Chapter 5: Keyword Research
It is important to ensure that a consumer searching for a product is made aware that your company offers a product suitable for their needs.
So, how do you ensure that your online business is even in the running for consumers to choose from? First, you’ll want to think of keywords that someone might use to describe and/or search for the products you offer. Since the ultimate goal is to ensure your website is found by consumers whose interests match your products, it is important that these keywords always be relevant to your business.
Once you have narrowed down which keywords or phrases you believe would be the most beneficial or commonly used do a test search using a few different search engine platforms. These searches will help you gain some valuable insight into the competition and can help you estimate how high or low your website ranks in the search listings, if at all.
You might find that you see one or more ads along the top or right-hand side of the search results page and this in itself is very valuable information. In general, more ads mean this keyword produces a large amount of traffic which often translates into higher revenue.
Don’t see your website? That’s okay. You can buy test traffic and evaluate the impact it has on your business. Google AdWords has an “exact match” option that can be used to direct traffic to specific pages on your website.
With Google Analytics you will be able to track, calculate, and evaluate the conversion rate generated by your keyword search impressions and your ad clicks. To do this you will want to divide the total amount of profit generated in a day by the number of visitors to your site that day. This will give you an idea of your average profit per visitor.
If you’re ranked number one in a search, then your impressions can generate an estimated 18-36% click-through rate. You will want to calculate the exact number for this percentage based on the number of your impressions. Then you can multiply the average profit by the potential visits your site will receive in a day and this will give you the amount of potential profit your search ads may generate for you. Looking at these numbers may help you truly appreciate just how important search marketing is to your online business.
Long Tail Keywords
If we sold shoes online, we would have to decide if it would be wise to try to rank for the keyword “shoes” as number one.
It is great to find a keyword that gets somewhere between 500 and 5,000 searches daily, but such keywords compose not even 30% of the online searches that are performed each day. The rest can be found in what is known as the search’s “long tail”. This long tail encompasses millions and millions of one-of-a-kind searches that may only be performed several times on a particular day.
This type of keyword may very well convert better, according to the top search marketers. That is due to the fact that they catch their targets further along in the cycle of buying and conversion. Someone doing a search for “shoes” may only be window shopping. However, someone who is entering the words that describe a particular brand, colour, and size of a certain type of shoe is probably going to be ready to put their money on the table.
There are lots of advanced tools that will allow you to obtain the keyword data that you need in order to make your endeavour a success. These will not only give you keyword hints and offer an estimate of search volume but will in addition forecast what it will cost to run a paid campaign for those terms.
If you are wondering if you have a chance to succeed, you must first figure out what the demand is for a particular set of words and then you must also be willing to work hard enough for a long time to eventually rank highly for them. It may take years of such hard work if you are a start-up and the established companies always make it to the highest ten results. That is the reason you must develop a basic understanding of keyword difficulty and figure out how to carve your own niche.