The Power of Keywords: Convert More Customers Online

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

109 views

The Power of Keywords:

Convert More Customers Online

Broad



Florist



Flowers


Fresh flowers



Narrow


London florist


Roses


Hybrid tea Rose

Hybred tea rose

Keywords

Create

Refine

Use

=

Words

Key

Key

Results

A significant word

in the abstract, title,
subject headings (descriptors), or text of
an entry in a bibliographic database


kē ' wûrd






A significant word

in the abstract, title,
subject headings (descriptors), or text of
an entry in a bibliographic database


kē ' wûrd



Which can be used as a search term
in a

free
-
text or natural language

search


A word in the
abstract,

title, subject

or text used

by
libraries


to
classify

documents

A word used

by a
search
engine

to
classify and
rank


relevant

web pages


A keyword is…

A word a
company

believes
relevant

to the

features


users seek


A word
a user

believes
relevant

to the
benefits


they are
seeking


Keyword

A keyword is…


Words
that get
you to the
top of the
search
engine
results?


Words that
get you
fewer,
but more
qualified
visitors?

Which to use?

Source: Harris Interactive and iCrossing survey of 2,322 US adults


88%

conduct some sort of online
research prior to making a purchase



rē ' sûrch


67%

of these researchers use

search engines to help

Pink Rose Bouquet (s)

London Rose Bouquets

Long Stemmed Pink Roses

Rose of
the
month

Create Keywords

List From:


Company & Product Names,
Customer Question Wording
(misspellings),

Industry Terms,

Offline Marketing,

Geography


Expand Keyword

Lists Using:


Search Count & Suggestion Tools,

Site Visitor Logs,

Competitive Analysis,

Misspellings, etc.

Suggested Alternatives

Yield Exceptional Results


“Motel
Our
City



11

Searches

“Accommodation
Our City



104

Searches

Final Keywords List:

500
-
1,000 Words


Mispelings

are also key
sources of traffic


video email


196

Daily
Searches

183,000

Sites
using that
keyword


videoemail


122

Daily
Searches

19,900

Sites
using that
keyword


Final Keywords List:

500
-
1,000 Words


We Recommend
Outsourcing

SEM Specialists
outperform


In
-
house Marketing


Source: Marketing Sherpa 2005 survey of 3,271 marketers


Keywords

Refined

Nearly

3 to 1


Keyword:
“Test”

Outsource:

110%


More

Traffic

In
-
house:

38%


More

Traffic

Red Rose Bouquet

sales tracked back
to a page

on extending

the life of

cut flowers

Fastest Way

to Test?

A Pay Per Click campaign will

test keyword effectiveness

quickly & inexpensively

Analytics Tools
Reveal If:

The call to action matches the keyword,

landing page matches the keyword,

visitors get to the right pages


Calendars


Add or change
keywords
seasonally to
keep fresh and
attract spiders


July Rose Specials



Maps

Use geography
as keywords

& add it to
keyword
phrases


Toronto Rose
Grower




Uses

Keyword research is key to success of:


On
-
page Search Engine Optimization

Off
-
page linking strategies


Pay Per Click advertising

Online sales conversion

Uses


Expand Site Content

Uses

Add Link Partners


Expand Site Content

uses

Add Link Partners


Expand Site Content

Articles,

Blog Entries

& Press
Releases

Uses

Add Link Partners

Improve

Conversion
Percentages



Expand Site Content

Articles,

Blog Entries

& Press
Releases

e
-
Commerce



e
-
Business


e
-
World


We Simplify the Internet