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

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