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Selecting the Optimal Keywords
Of course, knowing exactly which
keywords are 'the optimal' for your business, and your website is a
ultimately something that only time, testing and a decent visitor tracking
program will tell you. This is because ultimately, which keywords work for
you (in terms or actually producing a sale or an enquiry etc) varies on so
many factors.
How Do You Choose Keywords to Start With?
To
get yourself going in the first place, it is nevertheless important to be
able to evaluate and choose good keywords, which will become the
foundation for your future testing and tracking.
Keyword Selection Criteria
In choosing the best keywords to target it’s very advisable to consider
all of the following. Make sure you choose your keywords carefully.
Effective keyword selection should be based upon research and in placed in
the context of your overall Internet marketing strategy
Popularity is a measure of how many people are actually
searching for this term via the search engines. For example, if you
website targets ‘athletic trainers’ and everybody is searching for
‘running shoes’ instead of ‘athletic trainers’ you may be receiving poor
traffic. Clearly the more people are searching for a particular term is a
strong measure of its desirability.
Competitiveness – Even if a keyword is popular it may still
prove to be a poor choice. This may be due to the high number of
competitors also targeting that specific term. For example, if there are
1000 people searching for ‘sports shoes’ and 500 websites competing for
them… this might be less desirable than if you only had 100 people
searching for ‘discount sneakers’, but with only 5 competing sites.
Specificity and Niche – To find effective and cost-effective
keywords, one strategy is to focus on niches and target them. For example,
if ‘sports shoes’ have too much competition… narrowing in by targeting
‘Nike shoes’ or ‘Addidas runners’ may do a lot better for you.
Synonyms – For any particular product, service or range,
there are probably a number of ways of describing it. ie. ‘nike sports
shoes’, ‘nike runners’, ‘nike trainers’, ‘nike sneakers’. It is worth
spending some time to make sure that you’ve considered as many of the
different terms that you customers may be using to search for you.
Misspellings – (Good for Pay Per Click Campaigns)
Certain words are easily misspelled. Even straightforward words are prone
to misspelling a proportion of the time. If there are 100,000 people a
month searching for ‘Home Loans’, they’ll probably be some that accidently
searched for ‘Home Laons’. Depending on you business it may very well be
worth your while to consider common misspelling and typos. Upon
researching, you may be surprised at how often people misspell or make
typos.
Lateral Relatedness – A tremendous power of the Internet, is that
people are searching for all sorts of things. You can also increase
traffic through targeting related terms. For example, people entering the
search-term ‘Improve my running time’ may well be interested in new
‘sports shoes’. With creativity you may create a healthy stream of traffic
based on such lateral thinking.
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...Contact
Us Now
 Our Search
Marketing
Process: Explained
In-Depth Guide to SEM
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SEM Advantage
(SPS Group Pty Ltd)
Suite 207, 410 Elizabeth Street,
Surry Hills, NSW 2010, Australia
p 61 2 9280 0010
f 61 2 9280 0081
Email
info@iedsolutions.com.au
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SEM Advantage (SPS Group Pty Ltd)
Suite 207, 410 Elizabeth Street,
Surry Hills, NSW 2010, Australia
p 61 2 9280 0010
f 61 2 9280 0081
e
simon@iedsolutions.com.au
Copyright (C) 2003 SPS Group Pty Ltd. No
Reproduction permitted
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