s Do This!” Branding and supporting sales Needs compliance Consistency Interest Level: Low Psychographic: Control Role: Brand Champion 200 member team Wants new way to nurture leads Needs can’t fail tools Interest Level: High Psychographic: Enthusiastic / fearful Role: Driver B2B MA Personas The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 33. What is Your Target Audience Searching for? Answer The Following Questions: 1. Do we show how we are different? 2. Is trust an issue with our service? 3. What are customers trying to accomplish? The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 34. Customer Journey The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Avoid friction & guide customers to easily navigate where they want to go.
- 35. High Intent Keywords The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Company With High Intent Keywords
- 36. TAKAEWAY: Will this person buy based on this keyword? The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 38. What Makes A Keyword Highly Effective? þ Competitor’s keywords þ More specific – less broad þ Relevancy þ Intent The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 39. Final Selection The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu Well Defined List
- 40. TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015 1. It is not just about volume 2. Relevancy is about your customer and what they’re looking for 3. Take time to research so your list of keywords is solid and offers a measureable ROI and new customers The Science Behind KEYWORD SELECTION THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
- 41. Limited Time Complimentary Offer FREE BrightEdge Competitive Analysis • Blended Rank • Keyword Volume • Page Rank • 30-Minute consultation Call: 404.751.1043 Email: info@aismedia.com