Successful websites have their search engine 'optimisation' (SEO)done with the right keywords. Keywords can either provide your website with 'traffic' ( hundreds of users)which will mean 'click through' for a good percentage of actual sales- OR if the right keyword for your 'niche' market have not been targeted, you will find a minimal amount of internet users even know about your website!
The secret is to utilise the highest searched transactional keywords, targeted to the sales pages of your website, as this generates the most amount of sales with the shortest sale 'cycle'.
Informational keywords do produce higher search volumes, however these users are not looking to buy, but rather to inform themselves, and hence these keywords should be used for blogs and articles.
(Navigational keywords are rarely used in an SEO campaign.)
'Short tail' keywords are often 1 or 2 words that are often difficult to rank for and have high search volumes, eg 'Real Estate'.
Long tail keywords are often 3 or more words that have low search volumes but a high sale conversion rate. eg 'Real Estate Sydney'.
What does this mean essentially?
Simply, any website wants to have keywords with a high overall sale conversion rate. Long tail keywords have high sale conversion rates but are limited by their search volume. Short tail keywords however, have a higher search volume, meaning that if your website is ranked at the top, you will receive far more visits to your website then you would with long tail keywords.
Another example: Keyword "Home loans" (short tail) approx. 18,000 searches/month- from that roughly 10% of people visit the website, that's 1800 potential clients! With a 1% conversion rate( lets be conservative!) that gives you 18 sale leads/month.
In contrast, keywords "Home loans Sydney" (long tail) approx. 170 searches/month. So, approximately 17 visits to the website. With a higher conversion rate, maybe 10x the rate of "home loans", that is 10%, which gives you only 2 sale leads/month.
Obviously, the more competitive a niche- the bigger difference in results!
The more traffic you can drive to your website, the more sales you are likely to have. It is also easier to increase sales by increasing your conversion rate- but not so easy to increase the traffic driven to your website.
(Another benefit of utilising short tail keywords is that it encompasses long tail keyword searches too, but this is not possible for long tail keywords alone)
Now the question is, how to find the right short tail keywords?
The Google Adwords keyword tool brings up the precise keyword search volume for any country in the previous month, giving you valuable information about the keywords you have in mind.
Here's how:
1. Enter the country you are optimising for.
2. Enter keywords that are specific to your website, keeping them short tail. Google will bring up the highest searched for keyword phrases.
3. Then enter a verification code and click 'get keyword ideas'
4. From the menu, select 'exact match' so that your search is for the exact keyword you want and is not broad.
5. To see how much advertisers pay per click (PPC)for a top ranking on Google adwords, Click 'choose columns to display', then click 'show estimated avg.CPC'
6. Filter your results from highest search volume to lowest, by clicking 'local search volume'
7. Look for all the transactional keywords as these will be the central focus of your SEO.
(If you are unsure if it is a 'transactional keyword' simply do a Google search and if your competitors are ranked in the top positions, you have your answer!)
8. Look for informational keywords and use those for your 'content'( your information in articles or products)
Market Samurai is another fabulous tool for finding just the right keyword- or eliminating those that will have little chance of success!
It's is a winning formula! Click here to learn more- and get a free trial!
How competitive is your keyword?
How much should you invest in your SEO ?
Well estimate the PPC advertising cost... Estimate the cost of maintaining a top Google adwords position...
Website owners that are in the top rank usually apportion a percentage of their profits monthly to keep that position, as they understand its value!
Speak to SEO experts with the overall budget you have in mind and to inquire what would be the most competitive keyword(s) to get your website to a high rank. Take the time to research it and choose the right online 'partner'..
JSM is happy to consult with you to prepare a 'Site & Business Needs Analysis Report' that will answer all these questions!
