Live replay available at SEMPO: http://bit.ly/80bvL2 (registration required) One of the most critical skills a search marketer learns is keyword analysis – it’s how we “listen” to the search demand and semantic nuances of the digital population. While this free webinar focuses primarily on keyword strategy for SEO, the lessons are applicable to social media, PR and search advertising. We cover the basics of how to do a simple keyword analysis for websites, as well as how to prepare a seasonal keyword calendar for public relations activities and link building. All skill levels.

1. SEMPO’s Sponsors & Donor Search Engine Marketing Professional Organization

2. Search Engine Marketing Professional Organization Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keyword Research December 10, 2009 Presented by: Dana Todd, Co-founder of SEMPO; CMO of Newsforce, Inc.

4. “ The Long Tail” Search Engine Marketing Professional Organization

16. Google.com/sktool Search Engine Marketing Professional Organization If there are no suggestions for your URL – you’re in trouble! Export

17. Look for Opportunities and Challenges Search Engine Marketing Professional Organization This company doesn’t sell hearing aids – oops!

21. Example Keyword Management Tool Search Engine Marketing Professional Organization WordStream Explorer shown above. WebCEO and other paid SEO/PPC tools also facilitate keyword grouping.

23. Example Organization Spreadsheet Search Engine Marketing Professional Organization SE Analyst report from Position Research

27. Sample Editorial Calendar: eWeek Search Engine Marketing Professional Organization

30. Step 2: Google Trends Although most sales of Florida real estate occur in Q3, and that’s where most ad dollars are spent in print, the “search season” is actually Q1! Bonus: there’s very little news competition! Opportunity: heavy search activity in Q1, but most of the news competition in is Q3 and Q4

31. Opportunity: Search Spikes Breast Cancer Awareness Month causes search spiking, but also lots of news coverage. Potential tactic: release multiple stories w/multi-channel coverage (YouTube video, text, etc.)

34. Calendar Your Targets Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Baseline KWs key opinion leader pharmaceutical marketing research social networking analysis software key opinion leader profiles pharmaceutical market research social network analysis influence mapping social network visualization marketing segmentation analysis advocacy continuum Editorial Opp KW KOL Knowledge Leaders breast cancer lymphoma clinical trials PharmaMed Marketing breast cancer research lymphoma cancer Trending KW Managed healthcare

35. Real Outcome: SEO Impact, Business Impact After 60 days and only 2 releases with paid wire service distribution. Previously had very little visibility in Yahoo and Bing. Lost some positions in Google but gained others. They noticed a measurable increase in qualified leads as well.

37. Question and Answer Join SEMPO today at www.SEMPO.org SEMPO, Inc. 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 +1 781.876.8866 [email_address]