Craft your Keywords to Yield Better Search Results
Search engine optimization has undergone a great deal of change in recent years, but one thing that hasn’t changed is that keywords are still a core element.
Although keyword optimization is neither as important nor effective as it once was, keyword research remains essential for increasing your visibility in the search engines.
Although relevant, high-quality content will market itself to a degree, targeting the right keywords can help boost relevancy and reach out to the right people.
In fact, keyword research is all about relevancy, and not at all about trying to hijack a term you think is popular just to drive any old traffic to your website.
For the most part, you should be targeting long-tail key phrases, which are typically between three and five words.
By their very nature, these phrases are more specific and relevant to your target audience.
Sure, they might bring less traffic than a broader term, at least in theory, but that traffic will be the type that yields results.
It starts with brainstorming.
The first step in keyword research is to make a list of relevant terms that describe your brand and its niche.
If you’re a local business, you’ll also want to think about your physical location as well as that of any other service areas you might have.
At this point, all you really need is a few broad terms to get started. Once you’ve written a list of ideas, it’s time to start brainstorming. When narrowing down your focus, you’ll want to home in on a few keywords where your competitors show up when you enter those words in Google.
Now try pairing those words with more specific descriptions or questions to help identify a gap in the market.
Put yourself in the shoes of your potential visitors Google prizes relevancy. Its goal is to deliver results based on intent, rather than just keywords alone.
As such, you can and should use multiple variations of your key phrase. You’ll also want to get into the habit of thinking like your potential customers.
What do you think you would type into Google to find a business like yours? Natural-language search queries are becoming increasingly popular, thanks in part to the rise of speech-recognition systems.
A lot of these queries are questions, so it often makes sense to use an entire question phrase as a keyword for an article or blog post. Ideally, each piece of content should target a distinct key phrase.
Use a keyword tool
There’s no shortage of keyword research tools out there that you can use for suggestions.
Among the most popular is the Google Ad Words Keyword Planner which, while intended for Ad Words advertisers, can also be useful for getting some valuable insights into keyword competitiveness and search volumes.
It’s also free.
Paid keyword research tools, such as SEMRush or Moz Explorer, provide far more features and useful insights than Google’s free tool, and are often worth the money for growing businesses.
Another free tool, however, is Answer the Public, which is a visual keyword research tool that focuses on the questions people enter in Google.
Narrow your focus Even if your business has a broad focus, you’ll find it extremely difficult to rank for more competitive phrases, even in the case of location-relevant SEO.
If, for example, you want to rank for the key phrase “wedding photographer in New York,” it will take a great deal of time and effort to get on the first page.
It’s simply not worth it.
By being more specific and narrowing down your niche, you’ll be in a better position to set yourself apart from the competition.
For example, you might want to try to target a key phrase such as “black and white wedding photography in New York” or “traditional wedding photography in New York,” both of which are far less competitive.
It’s worth spending a bit of time on keyword research every time you’re working on a new piece of content for your website, whether it’s a blog post or your homepage itself.
Just be sure to always go for quality over quantity, since the highest number of monthly searches doesn’t necessarily translate into paying customers.
When you’re looking to increase traffic on your site, one of the most effective ways to do that is to use the appropriate keywords. These are simply words on your site that search engines will pick up, allowing potential viewers to see your site in their search results.
There are two particular types of keywords that are worth your attention: long tail keywords and branded keywords. The two types are similar in that they both serve a specific type of customer.
However, they are a bit different, and they should be used together for the best results. Using both of these types of keywords effectively along with other marketing strategies can greatly enhance your traffic and sales.
Long tail keywords are long, specific phrases that are extremely relevant to your product. While they won’t bring in views from consumers who are still in the early stages of the buying process, they’re great for generating traffic from customers who already know what they’re interested in buying.
These are the customers you want on your site, because they’re ready to make a purchase.
Want to attract more views?
Weave long tail keywords in with shorter, more general search terms.
Branded keywords contain the specific name of a company or brand. These keywords are used by searchers who are already familiar with the brand in question and are looking for more information.
Some branded keywords can also be considered long tail keywords, because you can get quite specific with these. Your site should not rely on branded keywords alone, because they are most useful for a very specific target audience.
If you’re a startup or a company whose name isn’t well known yet, it’s important to make use of non-branded keywords as well so that you can bring in traffic from customers who don’t know about your specific brand just yet.
A successful marketing strategy will mix the long tail keywords, branded keywords, and short non-branded keywords throughout your site.
This will generate traffic from a variety of viewers, allowing your site to pick up attention from customers at a variety of levels.
Much has been written about keywords and there are a ton of tools out there to help you analyze and use them effectively.
Google Analytics, Google Keyword Planner Tool and Google Webmaster Tools all provide extensive information related to keywords in general and to those on your site in particular.
Overall though, there is a lot of noise and a seemingly infinite amount of information about keywords available.
My recommendation is that you need a practical, effective and fairly comprehensive approach to keyword research if you want your site or business to be successful.
What are the Objectives of Keyword Research?
A systematic and strategic keyword research effort should have the following results:
a. Identify a small but effective set of keywords (up to 50) relevant to your site.
b. Identify your online business’ major competition.
c. Identify potential synergistic partners for your online business.
d. Identify new potential customer segments and confirm already-existing ones.
The first goal of keyword research should be to identify about 50 keywords relevant to your site. Once chosen, your keywords should be blended into your content. This includes marketing, blog posting, webpage building, and customer emails.
Your primary objective is to capture the top spot in Google search results for your top 4 or 5 keywords.
As you perform keyword research, you will discover other websites that rank highly for the keywords you wish to target.
List the top 5 sites that Google returns for these words.
Then, find out if they are your competitors or potential partners.
For example, if your online business sells travel insurance, you may discover other banks, insurance companies, brokerage firms, etc. offering insurance similar to yours.
These are your competitors.
Analyzing the top 4 or 5 competitors’ sites will give you key information such as:
What their flagship products are
Which keywords they rank highly for
Whether their site is well-optimized for keywords
What kind of content they have
Whether you may be able to displace them, or whether you would need to purchase advertisements to achieve results
As you can see, you can gather a lot of intelligence from keyword research.
In addition to competitors, you may also find potential partners. Searching for keywords for a travel insurance site, for example, you may also discover universities, travel agencies, non-profit government bodies or even church groups with websites that rank highly for those keywords.
These websites can be your partners. They may be willing to send your insurance product to their own customers (students, government workers, church members, etc.).
Their customer wins because they do not have to shop elsewhere. An institution they trust has vetted your product and clearly feels confident about sending it along with their own offerings.
As a result, this customer automatically trusts your product.
In conclusion, the main objectives of keyword research are:
1. Increase traffic to the most important (high conversion) landing pages.
2. Increase high-potential customer traffic to the site.
3. Convert this increased traffic into paying customers and increased revenue.
4. Increase the amount of time people spend on your sale pages.
5. Identify competition based on your target keywords.
6. Identify synergistic partners based on your target keywords.
Together, these objectives will lead to higher revenue.
So the primary goal of solid keyword research is the identification of a set of highly potent keywords for which your site ranks at the top of page 1 of Google search results.
In addition, strategically targeting keywords over time will yield the following benefits:
1. You can find out which keywords yield the most traffic.
2. You can develop a profile of the customers who spend the most time on your cornerstone blog posts and then make their way to your sales page.
3. Google Analytics will tell you which pages perform well, and which do not, for specific keywords.
4. Depending on the difficulty in ranking for a specific keyword, you can gauge the intensity of competition for that keyword.
Higher intensity = greater revenue potential.
5. By obtaining a high rank in Google for a keyword, you can help a partner website increase their sales. When their sales increase, yours will too.
Let’s look at each of the five benefits in more detail:
1. Google Analytics allows you to determine which keyword phrase yields the most traffic. Once you set the specific period for analysis (under Behavior), you can find out whether social media, website, advertisements, or other avenues are bringing the most traffic to your site.
As a result of this information, you can choose to either improve content on the traffic-bringing pages or work on strengthening the content on the weaker traffic sources.
You may want to do both.
You can also add new sources, such as offline or pay-per-click advertisements.
2. Under Customer Behavior in Google Analytics, you can get information related to the following:
Device used to access your site
3. Google Analytics will tell you which pages perform well, and which do not, for specific keywords.
Once you identify a keyword for which you want to improve your page or post rankings and increase traffic, take a closer look at the data related to that keyword.
Identify the posts and pages written with this keyword in mind.
Perform A/B testing on those.
Get very specific details on each part of the page (such as header words, sidebar content, positioning of advertisements, call-to-action buttons, etc.) and improve it.
Google in-page analytics will review each area of the page and the percentage of clicks. This will help you take more targeted actions and lead to higher response to your calls-to-action, ultimately increasing revenue.
4. Sometimes you will find it very difficult to capture top-ranking spots for certain keywords. Weight loss, dating, jobs, and hotel booking are a few examples of extremely popular keywords.
It is difficult to rank highly for these terms, simply because the competition is very intense.
In some cases, you will also find that your keyword is embedded in the domain of your competitor. This is usually very difficult to beat, but a good way around it is to include the keyword in the URL for your sales page or blog post.
5. If you team up with a partner site that can market your product, then in many ways you actually double your opportunity to attract search engine traffic.
A high rank in Google will obviously yield the traffic that your site deserves.
The outlook of keywords is never certain, however we can be positive that keyword research will in all probability have significance since there’s little else search engines could use to index sites.
Keywords are going to be necessary in one way or another.
They are practical for search engine rankings as well as being very useful for coming up with article titles and ideas
So, keywords are still significant for many reasons, including for SEO.
This is why it is imperative to find a keyword tool that is a good fit for you and to use it to find keywords for your business.
Keyword Secrets Revealed is a highly organized guide that will lead you through the labyrinth of keywords and have you ranking our articles in no time at all.
With this one tool you can do all of this, and more.
- Find the best keywords.
● Stay ahead of my competition.
● Make sure my links are rock solid.
● Keep you up to date with SEO changes.
● Have much more peace of mind.
● Get more targeted traffic.
For more information please go to Keyword Secrets Revealed Free E Book