Denise Maling EVP, Client Services
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Atlanta Dallas
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Amplified. Digital Marketing Performance
ATTRACT ENGAGE
CONVERT
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
DESIGN
STRATEGY
CONTENT
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
AWARD-WINNING MARKETING & UX DESIGN
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
WHERE YOU’VE SEEN US
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
FEATURED CLIENTS & ATTENDEES
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Source: GoogleInsights
Customer Journey Channel Roles(Assist vs. Conversion)
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
66%
45%
51%
59%
76%
35%
34%
55%
49%
41%
24%
65%
Social
Organic Search
Paid Search
Display
Direct
1. Competitive Intelligence 2. High volume keywords 3. Relevancy 4. Intent 5. Actual Selection
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
5 Key Elements To Keyword Selection
þ Single-word terms þ Terms that are too broad, and not
focused on what you offer þ Terms that are industry specific
3 Common Mistakes to Avoid The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Determine Your Current Keyword Strength
Existing Keywords
Keyword Potential
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
1. Increase Traffic 2. Drive Brand Awareness 3. Generate Leads
What’s Your Goal? The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
89.82% of people click links on the first page of search results.
Key search behavior facts we know…
Source: Wordstream
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Competitive Intel
Identify Your Top 3 Competitors
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site Comparison The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
What To Look For:
1. Keywords competitors rank for & you don’t 2. Keywords you rank for & competitors don’t 3. Volume of branded key terms
Competitive Intel The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (A)
Competitive Intel The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (B)
TAKAEWAY: Use common sense. Don’t
chase. Verify.
The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Identify High Volume Keywords
Identify Voluminous Keywords The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company Ranking for High Volume Keywords
TAKAEWAY: Getting to Position #1 with
less volume creates an easier opportunity to get there.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Relevancy
Always Keep the Goal in Mind
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Filter for Relevance The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
What To Look For:
1. Do you have content on your site that speaks to the keyword?
2. If you were a potential customer would this keyword be worth writing content for?
3. Is your keyword industry or service related?
When Choosing Relevant Keywords…
Tip 1: Choose keywords that are relevant to your products, services & content. Tip 2: Keywords must accurately describe your content. Visitors will skim your website and leave because they can’t find what they’re looking for.
The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Relevant Keywords
Company With Highly Relevant Terms
TAKAEWAY: Be sure to geo-modify and
add localization.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Intent
Build Your Customer Personas
• Demographics • Lifestyle • Need
• Technology involvement • Goals and challenges • And more…
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Define Target Audience
Responsible for budget and support. New Platform = headaches Needs to safeguard team
Interest Level: High
Psychographic: Dubious Role: Gate Keeper
CIO “Skeptic 3.0”
CMO “Loud and Clear”
VP of Sales “Let’s Do This!”
Branding and supporting sales Needs compliance
Consistency
Interest Level: Low Psychographic: Control Role: Brand Champion
200 member team Wants new way to nurture leads
Needs can’t fail tools
Interest Level: High Psychographic: Enthusiastic / fearful
Role: Driver
B2B MA Personas The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
What is Your Target Audience Searching for?
Answer The Following Questions:
1. Do we show how we are different? 2. Is trust an issue with our service? 3. What are customers trying to accomplish?
The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Customer Journey The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Avoid friction & guide customers to easily navigate where they want to go.
High Intent Keywords The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company With High Intent Keywords
TAKAEWAY: Will this person buy based on
this keyword?
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Keyword Selection
What Makes A Keyword Highly Effective? þ Competitor’s keywords
þ More specific – less broad þ Relevancy þ Intent
The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Final Selection The Science Behind KEYWORD
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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Well Defined List
TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015
1. It is not just about volume 2. Relevancy is about your customer and what they’re looking for 3. Take time to research so your list of keywords is solid and offers
a measureable ROI and new customers
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Limited Time Complimentary Offer FREE BrightEdge Competitive Analysis
• Blended Rank • Keyword Volume • Page Rank • 30-Minute consultation
Call: 404.751.1043 Email: [email protected]