Search Engine Keyword Selection
Search Engine Keyword Selection
Search engines are vehicles that drive potential customers to your website. But for visitors to reach their destination - your website - you have to do it
give them specific and effective signs that will direct them directly to your site. You do this by making carefully selected keywords.
Think of the right keywords as Open Sesame! Internet. Find the right words or phrases, and presto! heaps of traffic will pull to your front door. But if your keywords are too general or used too often, the likelihood that visitors actually make it to your site - or see the real benefits of visitors coming - decreases dramatically.
Your keywords serve as the basis of your marketing strategy. If they are not chosen with high precision, no matter how aggressive your marketing campaign is, the right person may never get the chance to find out.
So your first step in planning a strategy is to collect and evaluate keywords and phrases.
You might think you already know EXACTLY the right words for your search phrase. Unfortunately, if you haven't followed certain specific steps, you might be WRONG. It's hard to be objective when you are right in the middle
from your business network, which is the reason that you might not be able to choose the most efficient keywords from within. On you need to be able to think like your customer. And because you are a business owner and not a consumer, your best bet is direct to the source.
Instead of jumping in and writing your own list of potential search words and phrases, ask the words of as many potential customers as you can. You will most likely know that your understanding of your business and your customer's understanding is very different.
The consumer is an invaluable resource. You will find the words that you gather from them are words and phrases that you might never consider from the trenches of your business.
Only after you have collected many words and phrases from outside sources, you can add your own keywords to the list. Once you have this list, you are ready for the next step: an evaluation.
The purpose of this evaluation is to narrow your list to a small number of words and phrases that will drive the highest number of quality visitors to your website. What is meant by "quality visitors" are consumers who are most likely to make a purchase rather than just exploring your site and going to greener pastures? In evaluating the effectiveness of keywords, keep in mind three elements: popularity, specificity, and motivation.
Popularity is the easiest to evaluate because this is an objective quality. The more popular your keywords are, the more likely it is that your keywords will be typed in a search engine which will then bring up your URL.
Now you can buy software that will assess the popularity of keywords and phrases by ranking the numbers in words based on actual search engine activity. Software like WordTracker will even suggest variations of your words and
phrase. The higher the number this software gives to the keywords given, the more traffic you can logically expect to be directed to your site. The only mistake with this concept is that the more popular the keyword is, the greater the search engine position you need. If you are at the bottom of the search results, consumers will probably never scroll down to find you.
Popularity is not enough to express good choice keywords. You must move on to the next criterion, specificity. The more specific your keywords are, the more likely it is that consumers who are ready to buy your goods or services will find you.
Let's look at a hypothetical example. Imagine that you have obtained a popularity rating for the keyword "car company." However, your company only specializes in bodywork. The keyword "car body shop" will rank lower on the scale of popularity than "car company," but it will still serve you much better. Instead of getting a lot of people interested in everything from buying a car to changing an oil filter, you will only get consumers with crushed front ends or tangled fenders directed to your site. In other words, consumers who are ready to buy your service are the people who will find you soon. Not only that but getting bigger
the specificity of your keywords is, the less competition you will face.
The third factor is consumer motivation. Again, this requires placing yourself in the mind of the customer rather than the seller to find out what motivates someone to look for a service or product to type in a particular word or phrase. Let's look at another example, like consumers who are looking for jobs as IT managers in a new city. If you have to choose between "Seattle job listings" and "Seattle IT recruiters" that can be used
Do you think it will benefit consumers more? If you are looking for this particular type of work, what keywords will you type? The second, of course! Using the second keyword targets people who have already decided on their careers,
have the necessary experience, and are ready to register you as their recruiter, rather than someone who has just dropped out of school who is casually trying to figure out what to do with his life between beer parties. You want to find people who are ready to take action or make a purchase, and this requires subtle keyword citing until you find the most specific and directly targeted phrases to bring the most motivated traffic to your site.
After you choose the keywords, your work is not done. You must continue to evaluate performance across various search engines, keeping in mind that times and trends change, as do popular terms. You can't rely on just log traffic analysis because it won't tell you how many visitors actually made a purchase.
Fortunately, several new tools have been found to help you judge the effectiveness of your keywords in individual search engines. Now there is software available that analyzes consumer behavior in relation to consumer traffic. This allows you to distinguish which keywords give you the most valuable customers.
This is an important concept: numbers alone don't make good keywords; profit per visitor does. You need to find keywords that direct consumers to your site who actually buy your product, fill out your form, or download your product. This is the most important factor in evaluating the effectiveness of keywords or phrases and should be the sword that you use when removing and replacing ineffective or inefficient keywords with keywords that produce better
Ongoing analysis of the keywords being tested is a formula for search engine success. This might sound like a lot of work - and rightly so! So... the amount of informed effort you put into your keyword campaign is what will ultimately result in your business reward.
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