Having web traffic is great but getting quality traffic is better! – This is where keywords come in:
It plays such a big role that it can either make or break your website’s ranking and conversion rate. This makes it vital that you choose keywords which can bring quality traffic to your website.
First, let’s be technical.
Before disclosing the important points of this article, let me help you understand your user’s point of view. These are the three types of queries you have to be well-aware of:
These are the type of searches that aim to “do”. This means that the person is not just searching a specific information for the sake of knowing. Rather, he has an intent of going to a certain place or purchasing a specific item.
This type of queries’ sole purpose is to “know” or to learn about a specific place, product or business.
To put it simply, these are searches that looks for a specific place which a user intends to go to.
By understanding this, you’ll be a step closer into knowing whether the keywords your website uses brings you quality traffic. Keep in mind that if the keywords you use is able to provide the answer to at least 2 out of the 3 types of search queries, chances are the search engines will recognize your website more than your competitors which can result to higher rankings and better traffic.
So now let’s cut to the chase.
The faster you understand this, the sooner you can apply it into your website. Basically, there are 4 questions you need to ask yourself before you can answer the title of this article:
First and foremost; do I have the right research data for keywords?
As an entrepreneur, you may have an idea on how important research is. Knowing the ups and downs of every business opportunity plays a vital role in achieving success. One will simply not dare to set sail if he doesn’t know what direction the wind blows, right? Yes. That is why research is an absolute must.
There are two simple steps in researching for your keywords:
1. Use Google’s Keyword Planner.
This is a research tool you can use to understand the search habits of your target audience. It also tells you how much competition you have when you use a certain keyword. Plus, it gives you an idea of what other related keywords and phrases you can use.
Keyword research can also be done by simply using Google search. Refer to the example below:
By typing in the keywords you use, Google will suggest other related keywords that users search for. You can also refer to the related searches that can be seen at the bottom of the page:
2.UPDATE your keywords.
I couldn’t possibly give enough emphasis on the importance of this second step. Ask yourself, when was the last time you updated your keywords? Are you chasing the same keywords since 2012. Make sure that the keywords you are currently using are still being searched for and if not, look up newer variations of your old keywords that users are searching for.
Updating your keywords every year is also a smart SEO strategy to implement because Google queries and trends change from time to time. People nowadays are known to use long tailed queries such as “where to purchase Iphone 6s+ on discount” as compared to just “Iphone 6s+”.
Knowing what tools to use in keyword research is important. However, keeping your keywords up-to-date should also be prioritized.
Second; are my keywords practical?
Stir away from general keywords because you’ll have too much competition unless you are informed on the challenges ahead of you and how much resources maybe needed for such keywords.
Let’s assume you have a startup business and you want to promote your website that is similar to those of Amazon and Ebay, it will be a bad move for you to use keywords like “gadgets” or “second hand iPhone 6plus” since those keywords may have too much competition and such well-known and popular competitors obviously will hold more reputation.
You have to think, is there anything I can use to give my website an extra “oompf” that will get it more recognized by the major search engines? Whatever your business may be, whether it’s a product or a service, try to think of unique points that can help you be visible during searches.
Third; how much am I willing to spend on this?
As far as organic keywords go, there will really come a time wherein you will need to bring out your financial resources to give your website an extra push. Whether it’s a startup business or a full blown company, you always have to keep score on how far along your website is from your competitors.
Using Google Adwords or Pay-per-click can be very helpful especially if you have a new campaign that you want to market. One important element you must keep in mind is that you should bid on keywords that is highly relevant to your business and website. By doing this, the more cost effective your online marketing campaign will be.
Note that you don’t need to spend so much money on this as long as you choose keywords that are highly relevant but not too competitive. It is your job (or your SEO guy) to discover the sweet spots of less competitive but highly relevant keywords through– yes, I already discussed this– KEYWORD RESEARCH.
Other factors you should consider is the workforce you have available that you can utilize. Do you have a person that can come up with content? Or a photographer that can provide images? It is not just about paying for the tools you need to achieve a successful campaign but also the people you hire that can make all that possible. Which leads us to the fourth and final question;
Do I, my team, or my SEO guy have sufficient knowledge to do this?
After all that has been discussed, no matter how much you understood if you don’t have sufficient knowledge on how SEO works, then it will be difficult for you to apply these important points into your website. However, if you do know how it’s done and can easily put this to practice, then who will take care of your business? If you have an SEO guy, are you sure you have the right one that can do the job? For you to know for sure, you can conduct an audit. Know your outsourced SEO’s plan and strategy and ask yourself if what they propose to do makes sense, is it not overselling and will not under perform? You call the shots, what will it be?