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.
