High Search Visibility for the ‘Right’ Keywords

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Discovering the right keywords so that you optimize and ultimately dominate in search results for words that matter - and there are probably only 10-20 of them! Barbara 'WebMama' Coll

Tecnologia Design

High Search Visibility for the
‘Right’ Keywords
Presented by:
Barbara C. Coll
CEO, WebMama.com Inc.
@webmama

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

And Domination of an
Industry Category Across All
Searchable Sites.

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

HTTPS://WWW.GOOGLE.COM/S
EARCH?Q=VIRTUALIZATION
VMware DominatesVirtualization&All
Related Phrases.

•Call CenterContact Center
•QuickbooksAccounting
Software
•Data CenterInterconnection
Ecosystem
Legacy
“Required”

How do you convince the
content owners to use the
bucketed terms?
Search Volume, Paid Campaign success,
Competitors, Basic Search Results

Dominate Search
Thank You
Barbara Coll
@webmama
PubCon New Orleans 2013

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High Search Visibility for the ‘Right’ Keywords

1. High Search Visibility for the ‘Right’ Keywords Presented by: Barbara C. Coll CEO, WebMama.com Inc. @webmama

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

3. CEO EGO

4. Traditional Criteria

5. And Domination of an Industry Category Across All Searchable Sites.

6. Keyword Buckets

7. So Where Does the Information Come?

8. 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)

9. 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

10. Brand

11. Category Complete Domination

12. HTTPS://WWW.GOOGLE.COM/S EARCH?Q=VIRTUALIZATION VMware DominatesVirtualization&All Related Phrases.

13. Trendy PR, Facebook Lingo,

14. •Call CenterContact Center •QuickbooksAccounting Software •Data CenterInterconnection Ecosystem Legacy “Required”

15. CEO Pain Threshold Brand Trendy Category Legacy CEO Pain Relevancy

16. The End Result

17. How do you convince the content owners to use the bucketed terms? Search Volume, Paid Campaign success, Competitors, Basic Search Results

18. Dominate Search Thank You Barbara Coll @webmama PubCon New Orleans 2013