wsi - lead generation

Online Lead generation

3 steps to success

Market research using

keywords

Market research using

keywords

Paid Search advertising Paid Search advertising

Get found in Google

Get found in Google

Market research Keywords are the blueprint

Pay-Per-ClickBanner Ads

Press Releasese-mail Campaigns

Link Building

Offline Marketing

Search

Copywriting

20%

23%

22%

15%9%

5%

6%

How People Search?

1 Word

2 Words

3 Words

4 Words

5 Words

6 Words

7+ Words

The Keyword Buying Cycle

Keywords Help You Understand

Keyword research takes time

ResearchResearch

AnalyseAnalyse

DiscardDiscard

EvaluateEvaluate

DocumentDocument

Brainstorming KeywordsWhat is the

average customer

searching for?

What is the average customer

searching for?

What solutions do I provide?

What solutions do I provide?

What questions are

my visitors asking?

What questions are

my visitors asking?

What are my visitors trying

to accomplish?

What are my visitors trying

to accomplish?

What related categories can

I find in search?

What related categories can

I find in search?

Are there any relevant

geographic phrases?

Are there any relevant

geographic phrases?

What are the industry terms & glossaries?

What are the industry terms & glossaries?

What can I find in thesaurus?

What can I find in thesaurus?

What terminology describes the

problems I solve?

What terminology describes the

problems I solve?

Find Core Terms First

Must beMust be Are NotAre Not

BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing

BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing

2 or 3

words2 or 3

words

Represents

page topicRepresents

page topic

Relevant

qualifiersRelevant

qualifiers

Single wordSingle word

Overly

broadOverly

broad

Map Out Site Content by Keyword Phrase

Core Term Qualifiers

beauty supplybeauty supply

natural beauty supplie

s

natural beauty supplie

s

discount beautysupply Supply

discount beautysupply Supply

beauty supply store

beauty supply store

beauty supplie

s

Segmenting Keywords

Research

Info Buy

Shop

•Looking for general information•Don’t know what they want•Optimise on higher-level category pages & articles

•Looking for education•How-To & other informational queries

•Optimise on blogs & article pages

•Have specific product in mind

•Looking for trustworthy place to buy

•Optimise on specific product pages

•Have narrowed down to product type

•Comparing features•Optimise on category & comparison pages

Keyword Segmenting for Info Sites & Blogs

Beauty productsFacial cleanersHair styles

Dry skin remedyOrganic shower gelLook youngerReduce irritationEnvironmentally friendlyAll natural

1

2

3

Broad Topics

Specific Desires

Immediate concerns

keyword ROI1 Keyword

TravelWedding

2 KeywordsTravel packages

Wedding locations

3 KeywordsDiscount travel packages

Outdoor wedding locations

4 KeywordsDiscount travel packages HawaiiOutdoor wedding locations Cape

5 keywordsDiscount travel packages Honolulu HawaiiOutdoor wedding locations Clifton Cape

6+ KeywordsDiscount adventure travel packages Honolulu

HawaiiOutdoor beach wedding locations Clifton

Cape

Traffic

Excellent

Great

Good

Low

Poor

Conversion

Poor

Low

Good

Great

Excellent

Free Keyword Tools• Google Wonder Wheel

• SEO.Book.com

• Labs.wordtracker.com

• Freekeywords.wordtracker.com

• WSI Power Search

Google Wonder wheel

Google Wonder wheel

Google Wonder wheel

Google Wonder wheel

Google Wonder wheel

www.SEOBook.com

www.freekeywords.wordtracker.com

Labs.wordtracker.com

www.labs.wordtracker.com

www.labs.wordtracker.com

• Market Research

• 2-3 word phrases

• Target audience needs

• Qualifiers/intent keywords

• Segment into niches

Keyword review

Paid Search Advertising

What is it?What is it?Why use it?Why use it?

What is PPC?

•4 line Ad4 line Ad•No graphicsNo graphics•All have same spaceAll have same space•Bid for positionBid for position•Display when people Display when people searchsearch•Lead to landing pageLead to landing page

Why Use PPC?It’s like taking an ad in It’s like taking an ad in the newspaperthe newspaper

&&only paying when only paying when someone reads itsomeone reads it

What makes a Successful PPC Ad?

3Write enticing copyWrite enticing copywith distinct offerswith distinct offers

1Pay for ROI-generating

positions

2 Make clear keyword Make clear keyword matchesmatches

4 Use brand recognitionUse brand recognition

5 Create display URLsCreate display URLs

Sale on all HDTV’s30% off sale on all HDTV models!Limited time! Get free shipping too!

www.recognisedbrand.com/HDTVs

Bid on Bid on competitors competitors brandsbrands

Search engine optimisation - 101

All you need to know about SEOAll you need to know about SEO

An SEO makeover gets you noticed

Indexed pagesIndexed pages

RankingsRankings

VisitorsVisitors

ConversionsConversions

Search engines are stupid

Don’t make me think

Don’t make me think

Can’t tell intent to determine Can’t tell intent to determine relevancerelevance

SEO CONSISTS OF:on-page on-page optimisationoptimisation

www.wsiom.co.za/social-media

•Keywords•Heading•Sub headings•Text

1 URL Factors

2 On-Page Factors

SEO CONSISTS OF:on-page on-page optimisationoptimisation

www.wsiom.co.za/social-media

off-page off-page optimisationoptimisation

•Directories

•Blogs

•Press Releases

•Articles

•Social sites

Links Build Ranking MomentumLinks Build Ranking Momentum

Links are the Highway of the Links are the Highway of the WebWeb

Used Car

Sales

Used Car

Sales

Low mileage BMW

2005 Lexus2005 Lexus

Pre-owned Audi

Pre-owned Audi

Buy used

Mercedes

Buy used

Mercedes

Click HereClick Here

Power of anchor text

Landing PageLanding Page

Wedding Dresses

Authority Site

Wedding dresses

Wedding Dresses

Blog Site

Wedding Dresses

Directory Site

Hey GoogleBoost rankings for “wedding dresses”

www.eliance.com

PPc & Seo Roundup

Organic vs. Organic vs. PaidPaid

CostCost ClicksClicks

Expected PPC Clicks @ Fixed Cost

Initial search results

Lower maintenance

Facebook Advertising

Facebook Advertising

Facebook Advertising

Facebook Advertising

Facebook Advertising

Facebook ads work great — if you've already got fans on the network

• Bid your search position

• Optimise for 2-3 word phrases

• Get in-bound links

• Facebook Ads

Lead generation roundup

Questions on Lead Questions on Lead GenerationGeneration