Gather keywords
When it comes to SEO, a good rule of thumb is to use keywords strategically. Why do I say this? Because this is essential for getting visitors to your website through search engines. An effective combination of words or phrases can be thought of as the magic spell that drives visitors to your site.
But on the other hand, overly generic or frequently used keywords will not generate the same level of traffic and won’t lead to much profit either. So choosing the right keyword is a crucial part of any marketing strategy, providing a solid foundation for its success. Get it right and reap the rewards; make mistakes and risk being overlooked by potential customers on their journey online.
As it turns out, creating the right search phrases or keywords can be a tricky endeavour. Have you noticed as a business owner, it’s not always easy to stay objective and think about things from a customer’s perspective? Yes, that’s why it’s important to go beyond your inner circle and directly ask potential customers what words they use when searching for products and services like yours. Observe their behaviours to gain insight into the words or phrases that would genuinely resonate with them. This is useful if you’ve yet to formulate a list of terms yourself. To maximize efficiency, aim to get as much information as you can before deciding on which search phrases work best for your business.
Only after you have gathered as many words and phrases from outside resources should you add your keyword to the list. Once you have this list in hand, you can move to the next step which is evaluation.
Evaluate Keywords
As you might expect, the evaluation aims to narrow down your list to a small number of words and phrases that will direct the highest number of quality visitors to your website. If I say quality visitors, I mean only those who will be motivated to follow through with a purchase.
In evaluating the effectiveness of keywords, bear in mind these three elements:
- The popularity of a keyword
- How specific are your keywords.
- How the keyword can motivate customers.
Popularity
Popularity is an important source of information in determining the success of a keyword. Numerous software packages are available to accurately review how often a particular phrase is typed into search engines. For example, SEMrush provides an effective measure of popularity by assigning a numerical rating to phrases and words, with the higher numbers correlating to increased traffic. It’s also possible to use this software to find varieties with your chosen keywords and phrases. Keep in mind, however, that having a highly searched keyword won’t guarantee success if you’re near the bottom of the results as customers may not scroll down far enough to even see your website.
Specificity
While popularity is an important factor to consider when selecting keywords, specificity is also important. I’ll explain with an example:
With SEO, the more precise you are with your keywords, the higher the chances for potential customers to find your business. For example, if you have obtained rankings for the keyword “phone companies” but your business only specializes in phone repair services, then it would be much more beneficial to use “phone repair shops” as the target keyword instead. This way, customers who need those services will find you quickly and easily. Moreover, being specific with keywords also helps reduce competition.
Motivation
Choosing keywords that match consumer motivation is also important when optimizing an online presence. This again requires you to think from a customer’s perspective. It’s important to put yourself in the customer’s shoes to find out what drives them when they search for things. What do I mean? Let’s consider a consumer trying to locate a job as an IT manager in a new city. Say, between the keywords “Wyoming job listings” and “Wyoming IT recruiters” which do you think will benefit the consumer more? If you were looking for this type of specific job, which keyword would you type in? Logically, the second one, right? Using the second keyword targets people who have decided on their career, have the necessary experience, and are ready to enlist you as their employee
Just like this example, it means you want to find people who are ready to act or make a purchase. So, this requires subtle tinkering of your keywords until you find the most specific and directly targeted phrases to bring the most traffic to your site.
Analyze keywords
Now, even after you have your chosen keywords, you must continue to analyze their performance in various search engines. After all, times and trends can change quickly on the internet and what may be trending now may no longer be relevant later. While simply looking at traffic analysis can give some idea of the number of visitors that visit your site, this alone might not tell you whether or not those visitors ended up making purchases. Fortunately, advancements in technology help with this issue; there are tools like Ahrefs, Hotjar, Google analytics and SEMrush available which allows you to measure customer behaviour against customer traffic so that you can determine which keywords bring the most valuable customers to your business.
This is the most important factor in evaluating the efficacy of a keyword or phrase and replacing underperforming keywords with high-profit ones.
Conclusion
When it comes to ranking on search engines granted, the work may be time-consuming, but the benefits prove invaluable for your business.
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Founder, Chief Content Officer & Web Developer
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