When searchers set out to find a product or service that you offer, will they end up at your site? That is a key question that any marketer needs to ask when designing a digital marketing strategy. If you need help developing a digital marketing strategy, hire a marketing agency!
It all starts with words typed into a search box.
That empty little search box seems so innocent, so basic. And yet, it’s one of the most important keys to your success. Professional search engine optimization companies spend a lot of time looking at the search box suggestions , while typing in queries. Keyword research can have a high return on investment. Good search engine ranking for the right keywords for your business can make or break your marketing and your website. When you research your market’s keyword demand, you can identify which terms and phrases to target in your SEO. You can also learn more about your customers and what makes them tick.
Getting the Right Kind of Visitors
Pinpointing the right keywords for the right customers can help you to attract very specific traffic. It can help you to weed out visitors who have no interest in buying what you have to offer, and more importantly, it can funnel the right kinds of visitors right to your site–the ones who are ready to make a purchase.
The usefulness of keyword volume data really can’t be overstated. It can help you to predict changes in consumer demand, respond to changing market conditions, and produce the products and services that web searchers are seeking. Never before have marketers had such intimate access to the desires and needs of their potential customers.
Judging the Value of Keywords
Finding keyword search volume terms can help you to know if your keywords are relevant to your website’s content. You don’t want your SEO to disappoint visitors; you want them to be happy with what they find when they land on your page. You also want your traffic to result in financial rewards or other goals that are important to your organization, such as referrals, sign-ups, or volunteers.
A good way to understand the value of a keyword is to use the Keyword planning tool in the Google Adwords interace. The tool allows you to see the volune of searches for a specific keyword in a specific geographical market and also the average bid price for an ad positioned on the first page on the Google Index. This is useful, even if you don’t intend to use Adwords for marketing at this popint. By gauging the search volume for a specific keyword, you can understnd how much demand there is for this service or product and how much you will save by manipulating your website for this keyword to appear on the first page of the Google index.
Understanding the Competition
As you can see in the example above, the keyword “Iphone 6s repair” is very competative. There are four Adwords ads at the top of the page, four eCommerce ads at the right top righ column and the rest of the “Above the fold” screen real estate is taken by teh Google lical search results map. It seems impossible to show an “Above the fold” result on the first page for this term. Thsi indicates a very competative enviroment for this keyword, high prices for showing your ads at a good top position, it also indicates that there is a need for a massive SEO effort to push this keyword to the first page in NYC.
When you know the rankings of websites that use your keywords, you can gain valuable insights into your competition. Find out if your competition’s search advertisements are running along the top and right-hand side of the organic search results for your keywords. If there are lots of search ads, you’re probably looking at a high-value (expensive) keyword.
Buying Sample Campaigns at Google AdWords
Try a small sample of your camapign is you want to test the viability of your keyword/s before investing heavily in an Adwords or SEO camapign.
If your website currently doesn’t rank for a keyword that is important to your marketing, you can buy pay per click test traffic to see how will the keyword convert. In Google AdWords, select “exact match,” and then direct the incoming traffic to the page on your website where you’d like to see a traffic increase. Test the conversion rate for at least 200 to 300 clicks to see how it performs.
Using Your Data to Determine Keyword Value
Using data collected from your search add, find out how much each visitor costs your business. For example, let’s say your search ad generated 5,000 visitors one day, and 100 of those visitors came to your site. Out of those 100, 3 converted for a total profit of $300. So in this case, a single visitor for that keyword search is worth $3 to your business. That’s a pretty great return on your investment!
For more information about keyword volume, or for any other digital marketing question, contact us at Park Slope Softworks, an inbound marketing company in Brooklyn. We look forward to helping you achieve your goals. Call and request a consultation today and be sure to get a FREE SEO analysis of your website.
