Keywords for Action is a presentation by Sean Jackson of Copyblogger, presented at PubCon Austin 2011. In this presentation, we focus on how to obtain organic keywords based on user input within a site, with a specific focus on capturing search terms that lead to a form input action.

1. Organic Keyword Selection and Targeting – Austin 2011 Keywords for actionsPresented by Sean Jackson of Copyblogger Media

2. Sean A. JacksonPartner/CFO - Copyblogger Chairman - DFW SEM Past President Dallas Ad League (AAF-Dallas) About Copyblogger Copyblogger.com#1 online marketing blog – AdAge StudioPress.com#1 WordPress Framework – Mashable ScribeSEO.comCategory leading SEO tool for writers ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse

3. Feedback & Comments @copyblogger #pubcon

4. The goal of keywords is… To draw traffic that converts!

5. The Buying Process Reviews Specials Exclusives CategoryAwareness BrandAwareness BrandConsideration BrandPreference PurchaseIntent CustomerRetention Purchase Advocates Keywords by Action

6. Beyond Google Analytics

7. Some Assembly Required Tracking is crucial… Cookies Flash Cookies – LSO Link tracking (URL redirects) dB of Action User Id Original SERP Term Action Event Action Result

8. Keywords in Action

9. Analyzing the Data Semantic Named Entity Extraction Used to aggregate ideas and gen keywords concepts Useful for your serp_tand searchvalue analysis Tools http://www.lexalytics.com http://www.alchemyapi.com http://www.opencalais.com

10. Final Thoughts… Focus on keywords that convert to action Form input = keyword research More keywords = more form input Be smarter about form inputs… Modals/lightbox on Why/Benefit of input e.g. Capture Twitter Alias to build DM list Promote on-site searching Recommended product – Zoom Search by wrensoft.com

11. Feedback & Comments & Presentation http://slideshare.net/copyblogger @copyblogger