Time to turn to SEO and what it can do for your online marketing program – and for those of you who know this topic somewhat, I’m sure you’d agree, that SEO can do wonders..so let’s begin with Keyword Research!First, you will need to attempt to define your Keyword phrases for your products or services; discover your competitor’s usage of their own keywords; develop a completely new set of keyword candidates for your own use and then re subscribe to the top 10 search engines.
One must develop your original set of keyword phrases for broad and exact keywords chosen and they will all have to be “phrased” for your use, before one can actually begin to test them as they are and that newly phrased keyword list will become the benchmark for your keyword positioning strategy.
You will also have to first, check that all keyword terms are being used properly and that each term exists, or will have to be re-phrased and that any ‘extra’ terms be listed but only as ‘alternates’ to your original list.
Here’s a quick look at the basics in an Infographic that I use to try to explain how to formulate a keyword research plan….
From SEOmoz…they rationalize the process as follows….Ask yourself…
Is the keyword relevant to the content your website offers? Will searchers who find your site through this term find the likely answer to their implied question(s)? And will this traffic result in financial rewards (or other organizational goals) directly or indirectly? If the answer to all of these questions is a clear “Yes!” then proceed…
Search for the term/phrase in the major engines…
Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
Buy a sample campaign…
For the keyword at Google AdWords and/or Bing Adcenter and then for example in Google Adwords, choose “exact match” and point the traffic to the most relevant page on your website. Measure the traffic to your site, and track impressions and conversion rate over the course of at least 2-300 clicks (this may take only a day or two with highly trafficked terms, or several weeks with keywords in lesser demand).
Using the data you’ve collected…
Make an educated guess about the value of a single visitor to your site with the given search term or phrase. For example, if, in the past 24 hours, your search ad has generated 5,000 impressions, of which 100 visitors have come to your site and 3 have converted for total profit (not revenue!) of $300, then a single visitor for that keyword is worth approx. $3 to your business. Those 5,000 impressions in 24 hours could probably generate a click-through rate of between 30-40% with a #1 ranking which would mean 1500-2000 visits per day, at $3 each, or ~$1.75 million dollars per year. No wonder businesses love search marketing!
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