SEM_keyword - Choose Your Keyword It is now time to...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Choose Your Keyword It is now time to "position" your web site! Keyword planning the first real step in SEM campaign - True for both organic and paid placement search! In this chapter, we will conduct keyword planning step by step - Generate the candidate list - Research candidate keywords - Prioritize keywords Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 10-1 Common Mistakes in Keyword Selection TOO HOT: - HIGH demand - GENERAL meanings - HIGH bidding price (for paid placement) TOO COLD: - FEW or NO demand - SPECIFIC meanings - LOW bidding price (for paid placement) STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-2 Fall 2006 Davison/Lin Common Mistakes in Keyword Selection: The keywords that may burn you The risk of using a hot keyword: - LOW click-through rate - LOW conversion The bottom line: - Find the closest match to your site - Avoid multiple meanings keywords Exception: - There are times when a broad term might be right for you... STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-3 Fall 2006 Davison/Lin Common Mistakes in Keyword Selection: The keywords that may freeze you The risk of using a cold keyword: - Why is it cold in the first place? The birth of cold keywords - Lost in translation - Wrong audience Exception: - Your brand name STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-4 Fall 2006 Davison/Lin Choose the keyword that is JUST RIGHT Be yourself stick to keyword that truly reflect your site Be specific 3,4,5-word phrases do a better job - 70 75% searches contains 3 words or more STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-5 Fall 2006 Davison/Lin Choosing Keywords: generate the list Think about a focus group - Gather a group of people that are stakeholders or end users of your web site - Brainstorm Write down all nouns Categorize the nouns (product, brand, goal, etc.) Generate adjectives to qualify the nouns Be careful: - Don't get lost in your domain knowledge - Be realistic and objective with your product / site STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-6 Fall 2006 Davison/Lin Choosing Keywords: generate the list Web site GOAL is important! Building Brand image - 55% of Internet users expect to see big brand listed as top search results - 66% searchers believe top search result sites are top companies in the field WHAT keywords to use for brand image campaign? - Which phase are the searchers in? - Think outside of the browser - Keyword timing Generate Conversion STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-7 Fall 2006 Davison/Lin Choosing Keywords: expand the list Use your current search referrals - Pay attention to low-volume keywords - Just because you don't see a keyword... - Use your site search results if available STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-8 Fall 2006 Davison/Lin Choosing Keywords: expand the list Use your competitors - Reverse engineering competitor keyword strategy - Title, keywords, product category, etc. Do NOT use competitors trademarks or brand names to your advantage! STEP 1: GENERATE CANDIDATE LIST CSE 197/BIS 197: Search Engine Strategies 10-9 Fall 2006 Davison/Lin Analyze the list Use the keyword tools to: - Get even more phrases! - Understand the demand - Understand the competitive landscape STEP 2: ANALYZE THE LIST CSE 197/BIS 197: Search Engine Strategies 10-10 Fall 2006 Davison/Lin Analyze the list Wordtracker - PRO Relatively free of "rank checking" Word variation KEI User friendly - CON English only Specific user group STEP 2: ANALYZE THE LIST CSE 197/BIS 197: Search Engine Strategies 10-11 Fall 2006 Davison/Lin Analyze the list Yahoo - PRO Global Search Word variation - CON Rank checking Google - PRO Global Search Word variation similar keywords, recommender system - CON No actual demand estimated number only STEP 2: ANALYZE THE LIST CSE 197/BIS 197: Search Engine Strategies 10-12 Fall 2006 Davison/Lin Prioritize your keywords Top priority: - Popular, high conversion Medium priority: - Somewhat popular, acceptable conversion Low priority: - Enough demand to be a paid placement but not worth organic search optimization BEWARE: - Focus on close matches to your site for ALL categories - There is a limitation on how many keywords a SEO campaign could target STEP 3: PRIOITIZE THE KEYWORDS CSE 197/BIS 197: Search Engine Strategies 10-13 Fall 2006 Davison/Lin Prioritize your keywords Building Brand Awareness - Focus on "must win" words Increase conversions - For organic, focus on keywords that bring the highest conversions - For paid placement, it is an ROI decision STEP 3: PRIOITIZE THE KEYWORDS CSE 197/BIS 197: Search Engine Strategies 10-14 Fall 2006 Davison/Lin Prioritize your keywords Keywords from BUY stage - High quality searchers - Effective landing pages - High priority Keywords from SHOP stage - Take into consideration the popularity & match Keywords from LEARN stage - Probably hard to tell the conversion - Focus on demand and match, test run a few and observe STEP 3: PRIOITIZE THE KEYWORDS CSE 197/BIS 197: Search Engine Strategies 10-15 Fall 2006 Davison/Lin ...
View Full Document

This note was uploaded on 08/06/2008 for the course CSE 197 taught by Professor Hectormunoz-avila during the Fall '07 term at Lehigh University .

Ask a homework question - tutors are online