Managing Expectations with 'Impossible Keywords' - Jess Maloney
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How to manage client expectations when they have unrealistic goals (specifically in this case an ‘impossible keyword’). Presented by Jess Maloney, Open Partners at DRINK Digital Nottingham, Thursday 29th September 2022.
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Managing Expectations with 'Impossible Keywords' - Jess Maloney
- 1. @JessicaMal_ | #DRINKDigital Managing Expectations with ‘Impossible Keywords’ Jess Maloney | Open Partners
- 2. #DRINKDigital @JessicaMal_ “We want to rank #1 for…”
- 3. #DRINKDigital @JessicaMal_ 89% of SEO’s have experienced this… …According to a small Twitter survey
- 6. #DRINKDigital @JessicaMal_ 23 Page one positions
- 9. #DRINKDigital @JessicaMal_ Other examples Mismatched Search Intent Low Authority Website Extremely High Competition Lack of Relevant Content
- 11. #DRINKDigital @JessicaMal_ “When you assume you make an ass out of you and me”
- 12. #DRINKDigital @JessicaMal_ ◆ They’ve got a TV ad live that says search for ‘KEYWORD’ and they don’t currently rank for it. ◆ The ‘higher-ups’ are demanding they rank for the keyword. ◆ They think SEO is as ‘easy’ as PPC. 12
- 14. #DRINKDigital @JessicaMal_ Do any of these sound familiar?
- 15. “It’s just about tagging up keywords” “Just turn on the SEO now” “Can you just call Google and tell them what we want to rank for?”
- 16. #DRINKDigital @JessicaMal_ Trev ⬥ Little SEO knowledge ⬥ Questions every decision ⬥ Constant back & forth to get anything over the line
- 17. #DRINKDigital @JessicaMal_ Donna ⬥ Understands basic SEO principles ⬥ Trusts your decisions ⬥ Changes actioned quickly
- 18. #DRINKDigital @JessicaMal_ Data, data, DATA! #DRINKDigital @JessicaMal_
- 19. Show them the SERP
- 20. #DRINKDigital @JessicaMal_ ◆ Do the results align with their product or service? ◆ Is there one clear result or is it mismatched? ◆ Is there one brand who dominates the SERP? ◆ Do the results encourage clicks? 20
- 21. #DRINKDigital @JessicaMal_ Keyword Difficulty Matters…
- 22. #DRINKDigital @JessicaMal_ Use these metrics to find alternatives
- 23. #DRINKDigital @JessicaMal_ Use your own data…
- 24. #DRINKDigital @JessicaMal_ Find queries containing ‘vs’ and ‘alternative’ to target
- 26. #DRINKDigital @JessicaMal_ Eyes on the competition
- 28. #DRINKDigital @JessicaMal_ URLs that can’t get past page 3
- 32. #DRINKDigital @JessicaMal_ EDUCATE FACTS AND FIGURES ALTERNATIVES
- 33. Thank you!