Drive Website Traffic

with

Effective Keywords

Sonny Cohen

Director of Internet Marketing Strategy

TRAFFIC SOURCES

�Where does website traffic come from?

SEARCH ENGINE MARKETING = SEO + PPC

�“Organic” Search Engine Marketing

– Search Engine Optimization or SEO

– Search Engine Page Position is based on a “relevance algorithm”

�Paid Search aka Pay-Per-Click aka PPC

– Search Engine Page Position is based on paid placement

– Live & continuous 24-hour position auction

SEARCH ENGINE RESULTS PAGE (SERP)

62% click on a search result on the first results page

90% click on a result on one of the first three pages(default is 10 results/page)

LANDING PAGES

LANDING PAGES

KEYWORDS

Paid vs. organic search engine referral traffic:

SEARCH ENGINES

Source: comScore Media Metrix & searchengineland.com April, 2008

SEARCH ENGINE MARKETING MISSION

� “We want our website to be found on search engines”

� (Beware of trick question)

�True? False?

SEARCH ENGINE MARKETING MISSION

�We want:

– Important content pages

– Product pages

– Program pages

– Industries served

– Biographies of key personnel

– To be prominent on search engines

SEARCH ENGINE MARKETING MISSION

� We Want:

– Important website pages (landing pages)

– To be prominent on search engines (SERPS)

– And for prospective visitors to click through to these importantpages (search engine referral = SUCCESS METRIC)

– And for their site visit to achieve some kind of specific and meaningful objective (business case)

KEYWORDS

�Keywords = Words & Phrases• 2 -3 words are commonly searched

�Relevant to your organization

�Actually Searched

�Not Competitive

USE SEARCHED PHRASES

� Research whether people actually search for your keywords

Results pages from www.wordtracker.com

KEYWORD COMPETITION

� Keyword Competition

POPULATE SITE USING KEYWORDS

MEASURE

So how do YOU do this?

Workshop

Fire up your laptop

KEYWORD IDENTIFICATION TOOLS

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

� Develop initial keyword inventory

– Brainstorm: for what keywords do you want to be found

– Scour your website content

– Review your website analytics for keyword referrals

– Review your Pay Per Click Campaigns (if applicable)

– Review (online) competitors’ websites content

• Alexa to find online competitors

• Search engines to see what sites currently rank for chosen keyword

• Examine Text content of competitors

• Examine Metatag content of competitors

– Build a research spreadsheet

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

�Review your website analytics

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

DEVELOP YOUR PRELIMINARY KEYWORD INVENTORY

KEYWORD EVALUATION

Pw = webcontent

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

KEYWORD EVALUATION

�Definitions

– Competition – A measurement number of web pages in the search engine (Google) index that contain the keyword phrase

– Count – A measurement of number of times a keyword is searched in the sample database of search engines used by Wordtracker

– Predict – A calculation of the number of times a keyword is predicted to be searched in the search engine (Google) in a 24 hour

period

– KEI – Keyword Effectiveness Index – A calculation of the effectiveness of a keyword for gaining search engine prominence

KEYWORD EVALUATION

KEYWORD EVALUATION

MEASURE

�Crafting Content

– Page Title

• Web Content Management, Internet Design and Developm ent | Duo ...

– Metatag – Content Description

• The premier conference for web content management . Two days of intimate, non-stop lectures, workshops, and roundtable discussions with some of the ...

– Metatag – Keywords

– Page Content

– URL Structure

• www.berrywebdesigns.com/chicago -content -management .html

MEASURE

MEASURE

Drive Website Traffic

with

Effective Keywords

Sonny Cohen

Director of Internet Marketing Strategy

MEASURE

� This session includes 2 parts. Part One will discuss keywords in the context of Search Engine Optimization. Part Two will be a workshop/tutorial.

� To actively participate in Part Two, you should have a computer with wireless connection and sufficient battery strength for about 1 hour.

� The online tool you will use requires a registration and a validcredit card for a 7 day FREE trial. You can cancel this registration at any time. Your credit card will not be charged within the 7 day FREE trial.

� If you do not have a computer or do not wish to register, slidessupporting the activity are presented. But we may move at a slower pace to accommodate workshop participants.