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+
       Keyword
    Discovery and
     „Damn‟ How
    Do I Measure
       Success!

                    Barbara Coll, CEO
                    WebMama.com Inc.
                    @webmama
                    #eMetrics
                    San Francisco 2013
+                                              2

    Search Visibility
    “SEO has evolved: from a narrow focus on
    optimization, to a broad focus on search
    visibility.” -- webmama, 2013
CEO
  +
EGO




      3
+                                                                         4

    Factors Effecting Rankings
    Warning: Your computer may show different search
    results than my computer, or phone, or tablet, or …
       IP Address / Server Location      Domain of Origin

       Click History                     Social Signals
           paid or organic                   Who‟s in your circles?
           YouTube                           What did you just tweet?
           Images
                                          Device
       Browsing History

       Logged in?                        Browser
+                 5




    You Need to
    be VISIBLE
    Where Your
    Audience is
    SEARCHING
6
Traditional Criteria
And Domination of an
Industry Category
 +
Across All Searchable
Sites.



                        7
+                                                                    8

    Sources

       People – sales, marketing, product management, executives,
        support

       Competitors

       Keyword expansion tools

       Recent news

       Customer website, training manuals, support docs, video
        transcripts

       Internal demand generation campaigns (like email
        campaigns/webinars)
+                   9

    Brainstorming
+ Sources/Tools Used – Recent                                             10



  Keyword Project
    Corporate Website                      Readwriteweb.com
    Company employees                      Wikipedia
    YouTube
                                            Competitor Sites
        Corporate Site
        Related Video Descriptions
                                            Competitive Analysis Tools
        Category tags
                                                SEMRush.com
    Internal Messaging Documents From          Compete.com
     Product Marketing
                                                iSpionage.com
    Corporate Twitter Accounts
                                            Opensiteexplorer.org
    Site Scraping Tools
                                            Keyword Expansion Tools
                                                Wordtracker
    Google Keyword Tool
                                                Google Keyword Tool

    Webconfs.com Keyword Density           Wordle.net
11
12
+       13




Brand
14




Category
Complete Domination
VMware DominatesVirtualization& All
Related Phrases.

       +
https://www.google.com/search?q=virtualizatio
n



                                                15
16

    Trendy




PR, Facebook Lingo,
1
+                                       17

    Legacy “Required”


      Contact Center    • Call Center

        Accounting
         Software
                        • Quickbooks

      Interconnection
         Ecosystem
                        •Data Center
+                                                      18

        CEO Pain Threshold




                                               CEO Pain
                                               Relevancy




          Brand   Trendy   Category   Legacy

1
+ The End Result   19
+                                                          20

    Keyword Research – Metrics
    Required of Analytics Team
       Paid Search – From SEM Campaigns
           Keyword expansion (given basic set of words)
           Volume
           Conversion Data

       Organic Traffic – From Analytics Tool
           Current referring keywords

       Webmaster Tools Data (Google)
           Search Queries (impressions)
           Clicks
           Link anchor text

       Internal Search Keywords

1
+

    Added
    Bonus
    Material

               @webmama

               Handling Not Provided Keyword Information
+                              22

    Dreaded “Not Provided”




              Brand    NOPE!



                  Useful



1
+                                                  23

    1 - Referring Keyword Information
    Use what‟s available. Map to „Not Provided‟.
+                               24

    2 - Other Search Engines
    Bing and Yahoo Statistics
+ Create an Advanced Segment to Look   25


  Deeply at „Not Provided‟ Traffic

 3 – Where are the People Landing?


 4 – Is it Brand Traffic?
+                                                            26

    3 – Where are they landing?


                                 Landing Page 1   Take „not
                  Shoe Traffic                    provided‟
                                 Landing Page 2   information and
    All Traffic                                   map it the
                                 Landing Page 3   same way
                                                  based on
                  Sock Traffic
                                                  landing page
                                 Landing Page 4
                                                  BUT in
                                                  reverse.
+                                       27

    Don‟t Forget Your
    Recommendations to Marketing


     Action – What can you do to make
     those pages higher converting?
+                                                                        28

    4 – Brand Keyword Performance -
    Estimation

       Is the performance similar to Brand keyword search behavior in
        paid



       Is the performance similar to Brand keyword search behavior in
        „provided‟ keywords
+                                                                                  29

    5 - Special Cases
                                                      Online Applications


                   GEEKS                       New or Returning Visitors
                                                   Do you have an online
       Always logged in!                           applications where customers
                                                    are using search engines as
       IT product – they are in „not               navigation devices
        provided‟


                     B2B

       Metrics is trials/demos not sales
        necessarily
+                     30

    6 – Paid Search
+                                                    31

    7 – Webmaster Tools - Queries
        Sort by Click – Shows Searches that Bring
        the MOST Traffic
+ 8 – Webmaster Tools - Queries                32


    Sort by CTR – Shows Success of Searches
     That Brought Traffic
+                                                       33

    Questions to Ask About Queries

     Arethey qualified – from your keyword discovery
     results?

     Are   they the queries you expected?

     Are   there any missing?
+                                                       34

    Value of Not Provided Visitor
    Landing Page – Content Flow
    (home page – exit page would be fine)

      Landson Home Page and moves on to download
       demo = $??

      Lands/Moves   On To White Paper Download = $??

      Lands   on Job Page = $??
+ Opportunities for
Flag
Improvement for
Content
Optimization, SEO
Components, Internal
Linking

Talk to Marketing and
Sales
36




    Obtaining for FREE the Value of
    a Single Organic Search
    Keyword is Becoming History

+
    Sorry…..
+                                                                       37

    Sources of Information on „Not
    Provided‟
       AvinashKaushik – Smarter Data Analysis of Google‟s https (not
        provided) change: 5 steps
        http://www.kaushik.net/avinash/google-secure-search-keyword-
        data-analysis/

       KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in
        Google Analytics
        http://blog.kissmetrics.com/unlock-keyword-not-provided/

       Me

       http://googlewebmastercentral.blogspot.com/2013/02/make-
        most-of-search-queries-in.html
Thank You.
Barbara
Coll, CEO, WebMam
a.com
      +Inc.
@webmama




                    38

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Keys to Keyword Discovery - For High Search Visibility

  • 1. + Keyword Discovery and „Damn‟ How Do I Measure Success! Barbara Coll, CEO WebMama.com Inc. @webmama #eMetrics San Francisco 2013
  • 2. + 2 Search Visibility “SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013
  • 4. + 4 Factors Effecting Rankings Warning: Your computer may show different search results than my computer, or phone, or tablet, or …  IP Address / Server Location  Domain of Origin  Click History  Social Signals  paid or organic  Who‟s in your circles?  YouTube  What did you just tweet?  Images  Device  Browsing History  Logged in?  Browser
  • 5. + 5 You Need to be VISIBLE Where Your Audience is SEARCHING
  • 7. And Domination of an Industry Category + Across All Searchable Sites. 7
  • 8. + 8 Sources  People – sales, marketing, product management, executives, support  Competitors  Keyword expansion tools  Recent news  Customer website, training manuals, support docs, video transcripts  Internal demand generation campaigns (like email campaigns/webinars)
  • 9. + 9 Brainstorming
  • 10. + Sources/Tools Used – Recent 10 Keyword Project  Corporate Website  Readwriteweb.com  Company employees  Wikipedia  YouTube  Competitor Sites  Corporate Site  Related Video Descriptions  Competitive Analysis Tools  Category tags  SEMRush.com  Internal Messaging Documents From  Compete.com Product Marketing  iSpionage.com  Corporate Twitter Accounts  Opensiteexplorer.org  Site Scraping Tools  Keyword Expansion Tools  Wordtracker  Google Keyword Tool  Google Keyword Tool  Webconfs.com Keyword Density  Wordle.net
  • 11. 11
  • 12. 12
  • 13. + 13 Brand
  • 15. VMware DominatesVirtualization& All Related Phrases. + https://www.google.com/search?q=virtualizatio n 15
  • 16. 16 Trendy PR, Facebook Lingo, 1
  • 17. + 17 Legacy “Required” Contact Center • Call Center Accounting Software • Quickbooks Interconnection Ecosystem •Data Center
  • 18. + 18 CEO Pain Threshold CEO Pain Relevancy Brand Trendy Category Legacy 1
  • 19. + The End Result 19
  • 20. + 20 Keyword Research – Metrics Required of Analytics Team  Paid Search – From SEM Campaigns  Keyword expansion (given basic set of words)  Volume  Conversion Data  Organic Traffic – From Analytics Tool  Current referring keywords  Webmaster Tools Data (Google)  Search Queries (impressions)  Clicks  Link anchor text  Internal Search Keywords 1
  • 21. + Added Bonus Material @webmama Handling Not Provided Keyword Information
  • 22. + 22 Dreaded “Not Provided” Brand NOPE! Useful 1
  • 23. + 23 1 - Referring Keyword Information Use what‟s available. Map to „Not Provided‟.
  • 24. + 24 2 - Other Search Engines Bing and Yahoo Statistics
  • 25. + Create an Advanced Segment to Look 25 Deeply at „Not Provided‟ Traffic 3 – Where are the People Landing? 4 – Is it Brand Traffic?
  • 26. + 26 3 – Where are they landing? Landing Page 1 Take „not Shoe Traffic provided‟ Landing Page 2 information and All Traffic map it the Landing Page 3 same way based on Sock Traffic landing page Landing Page 4 BUT in reverse.
  • 27. + 27 Don‟t Forget Your Recommendations to Marketing Action – What can you do to make those pages higher converting?
  • 28. + 28 4 – Brand Keyword Performance - Estimation  Is the performance similar to Brand keyword search behavior in paid  Is the performance similar to Brand keyword search behavior in „provided‟ keywords
  • 29. + 29 5 - Special Cases Online Applications GEEKS  New or Returning Visitors  Do you have an online  Always logged in! applications where customers are using search engines as  IT product – they are in „not navigation devices provided‟ B2B  Metrics is trials/demos not sales necessarily
  • 30. + 30 6 – Paid Search
  • 31. + 31 7 – Webmaster Tools - Queries  Sort by Click – Shows Searches that Bring the MOST Traffic
  • 32. + 8 – Webmaster Tools - Queries 32  Sort by CTR – Shows Success of Searches That Brought Traffic
  • 33. + 33 Questions to Ask About Queries  Arethey qualified – from your keyword discovery results?  Are they the queries you expected?  Are there any missing?
  • 34. + 34 Value of Not Provided Visitor Landing Page – Content Flow (home page – exit page would be fine)  Landson Home Page and moves on to download demo = $??  Lands/Moves On To White Paper Download = $??  Lands on Job Page = $??
  • 35. + Opportunities for Flag Improvement for Content Optimization, SEO Components, Internal Linking Talk to Marketing and Sales
  • 36. 36 Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History + Sorry…..
  • 37. + 37 Sources of Information on „Not Provided‟  AvinashKaushik – Smarter Data Analysis of Google‟s https (not provided) change: 5 steps http://www.kaushik.net/avinash/google-secure-search-keyword- data-analysis/  KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in Google Analytics http://blog.kissmetrics.com/unlock-keyword-not-provided/  Me  http://googlewebmastercentral.blogspot.com/2013/02/make- most-of-search-queries-in.html
  • 38. Thank You. Barbara Coll, CEO, WebMam a.com +Inc. @webmama 38

Notes de l'éditeur

  1. First talk about rankings as a bad way to measure. Why – the CEO is a good example
  2. These are the factors effecting rankings on our computer.
  3. Searchers vocabulary can often differ from internal language and even product messaging documentationNot being visible on the search terms that are most important for searchers looking for relevant products and solutions is not only a missed opportunity but also overtime will erode brand awarenessA keyword discovery will identify the phrases and words that are at the forefront of the searchers mind when seeking information regarding VMware products and solutions.
  4. Compare performance of Brand Traffic to see if it is similar to other brand traffic from given referring keywords.
  5. As questions: Are they the ones you expected? Are they qualified or unqualified?
  6. As questions: Is the page bringing the customer what they expected. Does it match the keyword discovery.