This is last article in a 3 part series that explores the key factors that must be understood when choosing the right keywords for your business. Here’s a list of previous articles in this series:
Whether your business is featured on a website, a blog or both, your internet presence is insignificant if the keywords that you choose are not going to bring you any new business. There are many things to consider and tools to use in choosing keywords that will bring your blog or website to the top of search engines, attract targeted visitors and convert traffic to revenue. To get ahead in the game, you simply have to have a deliberate plan and execute it effectively with the end result in mind.
The following suggestions will aid you in choosing beneficial keywords that will make your presence on the web worthwhile…
Define Your Purpose
If you are investing your treasured time and monetary resources into creating a professional website, you have to have a purpose in mind. For most, it is to make money through generating leads, converting those leads to customers and closing the sale. Some have the intention of generating revenue by providing useful information and collecting from advertising or affiliate programs. Others just have a message they want to be heard. These goals play a part in choosing the keywords that are best for your mission.
Know Your Target Market
When you are trying to attract visitors to a professional blog or website, it is beyond important that you know about the needs and desires of your target market.
For instance, if you are marketing dresses to teens, they might search for “cool dresses”. A woman, however, would be more likely to use “elegant dresses” or “full length dresses”.
Find Relative Keywords
To succeed on the internet, sometimes you have to narrow your scope to get the best results with the least amount of investment. If you operate in a saturated market, most likely the primary keyword that comes to mind won’t produce results without an outrageous investment.
For instance, if you specialize in internet marketing, you will find that the keyword phrase “internet marketing” is overloaded with competition. Today, using semrush.com (a great keyword research tool), that phrase generates 390 million websites that Google knows of for that inquiry. While it is possible to get to the top of search engines through search engine optimization efforts, the investment in getting there would probably not be worth it.
Relatively, if you intend to use pay-per-click to generate traffic you will be disconcerted to know that today the Google AdWords keyword tool displays an approximate CPC (cost per click) of $11.83 for “internet marketing”. Now that could drive up your marketing costs quick! Being more specific by looking for “long tail” keywords that are less competitive is wise.
Lets use the example from the previous paragraph. You make dresses for teens. The term “cool dresses” might really connect with your audience and drive lots of traffic, but are you confident that someone typing that term is ready to buy? Let’s look for some long tail terms that while they might drive less traffic overall, the competition will be much easier and the conversion rate will be better because we’re more confident that the searcher is ready to buy. So instead of “cool dresses” what if we went to the extreme and chose “size 6 purple homecoming dress”. Will that drive as much traffic as “cool dresses”? No! Will the conversion rate (visitor to sale ratio) be exponentially higher? Yes! Find yourself a good batch of long tail keywords and your sales team will thank you.
(Why the random example of dress shopping from a male business strategist, you ask? I have teenager daughters and it’s homecoming weekend!)
Consider Profitability and Price
At the end of the day you’re going to need to make an investment in your marketing strategy, whether it’s time or money. Don’t lose focus on the profit and margins of your offerings. Compare your time/money investment with the potential profits of your sales for that particular term. Let’s say you have an online store in which you sell products that you create, for an 80% margin and resell products for a 20% margin. Take this into account for your keyword strategy. If the 80% margin product is slightly tougher to gain rankings for, it may still be worth the additional investment.
Track Your Efforts
This is easily a series of blog posts by itself, and will most likely hit our blog soon so check back for links….but the point I want to make here is that if you’re not tracking your efforts how on earth will you know what’s working? Sometimes the keywords we thought would be great aren’t and the ones we never considered are what are driving conversions. You’ll never know if you don’t track everything. At the least set up a Google Analytics account and create some goals.
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