keyword research - pubcon austin 2011
DESCRIPTION
Keywords for Action is a presentation by Sean Jackson of Copyblogger, presented at PubCon Austin 2011.In this presentation, we focus on how to obtain organic keywords based on user input within a site, with a specific focus on capturing search terms that lead to a form input action.TRANSCRIPT
Keywords for Action Presented by Sean Jackson, Copyblogger Media
KEYWORDS FOR ACTIONSPresented by Sean Jackson of Copyblogger Media
Organic Keyword Selection and Targeting – Austin 2011
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Sean A. JacksonPartner/CFO - CopybloggerChairman - DFW SEM
Past President Dallas Ad League (AAF-Dallas)
About CopybloggerCopyblogger.com#1 online marketing blog – AdAge
StudioPress.com#1 WordPress Framework – Mashable
ScribeSEO.comCategory leading SEO tool for writers
ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Feedback & Comments
@copyblogger#pubcon
Keywords for Action Presented by Sean Jackson, Copyblogger Media
The goal of keywords is…
To draw traffic that converts!
Keywords for Action Presented by Sean Jackson, Copyblogger Media
CategoryAwareness
BrandAwareness
BrandConsideration
BrandPreference
PurchaseIntent
Purchase CustomerRetention Advocates
Keywords by Action
The Buying Process
Reviews Specials Exclusives
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Beyond Google Analytics
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Some Assembly Required
• Tracking is crucial…– Cookies– Flash Cookies – LSO– Link tracking (URL redirects)
• dB of Action– User Id– Original SERP Term– Action Event– Action Result
Keywords for Action Presented by Sean Jackson, Copyblogger Media
uid serp_t event value
G101 SEO Consultants in Dallas email [email protected]
G102 reputation management search WrightIMC
G103 social media ninja twitter /page.html
Keywords in Action
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Analyzing the Data
• Semantic Named Entity Extraction– Used to aggregate ideas and gen keywords
concepts– Useful for your serp_t and search value analysis
• Tools– http://www.lexalytics.com– http://www.alchemyapi.com– http://www.opencalais.com
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Final Thoughts…
• Focus on keywords that convert to action• Form input = keyword research• More keywords = more form input• Be smarter about form inputs…– Modals/lightbox on Why/Benefit of input• e.g. Capture Twitter Alias to build DM list
– Promote on-site searching• Recommended product – Zoom Search by
wrensoft.com
Keywords for Action Presented by Sean Jackson, Copyblogger Media
Feedback & Comments & Presentation
http://slideshare.net/copyblogger@copyblogger