Poor Keyword Research = Poor SEO = Poor Conversion Rate
This simple linear statement speaks volumes of the importance of keyword research. Keyword research is the first stop in SEO, yet so many aspiring small businesses and online retailers get caught up in the excitement in the treasures of SEO that they neglect to conduct an effective keyword research. The operative word here is “effective.” Anyone can conduct a basic keyword research, but an “effective” keyword research will optimize your conversion rate, and, down the road, enhance your return on investment. Here are 6 steps that should be implemented in effective keyword research:
Step 1 – Remove Misconceptions
One of the most common misconceptions is assuming that you already know what keywords your customers are searching you under. It’s easy to fall into this trap because you already belong in the industry and you’ve acclimated to the key terms and literature. Paying customers, on the other hand, don’t necessarily belong to the industry so they don’t know what keywords to use to search whatever it is they’re looking for – it’ll take a little trial and error on their part before they gain momentum. Survey industry outsiders and prospective customers, and ask them what key terms they would use to search for your product or service.
Another widespread misconception is vying for “big dollar” keywords that have little relevance to your business. This is the same as an online DVD retailer trying to rank for the term ‘Academy Awards.’ This is inefficient because chances are, someone running a search on the ‘Academy Awards’ is not looking for an online DVD retailer. Humble yourself a bit and go for reasonable reach – it’ll pay off in the long run.
Step 2 – Brainstorm a List
Once you’ve consulted industry outsiders and prospective customers, it’s time to brainstorm viable keywords. Make a list of keywords that will funnel customers to your website, and maximize your conversion rate. Also think of phrases that will also accomplish this. Try this exercise: Imagine yourself as a customer sitting in front of their computer searching for your product or service. What keywords or phrases might they be using? Narrow your list of viable keywords to words that are relevant to your website but not overused and avoid generic terms like ‘tennis’ or ‘sports’.
Step 3 – Metrics
After drafting your list, your next step is to examine, with visible workable data, the activity per your chosen keyword. Wordtracker, WordStream, and Google AdWords Keyword Tool are just a few popular sites out there that lets you measure keyword activity. These metrics indicate the popularity of your keywords, such as how many users are searching under those keywords and their subsequent conversion rates. This is important because you want to vie for keywords that fit within the scope of your SEO campaign. Not only do these metrics show how many users are utilizing them, but they also indicate what the competition is like for those keywords.
Step 4 – Finalize Your List
After you’ve measured user activity and gotten a sense of the competition per keywords, it’s time to finalize your keywords. Stick with keywords that tie directly to the subject and theme of your website. Create a mix of both broad (not to be confused with generic) and targeted keywords – broad keywords drive traffic, though unqualified, to your website, but targeted keywords filter ‘unqualified’ traffic and maximize conversions.
Step 5 – Prepare for Launch
Some of your keywords might already appear on your website. If not, start thinking of generating site content that supports these keywords, and it might even be a good idea to create different pages on your website. As a rule of thumb, focus on three to four keywords per page on your website. Spaces on your website that are ideal for developing site content to support your keywords include: Title Tags, Meta Description Tags, Headings, Alt Text, and Anchor Text/Navigational Links.
Step 6 – Update and Go With the Flow
The needs of your site and the needs of your customers are constantly changing – make sure that you accommodate for these nuances. Be sure to continue to use metrics to keep track of you keywords and make necessary adjustments when possible. This will certainly keep you ahead of the competition, maximize your conversion rates, increase your return on investments.
Written By: Jaszver Bauzon