Keywords for Action Presented by Sean Jackson, Copyblogger Media

KEYWORDS FOR ACTIONSPresented by Sean Jackson of Copyblogger Media

Organic Keyword Selection and Targeting – Austin 2011

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Sean A. JacksonPartner/CFO - CopybloggerChairman - DFW SEM

Past President Dallas Ad League (AAF-Dallas)

About CopybloggerCopyblogger.com#1 online marketing blog – AdAge

StudioPress.com#1 WordPress Framework – Mashable

ScribeSEO.comCategory leading SEO tool for writers

ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Feedback & Comments

@copyblogger#pubcon

Keywords for Action Presented by Sean Jackson, Copyblogger Media

The goal of keywords is…

To draw traffic that converts!

Keywords for Action Presented by Sean Jackson, Copyblogger Media

CategoryAwareness

BrandAwareness

BrandConsideration

BrandPreference

PurchaseIntent

Purchase CustomerRetention Advocates

Keywords by Action

The Buying Process

Reviews Specials Exclusives

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Beyond Google Analytics

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Some Assembly Required

• Tracking is crucial…– Cookies– Flash Cookies – LSO– Link tracking (URL redirects)

• dB of Action– User Id– Original SERP Term– Action Event– Action Result

Keywords for Action Presented by Sean Jackson, Copyblogger Media

uid serp_t event value

G101 SEO Consultants in Dallas email test@test.com

G102 reputation management search WrightIMC

G103 social media ninja twitter /page.html

Keywords in Action

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Analyzing the Data

• Semantic Named Entity Extraction– Used to aggregate ideas and gen keywords

concepts– Useful for your serp_t and search value analysis

• Tools– http://www.lexalytics.com– http://www.alchemyapi.com– http://www.opencalais.com

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Final Thoughts…

• Focus on keywords that convert to action• Form input = keyword research• More keywords = more form input• Be smarter about form inputs…– Modals/lightbox on Why/Benefit of input• e.g. Capture Twitter Alias to build DM list

– Promote on-site searching• Recommended product – Zoom Search by

wrensoft.com

Keywords for Action Presented by Sean Jackson, Copyblogger Media

Feedback & Comments & Presentation

http://slideshare.net/copyblogger@copyblogger