Keyword Selection
Do you feel your website is generating loads of traffic, but not enough sales? In this case, you need to take a look at the keywords you are using. Let us go through keyword selection process, and sum it up with the keyword selection directives we employ to keep our clients’ campaigns on track.
‘Keyword’ is the term or a phrase used by a searcher to find information on a particular topic. Keyword selection is the process of analyzing a set of potential keywords and selecting the ones appropriate to a client’s campaign. It is the stepping-stone to our clients’ success in Cyberspace. PPC Management is all about finding the right keyword. Do this and you strike gold; make an error, and you kick yourself in the teeth.
Basically, there are two types of people interested in keyword selection:
- Those trying to get more website traffic in general, and
- Those trying to get more ‘qualified’ traffic.
We, at The Online Inc., cater to the latter type. What is the use, if you get up to 100,000 hits a day but the business conversion of just 0.05%? Wouldn't it be better to have say, just 10,000 visitors with a 25% conversion rate? After all, 2,500 is better than 50. Hence, whatever we do, our final goal is to get, what we call, more ‘qualified’ traffic.
Keyword Analysis or Keyword Research
The first step in keyword selection is called keyword analysis. To begin with, we require at least one keyword. So we settle on a primary keyword. However, this should be exact and very precise. When trying to sell washing machines of a particular model – say X – we use the primary keyword ‘X washing machines’ instead of just ‘washing machines’. A study conducted recently by one of the major search engines, showed that in excess of 60% of all searches, used phrases instead of solo words.
We visit websites, type in our primary keyword, and obtain a collection of highly search-related keywords. This done, we look for the top 50 of the collection. Our process is so thorough that we always make a note of the count of each keyword. Very often the count may differ with various websites. This is because the amounts of search traffic they get vary. So we take the count results just from a particular site.
When we are satisfied that we have a good collection of keywords, we start making note of the competition that we have for each one. This is the easy part. All we have to do now is search for each keyword enclosed with double quotes and take note of the number of websites shown on the top-right corner. We then move on to the next steps that are Page Optimization and Keyword Mapping.
Meta Keyword Description
An important constraint in keyword placement is frequency. The optimal range is between 4% to 9%. In any case here, more is not better. We make it a point never to cross the 9% frequency limit. It is like risking penalties from the major search engines.
Keyword placement process is the most difficult part that never ends. We have to keep experimenting, and analyzing the results. We may go through a rather large number of repetitions before achieving the ideal placement.
Our key to optimizing our clients’ campaigns
We believe, quality is better than quantity: We always focus on getting more and more qualified traffic to our clients’ websites. By qualified traffic we mean a higher number of visitors to our clients’ website are interested in their product or service. This gives them a larger number of repeat visitors and more subscribers their products and services.
We are mind readers: We make it a point to get into the searchers’ state of mind. We ask questions like: What are they searching for? What are they interested in? How will they act on a particular search result? Accordingly, we sketch out a detailed plan as to how we are going to use the searchers’ thought processes to our clients' benefit. This involves considerable time and effort, no doubt. But we are ready to contribute all of that. After all, success is what matters.
We are specific, not ambiguous: We make it very clear, right at the outset, what your website is all about. We state clearly and in no mean terms, the purpose of the website, and the services you offer. We see hat visitors are not confused when they reach your site, or they'll leave as soon as they came.
We know that phrases are better than words: Research has proven that nine out of ten searchers use phrases rather than single words. Using phrases for search means that users are looking for more purposeful results. Accordingly, we optimize our clients’ pages for commonly used phrases in a bid to get more quality traffic.
We never put all our eggs into one basket: As a rule, we never try to finish off the big pizza in just one bite. Rather, we allocate keywords on various pages throughout our clients’ websites. We concentrate on just a few keywords on every page.
We are competitive: We don’t just sit back and wait for things to happen. Rather, we try and make things happen ourselves. This again, involves a lot of time and hard work.
We always follow good ethics: No matter what the issue, we only do what we think is proper. We choose keywords that are highly relevant, not only the ones that have high traffic and little competition. We are also sympathetic enough to suggestions that others may give. We evaluate them and apply them as and when required.
We follow time-tested rules: We learn from the experience of our predecessors. Knowing that your money is at stake, we never start off in haste, just because you want to achieve something. We know the experiences of lots of websites, we’ve read articles and attended various forums. We’ve learnt our lessons thoroughly. Above all, we remember that this is an ongoing process.
We believe that practice makes perfect: Patience and perseverance always pay. We never worry about having to do the same things time and again. We do things better each time.
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