Keys to Keyword Discovery - For High Search Visibility
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The document discusses the evolution of SEO, emphasizing the importance of search visibility and various factors affecting search rankings. It highlights methods for keyword discovery, analytics metrics required for measuring success, and strategies for dealing with 'not provided' keyword data. The content also presents tools and resources for improving SEO performance and understanding user behavior through keyword analytics.
Keys to Keyword Discovery - For High Search Visibility
- 1. + Keyword Discovery and „Damn‟ How Do I Measure Success! Barbara Coll, CEO WebMama.com Inc. @webmama #eMetrics San Francisco 2013
- 2. + 2 Search Visibility “SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013
- 3. CEO + EGO 3
- 4. + 4 Factors Effecting Rankings Warning: Your computer may show different search results than my computer, or phone, or tablet, or … IP Address / Server Location Domain of Origin Click History Social Signals paid or organic Who‟s in your circles? YouTube What did you just tweet? Images Device Browsing History Logged in? Browser
- 5. + 5 You Need to be VISIBLE Where Your Audience is SEARCHING
- 7. And Domination of an Industry Category + Across All Searchable Sites. 7
- 8. + 8 Sources People – sales, marketing, product management, executives, support Competitors Keyword expansion tools Recent news Customer website, training manuals, support docs, video transcripts Internal demand generation campaigns (like email campaigns/webinars)
- 9. + 9 Brainstorming
- 10. + Sources/Tools Used – Recent 10 Keyword Project Corporate Website Readwriteweb.com Company employees Wikipedia YouTube Competitor Sites Corporate Site Related Video Descriptions Competitive Analysis Tools Category tags SEMRush.com Internal Messaging Documents From Compete.com Product Marketing iSpionage.com Corporate Twitter Accounts Opensiteexplorer.org Site Scraping Tools Keyword Expansion Tools Wordtracker Google Keyword Tool Google Keyword Tool Webconfs.com Keyword Density Wordle.net
- 11. 11
- 12. 12
- 13. + 13 Brand
- 15. VMware DominatesVirtualization& All Related Phrases. + https://www.google.com/search?q=virtualizatio n 15
- 16. 16 Trendy PR, Facebook Lingo, 1
- 17. + 17 Legacy “Required” Contact Center • Call Center Accounting Software • Quickbooks Interconnection Ecosystem •Data Center
- 18. + 18 CEO Pain Threshold CEO Pain Relevancy Brand Trendy Category Legacy 1
- 19. + The End Result 19
- 20. + 20 Keyword Research – Metrics Required of Analytics Team Paid Search – From SEM Campaigns Keyword expansion (given basic set of words) Volume Conversion Data Organic Traffic – From Analytics Tool Current referring keywords Webmaster Tools Data (Google) Search Queries (impressions) Clicks Link anchor text Internal Search Keywords 1
- 21. + Added Bonus Material @webmama Handling Not Provided Keyword Information
- 22. + 22 Dreaded “Not Provided” Brand NOPE! Useful 1
- 23. + 23 1 - Referring Keyword Information Use what‟s available. Map to „Not Provided‟.
- 24. + 24 2 - Other Search Engines Bing and Yahoo Statistics
- 25. + Create an Advanced Segment to Look 25 Deeply at „Not Provided‟ Traffic 3 – Where are the People Landing? 4 – Is it Brand Traffic?
- 26. + 26 3 – Where are they landing? Landing Page 1 Take „not Shoe Traffic provided‟ Landing Page 2 information and All Traffic map it the Landing Page 3 same way based on Sock Traffic landing page Landing Page 4 BUT in reverse.
- 27. + 27 Don‟t Forget Your Recommendations to Marketing Action – What can you do to make those pages higher converting?
- 28. + 28 4 – Brand Keyword Performance - Estimation Is the performance similar to Brand keyword search behavior in paid Is the performance similar to Brand keyword search behavior in „provided‟ keywords
- 29. + 29 5 - Special Cases Online Applications GEEKS New or Returning Visitors Do you have an online Always logged in! applications where customers are using search engines as IT product – they are in „not navigation devices provided‟ B2B Metrics is trials/demos not sales necessarily
- 30. + 30 6 – Paid Search
- 31. + 31 7 – Webmaster Tools - Queries Sort by Click – Shows Searches that Bring the MOST Traffic
- 32. + 8 – Webmaster Tools - Queries 32 Sort by CTR – Shows Success of Searches That Brought Traffic
- 33. + 33 Questions to Ask About Queries Arethey qualified – from your keyword discovery results? Are they the queries you expected? Are there any missing?
- 34. + 34 Value of Not Provided Visitor Landing Page – Content Flow (home page – exit page would be fine) Landson Home Page and moves on to download demo = $?? Lands/Moves On To White Paper Download = $?? Lands on Job Page = $??
- 35. + Opportunities for Flag Improvement for Content Optimization, SEO Components, Internal Linking Talk to Marketing and Sales
- 36. 36 Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History + Sorry…..
- 37. + 37 Sources of Information on „Not Provided‟ AvinashKaushik – Smarter Data Analysis of Google‟s https (not provided) change: 5 steps http://www.kaushik.net/avinash/google-secure-search-keyword- data-analysis/ KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in Google Analytics http://blog.kissmetrics.com/unlock-keyword-not-provided/ Me http://googlewebmastercentral.blogspot.com/2013/02/make- most-of-search-queries-in.html
- 38. Thank You. Barbara Coll, CEO, WebMam a.com +Inc. @webmama 38
Editor's Notes
- #4: First talk about rankings as a bad way to measure. Why – the CEO is a good example
- #5: These are the factors effecting rankings on our computer.
- #6: Searchers vocabulary can often differ from internal language and even product messaging documentationNot being visible on the search terms that are most important for searchers looking for relevant products and solutions is not only a missed opportunity but also overtime will erode brand awarenessA keyword discovery will identify the phrases and words that are at the forefront of the searchers mind when seeking information regarding VMware products and solutions.
- #26: Compare performance of Brand Traffic to see if it is similar to other brand traffic from given referring keywords.
- #32: As questions: Are they the ones you expected? Are they qualified or unqualified?
- #33: As questions: Is the page bringing the customer what they expected. Does it match the keyword discovery.