Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010
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SMX Advanced – Barbara Coll ‐ 2010 1 Op9mizing for the Search Sales Funnel Barbara C. Coll CEO, WebMama.com Inc.
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Is there a set of keywords that define a 'sales funnel' for searchers. I don't think so. I think that you need to capture searchers wherever they are in their journey of discovery and buying. Successful optimization (SEO) of all web elements requires careful planning - and a ton of writing - around category, brand and product keywords.
Transcript of Search Keywords, SEO and The Sales Funnel - Barbara webmama Coll - SMX Advanced 2010
SMXAdvanced–BarbaraColl‐2010 1
Op9mizingfortheSearchSalesFunnel
BarbaraC.CollCEO,WebMama.comInc.
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Op9mizingfortheFunnel
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VMware
Op9miza9onisaboutCONTENT
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ContentforEduca9on
• Forini9alresearchers• Categoryownership• Broadinforma9onseekers
Category/industrykeywords
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Virtualiza9onhasitsowndirectoryandmul9plesec9onscovering‘what,why
andwho’
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ContentforProductSpace
• Forcomparisonshoppers• Forfamiliarsoftheindustry
• Veryqualifiedforfollow‐up
Productrelated(non‐brand)keywords
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VideoContentonYouTubeaboutVirtualMachines.
FoundthroughsearchandontheVMwareYouTubechannel.
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ContentforBrandProductNames
• Forseriousleads• Forcurrentusers(upgrade,cross‐sell)• Fornewgroupsincurrentcustomer
• Forpeoplewhoknowwhattheywant
Productrelatedkeywordswithbrand
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HP
UsingCompe99veKeywords
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Goal
• Appealingcontent• Usecompe9tor’sbrandswordslegallyandwhererelevant
SearchVisibility
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SHOES
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GoogleShopping
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GoogleMainSearchResults
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TwiderFeedControl?
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MoreDetailsRevealedinSearch–OpportunityforLongerTailPage
GoogleMainSearchResults
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KeystoBroadKeywordCoverageOrganicSearchMarke9ng
• Text‐basedcontent• Mul9plepaths–text‐based
• Sitenaviga9on• Footer• Linksfrombodytext
• Relevantkeywords• Relevantcontentforkeywords• Usekeywordsinothermediaelements
– Cap9ons‐Tweets‐Blogtags/categories– YouTubedescrip9ons‐CommunityMessages/threads
• Usesitemaptoolstoensureindexing
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GetVisible
Dominatethesearchresults
BarbaraC.Coll,CEOWebMama.comInc.
webmama.comblog.webmama.comTwider:@webmama
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Thankyou.
BarbaraCollCEO,WebMama.comwww.twider.com/[email protected]
