KEYWORD ANALYSIS

Our goal here is to make sure that we’ve chosen the right keywords, and that we’ve optimized the website for these keywords. Keyword research and analysis is the crucial first step in any successful search engine optimization strategy.

How Do you Decide Which Keywords to Target?
Increasing traffic to your website is useless if the people that visit your website don't generate revenue. SEO is not about just getting visitors to your site. 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 understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat - the classic web marketing formula.

Here are some questions to guide you along the process.

1. Is the keyword relevant to your website's content?
If you have a website about "shoes", you can't rank highly for "pants". In order for you to rank highly for a keyword, your website needs to have a significant amount of content around that keyword.

2. What is the revenue / visitor for this keyword?
If your website sells shoes, there's no need to rank for "pants" anyway. We advise clients to figure out what keywords drive revenue. Which keywords generate over $1/visitor in revenue. Find those keywords. They are the keywords to rank for. If "shoes" traffic generates $0.20/visitor, and "brown suede shoes" traffic generates $2.50, then we want to rank for "brown suede shoes".

3. Test Revenue Potential of new Keyword Ideas with Adwords
If your website doesn't rank for the keyword, you can nonetheless buy "test" traffic to see how well it converts. In Google Adwords, choose "exact match" and point the traffic to the relevant page on your website. Track impressions and conversion rate over the course of at least 2-300 clicks.

Here's an example. Let's assume your search ad generated 5,000 impressions, of which 100 visitors have come to your site and 3 have converted for total profit of $300. Then a single visitor for that keyword is worth $3 to your business. Those 5,000 impressions in 24 hours could generate a click-through rate of between 18-36% with a #1 ranking. This means that this one keyword could generate 900-1800 visits per day, at $3 each, or between 1-2 million dollars per year.

Here at Bergstrom, we look for keywords that have little competition, high search demand, strong relevance to your industry, and high revenue / visitor. We don't just care about traffic. We make sure that 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.
The rationale here is that the low hanging fruit is generally keywords where you're at position #11. Get the keyword into the top 10, and all of a sudden, 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.

Bergstrom's Organic Search Engine Optimization Starts with Selecting the Best Keywords
Keyword research and analysis is the crucial first step in any successful search engine optimization strategy. Using programs like Google Analytics and Google AdWords, anyone can select a bunch of keywords. But only a top SEO company, like Bergstrom, can determine which keywords will actually approve your website's search engine ranking. Here at Bergstrom, we take into account keyword phrases, or long-tail keywords, that could produce results. We look for keywords that have less competition, creating a niche for specific search terms. Most importantly, we look for keywords that relate most strongly to your website content. And we use these keywords to provide the best organic SEO available.

What is organic SEO? It's search engine optimization that plays by the rules, also known as "white hat" SEO. We don't stuff your website content full of keywords to render it unintelligible. We carefully use relevant keywords that are unique to your company's products and services. They are sprinkled into interesting written material that attracts your target audience to your company's website. It's the kind of content that creates an online buzz, repeat visitors, and profits.

To learn more about how we utilize keywords to attract business to your website, contact us today for a FREE Website Report.

The usefulness of this intelligence cannot be overstated - with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every niche.

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