Keyword-based, context-aware selection of natural language query ...
Digital Marketing: The Science Behind Keyword Selection
-
Upload
ais-media-inc -
Category
Marketing
-
view
265 -
download
2
Transcript of Digital Marketing: The Science Behind Keyword Selection
![Page 1: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/1.jpg)
Denise Maling EVP, Client Services
Your presenter
#AISMediaEDU
![Page 2: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/2.jpg)
Interactive Webinar Agenda
Online Survey
Live Tweeting
Tweeting LIVE #AISMediaEdu Special Offer
Presentation
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 3: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/3.jpg)
Atlanta Dallas
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 4: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/4.jpg)
Amplified. Digital Marketing Performance
ATTRACT ENGAGE
CONVERT
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 5: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/5.jpg)
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
DESIGN
STRATEGY
CONTENT
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 6: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/6.jpg)
AWARD-WINNING MARKETING & UX DESIGN
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 7: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/7.jpg)
WHERE YOU’VE SEEN US
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 8: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/8.jpg)
FEATURED CLIENTS & ATTENDEES
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 9: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/9.jpg)
Source: GoogleInsights
Customer Journey Channel Roles(Assist vs. Conversion)
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
66%
45%
51%
59%
76%
35%
34%
55%
49%
41%
24%
65%
Social
Organic Search
Paid Search
Display
Direct
![Page 10: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/10.jpg)
1. Competitive Intelligence 2. High volume keywords 3. Relevancy 4. Intent 5. Actual Selection
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
5 Key Elements To Keyword Selection
![Page 11: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/11.jpg)
þ Single-word terms þ Terms that are too broad, and not
focused on what you offer þ Terms that are industry specific
3 Common Mistakes to Avoid The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 12: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/12.jpg)
Determine Your Current Keyword Strength
Existing Keywords
Keyword Potential
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 13: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/13.jpg)
1. Increase Traffic 2. Drive Brand Awareness 3. Generate Leads
What’s Your Goal? The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 14: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/14.jpg)
89.82% of people click links on the first page of search results.
Key search behavior facts we know…
Source: Wordstream
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 15: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/15.jpg)
Competitive Intel
![Page 16: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/16.jpg)
Identify Your Top 3 Competitors
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 17: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/17.jpg)
Site Comparison The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
What To Look For:
1. Keywords competitors rank for & you don’t 2. Keywords you rank for & competitors don’t 3. Volume of branded key terms
![Page 18: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/18.jpg)
Competitive Intel The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (A)
![Page 19: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/19.jpg)
Competitive Intel The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Site (B)
![Page 20: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/20.jpg)
TAKAEWAY: Use common sense. Don’t
chase. Verify.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 21: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/21.jpg)
Identify High Volume Keywords
![Page 22: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/22.jpg)
Identify Voluminous Keywords The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company Ranking for High Volume Keywords
![Page 23: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/23.jpg)
TAKAEWAY: Getting to Position #1 with
less volume creates an easier opportunity to get there.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 24: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/24.jpg)
Relevancy
![Page 25: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/25.jpg)
Always Keep the Goal in Mind
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 26: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/26.jpg)
Filter for Relevance The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
What To Look For:
1. Do you have content on your site that speaks to the keyword?
2. If you were a potential customer would this keyword be worth writing content for?
3. Is your keyword industry or service related?
![Page 27: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/27.jpg)
When Choosing Relevant Keywords…
Tip 1: Choose keywords that are relevant to your products, services & content. Tip 2: Keywords must accurately describe your content. Visitors will skim your website and leave because they can’t find what they’re looking for.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 28: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/28.jpg)
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Relevant Keywords
Company With Highly Relevant Terms
![Page 29: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/29.jpg)
TAKAEWAY: Be sure to geo-modify and
add localization.
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 30: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/30.jpg)
Intent
![Page 31: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/31.jpg)
Build Your Customer Personas
• Demographics • Lifestyle • Need
• Technology involvement • Goals and challenges • And more…
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Define Target Audience
![Page 32: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/32.jpg)
Responsible for budget and support. New Platform = headaches Needs to safeguard team
Interest Level: High
Psychographic: Dubious Role: Gate Keeper
CIO “Skeptic 3.0”
CMO “Loud and Clear”
VP of Sales “Let’s Do This!”
Branding and supporting sales Needs compliance
Consistency
Interest Level: Low Psychographic: Control Role: Brand Champion
200 member team Wants new way to nurture leads
Needs can’t fail tools
Interest Level: High Psychographic: Enthusiastic / fearful
Role: Driver
B2B MA Personas The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 33: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/33.jpg)
What is Your Target Audience Searching for?
Answer The Following Questions:
1. Do we show how we are different? 2. Is trust an issue with our service? 3. What are customers trying to accomplish?
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 34: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/34.jpg)
Customer Journey The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Avoid friction & guide customers to easily navigate where they want to go.
![Page 35: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/35.jpg)
High Intent Keywords The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Company With High Intent Keywords
![Page 36: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/36.jpg)
TAKAEWAY: Will this person buy based on
this keyword?
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 37: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/37.jpg)
Keyword Selection
![Page 38: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/38.jpg)
What Makes A Keyword Highly Effective? þ Competitor’s keywords
þ More specific – less broad þ Relevancy þ Intent
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 39: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/39.jpg)
Final Selection The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
Well Defined List
![Page 40: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/40.jpg)
TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015
1. It is not just about volume 2. Relevancy is about your customer and what they’re looking for 3. Take time to research so your list of keywords is solid and offers
a measureable ROI and new customers
The Science Behind KEYWORD
SELECTION
THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu
![Page 41: Digital Marketing: The Science Behind Keyword Selection](https://reader034.fdocuments.in/reader034/viewer/2022042611/587607101a28ab4a508b6c57/html5/thumbnails/41.jpg)
Limited Time Complimentary Offer FREE BrightEdge Competitive Analysis
• Blended Rank • Keyword Volume • Page Rank • 30-Minute consultation
Call: 404.751.1043 Email: [email protected]