Top of the Funnel. Workbook

Transcription

1 Top of the Funnel Workbook TRAFFIC GENERATION G O A L P L A N N I N G & S T R A T E G Y C A M P A I G N S P E R S O N A D E V E L O P M E N T K E Y W O R D S B L O G G I N G V I S I T O R I N F O R M A T I O N N A M E : _ E M A I L : _ Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved.

2 Create content around the keywords people are searching for. -- Tom Teleford KEY TASKS R E S E A R C H D I S C U S S I O N S O N P O T E N T I A L T O P I C S E X P L O R E T R E N D S O N I D E N T I F I E D I S S U E S I N V E S T I G A T E T H E C U R R E N T P R O S P E C T S E X A M I N E S O U R C E S F O R S E A R C H T E R M S L O W R A N K I N G K E Y W O R D S C O M P E T I T O R S F O R K E Y W O R D S C O N V E R S I O N O P P O R T U N I T I E S F O R K E Y W O R D S A L T E R N A T I V E S F O R K E Y W O R D S F I N D K E Y W O R D S A D D K E Y W O R D S D E F I N E C A M P A I G N Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 17

3 Discussing Trends Toolkit: K1.1 Consider your target student. Now, open your browser and search for your potential topic idea. Begin researching your topic idea in the Discussions & Blog areas of Google Search. What are the positives / negatives being discussed around your topic idea? As you follow the discussion, what is your opinion on the topic idea? What are common keywords that are being used in the discussion? Identify the three issues being discussed around your topic idea. List the keyword phrases that you will use Toolkit: K1.2 Consider the issues that you have identified. Now enter the keyword phrases describing the identified issues & explore the trends of the phrases. Are your phrase terms too general or too specific? What are the related popular search terms or phrases? Where are the search terms trending? In what region? What are the top three popular phrases your target student is searching? Prospects Toolkit: K1.3 Investigate your current prospects. What is the difference between favorited and non-favorited prospects? What search terms are prospects using? What pages are they viewing? Who are the referrer sites? What are the top three pages your prospects visited & search terms your prospects are using? Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 18

4 Sources Take a moment and consider how visitors organically arrived at our website. Examine the popular search phrases by number of unique visits. Examine the selected keywords and consider these questions: How do the keywords used relate to our products/services? What are the most popular keyword terms? What are the top keyword search terms? What search terms do you think are missing? Low Ranking Take a moment and think about the low ranking keywords. Examine the keywords. Now, answer the following questions: How many searches are being performed for the keyword? What is the difficulty for the selected keyword? What has the keyword trend been? What are the lowest ranking keywords that your target student uses? Competitors Toolkit: K1.4 Toolkit: K1.5 Toolkit: K1.6 Take a moment and think about position compared to your competitors. Examine the organization s position versus competitors. Now, answer the following questions: Which competitor is performing better on your identified keywords? What is your rank? How many searches are being conducted for those keywords? Who is your top competitor for which keywords that your target student is thinking about? Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 19

5 Conversion Take a moment and consider how you could increase conversions. Examine the keywords. Answer these questions: How do the keywords relate to our products/services? Which website pages are ranking? How could you use a dedicated landing page to capture traffic? These keywords are driving visits, but not one has led to a conversion. What suggestions do you have to get found? Alternative Keywords Take a moment and think about alternative keywords. Now, answer the following questions: Select the Alternatives button. What suggestions were interesting? Could you create long-tail keywords? Which keywords have low difficulty and only moderate traffic? Find Keywords Toolkit: K1.7 Toolkit: K1.8 Toolkit: K1.9 Take a moment and think about your keywords. Now, filter the data and answer the following questions: What other suggestions were interesting? What was the search traffic? Was the competition high or low? What are the top search terms? What keywords are competitive? Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 20

6 Add Keywords Toolkit: K1.10 Take a moment and look over your keywords. Click on the keywords. Answer these questions: How do the keywords relate to our products/services? Which website pages are ranking? These keywords are driving visits, but not one has led to a conversion. What suggestions do you have to get found? Campaign Toolkit: K1.11 Take a moment and think about developing your campaign. Now, answer the following questions: How are the keywords related? Give your campaign a name to identify it. Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 21

7 Notes Use this section to doodle or take notes on ideas that inspire you! TRAFFIC GENERATION G O A L P L A N N I N G & S T R A T E G Y C A M P A I G N S P E R S O N A D E V E L O P M E N T K E Y W O R D S B L O G G I N G V I S I T O R I N F O R M A T I O N Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 31

8 Notes Copyright 2014 by Marketing Inbound Consultants. All Rights Reserved. Page 32