My first liveblog for SES Chicago will happen until the day three. About luck? Research keywords displayed by Ron Jones, Director of Internet marketing Symetri. Advanced Ron and I retweet mutual friends, while I read many of his articles on ClickZ, I haven't seen him speak before.
Ron started things out by taking a poll using the audience (smart) to see how many have done research keywords before. usually.
Importance of keyword research:
Keyword research is a strategic or tactical?When we use keywords we strengthen real radar, the searcher sends expectations. as marketers, then we have a responsibility to deliver on that expectation. Choosing the correct keywords as well as having relevant content to match conversion equals. As a result, the use of keywords and research keywords is a strategic function.
What happens when you use the wrong keywords? Wasting resources, reach and audience significan correct and attract visitors won't convert. Think about how long does it take to obtain visibility in the search for the keywords upper hard only to discover that they are wrong keywords – waste of time.
Role of research keywords, how it relates to other marketing channels.Keywords are the basic building blocks for all online and offline marketing campaigns.This means: SEO tactics like, PPC, mobile phone, social security, local, video art and traditional marketing. keywords are used in the product naming, and provide services.Keyword referrers and interact with the Web site's successor can provide clues about consumer behavior and preferences.
Buying cycle describes the behavior of the buyer as they move from the research, the zip code search, research, content, and then make a decision/conversion keywords at the top of the cyucle buying tend to be broad and as a refined search process for a decision, a more specific keywords.To answer the question is what is the duration of your product or service.
Broad keywords vs. narrow they are a reflection of a signal to buy cycle. example: bike shop and Trek madone 6.9 bycicle front office Denver bike shop
Development of the research process: keywords
Blue Sky: searching keywords possible all improvement: identify the best performing keywords categorize: transition into categories or themes Test: examined the performance of keywordsWith the start of the process of research keywords, to think beyond the outside of the sentences "standard" IAI. understand your audience, speak the language of your customers and the company's debased language that the branch.
Keyword research tool
Offer tools include:
Trend and forecast
Other:
Look at the competition by visiting their Web site, looking at the metadata (meta description & keywords) as well as heading tags. here are some tools for competitive keyword research:
Refining the list of keywords. just because a combination of keywords is the most popular, doesn't mean that it is right to focus on. weight of keyword phrases in your list with different data, including populartiy, relevance the uniqueness of the competition.
Remember that with keyword visibility, setting expectations for consumers who discover the contents of the search by using certain keywords, conversions for critical that content delivery on this syncs are search visibility with consumers on what you're looking for.
Some keyword terms you can designate?With SEO, you might want to optimize the page level for specific phrases, 1-3 phrases per page. than will be rather diluted in a carrier of relevance. with PPC, you can target the keyword combinations as you can afford. think in terms of individual ad groups and ads themselves with research social media keywords, focus on the core groups of keywords that reflect important calls for your business.
Your campaigns, test and refine the program installation: PPC is a wonderful tool for checking the keywords end use for SEO PPC delivers quick results ... for the performance of the keyword and helps you know you're getting the audience to "right". monitoring the continued performance in the target word to validate what works, what is not so you can refine.
When you use negative keywords?With the brand strategy may or may not use negative keywords, but with the conversion strategy, you want to use negative keywords to filter out those visitors who are most likely to convert some advantages to add a list of negative keywords to your PPC campaign: to improve the quality of the score, improves conversion rates that, qualified leads, lowering cost per conversion, improves the experience of the visitor, improves the relevance, reducing the rate of the jump.
How to find negative keywords: PPC keyword tools, hanliza Google, use Google search reports, help, Google Alerts.
Remember: keyword research is a strategic function, not a tactical. keywords help marketers to deliver the right content to consumers right and increase the user experience, as well as conversions.
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