The document discusses finding and utilizing keywords for business marketing campaigns. It introduces the presenters and covers an agenda about keywords, including what they are, how to research them, and where to place them for search engine optimization and user experience. It demonstrates how to use the Google Keyword Planner tool to find relevant keywords and keyword variations to target for ads. The presentation teaches attending the importance of considering profit centers, user search behaviors, and seasonal trends when planning a keyword strategy.

1. Advanced
Internet
Marketing Campaigns
Finding and Utilizing
Keywords for
Business
© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited
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2. © 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.
All trademarks shown and their graphic elements are the registered trademarks of their respective owners.
Edmond Pain, Jr.
Introductions
• Edmond Pain, Jr.
• Sales Manager
• 7 years of local internet marketing
experience
• Google Account Manager Certified
• SEMPO trained/certified
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3. © 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.
All trademarks shown and their graphic elements are the registered trademarks of their respective owners.
Introductions
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Simon Smart
Senior Marketing Consultant
•Google Certified
• Experience Running Major SEM Accounts
• Not From Around Here

4. • What are Keywords?
• How to use them for business
• Keyword research
• FAQs and Q & A
Agenda
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5. What are Keywords?
Anything a User enters into a Search Engine
&
Phrases used in your online presence which
potential makes you relevant to those users
you wish to attract

6. That’s
5,134,000,000
keyphrases entered per day in 2012

7. Types of Keywords
• Short Tail
– “smartphones”
• Long Tail (70% of all searches)
– “iphone and samsung galaxy which is best”
– “best price on used white 16gb sprint iphone 4s”
What does a keyword or keyphrase tell us
about the user?

9. SEO and User Experience
Using the correct keywords is essential for
creating relevance for the search engines
but
it’s also vital you create a great user
experience
Google is trying to make SEO and User
Experience overlap

10. Keywords for User Experience
• Use the language users use – not esoteric
terms of the art
• Page headings, bullet points, headlines make
it easy to see what the page is about, and
draw the user in
• It doesn’t matter how well you do SEO if your
site doesn’t convert search into interest and
interest into conversion

11. Where to put your keywords for SEO?
• Title Tags and Header Tags on each page
• Meta Description
• Alt Tags
• Link text
• Headings in your content
• In your content
– Optimum keyword density is thought to be around
2%
– Use keyword variations for naturalness and long
tail search

12. Keyword Planning Considerations
• What do you want to sell?
• Who is your perfect customers, what do they
want to buy and how do they search, what
language do they use?
• What are your profit centers within your
business?
• Search like a user – what keywords seem
easier to get placement for, which seem
heavily competitive?

13. Profit Centers
Profit Centers
Trigger Keywords
Relevant Ad Text
Landing Page

14. Keyword Stuffing

15. Should know better….

17. Google Keyword Planner
• This has replaced the Google Keyword Tool,
and you’ll need to log in with a Google
Account
• Gives vital information on keyword search
volume and competition, as well as suggesting
keywords for us.
• Part of the Google Adwords Platform
– - www.adwords.google.com

19. Click on Drop Down On Top Right
Of Screen

20. Click on Account

21. Click On Products

22. Click On Adwords

23. Tools & Analysis

26. Easier to Enter One Service

27. Be Sure To Enter GEO

29. Now Click On Profit Centers That
Are Relevant

31. Notice how adding one letter or
word has drastic impact on search

32. Like A Word? Then Ad to Adgroup

33. Once You Get The Main Keywords
you are targeting now go to a new
search term

34. And Repeat..

35. Make A New Ad Group

36. Or Click on existing and add
keywords

37. Go Back To Keyword Planner
Note: This would be blog topics
and/or headers.

38. Google Trends
• A great way to see historical and seasonal
keyword trends
• See how keyword searches vary by geography

39. Practice Time
• Look at your own business – what are your
perfect clients likely looking for, how do they
search?
• Sign in and explore the Keyword Planner
• Explore Google Trends for your business

40. Simon Smart
Cell: 520-954-3757
Email: simon.smart@hibu.com
We look forward to working with you!
© 2013 hibu Inc. All rights reserved. hibu is a trademark of hibu (UK) Limited.
Thank you!
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