7 steps to successful keyword strategy
-
date post
19-Oct-2014 -
Category
Documents
-
view
1.608 -
download
0
description
Transcript of 7 steps to successful keyword strategy
Keyword Strategy
Agenda
• Recap of last workshop
• 7 Steps to Successful Keyword Strategy
• Useful Tools for Keyword Analysis
Call-To-ActionRecap
Conversion Optimisation
• Get clear on your message• Clear call-to-actions• Sales copy• Make sure call-to-actions stands out• Incentive to complete call-to-action• Good design• Testimonials, Photos, Media release -
credibility
Recap
Traffic sources
• Direct – typing your url• Referral – links from other websites• Natural search – organic • Paid search - ppc• Social media – FBook, Twitter, Linkedin• Direct emails
Recap
SERPRecap
SEO 101
• What is SEO?• Short tail vs long tail keywords• Keyword – volume and competiton• Onpage seo– Title, description, urls, alt tags
• Offpage seo– Quality and relevant backlinks
Recap
Steps towards SEO
1. Keyword research, finalise keywords2. Set SEO campaign targets – rankings, traffic and
conversion3. Write keyword focussed content 4. Ensure call-to-action and optimise conversion5. On-page SEO - one off6. Off-page SEO – on-going7. Track results on a monthly basis8. Analyse results and improve continuously
Recap
Today’s Focus – Keyword Strategy
1. Keyword research, finalise keywords2. Set SEO campaign targets – rankings, traffic and
conversion3. Write keyword focussed content 4. Ensure call-to-action and optimise conversion5. On-page SEO - one off6. Off-page SEO – on-going7. Track results on a monthly basis8. Analyse results and improve continuously
7 Steps to a Successful Keyword Strategy
Step 1 – Know Your Customers
• What’s their online behaviour?
• Buying process?
• Compare price? See how it works? DIY?– Examples – iPhone, Coffee machine
7 Steps to a Successful Keyword Strategy
Biz Decision : Who is my ideal customer?
Step 2 – Know Your Website
• What are your websites– Pages & Content– Call To Actions
• What Keywords are bringing search traffic– Use Google Analytics
7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy
Step 2 – Know Your Website – Traffic Sources
7 Steps to a Successful Keyword Strategy
Step 3 – Know Your Keyword Types
7 Steps to a Successful Keyword Strategy
Type Comments ExamplesBrowse keywords Short,generic, huge volume,
competitiveLooking for information
Smart phones, accountants
Localised keywords
With suburb , city or country. Very important for location based business.
Plumber brunswick
Misspelled keywords
Sometimes misspelling are common
Colour vs colour, accomadation – 450,000 monthly search
‘How to’ keywords Users looking to learn How to calculate GSTBranded keywords Users who already know
your name or business nameOMate internet marketing
Adjective Top, best, cheap, hot, etc. Hot Indian foodLong tail Later stage of buying
process. High conversion.Nike basketball shoes Melbourne
Step 4 – Brainstorm Keywords
• Be Creative!
• Let it Flow!
• List down everything that comes to mind!
• TIP: Use MS Excel or equivalent – it will help with Grouping information
7 Steps to a Successful Keyword Strategy
Step 5 – Filter & Group Keywords
• Remove Irrelevant Keywords– Eg If you are positioning your product/service as
premium, eg keyword to remove : cheap– This helps with Lead Qualification
• Group List based on– Product/Service Type– Keyword Type
7 Steps to a Successful Keyword Strategy
Step 6 – Know Your Keyword Volume & Competition
• Using Google Keyword Analysis– Import or manually enter your Keyword List
– Use Broad Search Tool• To get suggestions on keywords you hadn’t thought of • Global vs Local• Competition = Google Ad-Words Competition
– Useful indicator for SEO
7 Steps to a Successful Keyword Strategy
Step 7 – Export, Analyse, & Shortlist
• Remove Keywords – with Low Volumes– which are Irrelevant• NOTE! Do NOT Remove if you don’t have Content.
– which are Highly Competitive• Look at the Google Search Results• Research their sites• Decide Whether to Compete
7 Steps to a Successful Keyword Strategy
Biz Decision : For highly competitive keywords, it will take longer to build your ranking – Is this worth competing for?
Test the Keywords
• Keyword List is a Living Document– Update periodically to keep pace with industry
and search trends
• Test them Using – PPC – Google Adwords
TEST!
Quick Review
1. Know Your Customer2. Know Your Website3. Know Your Keyword Types4. Brainstorm Keywords5. Filter & Group Keywords6. Know Your Keyword Volume & Competition7. Export, Analyse, & Shortlist
TEST!!!
7 Steps to a Successful Keyword Strategy
Google Trends/InsightsUseful Tools
Google Trends/InsightsUseful Tools
SEM RushUseful Tools
SEM RushUseful Tools
Word StreamUseful Tools
Word TrackerUseful Tools
WebConFSUseful Tools
Review
• Recap of last workshop
• 7 Steps to Successful Keyword Strategy
• Useful Tools for Keyword Analysis
Keyword Strategy
Thanks For Attending
Questions?