Keywords are how your customers will find you. What words will your target audience be searching when they find your business? Pick your words wisely.
Coming up with a keyword strategy can be shaped by thinking about factors such as:
- Keyword Planning Costs
- What are trending topics within your industry?
- What are your competitors doing?
- What are your customers looking for?
- How do you want to construct your list of keywords (Long Tail vs. Short Tail)
What are your customers looking for?
When somebody enters a search query and ends up clicking on your website in the search results, that person’s search query is captured by Google. Google Analytics gives marketers the opportunity to get a closer look at which exact keywords were used to enter your website. By seeing if there’s a high frequency pattern of specific keywords, you can take actions adjust your website accordingly to fit your customer needs and demands.
What are your competitors doing?
Consider whom your biggest competitors are in your industry. Do they have a high search engine ranking placement?
Taking a look at which keywords your competitors are ranking for can be another method to figure out why those keywords are being targeted in that particular industry or niche. SERanking provides a list of competitors in your niche and the search terms they are using in their keyword planning. Additionally you can also find suggestions on similar keyword search queries so that you can broaden your keyword research.
Keyword Planning Costs
If you aren’t familiar with planning costs, there may be a big surprise when you receive your bill. Luckily, if you are using Google AdWords to buy keywords you can set a daily budget on how much you want to spend and you are only charged when your ad is clicked.
That being said, keyword planning can rack up quite a bill. Advertisers are bidding against each other for high competition keywords that drive up the CPC (cost-per-click costs) and with higher demand, comes higher cost for these keywords.
With high cost keywords costing more than a few dollars per click, some may resort to cheaper cost keywords. However, it is best to perform outside research on what might influence keyword pricing and determine the absolute value you are willing to pay for your clicks. (Keep in mind that clicks may not always turn into a sales conversion)
What are trending topics within your industry?
Trends come and go, but staying on top of trends within your business/industry is one way to figure out which niche topics are trending in your industry right now. Powersuite Buzz Bundle enables SEO analysts to skim through social media outlets such as Facebook, Twitter, and LinkedIn to look for recent trending topics based on your particular niche industry.
Long-tail keywords vs. Short-tail keywords
Short-tail Keywords are short keywords that aren’t as descriptive i.e. “best Italian restaurant”. In terms of search volume, there is a huge amount of search traffic coming to short tail keywords. Since this has a high search volume, competition for these keywords are also high, consequently you will be paying a lot for these short tail keywords.
Long tail keywords are a series of words that are often phrased like a sentence or question like” best Italian restaurant in Miami that has gluten free entrees” or “allergy medicine that doesn’t raise blood pressure”. These are more specific queries where you can tailor the content of your website to capture these long tail keywords.
These type of keywords are best when you are vetting for a very specific type of consumer. Since these are consumers have very specific queries, search volume tends to be low which also causes keyword costs to decrease. There are advantages and disadvantages for both of these type of keywords so make sure that you are selecting the one that most closely aligns with your goals.
Testing Your Keyword Strategy
Did your keyword strategy work?
Opening up a web analytics program or software to measure traffic would be vital towards testing out your keyword strategy. Now that you have chosen your keywords for people to find you on Google, we will now put it to the test.
First, get a baseline of how much web traffic you are receiving for a month, without your keywords in your website. After watching the flow of traffic for a month, try adding the keyword into your content and track your results for another month.
Were there any major increases or declines in your traffic, or has traffic remained steady?
Keeping these factors in mind when composing a keyword research strategy is vital. Knowing what is your budget, what your goals are, and how to track those goals are all imperative in constructing the best methodology to have your customers find you on Google.