An Overview To Using Keyword Research For An Economical SEO Campaign
Your business has something it wants to sell.
You are looking for the people searching to purchase these items.
When looking for keywords you may immediately think of the ones that bring a sale.
The type of phrase like "buy bread now", or "minibus hire in Milton Keynes".
Unfortunately the competition for the top 10 places in the search engines for these phrases is usually fierce and can take a lot of time and money to win.
It's no surprise that your competition wants people to buy from them too.
However in reality the make up of your web visitors are never 100% from these keywords.
The keywords used when your potential customer is in the information collection and evaluation stage of the consumer buying cycle are the ones to concentrate on.
These visitors are not ready to buy today, but they will do.
If you draw them in and present the case why they should buy from you, when they finally do buy, they may well buy from you! To rank for these types of keywords is much more likely and usually requires less time and resources than the first keyword type, especially if they are 'the long tail'.
This is the type of approach probably best for a small business in its early days online.
An Overview Of Keyword Analysis Using the "Google Keyword Tool" will allow us to see what people are searching for.
When we type in our keyword into Google and see how many pages are found we will have a rough idea of how hard it will be to compete for these keywords.
Pages with a lot of results are naturally harder to battle for and will cost more in time and resources.
For some keywords companies that own the top spot in Google are ploughing thousands, even 10s of thousand of pounds into keeping that position.
So for you to run an economical SEO campaign, it is all about finding keywords with not too much competition to give you a fair chance of success within the time fame you require.
Once we have got our keyword, we have to look at how strong the top sites currently ranking for those keyword are.
Factors that will come into play are, how many links they have going to their page from outside.
How many pages has their website? What is the PR rank (Google gives all sites this) how old is the domain, is the site optimized for the keywords in its title, URL? This then gives us an idea of how likely it will be for you to achieve our economical SEO campaign.
Every Market Tells A Different Story What people don't tell you, and what is really important to understand, is that different markets have different rules.
The rules for a computer software company are very different to the rules for say an independent landscape gardener.
You cannot follow a set process that works for one and expect it to achieve the same results for other markets.
As a software company, by nature of what it is, it will have a multitude of links from different sites that will happen quite naturally.
Whereas a landscape gardener, who is more concerned about doing their job in the real world and doesn't probably spend that amount of time online will have a lot less back links as a general rule.
Google realizes this from its complex algorithms and so expects a different type of make up for back links and pages for the landscape gardener than the software company.
Your economical SEO campaign will need to find the right keywords by looking at these behaviours.
This can be found out by analyzing the back link structure of the competitors in the market you want to compete in.
What behaviours are normal in this market, for instance, is the use of forums common, is it a topic that is tweeted, shared a lot? I.
e.
cute pictures of cats are shared more than interesting pictures of concrete patios.
What types of sites link to them, directories, PR, news, social media? Is this industry locally relevant or global? I would like to shatter a myth.
Keyword optimization is not a "do once process", but a continuous process.
It can take 6 months of steady work to achieve.
Slowly, little by little, momentum is achieved, don't expect quick fixes, fast results.
Anyone who says they can do it in a week, is deceiving you.
When you have chosen your keywords you will need to marry these keywords to your website whereby you understand the intention of the visitor and therefore speak in a tone that matches a) what they expect first b) a logical progression, a carrot on a stick, from that original intention.
If you go straight into a squeeze page which says "buy now", or "give me your email", you're going to annoy the reader and they will leave before they begin.
This is where your research should help, your research should have told you what stage of the buying cycle your customers are in.
With this knowledge you can give the visitor what they are looking for and will know when is the right time to offer them the service you are selling, we've all got to eat after all.
You are looking for the people searching to purchase these items.
When looking for keywords you may immediately think of the ones that bring a sale.
The type of phrase like "buy bread now", or "minibus hire in Milton Keynes".
Unfortunately the competition for the top 10 places in the search engines for these phrases is usually fierce and can take a lot of time and money to win.
It's no surprise that your competition wants people to buy from them too.
However in reality the make up of your web visitors are never 100% from these keywords.
The keywords used when your potential customer is in the information collection and evaluation stage of the consumer buying cycle are the ones to concentrate on.
These visitors are not ready to buy today, but they will do.
If you draw them in and present the case why they should buy from you, when they finally do buy, they may well buy from you! To rank for these types of keywords is much more likely and usually requires less time and resources than the first keyword type, especially if they are 'the long tail'.
This is the type of approach probably best for a small business in its early days online.
An Overview Of Keyword Analysis Using the "Google Keyword Tool" will allow us to see what people are searching for.
When we type in our keyword into Google and see how many pages are found we will have a rough idea of how hard it will be to compete for these keywords.
Pages with a lot of results are naturally harder to battle for and will cost more in time and resources.
For some keywords companies that own the top spot in Google are ploughing thousands, even 10s of thousand of pounds into keeping that position.
So for you to run an economical SEO campaign, it is all about finding keywords with not too much competition to give you a fair chance of success within the time fame you require.
Once we have got our keyword, we have to look at how strong the top sites currently ranking for those keyword are.
Factors that will come into play are, how many links they have going to their page from outside.
How many pages has their website? What is the PR rank (Google gives all sites this) how old is the domain, is the site optimized for the keywords in its title, URL? This then gives us an idea of how likely it will be for you to achieve our economical SEO campaign.
Every Market Tells A Different Story What people don't tell you, and what is really important to understand, is that different markets have different rules.
The rules for a computer software company are very different to the rules for say an independent landscape gardener.
You cannot follow a set process that works for one and expect it to achieve the same results for other markets.
As a software company, by nature of what it is, it will have a multitude of links from different sites that will happen quite naturally.
Whereas a landscape gardener, who is more concerned about doing their job in the real world and doesn't probably spend that amount of time online will have a lot less back links as a general rule.
Google realizes this from its complex algorithms and so expects a different type of make up for back links and pages for the landscape gardener than the software company.
Your economical SEO campaign will need to find the right keywords by looking at these behaviours.
This can be found out by analyzing the back link structure of the competitors in the market you want to compete in.
What behaviours are normal in this market, for instance, is the use of forums common, is it a topic that is tweeted, shared a lot? I.
e.
cute pictures of cats are shared more than interesting pictures of concrete patios.
What types of sites link to them, directories, PR, news, social media? Is this industry locally relevant or global? I would like to shatter a myth.
Keyword optimization is not a "do once process", but a continuous process.
It can take 6 months of steady work to achieve.
Slowly, little by little, momentum is achieved, don't expect quick fixes, fast results.
Anyone who says they can do it in a week, is deceiving you.
When you have chosen your keywords you will need to marry these keywords to your website whereby you understand the intention of the visitor and therefore speak in a tone that matches a) what they expect first b) a logical progression, a carrot on a stick, from that original intention.
If you go straight into a squeeze page which says "buy now", or "give me your email", you're going to annoy the reader and they will leave before they begin.
This is where your research should help, your research should have told you what stage of the buying cycle your customers are in.
With this knowledge you can give the visitor what they are looking for and will know when is the right time to offer them the service you are selling, we've all got to eat after all.
