The Power of Keywords: Convert More Customers Online

BroadFloristFlowers Fresh flowers Narrow London florist Roses Hybrid tea Rose Hybred tea rose

Keywords CreateCreate RefineRefine UseUse == WordsWords KeyKey KeyKey ResultsResults

A significant word kē ' wûrd A significant word in the abstract, title, subject headings (descriptors), or text of an entry in a bibliographic database kē ' wûrd

A significant word kē ' wûrd in a search A significant word in the abstract, title, subject headings (descriptors), or text of an entry in a bibliographic database kē ' wûrd Which can be used as a search term in a free-text or natural language search

A word in the abstract, title, subject or text used by libraries to classify documents A word used by a search engine to classify and rank relevant web pages A keyword is…

A word a company believes relevant to the features users seek A word a user believes relevant to the benefits they are seeking Keyword A keyword is…

Words that get you to the top of the search engine results? Words that get you to the top of the search engine results? Words that get you fewer, but more qualified visitors? Which to use?

Source: Harris Interactive and iCrossing survey of 2,322 US adults 88% conduct some sort of online research prior to making a purchase 88% conduct some sort of online research prior to making a purchase rē ' sûrch 67% of these researchers use search engines to help

Pink Rose Bouquet (s) London Rose Bouquets Long Stemmed Pink Roses Rose of the month

Create Keywords List From: Company & Product Names, Customer Question Wording (misspellings), Industry Terms, Offline Marketing, Geography

Expand Keyword Lists Using: Search Count & Suggestion Tools, Site Visitor Logs, Competitive Analysis, Misspellings, etc.

Suggested Alternatives Yield Exceptional Results “Motel Our City” 11 Searches “Accommodation Our City” 104 Searches

Final Keywords List: 500-1,000 Words Mispelings are also key sources of traffic

video video 196 Daily Searches 183,000 Sites using that keyword video video 122 Daily Searches 19,900 Sites using that keyword

Final Keywords List: 500-1,000 Words We Recommend Outsourcing

SEM Specialists outperform In-house Marketing Source: Marketing Sherpa 2005 survey of 3,271 marketers Keywords Refined Nearly 3 to 1

Keyword: “Test” Outsource: 110% More Traffic In-house: 38% More Traffic

Red Rose Bouquet sales tracked back to a page on extending the life of cut flowers

Fastest Way to Test? A Pay Per Click campaign will test keyword effectiveness quickly & inexpensively

Analytics Tools Reveal If: The call to action matches the keyword, landing page matches the keyword, visitors get to the right pages

CalendarsCalendars Add or change keywords seasonally to keep fresh and attract spiders Add or change keywords seasonally to keep fresh and attract spiders July Rose Specials MapsMaps Use geography as keywords & add it to keyword phrases Toronto Rose Grower

UsesUses Keyword research is key to success of: On-page Search Engine Optimization Off-page linking strategies Pay Per Click advertising Online sales conversion

UsesUses Expand Site Content Expand Site Content

UsesUses Add Link Partners Expand Site Content Expand Site Content

usesuses Add Link Partners Expand Site Content Expand Site Content Articles, Blog Entries & Press Releases

UsesUses Add Link Partners Improve Conversion Percentages Expand Site Content Expand Site Content Articles, Blog Entries & Press Releases

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