Local Search Engine Marketing Blog

Choosing Killer Keywords That Convert

Posted in Internet marketing by smallbusinessonlinecoach on April 7, 2012

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I found this post interesting and I thought I’d share here:
I like to share interesting posts and information about internet marketing that read in my Google reader. Let me sort through the junk to bring you the real goods when comes to local internet marketing for small businesses. I thought this was super useful. if you like it be sure to share maybe subscribe to the authors blog: http://www.seoverflow.com

So you’re starting your SEO campaign and you’ve done some initial research. You’ve read about algorithms, back links, sitemaps, and meta data.  But you don’t really care about all of those things (that’s for your agency to figure out) you just want to rank, baby, rank!

The trouble is, you don’t know what keywords to rank, baby, rank for.

Well, first things first. It is important to remember that rankings don’t mean much unless your website is receiving increased traffic that is leading to increased conversions.

With that in mind, let’s get into the two driving factors in keyword research: competition and relevance.

The short version is: the more general and competitive your keyword, the less relevant it is.

When starting an SEO campaign, you might have a few keywords in mind that you want to rank for. You might use Google’s Keyword Tool and find some very general keywords with big monthly search numbers and want to target them. The bad news is you’re not going to rank for them. The good news is you don’t need to.

Let’s use an example. Say your company sells small, portable, travel-style keyboards for laptops and tablets. Your target market is sales executives that do a lot of traveling.  In thinking about what to target, you think that the general word “keyboard” would be a good keyword because it gets a ton of search volume.

But going after one-word keywords is like buying a commercial on the Superbowl. It’s not only out of your budget, but the product is irrelevant to over 99% of the audience.

Now, of course it’d be cool to have a commercial on the Superbowl, and to rank #1 for “keyboard”, but unless you’ve got unlimited budget your resources would be much better spent going after more targeted keywords (and buying more targeted ads).

“But why isn’t ‘keyboard’ a relevant keyword?”
While it’s not completely irrelevant, think of all the things someone searching for “keyboard” could be looking for: a musical instrument, images of keyboards, history of keyboards, bulk purchases of keyboards for a library, keyboard cat, or any of a million other things.

“Well, that makes sense, but I thought you guys were SEO experts. Why can’t you get my site ranked #1 for general terms?”
You know all of those thousands of reasons why someone might search for “keyboard”? Well the thousands of sites that cater to those thousands of products had that same idea a long time ago and have been pouring time and resources into their SEO efforts for years, while your site is just getting started. To get in the top 10 of Google for that general of a keyword would be so costly that you might as well opt for the Superbowl ad instead.

“So what’s a small business to do?”
The good news is that longer-tail keywords are not only less competitive (and less costly to attain), but they are much more relevant to what you offer. Keyword phrases such as “laptop keyboard” or “travel keyboard” are much more relevant keywords which will result in drastically higher click-through rates and conversion rates, while not draining your entire marketing budget.

“Then how do we come up with a keyword list?”
That’s the fun part. Keyword research is always done with your website’s goals as the driving factor. Research includes an analysis of keyword data that is compiled to include the relevance and competition data of each keyword to target. From there an in-depth analysis is done based on the current sites ranking for those keywords to determine how difficult it will be to rank for those terms, as well as how likely users would be to convert once they arrive on your site.

“Sounds like a plan. How do we measure success?”
It has been stated before but it bears repeating. Rankings are great, but they’re just a means to the end. Rankings are valuable indicators of the success of your SEO campaign, but ultimately your campaign’s success should be measured in terms of increased visitors, leads, calls, downloads, and purchases.

So to recap, you should approach your SEO campaign as a way to achieve your website’s goals. Don’t approach SEO with an ego and get too worried about achieving high rankings for general keywords. Stay focused, stay patient, and stay profitable.

 

 

http://www.seoverflow.com/denver-seo/choosing-killer-keywords-that-convert/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+seoverflow+%28seOverflow+Blog%29) Don’t forget to comment and subscribe to the authors blog.

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