Selecting the right keywords is the first and foremost thing to be considered in the optimization process. If the selection of keywords is not done properly, it would not maximize the return on investment (ROI) on the website promotion.
There are a number of misconceptions in selecting the right and relevant keywords, which, if not checked, can ruin the entire optimization process. Among the various misconceptions, the most common one is that bigger keywords are better. However, this is not true always. Suppose you are a life coach and you are trying to optimize your personal life-coaching website. Therefore, in this case, you can use “life coach” as the appropriate keyword for the site, which is small yet carries a lot of meaning to it.
Keywords should be very specific and should flawlessly relate to the products or the services that are being offered. One can even use keywords in phrases, but the phrases should be in small meaningful sentence format. Moreover, keywords should be such that have high frequency demands and low competition. High keyword frequency can also be defined as those, which are entered in the search bar while searching in any search engine and can draw high traffic. On the other hand, low keyword competition indicates lower number of websites using the same keywords to draw visitors.
Search Engine Optimization or SEO, now days, has become a very important and crucial part of online marketing. Most of the web users depend on these popular search engines in order to have an answer to their queries. In such circumstances, it is very important for the website owners to market their online ventures properly by the help of the search engine marketing services. These marketing services help websites to secure a higher order of ranking in the search results.
Marketing through search engines can be done in usually two ways, namely organic SEO and inorganic SEO. Organic SEO, as the name suggests, is nothing but the natural way for optimizing a website in the search engine pages. Since, this does not involve any sort of monetary transaction, good content of the web page full of creativity and relevance is of utmost importance. Another thing that one should keep in mind while using organic SEO is that, the content should continue to advance according to the need of the people searching the net. Moreover, optimization of this kind helps the websites to achieve a higher order of ranking for a longer period of time. This means that organic SEO has a natural, long-term impact. However, the only shortcoming here is that one might have to wait for over a month or so in order to “see” the desired results i.e. to get one’s website ranked higher in the search engine pages for a particular search criterion.
Last month I had the good fortune of becoming ‘certified’ in Landing Page Optimization through MarketingExperiments out of Jacksonville Beach Florida. Several times a year, their team brings a hundred or so marketers through the 2-day workshop. The material is similar to that of their free Wednesday web clinics but in a much more intense, and hands-on workshop environment.
After attending the workshop I felt a renewed sense of purpose as a search engine marketer towards challenging my clients to focus on and improve their conversion rates, I wanted to provide some of the highlights in my next few columns. Conversion defined
Since you never know which keywords will gain traction first (at which rate, how often they will spike or fluctuate based on factors like supply / demand, seasonal trends or alternate broad match variations) you need to separate keywords that perform from keywords that do not.
It is important to look at patterns as they emerge as well as compare them with historical data mined from your websites previous traffic patterns via site analytics.
Assigning performance benchmarks for keywords is one way to determine if you are maximizing exposure through the terms your site is optimized for. However aside from observation, knowing how to create the effect is (the ranking) is equally as important.
Posted by randfish
This may seem like old hat to many SEOs, but it’s a tip that never fails to get an "oh yeah!" during client meetings. The concept is simple – in any given search engine optmization campaign, you are naturally going to form a list of high-traffic, (perceived) high value keywords that are an idealistic goal for your site to dominate. For a site like SEOmoz, those might be the highly competitive terms like "SEO" or "Search Engine Optimization," while in a field like BuddyTV‘s it might be "tv shows" or "tv news."
The problem is that while these keyword searches seem like no-brainers, ranking for them can take a remarkable amount of effort on both the content and link building side. To warrant that investment, you need to know, from a business perspective, that financial returns will accompany the rankings. One great way to do this is to use paid search to investigate the likely ROI of visits from those keywords. Buy the keyword traffic for a few weeks or a month and measure visitors via a segmented tracking campaign (check out this post on action tracking to learn more). If the visits that arrive via those searches convert well and produce value, you know that a serious investment is warranted. If, however, they turn out to be tire-kickers and have a low propensity to produce returns, you can re-focus on higher ROI targets.
There’s just a few valuable tips to bear in mind when you’re pursuing this process:
- Paid search traffic can behave differently than organic traffic, so don’t take the figures at 100% accuracy. Build in some room for error, and you’ll create far better expectations.
- When crafting your PPC campaign for test purposes, make sure to narrow to exact match so you don’t accidentally measure traffic that’s coming in for longer tail or modified versions of the search query. It’s great to do this and measure response in a PPC campaign, but with SEO, you won’t be able to naturally rank for those same variants unless you identify and target them individually.
- Make sure to narrow to a geographic area, especially if your keywords contain any potential local intent or local modifiers. Otherwise, you can seriously over/under-estimate.
- Keep seasonal variation/flux in mind. Use Microsoft’s Keyword Forecast or Google Insights for Search to help out. Volume fluctuations usually indicate shifting intent as well, so purchasing keywords in a down period can hamper the accuracy of your forecasts.
That’s it for this week’s headsmacker. I’ve got a very personal post I worked on during my plane flight back from LA this weekend coming soon (hopefully tomorrow), and we’re also launching our new blog etiquette guidelines and some explanations this week, so stay tuned!
BTW – If you somehow missed it, go back and check out Danny’s brilliant post from last week on analyzing the Top 100 Blogs. It flew under the radar a bit, but is worth a thorough examination.
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