This could be considered one of the sciences of Search Optimization. Determining the best words or phrases that will give your website the best conversion rate is the goal. However the design and the realization of that goal takes careful consideration and diligent effort.
I have owned an online business for several years, marketing a product directly to consumers. It is a niche product, high end and custom. What led me to becoming a Search Optimization Specialist was my own frustration in dealing with outside agencies that I hired to help me with getting my website to show up well on the Search Engines.
In brief, such a company or agency would typically tell me that they could get me high ranking in search results. Unfortunately, none of the terms or phrases they “helped” me rank for did anything to help me convert more actual sales.
So in order to better help you with your goal, more actual money flowing into your business, let’s look at some ideas for choosing the right keywords for your business.
In the Search Optimization industry, we would call this keyword effectiveness. Along with looking at which keywords you want to rank well for we are going to discuss how difficult your target words may be to rank well for. naturally some keywords are going to be very competitive. If you are just starting out, ranking high for a keyword that has a lot of competition fighting over it will be unrealistic. Don’t be discouraged though. If you work toward that goal in steps even the most competitive targets can be had.
Think of it like you were watching the Olympics and you really liked the Martial Arts Competition. If you decided to go for the gold medal in that sport next month with no training or experience your dream will most likely change after your first fight. However, if you make the Olympics your goal and begin training in steps that are realistic you will go a lot farther.
So your Website will have a target keyword, a ranking of how effectively it demonstrates its relation to that keyword and a measure of how it stacks up against the competition for that keyword. The better you rank against the competition the better your conversion rate. If we do this right, you will be gaining conversions all the way along. The closer we get to having you show up well on the most competitive terms you want to target, the more proficient you will be at converting the visits to sales.
As I have said before there is no magic bullet in Search Optimization. Keyword Effectiveness is just an indicator that will help you along the way. The differences between the individual Search Engine algorithms, the weight given to each element in that algorithm by that search engine in any given vertical can vary greatly or change at any time as the search engine works to refine results it gives and avoid falsely being manipulated.
That being said, if you want to do business online, this is the bread and butter behind being found when your most likely prospective customers are looking for what you have to offer.
Here is a key to helping you understand how to tackle this challenge. Just because you think of yourself as a small business or you have only one product to offer, does not mean you have to have a small website. For instance, let’s say you are building a website for your church. You have only one product to offer, your church. But people are looking for a church for many different reasons.
You could put up a single page that gives the church address and when you meet. Or you could build a website filled with pages that answer the reasons people would be searching for a church. Nothing limits you other than your time and determination to be the answer to those searches. The same is true for any business with a design to reach customers online.
Some of the elements to look at to determine what keywords to target.
1)How big is your site?
2)Are there some pages that best answer a particular keyword?
3)How much time or money are you going to put into your goal?
4)Is your website designed to be friendly to the search spiders?
The first goal of keyword research is to find the most relevant terms that will generate the greatest amount of traffic to your website. The second is to make sure that this traffic is your best potential customer. If every new set of eyes on your website quickly leaves without having time to evaluate what you have to offer, you have done nothing to help generate conversions to sales.
The best place to start is checking out your competition. Who are your biggest competition? What keywords are they showing up for? You can do this yourself by checking out the results of some searches on the different search engines.
If you really want to get into investigating your competition and the terms they want to rank for you’re going to have to use a keyword discovery tool or be able to really analyze the total content of your competitors website. That means learning to read HTML.
The bottom line is that all the research into keywords has to be supported by what you have in content on your website. It is pointless to rank high in search results for products you don’t offer, but you would be surprised how many big companies spend money on Pay Per Click ads for keywords that they have nothing to do with. You should only build webpage's with relevant content. That content should target only the keywords that your prospective customers would commonly use to find the product you have to offer.
When a prospective customer lands on your webpage that page better be relevant to what they were searching for and it better make that relevance clear in a hurry. Think of your own search experience and how quickly you are frustrated by clicking through to websites that don’t answer what you are searching for.
Building a solid website that has a lot of relevant pages, filled with content that answers the questions commonly asked by your customers and makes them comfortable with your expertise makes it easy for them to decide to purchase from you.
Decide right now that developing your website is going to be a long term commitment. You should only be adding to it for as long as you want to stay in business. You can be done when you retire. Great content is relevant and supports the keywords you want to be found for. Eventually you will have a very powerful website that can compete for the most competitive keywords in your industry.
Keys to remember
1)Content leads to Relevance.
2)Relevance leads to better search ranking.
3)Better Search Ranking leads to traffic.
4)More Relevant traffic leads to revenue.