Do You Know what Your Customer Search For?

Keywords and key phrases are to your website what gas is to your car. They are a vital part of the instructions that drive the meta crawling search engines were and how to rank your site.

In their simplest terms, keywords can be described as the words and phrases that relate most closely to your products and services. They are the words and phrases people type into search engines to find results relating to what you offer. Knowing what keywords are being used by your potential customers is critical you your success. Once upon a time, people would simply string keywords and phrases together and hope for the best. Those days are long gone, now good research, word smithing, and consistency are required to ensure the best results.

Sample Keyword: Swimwear
Sample KeyPhrase: 2011 women’s swimwear

Swimwear will certainly have a higher monthly search count than Women’s sexy swimwear but it will also have higher competition for page ranking. Being sensitive to the differences will allow you to focus on less competitive words and terms, increasing the probability of better ranking and more traffic. Additionally, it is suggested that you choose words and phrases that are specific to your offer, that way you attract much more qualified visitors who are searching specifically for what you offer. A example would include: purple polka dot bikini or women’s extra large one piece swimsuits. In addition to a greater probability foe better ranking you are also receiving visitors who are more likely to convert to a sale because they are finding your website on a much more specific term. Broad terms are great for driving lots of visitors, specific terms are great for driving higher sales! Basic math tells us we’d rather have 500 visitors who convert 2% of the time than 1000 visitors that convert to sales on .5% of the time… Be aware of your conversion rates by search term and you will be on your way to much greater profitability.

Let’s start with a brief overview of keyword research. If a part of a websites objective is to rank well in organic results, the inclusion of the words and phrases, you wish to rank well on, must be concisely identified and quantified.

There are two primary measures you want to be aware of including:

1) The number of times a keyword is searched over a period of time.
2) The competitiveness of a given keyword or phrase.

We suggest building a spreadsheet for keyword analysis and plotting the results you generate using the keyword tools you find listed below.
Essentially, you want to focus on key words and phrases that have high usage counts and low competition/results counts. Many people rely on the KEI ratio to determine a keywords attractiveness. Search Engine Algorithms look for consistency of usage: Use you keywords in your meta tags, url design, menus, and page headers and page content.
Make sure your use of keywords is natural and avoid keyword loading (over use) as it might cause penalties and lower ranking. We find focusing on 3-5 keywords per page to be very effective. Trying to do too much on any given page is not recommended. Stay focused on each page and make sure your titles, pages descriptions etc. are consistent and relevant to your page content.

In conclusion, each page of your web site should be keyword and keyphrase optimized. This optimization includes;

Researching keywords and phrases to understand which words are most likely to attract the traffic you want.

Your research should include at least a monthly search count and competitive analysis KEI identification. Choose 3-5 keywords and phrase to focus on for each page optimized. Aways use plural terms because they capture the singular and plural while use of singular terms excludes plurals in some search engines. Include your key words and phrases in the page meta tags and in the body content of the page as well.

Need help with your key research and selection?