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Is there a set of keywords that define a 'sales funnel' for searchers. I don't think so. I think that you need to capture searchers wherever they are in their journey of discovery and buying. Successful optimization (SEO) of all web elements requires careful planning - and a ton of writing - around category, brand and product keywords.
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SMXAdvanced–BarbaraColl‐2010 1
Op9mizingfortheSearchSalesFunnel
BarbaraC.CollCEO,WebMama.comInc.
SMXAdvanced–BarbaraColl‐2010 2
SMXAdvanced–BarbaraColl‐2010 3
Op9mizingfortheFunnel
SMXAdvanced–BarbaraColl‐2010 4
VMware
Op9miza9onisaboutCONTENT
SMXAdvanced–BarbaraColl‐2010 5
ContentforEduca9on
• Forini9alresearchers• Categoryownership• Broadinforma9onseekers
Category/industrykeywords
SMXAdvanced–BarbaraColl‐2010 6
SMXAdvanced–BarbaraColl‐2010 7
SMXAdvanced–BarbaraColl‐2010 8
Virtualiza9onhasitsowndirectoryandmul9plesec9onscovering‘what,why
andwho’
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ContentforProductSpace
• Forcomparisonshoppers• Forfamiliarsoftheindustry
• Veryqualifiedforfollow‐up
Productrelated(non‐brand)keywords
SMXAdvanced–BarbaraColl‐2010 10
SMXAdvanced–BarbaraColl‐2010 11
VideoContentonYouTubeaboutVirtualMachines.
FoundthroughsearchandontheVMwareYouTubechannel.
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ContentforBrandProductNames
• Forseriousleads• Forcurrentusers(upgrade,cross‐sell)• Fornewgroupsincurrentcustomer
• Forpeoplewhoknowwhattheywant
Productrelatedkeywordswithbrand
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SMXAdvanced–BarbaraColl‐2010 14
SMXAdvanced–BarbaraColl‐2010 15
HP
UsingCompe99veKeywords
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Goal
• Appealingcontent• Usecompe9tor’sbrandswordslegallyandwhererelevant
SearchVisibility
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SMXAdvanced–BarbaraColl‐2010 18
SMXAdvanced–BarbaraColl‐2010 19
SMXAdvanced–BarbaraColl‐2010 20
SHOES
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GoogleShopping
SMXAdvanced–BarbaraColl‐2010 22
GoogleMainSearchResults
SMXAdvanced–BarbaraColl‐2010 23
TwiderFeedControl?
SMXAdvanced–BarbaraColl‐2010 24
MoreDetailsRevealedinSearch–OpportunityforLongerTailPage
GoogleMainSearchResults
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KeystoBroadKeywordCoverageOrganicSearchMarke9ng
• Text‐basedcontent• Mul9plepaths–text‐based
• Sitenaviga9on• Footer• Linksfrombodytext
• Relevantkeywords• Relevantcontentforkeywords• Usekeywordsinothermediaelements
– Cap9ons‐Tweets‐Blogtags/categories– YouTubedescrip9ons‐CommunityMessages/threads
• Usesitemaptoolstoensureindexing
SMXAdvanced–BarbaraColl‐2010 26
GetVisible
Dominatethesearchresults
BarbaraC.Coll,CEOWebMama.comInc.
webmama.comblog.webmama.comTwider:@webmama
SMXAdvanced–BarbaraColl‐2010 27
Thankyou.
BarbaraCollCEO,WebMama.comwww.twider.com/webmamaBlog.webmama.combcoll@webmama.com
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