The Difference Between a Hit and a Sale is Called ‘Profit’
As you sort through your keywords, eliminate any that won’t deliver conversions. You are looking for keywords that are likely to draw visitors that are most likely to buy your product or services. When a visitor follows a keyword phrase to your site they need to find what they are looking for where they expect to find it.
A non-converting term can either be overly broad or just not specifically relevant for what you offer. Top ranking become irrelevant, the searcher, unable to find what they want, refines their search parameters, and moves on. Don’t promote terms on the basis of generating hits — promote terms on the basis of generating sales.
Searcher who type in exactly what they are looking for, are more likely to find exactly what they want. And if your site is at the top, you just made a sale.
Keyword deception creates a negative branding experience to the user. Sorting for conversions simply means eliminating keywords that won’t drive targeted traffic to your site. Informational queries will produce an extremely low conversion rate but is a way to build visitor loyalty. A small percentage of informational query searchers may bookmark your site and come back to you when they are ready to purchase.
The best way to build query traffic is to have a library of helpful information on your website — product reviews, comparisons, how-to articles, etc.
Keyword Research Tips:
- Never use misspellings
- Group plural and singular forms on pages carefully
- Find competitors specifically targeting a similar audience by typing 2 or 3 keywords in search fields
- Use overlapping keywords with similar conceptual strengths [Precision = Authority]
- When finalizing your keyword list you want to make sure all your search terms are actively being searched.
- Be sure that your long tail keywords are all words that are actively searched
- Long-tail keywords can produce 50% or more of your traffic.
- In general, terms with two to four words are the best.
- With two to four words, each search term can be both descriptive and specific.
- If a specific term is typed into the search engine and your site appears, the searcher knows you have precisely what they are looking for.
Keyword and Page Organization
Organizing your keywords into an effective marketing strategy is the most important of phase of keyword research. It is also the phase that most people simply don’t do. Organizing your keywords properly will help you develop a successful strategy for getting every possible relevant keyword optimized into your site in a way that will help you achieve both short- and long-term success.
Keyword organization provides a framework for ongoing optimization, focusing on the most important keywords and phrases that are targeted on the site’s pages. These optimized keywords and phases are important to increasing the site’s conversion rate.
To determine which keywords should be implemented where, you need to be aware of all of your site’s existing pages and the focus of each page. If you currently do not have enough pages for all of your keyword core terms groups or sub-groups — you can always build new pages into your site to provide your users with the information they need covering any of these topics.
Grouping Similar Qualifiers
Perform the organization process for each core term and its corresponding group of search phrases separately. The keywords at the top of your list will be the core term itself. Copy and paste these keywords to another section of your keyword research spreadsheet.
Organize phrases in groups of five targeting no more than fifteen keywords per page. Look for other keywords to go with core term and its counterpart
Whatever keywords you group together must be able to work together on the page. Usually all other keywords are simply modifiers, but you have to make sure the modifiers work together. Don’t use elegant and cheap on the same page
Look for keyword groupings that can fit together without being too distracting or diluting the focus. Don’t try to force groups together that won’t be a good fit on a single page. When developing the page’s content assure there is a natural flow in writing. Awkward grouping and phasing losses the readers attention – Quickly! Look for creative ways to work keywords into page content
Keyword Research Tip: Investigate the individual words of each search phrase for synonymy with other words in the same page group: Proper synonyms should not be used together on the same page. This is because proper synonyms rarely occur together, yet often occur in similar contexts. Rearrange groupings to ensure this does not occur.