Search Engine Optimization, Keywords and Sales Funnel. Delivered in Iceland at the Reykjavik Internet Marketing Conference in March 2012.

1. Barbara C. Coll
CEO, WebMama.com

3. Who offers the What kinds of
service/product I am ratings have
looking for? people given
this
company/prod
uct/service?
Can I get a free
evaluation/trial/sample?
Give me
information
now!
What is the price of
this product and can
I get it cheaper?
I already know what I am
looking for but I can’t find
it.

4. Website Optimization is Providing
Relevant and Appealing Content

5. Content for Education
 For initial researchers
 Category ownership
 Broad information seekers
Category / industry keywords

8. Count the
category
keywords
HP
optimizes
for.

9. Virtualization has its own directory and
multiple sections covering ‘what, why
and who’

11. Content for Product Space
 For comparison shoppers
 For familiars of the industry
 Very qualified for follow-up
Product related (non-brand) keywords

13. Video Content
on YouTube
about Virtual
Machines.
Found through
search and on
the VMware
YouTube
channel.

14. Content for Brand Product Names
 For serious leads
 For current users (upgrade, cross-sell)
 For new groups in current customers
 For people who know what they want
Product related keywords with brand

15. Iam dog food for older dogs

17. Sometimes the searcher has no
idea where they are in the
buying/sales funnel. You need to
be at every possible spot, and you
need to have relevant appealing
content at that spot.

18. Get Visible
Dominate the Search Results
Barbara C. Coll, CEO
WebMama.com Inc.
webmama.com
blog.webmama.com
Twitter: @webmama