Focuses on taking large lists of keywords and organizing them into targeted groups to create great landing pages for SEO or PPC.

1. Keyword Segmentation
How to Organize Keywords into Highly
Targeted, Customer Focused Campaigns
Stoney deGeyter - Pole Position Marketing
stoney@polepositionmarketing.com

2. Why keyword segmentation matters…
Know where your audience is
words they use what they mean
Know who your audience is
right keyword, right audience,
wrong audience different terminology
Target your audience effectively
© Copyright 2010 Stoney deGeyter

3. Visitor Search Cycle
Interest
Purchase Gather
Exclude Research
© Copyright 2010 Stoney deGeyter

4. Customer Focused Segmentation…
Target Areas of Needs to
Audience Interest be Met
Business Education Strategy
Students Information Direction
Hobbyists Ideas Community
© Copyright 2010 Stoney deGeyter

5. Not All Keywords Are Equal
Single-
word
Info Multi-
queries word
• High volume, lowand stemstraffic
Answers “about” phrases
Actively searched targeted
Analyze for convertability
Geo-targeting improves conversions
Plurals, singulars type questions
Lower search volume, Higher targeting
• Low geo-qualifiersthat don’t convert
Target as
Start with lower-hanging fruit
Eliminate phrases as
Add ROI secondary
Changed word order necessary
Search Phrase
volume variations
Convert-
Localized
ability
© Copyright 2010 Stoney deGeyter

7. Step 1: Brainstorm
What can I find in
thesauri, taxonomies
What are my and ontologies?
visitors trying to
What is the average accomplish?
customer searching What terms are used in
for? industry glossaries and
reference materials?
What questions What related
are my visitors categories can I
asking? find in search
directories?
Are there any
geographical phrases
What terminology that are relevant?
describes problems I
solve?
What solutions do I provide?
© Copyright 2010 Stoney deGeyter

8. Step 2: Dig
Website Research Searcher
Terms
Title tags Tools
Related
Phrases
Meta keywords Quintura
Meta description
How do
Text people find
you? Analytics
Navigation What What
keywords qualifiers
convert? are used?
© Copyright 2010 Stoney deGeyter

9. Step 3: Sort ROI Terms
Trends
• Intent • Gaps
• Desire • Seasonal • Profits
• Future
Searcher ROI
© Copyright 2010 Stoney deGeyter

10. Step 3: Remove the Junk
free
uk
cheap
© Copyright 2010 Stoney deGeyter

11. Step 5: Prioritize
Search Target Profit Meet
volume Audience Margin Demand
• How often? • Better conversions • Better conversions • Avoid driving traffic
• Low volume = low • Better targeted = • Higher markup where expected
results lower volume • More demand demand cannot be
met
© Copyright 2010 Stoney deGeyter

12. Step 6: Map Core Words to Content
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design
© Copyright 2010 Stoney deGeyter

13. Step 7: Organize
beauty
supplies
beauty beauty discount
supply beauty
store supply supply
natural
beauty
supplies
KPI: Achievable, Results, Profitability
© Copyright 2010 Stoney deGeyter

14. Step 8: Segment Keywords
• Looking for general information • Have narrowed down to
• Don’t know what they really want product type
• Optimize on higher-level category • Comparing features
pages and articles • Optimize on category
and comparison pages
Research Shop
Info Buy
• Looking for education • Have specific product in mind
• How-To and other informational queries • Looking for trustworthy place to buy
• Optimize on blogs and article pages • Optimize on specific product pages
© Copyright 2010 Stoney deGeyter

15. Step 9: Group Related Qualifiers
by meaning…
Cheap Organic Present
• discount • natural • gift
• bargain • raw • surprise
by relation…
Basketball Foxtrot Oscars
• baseball • Waltz • Grammys
• football • Tango • Emmys
© Copyright 2010 Stoney deGeyter

16. Let Content Guide Keyword Usage
© Copyright 2010 Stoney deGeyter

17. Thank You!
Free Download
The Pole Position Marketing Library
http://www.polepositionmarketing.com/library/e-books.php
© Copyright 2010 Stoney deGeyter