Advanced

InternetMarketing Campaigns

Finding and Utilizing Keywords for

Business

© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited1

© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.All trademarks shown and their graphic elements are the registered trademarks of their respective owners.

Edmond Pain, Jr.

Introductions

• Edmond Pain, Jr.• Sales Manager

• 7 years of local internet marketing experience

• Google Account Manager Certified• SEMPO trained/certified

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© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.All trademarks shown and their graphic elements are the registered trademarks of their respective owners.

Introductions

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Simon SmartSenior Marketing Consultant

• Google Certified

• Experience Running Major SEM Accounts

• Not From Around Here

• What are Keywords?

• How to use them for business

• Keyword research

• FAQs and Q & A

Agenda

© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited. 4

What are Keywords?

Anything a User enters into a Search Engine

&

Phrases used in your online presence which potential makes you relevant to those users

you wish to attract

That’s

5,134,000,000 keyphrases entered per day in 2012

Types of Keywords

• Short Tail– “smartphones”

• Long Tail (70% of all searches)– “iphone and samsung galaxy which is best”– “best price on used white 16gb sprint iphone 4s”

What does a keyword or keyphrase tell us about the user?

SEO and User Experience

Using the correct keywords is essential for creating relevance for the search engines

butit’s also vital you create a great user

experience

Google is trying to make SEO and User Experience overlap

Keywords for User Experience

• Use the language users use – not esoteric terms of the art

• Page headings, bullet points, headlines make it easy to see what the page is about, and draw the user in

• It doesn’t matter how well you do SEO if your site doesn’t convert search into interest and interest into conversion

Where to put your keywords for SEO?

• Title Tags and Header Tags on each page• Meta Description • Alt Tags• Link text• Headings in your content• In your content

– Optimum keyword density is thought to be around 2%

– Use keyword variations for naturalness and long tail search

Keyword Planning Considerations

• What do you want to sell?• Who is your perfect customers, what do they

want to buy and how do they search, what language do they use?

• What are your profit centers within your business?

• Search like a user – what keywords seem easier to get placement for, which seem heavily competitive?

Profit Centers

Profit Centers

Trigger Keywords

Relevant Ad Text

Landing Page

Keyword Stuffing

Should know better….

Google Keyword Planner

• This has replaced the Google Keyword Tool, and you’ll need to log in with a Google Account

• Gives vital information on keyword search volume and competition, as well as suggesting keywords for us.

• Part of the Google Adwords Platform– - www.adwords.google.com

Click on Drop Down On Top RightOf Screen

Click on Account

Click On Products

Click On Adwords

Tools & Analysis

Easier to Enter One Service

Be Sure To Enter GEO

Now Click On Profit Centers That Are Relevant

Notice how adding one letter or word has drastic impact on search

Like A Word? Then Ad to Adgroup

Once You Get The Main Keywords you are targeting now go to a new

search term

And Repeat..

Make A New Ad Group

Or Click on existing and add keywords

Go Back To Keyword PlannerNote: This would be blog topics

and/or headers.

Google Trends

• A great way to see historical and seasonal keyword trends

• See how keyword searches vary by geography

Practice Time

• Look at your own business – what are your perfect clients likely looking for, how do they search?

• Sign in and explore the Keyword Planner• Explore Google Trends for your business

Simon SmartCell: 520-954-3757Email: simon.smart@hibu.com

We look forward to working with you!

© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.

Thank you!

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