- Define the type of keyword – "How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula." "Moz.com"
- Ask yourself- Are the keyword going to be relevant to my websites content? Will a search actually find what they are searching for on your site if you use these keywords? Will the searchers or readers be happy with the results of what might be on your page? Will any traffic you may get from these results give you financial rewards? If you got a yes answer to all of these then your on the right track.
Search for the term/phrase in the major engines
"Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter
If your website doesn't rank for the keyword, you can nonetheless buy test traffic to see how well it converts. In Google Adwords, choose "exact match" and point the traffic to the relevant page on your website. Track impressions and conversion rate over the course of at least 200-300 clicks.
Using the data you’ve collected, determine the exact value of each keyword
For example, assume your search ad generated 5,000 impressions in one day, of which 100 visitors have come to your site, and three have converted for a total profit (not revenue!) of $300. In this case, a single visitor for that keyword is worth $3 to your business. Those 5,000 impressions in 24 hours could generate a click-through rate of between 18-36% with a #1 ranking (see the Slingshot SEO study for more on potential click-through rates), which would mean 900-1800 visits per day, at $3 each, or between 1 and 2 million dollars per year. No wonder businesses love search marketing!" "moz.com"
Understanding the Long Tail of Keyword Demand
"Going back to our online shoe store example, it would be great to rank #1 for the keyword "shoes" ... or would it?
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.
Another lesson search marketers have learned is that long tail keywords often convert better, because they catch people later in the buying/conversion cycle. A person searching for "shoes" is probably browsing, and not ready to buy. On the other hand, someone searching for "best price on Air Jordan size 12" practically has their wallet out!
Understanding the search demand curve is critical. To the right we've included a sample keyword demand curve, illustrating the small number of queries sending larger amounts of traffic alongside the volume of less-searched terms and phrases that bring the bulk of our search referrals." "moz.com"
"Where do we get all of this knowledge about keyword demand and keyword referrals? From research sources like these:
- Google AdWords Keyword Planner Tool
- Google Trends
- Microsoft Bing Ads Intelligence
- Wordtracker’s Free Basic Keyword Demand
Google's AdWords Keyword Planner tool is a common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
Other sources for keyword information exist, as do tools with more advanced data. The Moz blog category on Keyword Research is an excellent place to start." "moz"
What are my chances of success?
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
Sometimes, not all niche keywords are with high rankings. Typically you need to find a keyword where top sites are affiliated sites. Being on top with the competition doesn’t always mean that you can set the bar higher.
Further analysis and Site building
Now that you have a few keywords on hand, you might think that you can now have a successful site. But before that you should consider these things:
- Do further research to find similar keywords to broaden your scope of site – Sure, you would have few topics in mind in regards to the keyword you have found. But as the site progresses, your websites content should also be progressing. Your content progression should always be growing. The more it grows and the longer it is visible the more it will mature. You can look at it like this. The more your content grows the more your website grows, if your content stops than so do you.
- Use keyword research tools for analyzation – SEMrush, WordStream, LongTail Pro, SECockpit and Google keyword search tool are some of the tools that you can use for keyword optimization.
- Look for related keywords associated with them – these will help you to link those keywords in your original content.
- Use informational keywords – Words that complement your keywords would always be a good niche for you as people want to gain more information as time goes by.
How effective is this?
- Your odds are better – One promising keyword can’t promise you a page 1. If your niche is wide enough, your site would be more visited and profitable!
- Old EMG strategy is dead – days are gone where you can match your domain with your keyword. Google finished that trick already. So now, one word keywords aren’t really beneficial anymore.
- More is best– Length and quantity of the content your site has the better your search engine will find it. Not only is it going to rank you higher, it makes you more credible.
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