Search engine optimization is one of the most powerful tools you have at your disposal when it comes to bringing users to your website. Boosting your site’s profile in search results ensures that you’re drawing in visitors who are interested in what you’re selling, and that means high conversion rates. Determining what keywords to use can be a bit mystifying, though—you want them to be relevant, but not too generic, so you can draw in the highest number of users possible while staying effectively on-message. With that in mind, here are a few strategies you can use to make sure your keywords are helping you attract the right kind of attention.
SEO is an ongoing process in which marketers gather data based on user interactions to figure out what works and what doesn’t. This, of course, requires lots of raw data to be gathered and analyzed. When determining how to implement new keywords, often by using a tool such as Google Keyword Planner, it is important to gather all the available information about clicks, impressions, and CTR before moving forward.
Once you have a realistic picture of keyword performance, you can plan your campaign by asking questions such as, “What would it take to increase my clicks by 10%?” or “What if all my keywords rose by one position on Google?” Use the available data to model projections and figure out how to incorporate new keywords into your content. A tool like PageRank can help determine the ranking of your site based on inbound links and clicks, giving an overall picture of the strength of your site.
This strategy is off the beaten path, but it can be very rewarding. Long-tail keywords get great results from organic searches since they are often completely unique. These keywords narrow down searches to the specific niche that a user is searching for, so it’s easy to reach these users by figuring out exactly what they want to search for, often a longer phrase than your typical high-ranking keyword. Effective long-tail SEO keywords help distinguish you from the crowd and cut down on competition in search rankings. For instance, if you run a bed & breakfast in Ocean City, MD, a long-tail keyword would focus on the specifics rather than something generic like “ocean city vacation.”
Set Realistic Goals
The addition of a few new keywords isn’t going to change your search rankings overnight. It’s important to have realistic projections in mind for how many clicks a given keyword will generate based on its placement in search results and the past performance of similar keywords. You can do this by calculating your keyword potential with the help of Google Analytics. Remember to track your keyword performance systematically so you can make accurate predictions and determine the effects of your SEO efforts on your bottom line.
Crafting an effective SEO strategy is always a work in progress. For help designing your keyword strategy, contact the professionals at AMMA Digital Marketing at 800-466-0684 or send us an email to set up a free consultation.