1. Barbara C. Coll, WebMama.com Inc

2. Brainstorming

3. Non-Search Competition
 Look at meta tags
 Look at blog posts (they tend to be written by non-press, non-
sales people)
 Look to see if they have a created a ‘content’ section on the site
(http://www.vmware.com)
Search Competition
 See who shows up under your guesses at your top keyphrases
 What words are they using in their Title tags and Meta
Descriptions. Look at their headers (H1) on their deep product
pages.

4. Search Volume?
It isn’t all about AdWords predictions
Live Search!

5. Keyword Buckets for SEO
140
120
100
80 CEO Pain
60 Relevancy
40
20
0
Brand Trendy Category Legacy

6. Case Study
 On-demand Application - 30-day Free Trial, Paid
Subscription
 Marketing Website and Application Content
Controlled by IT
 Marketing Automation Tool Used for Paid Search (all paid
campaigns) Landing Pages
 Keywords for Optimization Chosen How?

8. Analysis Performed at the
Following Points
Product: ACCOUNTING SOFTWARE
Target: Accounting companies and in-house accountants
Keyword: ONLINE INVOICING
 Gut feel by employees – too much competition by
little, insignificant companies, this can’t be the space
our product plays in
 Gut feel by Paid Search Agency – anybody searching for
online invoicing is a business

9. Metrics Reviewed
 Stats showed excellent conversion from AdWords Ad to Landing
Page (Click-through)
 Used PAID KEYWORD LANDING PAGE
 Stats showed excellent conversion from Landing Page to Form
Filled Out
 Used LANDING PAGE  FORM FILLED OUT
 Stats showed no conversions from Filled out Form to Free Trial
Download
 Used FORM FILLED OUT  FREE TRIAL DOWNLOADED
 Stats months later when sales data was tied to paid keyword showed
excellent conversion from Free Trial Download to Product Usage
 Used DOWNLOAD  PRODUCT USAGE
 Stats 30-days later that showed minimal conversions from Product
Usage to user Subscribing
 Used PRODUCT USAGE  PAID SUBSCRIPTIONS

10. Analysis? Conclusion
Client Agency
 Keyword is a bad buy  Keyword is
great, investigate why
users are not turning into
buyers. Not a lead
generation problem.
 Action
 Action
 Stop buying ‘online
invoicing’  Buy more related terms

11. Measure
Hit Landing Page
Fill out form
Download free trial
Keyword
Use Product
Pay for subscription
3-month user

12. Enter Site
Wander Around
Go away
Come back through paid search
Keyword
Download free trial
Use Product
Pay for subscription
3-month user

13. So You Pick Some Words?
 Pick the words
 Educate the crowd
 Did they use the words?
 Did you move the needle in search traffic?
 OOOPS! Google takes away knowledge

14. Top Phrase:
Employee Wellness Programs
Was it used?

15. Can You Guess the Top Keyphrase?
http://www.telx.com/Press-Releases/telx-simplifies-interconnection-services.html

16. How About In Content?

17. SEO Referring Keywords
 Google does not report referring keywords for people
logged into Google at the time of search
 Problem: Can’t track from organic search keyword through
to any conversion point
 Problem: B2B in IT, Technology space
 Good News:
 You know where they came from:
 Geography
 Referring domain
 You know where they landed
 You know where they went – what they did

18. Final Thoughts
 Search goal:
Capture as much of the search volume for specific
keywords that you can.
 Paid Search Doesn’t Increase Search Volume –
other marketing increases search volume
 If you can’t measure keyword to sales you aren’t
alone.
Barbara Coll, CEO, WebMama.com Inc.
bcoll@webmama.com