Keyword Research
The best keywords are the search phrases used by many people in search engines such as Google, but that few websites compete for. It takes research to find these "better keywords" and the best combination of keywords.
Keyword research hinges on understanding your audience searches and then positioning your website to intercept the search phrases that identify customers. When we search the Web, we tend to use more concise terminology than we do in conversation. Often Web marketers will go after the top general search phrases that drive a lot of traffic and ignore the multi-phrased searches that more narrowly define their audience. These more specific phrases are called long tail search terms. Targeting them often proves of greater value than targeting the general terms. That’s because:
- Searchers using long tail keywords convert at a higher rate. Consider the comparative value of the search “GPS” against the more specific search for “Garmin Nuvi 350 Cheap, Next Day Shipping.” Clearly, the long tail search defines someone who’s looking to actually purchase the product.
- It is easier to rank well for long tail search phrases. More often than not, there is much less competition for the long tail search terms. This makes it easier to rank well.
- Targeting long tail search phrases leads to more traffic and higher page indexation. Targeting long tail search phrases will gradually lead to more search engine traffic because you’ll have a lot of pages indexed and ranking for specific phrases related to your business.
A single web page can only be optimized for a finite number of keyword phrases. Selection of your most important keyword(s) is the foundation upon which all search engine optimization (SEO) strategies and Pay-Per-Click programs should be built. Optimizing a page for too many keyword phrases tends to make it less readable. Poor readability confuses users, causing them to leave a site before conversion is achieved.
Further, launching a Pay-Per-Click program without performing keyword research leads to incomplete coverage, and programs that do not capitalize on inexpensive but highly relevant keyword search phrases.
Different people use different words to describe your products or services. Developing an initial keyword list should incorporate input from several sources including:
- Internal (Company) Staff: sales, marketing, management, customer service, and others who frequently interact with customers.
- Customers: direct users of your product or service including purchasing, engineering, and others involved in the specification process.
- External Related Activities: distributors and independent sales representatives.
We then run the information gathered from these sources through a keyword research tool. We find out how frequently the phrases are searched and we uncover other valuable keyword phrases not yet identified.
We use keyword competitiveness and frequency to select target phrases from the keyword list. Frequency is the measure of how often a phrase is submitted to a search engine. Competitiveness is the number of web pages indexed by the search engine to be displayed in response to the search. The best keywords will have high frequency and low competitiveness, as shown in the figure below.
Misspellings and Alternate Spelling: Misspellings or alternate spellings can provide an opportunity for the observant Internet marketer.
Benefits of Long Tail keywords
Here are four main reasons why you should consider optimizing your website for long tail keywords:
- Long tail keywords lead to higher conversions. Visitors arriving through multi-phrase search queries might be more likely to make purchases or convert on affiliate programs or recommendations. By targeting these long tail phrases, you’re effectively targeting a market of potential buyers.
- Long tail keywords are easier to rank. It is easier to make your website rank well on search engines for long tail keywords because of the generally weaker competition.
- More visitors to your website. Targeting long tail keywords will gradually lead to more search engine traffic. You’ll have more pages indexed and ranking for specific phrases related to your website and business. This means increased visibility and therefore a much larger amount of search engine traffic.
- Higher monetization potential. Visitors who find your site with the search engines are valuable because they are targeted individuals seeking specific information. They are more likely to click on contextual ads or subscribe to your site newsletter or blog feed. This creates for you a growing audience with more potential to monetize in the long run through either product sales or the use of third-party ad networks.
If you’re looking for a sound and balanced Internet marketing strategy contact Site-Seeker, Inc. today.
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