The Power of Keywords:Convert More Customers Online

Broad

FloristFlorist

FlowersFlowers

Fresh flowersFresh flowers

Narrow

London floristLondon florist

RosesRoses

Hybrid tea RoseHybrid tea Rose

Hybred tea roseHybred tea rose

KeywordsCreateCreateCreateCreate

RefineRefineRefineRefine

UseUseUseUse ====

WordsWordsWordsWords

KeyKeyKeyKey

KeyKeyKeyKey

ResultsResultsResultsResults

A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of

an entry in a bibliographic database

kē ' wûrdkē ' wûrd

A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of

an entry in a bibliographic database

kē ' wûrdkē ' wûrd

A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of

an entry in a bibliographic database

kē ' wûrdkē ' wûrd

Which can be used as a search term in ain a free-text or natural language searchsearch

A significant wordA significant word in the abstract, title, subject headings (descriptors), or text of

an entry in a bibliographic database

kē ' wûrdkē ' wûrd

Which can be used as a search term in ain a free-text or natural language searchsearch

A word in the A word in the abstract, abstract,

title, subject title, subject or text used or text used by by librarieslibraries to to classifyclassify documentsdocuments

A word used A word used by a by a search search engineengine to to

classify and classify and rankrank

relevantrelevantweb pagesweb pages

A keyword is…A keyword is…

A word a A word a companycompany believes believes relevant relevant to the to the

featuresfeatures users seekusers seek

A word A word a usera user believes believes relevant relevant

to the to the benefitsbenefits they are they are seekingseeking

KeywordA keyword is…A keyword is…

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

Words that Words that get you get you fewer, fewer,

but more but more qualified qualified visitors?visitors?

Which to use?Which to use?

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

88%88% conduct some sort of online conduct some sort of online research prior to making a purchaseresearch prior to making a purchase

rē ' sûrchrē ' sûrch

67%67% of these researchers use of these researchers use search engines to helpsearch engines to help

Pink Rose Bouquet (s)Pink Rose Bouquet (s)

London Rose BouquetsLondon Rose Bouquets

Long Stemmed Pink RosesLong Stemmed Pink Roses

Rose of Rose of the the

month month

Create Keywords Create Keywords List From:List From:

Company & Product Names, Company & Product Names, Customer Question Wording Customer Question Wording

(misspellings),(misspellings),Industry Terms,Industry Terms,

Offline Marketing,Offline Marketing,GeographyGeography

Expand Keyword Expand Keyword Lists Using:Lists Using:

Search Count & Suggestion Tools,Search Count & Suggestion Tools,Site Visitor Logs,Site Visitor Logs,

Competitive Analysis,Competitive Analysis,Misspellings, etc.Misspellings, etc.

Suggested Alternatives Yield Exceptional Results

““Motel Motel Our Our CityCity””

1111 Searches Searches

““Accommodation Accommodation Our CityOur City””

104104 Searches Searches

Final Keywords List:Final Keywords List:500-1,000 Words500-1,000 Words

MispelingsMispelings are also key are also key sources of trafficsources of traffic

• video emailvideo email

196196 Daily Daily SearchesSearches

183,000183,000 Sites Sites using that using that keywordkeyword

• videoemailvideoemail

122122 Daily Daily SearchesSearches

19,90019,900 Sites Sites using that using that

keywordkeyword

Final Keywords List:Final Keywords List:500-1,000 Words500-1,000 Words

We Recommend We Recommend OutsourcingOutsourcing

SEM Specialists SEM Specialists outperformoutperform In-house MarketingIn-house Marketing

Source: Marketing Sherpa 2005 survey of 3,271 marketersSource: Marketing Sherpa 2005 survey of 3,271 marketers

Keywords Keywords RefinedRefined

Keywords Keywords RefinedRefined

NearlyNearly 3 to 1 3 to 1

Keyword: Keyword: “Test”“Test”

Keyword: Keyword: “Test”“Test”

Outsource:Outsource:110%110% MoreMoreTrafficTraffic

In-house:In-house:38%38% MoreMore

TrafficTraffic

Red Rose BouquetRed Rose Bouquetsales tracked back sales tracked back to a page to a page on extendingon extendingthe life of the life of cut flowerscut flowers

Fastest WayFastest Wayto Test?to Test?

Fastest WayFastest Wayto Test?to Test?

A Pay Per Click campaign will A Pay Per Click campaign will test keyword effectivenesstest keyword effectiveness

quickly & inexpensivelyquickly & inexpensively

Analytics Tools Analytics Tools Reveal If:Reveal If:

Analytics Tools Analytics Tools Reveal If:Reveal If:

The call to action matches the keyword,The call to action matches the keyword,landing page matches the keyword,landing page matches the keyword,

visitors get to the right pagesvisitors get to the right pages

• CalendarsCalendars Add or change Add or change

keywords keywords seasonally to seasonally to keep fresh and keep fresh and attract spidersattract spiders

July Rose SpecialsJuly Rose Specials

• MapsMapsUse geography Use geography

as keywords as keywords & add it to & add it to

keyword keyword phrasesphrases

Toronto Rose Toronto Rose GrowerGrower

UsesUsesUsesUses

Keyword research is key to success of:Keyword research is key to success of: On-page Search Engine OptimizationOn-page Search Engine Optimization

Off-page linking strategiesOff-page linking strategies Pay Per Click advertisingPay Per Click advertisingOnline sales conversionOnline sales conversion

UsesUsesUsesUses

Expand Site ContentExpand Site Content

UsesUsesUsesUses

Add Link PartnersAdd Link Partners Expand Site ContentExpand Site Content

usesusesusesuses

Add Link PartnersAdd Link Partners Expand Site ContentExpand Site Content

Articles,Articles,Blog EntriesBlog Entries

& Press & Press Releases Releases

UsesUsesUsesUses

Add Link PartnersAdd Link Partners

ImproveImproveConversion Conversion PercentagesPercentages

Expand Site ContentExpand Site Content

Articles,Articles,Blog EntriesBlog Entries

& Press & Press Releases Releases

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