High Search Visibility for the ‘Right’ Keywords
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The document discusses the evolution of SEO from a focus on optimization to a broader emphasis on search visibility. It details various sources for keyword research, such as competitors, corporate communication, and keyword tools, and highlights the importance of understanding market trends and relevance for successful branding. The author emphasizes the necessity of convincing content owners to adopt targeted keyword strategies based on data-driven insights.
High Search Visibility for the ‘Right’ Keywords
- 1. High Search Visibility for the ‘Right’ Keywords Presented by: Barbara C. Coll CEO, WebMama.com Inc. @webmama
- 2. Search Visibility “SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” --WebMama, 2013
- 3. CEO EGO
- 5. And Domination of an Industry Category Across All Searchable Sites.
- 7. So Where Does the Information Come?
- 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. Sources Used in a Recent Keyword Project • Corporate Website • Company employees • YouTube – Corporate Site – Related Video Descriptions – Category tags • Internal Messaging Documents From Product Marketing • Corporate Twitter Accounts • Site Scraping Tools • Google Keyword Tool • Webconfs.com Keyword Density • Readwriteweb.com • Wikipedia • Competitor Sites • Competitive Analysis Tools – SEMRush.com – Compete.com – iSpionage.com • Opensiteexplorer.org • Keyword Expansion Tools – Wordtracker – Google Keyword Tool • Wordle.net
- 10. Brand
- 12. HTTPS://WWW.GOOGLE.COM/S EARCH?Q=VIRTUALIZATION VMware DominatesVirtualization&All Related Phrases.
- 14. •Call CenterContact Center •QuickbooksAccounting Software •Data CenterInterconnection Ecosystem Legacy “Required”
- 15. CEO Pain Threshold Brand Trendy Category Legacy CEO Pain Relevancy
- 16. The End Result
- 17. How do you convince the content owners to use the bucketed terms? Search Volume, Paid Campaign success, Competitors, Basic Search Results
- 18. Dominate Search Thank You Barbara Coll @webmama PubCon New Orleans 2013
Editor's Notes
- #4: First talk about rankings as a bad way to measure. Why – the CEO is a good example