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Your list of keywords, entered in search engines, will likely bring customers to your website. But keywords' real value is in delivering the right customers to your site. To ensure that happens, assess the value of keywords you've generated. Ask yourself if each will result in customers finding what they want on your site. Will they be satisfied with what they find? Will these searches result in greater sales and profits? If "yes" is the answer to each question, take the next steps.
There's no hard-and-fast way to get from this point to the identification of the most valuable keywords for your company. Nailing down the value of keywords is a matter of using keyword-related tools, as well as trial and error testing. Try these strategies.
- Enter each of your preferred keywords in search engines and assess results. Do your competitors land high in these searches? Do the searches generate multiple search ads, indicative of optimal lead-generating keywords?
- Use your Google Webmaster Tools Search Insights report to learn what keywords and phrases generate web traffic to various pages of your website.
- Employ Google Adwords Keyword Planner to learn how keyword structure changes – such as plural as opposed to singular – can greatly alter results.
- Assign priorities to the keywords you've generated by grouping them under long-term goals, medium-term goals and low-hanging fruit, resulting in a keyword list and attack plan.
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