As an Internet Marketing Consultant, I know that whether using
pay-per-click (PPC) or organic search engine optimization (SEO),
the process begins with our research keyword.
This is true whether you're doing your work yourself or working
with an SEO Consultant.
The search engine ranking for our chosen keywords consumes us,
causing ecstasy when we succeed and sleepless nights when we
fail.
But increased sales happen only IF:
The keywords bring enough traffic to meet our sales goals;
The competition in SEO is obtainable (and)
The keywords will actually convert -- they will actually
result in increased sales.
Otherwise, it's really wasted time.
And now that Google shows an estimated number of average monthly
impressions (instead of just the old green bar), the Google tool
can really help with your keyword research.
And it's Free!
If you don't have an AdWords account, you can access the tool
independently (just Google: Google Keyword Research Tool).
Grabbing the Best Keywords for your Website Using Google's
Keyword Research Tool
Put your keyword phrase or root keyword into the tool.
I suggest one phrase at a time, 1-4 words in length. Click: Get
Keyword ideas and wait for the results.
Another option is to click Website Content and let Google pull
suggestions from your website content.
IMPORTANT, change the Match Type to Phrase, which adds
quotes to the keyword results. This makes the tool's impressions
more closely match organic search, ignoring the "loosey-goosey"
broad match phrases for AdWords.
And under the Show/Hide Columns make sure your settings display
Approx Avg Search Volume. (If you're marketing a seasonal
product or service you might change to a different setting.)
Analyze the results. What we're all trying to find is
the low hanging fruit: the best balance of traffic volume, ease
to perform SEO and traffic that will likely convert.
I suggest targeting phrases that are at least 5,000 to 10,000
monthly average impressions. Conversely, keyword phrases with
very high monthly impressions may prove too competitive in
organic search. Find the best balance for your organic
optimization skills and for your industry.
If your sales goals require 200,000 monthly organic impressions
and you choose keyword search phrases with between 5,000 and
10,000 monthly impressions each, then you'll need between 20 to
40 keyword phrases to deliver you that 200,000 monthly
impressions.
Of course, as you discover opportune phrases that are offer
greater monthly impressions and that you're comfortable
optimizing for, that will lower the number of phrases needed to
reach your monthly goal.
Make your keyword list from this criteria. I like to copy and
paste into my email program.
And to determine the number of monthly impressions needed,
you'll need:
Good organic listing click-through rate data -- what
percentage of searchers will click on your listing? (and)
Conversion rate data either from your own website or for your
industry -- what percentage of your site visitors will BUY?
You will find an experienced Internet Marketing Consultant |
Coach who specializes in Keyword Research can help you formulate
a keyword list that will deliver BOTH the traffic and sales
conversions that you need.
Evaluate the competing number of pages in organic
search from Google. Is this a number you're comfortable
optimizing for?
While you're on the SERPs looking over the search results, look
at the AdWords ads and the organic results.
Does your service or product sound like it belongs on this page,
for this keyword? Or, does it sound out of place?
And for a search phrase to be good, normally you'll want to see
several AdWords ads appearing for the search phrase.
Make your list from this criteria, setting aside any keyword
phrases from the previous step (at least for right now) where the
competition is too steep. Phrases that look good but with too
much competition, save for the future.
This brings up a good point: Keep good notes! Otherwise, you'll
come back for the next round of research and have to re-do
things.
Evaluate the phrases still on your list for their
likely commercial intention using the Microsoft Online Commercial
Intention Tool (Google it).
If you're using an SEO Consultant, make sure they use this tool
and evaluate commercial intent for the keywords you are
considering.
Now, this is a Microsoft tool...I use it and am glad for the
data, but I don't make decisions about any keyword phrase off
data from just one tool or from just one step in my process.
Having said that, I wouldn't select 15 phrases for optimization
where each of them shows there's not commercial intent.
Keep your list of phrases that still meet your criteria and move
onto the next step.
Evaluate your remaining list in Google's Traffic
Estimator. What I look for is the relationship of average monthly
impressions to estimated daily click throughs in AdWords. Do they
make sense and suggest commercial intention?
If one phrase has twice the monthly impressions, but only 1/2 the
daily AdWords clicks, something may be wrong. You may want to
look closer.
The goal isn't just traffic, it's traffic that converts --
buys, sign up to your email list, calls or emails your company
and becomes a sales lead, etc.
When you complete these steps, you should have whittled your
initial keyword list down to the "lowest hanging fruit", the
most opportune phrases (easiest to rank well in) COMBINED with
the largest amount of quality traffic, COMBINED with traffic that
should convert.
The Windows Into Your Website
Keywords are the windows into your website. If you target the
wrong ones for your business, you won't have the traffic,
Internet sales or sales leads that you need.
If you're using an SEO Consultant to perform your work, make
sure they do it the correct way -- not the lazy way -- and
oversee their work. Your site, your responsibility!
If you're doing d-i-y Keyword Research, be really educated about
what you're doing OR your d-i-y effort could cost you more than
hiring a qualified company.
NOTE: Another option available from some Internet Marketing
Consultants today for those watching their budget is to offering
Coaching services. This is sort of a hybrid between the retail
price, full-service option and the go-it-alone, time consuming
do-it-yourself option.
Achieving the search engine ranking for your chosen keywords
doesn't have to be difficult or expensive if you follow my
formula. And if performed correctly, the end results will be
keywords that work for your business.
Paul Marshall: Marketing online since 2004, Paul Marshall can help you
market on a budget. He's an Internet Marketing Consultant,
offering affordable services (and d-i-y Coaching).
Receive your Free Introductory Consultation, just visit: http://strategicwebmarketing.net/seo.html today!