High Search Visibility for the ‘Right’

KeywordsPresented by:

Barbara C. CollCEO, WebMama.com Inc.

@webmama

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

CEO EGO

Traditional Criteria

And Domination of an Industry Category Across

All Searchable Sites.

Keyword Buckets

So Where Does the Information Come?

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)

Sources Used in a Recent Keyword Project

• Corporate Website• Company employees• YouTube

– Corporate Site– Related Video Descriptions– Category tags

• Internal Messaging Documents From Product Marketing

• Corporate Twitter Accounts• Site Scraping Tools

• Google Keyword Tool

• Webconfs.com Keyword Density

• Readwriteweb.com• Wikipedia• Competitor Sites• Competitive Analysis

Tools– SEMRush.com– Compete.com– iSpionage.com

• Opensiteexplorer.org• Keyword Expansion

Tools– Wordtracker– Google Keyword

Tool• Wordle.net

Brand

CategoryComplete Domination

HTTPS://WWW.GOOGLE.COM/SEARCH?Q=VIRTUALIZATION

VMware Dominates Virtualization & All Related Phrases.

Trendy

PR, Facebook Lingo,

Legacy“Required”

CEO Pain Threshold

Brand Trendy Category Legacy

CEO PainRelevancy

The End Result

How do you convince the content owners to use the

bucketed terms?

Search Volume, Paid Campaign success, Competitors, Basic Search Results

Dominate Search

Thank YouBarbara Coll@webmama

PubCon New Orleans 2013