How Do we Decide Which Keywords to Target?
Our goal is to generate revenue. SEO is about getting the right kind of visitors. How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown Nike shoes" or "white boots?" To quantify the value of a keyword, we need to obtain data for the revenue / conversion and conversion rate of the keyword. Once we have this data, then we can make keyword decisions.
Where do we start?
The best way to obtain quick results is to look for keywords where you're between position #11 and #50 in Google. When we get these keyword into the top 10, you see a significant traffic increase. Often, we can look at analytics to see where the traffic is coming from, and build on that traffic. But, if we don't have enough traffic data in Google analytics, we will look at the data in Google webmaster tools. We'll use this and a few other keyword tools to generate an initial list to target.
Adwords is a useful to test new keyword ideas and niches. If we're interested in the effect of specific keyword rankings to your top line, we can just buy Adwords traffic. If the traffic generates revenue, then we no that it's probably a good idea to do SEO for the keywords. This is better then spending time and money doing SEO for a set of keywords, only to discover 5-6 months later that the traffic is worthless.
Learn more about our data driven Adwords management services.
Low Hanging Keyword Fruit
The best way to see quick improvements, is to go after the low-hanging fruit. In the world of keywords, the low hanging fruit is usually the top revenue generating keywords. As such, it usually makes sense to list keywords by revenue (or contact form submissions), and allocate a significant part of the initial budget to do SEO for these keywords.
Phase II Keywords
Short term success is very important, but we need to be focused on the long term as well. Here's how we choose long term keywords. High revenue / sale. We're often faced with the choice of giving you 20 sales of a product worth $100, or 5 sales of a product worth $1,000. We find 90% of the time, it's best to focus on the more expensive products and services you offer.
Let's find and choose very specific keywords. When people enter the buying process, they search for a vague phrase. An example might be "shoes". As they get closer to making a purchase, they search phrase get's more specific. We want your people to find you when they're ready to make a buying decision. So, we need to show up for specific phrases.
We look for keywords that have little competition, high search demand, strong relevance to your industry, and high revenue / visitor. It's not about just increasing traffic. We find keywords where the traffic converts into leads, and more importantly, sales.
Essentially, we'll build a list of keywords that are:
- relevant to your business,
- a keyword where I think we can get a good revenue / visitor, and
- a keyword where we are close to a top 10 ranking in Google.
Ready to get started? Or, do you have questions? We'd love to talk with you. Give us a call @ (250) 718-0585 and ask to speak with Chris Bergstrom.
On Page SEO
Choosing keywords is imporant, but how to you modify you website so that you show up in Google searches for the keywords we chose? The solution is targeting the messaging to your customers, while paying a small attention to keywords. It starts with asking the right question.
Ask yourself these Questions
- Who is your typical customer?
- Are some customers better than others? If so, describe the ideal customer, and explain why they're different than other customers.
- What is their pain that you solve?
- What is your unique selling proposition? Why should your customers use you instead of your competition?
- What messaging do you use (2-3 sentences) that explain both what your customers pain is, and how you solve it better than anyone else?
Usually, it's good idea to mke sure we understand what keywords are driving traffic to the page. This way, we can be sure to match messaging to customers questions.
I deeply understand my customers needs. Now what?
Write a few words down on a napkin that clearly articulate your customer's pain. Next, explain why your business is the perfect partner to solve this pain. Take a picture of the napkin, and email the picture to me. We need to work on this messaging, and make sure that it's obvious to people that visit your site that they need to contact you. Right Now. Once this messaging is perfected, we add relevant keywords, and watch conversion rates, revenue / visitor, and rankings soar.
Really? A napkin?
OK, maybe just email it to me. But, I like the napkin analogy. You can't fit many words on a napkin. It forces you to be concise. So, pretend you're writing on a napkin. But, napkins are hard to write on. Go our for lunch, and write on the back of an envelope. It's kind of fun, and then we can actually do a "back of the envelope calculation".