There are different schools of thought when it comes to keyword usage in your content. For the sake of illustration I will start off with the two extreme profiles of content creators when it comes to keyword usage, the writer and the stuffer.
The writer produces content refusing to change any words to suit a search engine. They are wordsmiths/masters and they consider their content as a work of art. For the writer who has a strong audience, no keyword strategy is needed. For those who do not, it might be time to set aside the ego and play game with the search engines.
The keyword stuffer does heavy keyword research and tries to incorporate all of their findings into every page as often as they can, completely disregarding readability and trying manipulate the search engines. Our opinion at NeuMarkets (and no offense to those who stuff), this is a strategy that should never have worked, but unfortunately did for a while. Today, this is extremely obsolete.
The right strategy is somewhere in the middle. You must write your content for people but tweak it for the engines to ensure crawlers are able to digest the data and associate with some form of topic or concept. The trick is to naturally incorporate keywords into sentences; ideally the reader should not know any keyword is being targeted, and to ensure your content relates your sites overall topic for consumption.
Since you want, or should want, only relevant traffic coming to your website; let’s get started by creating a list.
Getting Keyword Ideas
The best way to start off is to think of words you or your customers might use to describe your own business. Also talk to your sales and customer service staff to find more search terms. At this point brainstorming is good and do not ignore any suggestions as they may lead to a potentially great keyword.
Next, supplement your list by going to your competitors’ sites and checking out the title of the page. You can also find potential keyword opportunities in Google Analytics by seeing how your users got to your website. If you see a low click through rate beside the keywords consider tweaking your meta title and description to make it more compelling for users to click.
The next step is to make your list a lot bigger! To do this, we suggest using the Google Adwords keyword tool. Go to adwords.google.com and click on Tools and Analysis in then menu followed by the Keyword Tool.
Now select the option titled Search for keyword and ad group ideas. Once there paste in your entire list of brainstormed keywords in the ‘Your product or service’ box then click Get Ideas. Now a list of ad group ideas will be displayed. Click the keyword ideas tab to see all of the keywords ungrouped. We recommend working out of this tab so no keyword gets looked over.
You should now be looking at a list of around 800 keyword suggestions sorted by relevance. This does not mean that you only need to look at the first page of keywords; you should look at them all. Hopefully you find some hidden gems that your competition might have missed. The goal at this point is to make a list of all the keywords that you feel are of high quality and relate really well to the products, services and content that is on your website.
How Many Searches?
The next step is to determine the amount of traffic each keyword gets. Again you will need to Google Adwords and select Tools and Analysis followed by the Keyword Planner tool. This time you will select the section option titled, Enter or upload keywords to see how they perform. Enter your new refined quality list into the appropriate box then click Get Search Volume [not Get Estimates].
Once there it will show you all of your keywords with their average monthly searches (traffic) beside it. While this traffic data isn’t perfect, it is a good enough representation to start to whittle down the list and prioritize your efforts.
Now you are going to automatically remove all of the keywords from your list that have 0 search volume beside it. You have to define how low is too low for the search volume of other keywords. This depends on how niche your product is and how much a sale is worth to you. It is usually better to target terms that receive more traffic. However, more traffic is not always a good thing because the better, higher traffic keywords usually have much more competition. We have seen cases where keywords with 100 – 200 searches per month end up being our highest converting, simply because the connection between what the searchers intent is and what we are offering is very much aligned.
Difficulty is a very relative term. It depends on how much authority your site has versus your competition. If you are selling IBM servers and you are not IBM it is unlikely that you will be placed on the first page (organically) for the keyword ‘IBM Servers’ within the next few years. However if you stretch out the keyword term to 4+ words you can get very specific thus giving yourself a much greater chance at ranking.
However, if you are IBM and you decide that you want to sell third party accessories and server add-ons you can easily outrank the sites that actually make the products.
Testing & Reporting
It is important to keep track of the keywords you are trying to rank for tracking conversion rates and bounce rates over time.
We recommend using UTM links for tracking keywords across multiple mediums across the web, all through Google Analytics. A UTM code adds a suffix to the end of your URL for tracking purposes. They are most often used with paid adverting and can be used for other services such as RSS feeds. Here is a link to Google’s URL builder.
If there is a budget in your organization we recommend testing your keywords with Google Adwords to determine their effectiveness. This could really help you with your long-term SEO strategy determining keywords that are complete duds and others that are very easy to monetize.
Your goal should always be trying to find the perfect marriage with quality keywords, high search volume and low competition.
Evan is a not-so-self-proclaimed tech geek that has helped public companies, Fortune 500 enterprises, and SMB clients implement technical solutions to their marketing challenges.
Evan got his start in mining in 2006 working in marketing for SGS Lakefield Research.
His understanding and success in the mining industry helped to shape the decision for Neumarkets to become an agency focused on the mining industry.
His personal bookmarks include links to tech blogs, The Economist and Formula 1 news. When not geeking out, you'll find Evan traveling or playing beach volleyball.