Enjoy AIS Media Inc's webinar, The Science Behind Keyword Selection.
Keywords are the driving force behind all effective internet searches. How you rank in Google has become critical to your company's online success.
Learn how you can use them to claim your spot at the top of search engines, drive high-quality traffic to your website and win new customers and/or clients.
7. WHERE YOU’VE SEEN US
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
8. FEATURED CLIENTS & ATTENDEES
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
9. 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
Email
Display
Direct
10. 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
11. 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
12. Determine Your Current
Keyword Strength
Existing Keywords
Keyword Potential
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
13. 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
14. 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
16. Identify Your Top 3 Competitors
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
17. Site Comparison
The Science
Behind KEYWORD
SELECTION
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
18. Competitive Intel
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (A)
19. Competitive Intel
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (B)
20. TAKAEWAY:
Use common sense. Don’t
chase. Verify.
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
22. Identify Voluminous Keywords
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company
Ranking for
High Volume
Keywords
23. 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
25. Always Keep the Goal in Mind
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
26. Filter for Relevance
The Science
Behind KEYWORD
SELECTION
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?
27. 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
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
31. 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
32. 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
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
33. 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
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
34. Customer Journey
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Avoid friction & guide customers to
easily navigate where they want to go.
35. High Intent Keywords
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company
With High Intent
Keywords
36. TAKAEWAY:
Will this person buy based on
this keyword?
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
38. What Makes A Keyword
Highly Effective?
þ Competitor’s keywords
þ More specific – less broad
þ Relevancy
þ Intent
The Science
Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
40. 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