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How to find the right keywordsfor your digital marketing strategy
11. Oktober 2017
3 500 000 000
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Your Speakers
Renke RichterWeb Analyst
Dennis HagemeierInbound Marketing Manager
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FoundedAugust 2011
LocationsOsnabrück, Düsseldorf, Cologne, Lingen
Employees85
Customers524
Revenue15,2 Mio. € (2016)
GrowthØ 60% (p.a.)
Who we are
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Digital Consulting
YieldManagement
Web Analytics
Social Media Marketing
Search Engine Advertising
DisplayAdvertising
Search Engine Optimization
What we do
3 500 000 000
3 500 000 000daily search requests
42.5 milliondaily search requests
Agenda
Introduction
Basic Know-How
How to find keywords
5 tips to choose your keywords
Keyword controlling
Résumé
1.
2.
3.
4.
5.
6.
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Influencers are getting younger
Quelle: Google/Millward Brown Digital, B2B Path to Purchase Study 2016
2012 (%) 2016 (%)
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Non C-Level employees are influencing the purchasing process
Little decisional power A lot of decisional power Absolute decisional powerNon C-LevelC-Level
Quelle: Google/Millward Brown Digital, B2B Path to Purchase Study 2016
Marketing is changing. Marketing and sales are fusing. Marketing shifts from
“costs” to “investments”
Don’t ask yourself whether to invest online. Ask yourself, how to do it, which
channels to use and how to measure success (KPIs).
Basic Know-How
In het zadel met online marketing
What is a Keyword?
Paid
Org
anic
Univ
ersa
l Sea
rch
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Keywords: More than just Google
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Shorttail vs. Longtail
Shorttail Longtail
“Hotel”
❖ Short keywords or phrases (less than 3 words)❖ Strong competition❖ Not connected to specific search intentions❖ Used to drive traffic to websites❖ Low focus❖ High traffic❖ Low conversion rate❖ High cost
“Hotel Booking Amsterdam Sloterdijk”
“Order Chinese Food Arnhem”
❖ More than 3 words❖ More targeted / not as broad as shorttail keywords❖ More specific❖ Used to drive quality traffic to websites (according to
search intention)❖ High focus❖ Low traffic❖ High conversion rate❖ Low cost
“DVD Player”
“Chinese food”
“Dance club”
“Buy cheap DVD Player online”
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Success factors for SEO
Page Structure
Meta-Tags
Structured Data Page
Relevance
Page Speed
Backlinks
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Success factors for PPC
Ad Design
CTR
Relevance Factor CPC
Budget
Targeting
Mobile Optimization
Match Type
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How does Google evolve?
Possibilities to measure user signals
Google AdSense
Android
Gmail
Google Chrome
Toolbars
Book- marks
Google+ Buttons
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Bounce Rate
„Represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site.“
Result is found on the first page. User has reached his/her goal.
Something is wrong on the website. Possibility, that interests are not drawn sufficiently.
2 possible causes
1
2
Source: Searchmetrics – SEO Ranking-Faktoren 2014
Boun
ce R
ate
Position on Result Page
In het zadel met online marketing
How to find keywords
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Attention Interest & Desire Action
Our way through the AIDA Funnel
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Goal: Attention / Reach
Users (e.g. on the website)
Attention Used to: Increase awareness, promote new products / seasonal campaigns, ….
Possible goals in Online Marketing:
- Impressions (advertising material / advert) - Amount of reached individuals through
communication (=reach)- Visitors on my website- Visitors on my website through organic (=unpaid)
traffic
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Goal: Draw (strong) interest
Used to: Convert users into potential buyers, who are interacting intensively with the website and can be reached precisely afterwards
Possible goals in Online Marketing:
- Increase avg. time spent on website- Download of information- Create video views- Calls which are evidently created by online marketing
activities (call tracking)
Potential Buyer
Interest & Desire
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Goal: Sales / Leads
Used to: Convert potential buyers to buyers
Possible goals in Online Marketing:
- Generate contact requests (e.g. e-mail adresses)- Online appointments- Quantity and value of orders (cost per order)- Cost-turnover-ratio
Lead Customer
Action
Set goals!
https://trends.google.com
https://adwords.google.com/intl/de_de/home/tools/keyword-planner/
5 tips to choose your keyword
In het zadel met online marketing
In het zadel met online marketing
1. Pay attention to search intention
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Who is your target group?
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Satisfy expectations
In het zadel met online marketing
2. Search Volume isn’t everything
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Informative search request
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Navigational search request
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Transactional search request
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Types of search requests
Clean football shoes
Adidas.com
Copa Mundial price comparison
Informative
Navigational
Transactional
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3 types of search requests
Type Transactional Search Request
AIDA
Goals
Measures
Informative Search Request
Navigational Search Request
Attention Interest Desire Action
Image & Branding
Traffic & Impressions
Conversion
SEO
SEA
In het zadel met online marketing
3. Longtail Optimization
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Shoes
Generic
Specific
women’s shoes, child’s shoes
Adidas women’s shoesNike men’s shoes black
buy cheap Adidas NEO shoes
Generic vs. specific Keywords
https://answerthepublic.com/
In het zadel met online marketing
4. Smartphone or Computer?
Chinese food
Chinese food
In het zadel met online marketing
5. Consider international SEO
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vs.
Search request “Copa Mundial”
In het zadel met online marketing
Résumé
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What you needto know
1. Choose a bunch of keywords
2. Search for synonyms & questions around them
3. Set your marketing goals & know your audience
4. Restrict your keyword list based on your goals
5. Pay attention to users’ search intentions
6. Modify your keywords based on your audience
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Q&A
Get your keyword rankings!Leave your business card and we will send
you a personal keyword reporting.
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Dennis HAGEMEIERInbound Marketing Manager d.hagemeier@mso-digital.de
Tel. +49 541 343 717 75
Renke RICHTERWeb Analystr.richter@mso-digital.de
Tel. +49 541 343 717 73
Hartelijk dank en nog veel plezier!
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