”But, wait? Haven’t we be doing this already?”
You just had a "The Karate Kid” moment!If you’ve been following our 101 tutorial to this point, it might have dawned on you that you have been filling out much of this information when you were creating online profiles & surveying the battlefield. Yeah, we just pulled a "The Karate Kid,” on you: you’ve already done most of the work in this step!
Also, now you know how to do keyword research in the future - well, for the most part. There’s still a few more places to look where you will find some keyword goodies - once you’ve finished your chores (previous tutorial steps!).
Check Google AnalyticsIf you are running Google Analytics then by now you know that the program will, to a point, show you the keywords visitors are using to find the site. This will not only show you where you are strong but also, by deduction, show you where you will need to improve. For example, if you are hitting a geo-targeted area for city A in your market but not city B, you know that your content & blogging strategy will have to start to focus more on city B.
Google WebmastersOnce a site is in Google Webmasters, you will be able to see, in aggregate, which searches the site ranks. You will also be able to see what image searches your site appears in. Like Analytics, a little of deductive logic will help. The difference with Google Webmasters is that you’ll also see keywords and phrases you might never have considered targeting before. Once in awhile, you’ll find that you are only on, for example, page 2 for a high trafficked keyword / phrase that you might have once considered out of your league. Targeting those keywords a little harder could, over time, improve your rankings and, essentially. improve your traffic and conversions.
Compete.com, Alexa.com, Quantcast.com...If you are in a market where one of the competitors have a site that is in the top 100,000 most trafficked sites, then trending traffic measuring sites such as Alexa, Quantcast & Compete can provide trending data for those sites. Those bits of information include keywords. Once in awhile we discover gold here.
Google Adwords Keyword ToolMany people run to the Google Adwords Keyword Tool first. We don’t. We put it towards the back of our process because we’d rather go with a client’s industry knowledge to first collect their keywords. From there, we can run keywords through the Google Adwords Keyword Research tool to see if there are variations of those keywords and phrases that are being better trafficked. For example, if a client is selling ice cream cones, we’ll check to see if "home made ice cream cone,” gets more traffic than, "homemade [one word] ice cream cone,” or phrases without those words.
We will also implement search phrases into the keywords to see what we get:
- How to...
- What is/are...
- Where is/are...
- Why is/are...
- Ingredients for...
- ...rip off
- [competitor a] vs. [competitor b]
And so on.
And so on.
Putting it all togetherNow you have all the data. The question is, "what the Hell does one do with it?” The short answer: test, test. test:
- Blog strategies: writing different types of articles
- A/B testing content: write a page one way for 4 months and then rewrite it
- Rewrite metadata: still has it benefits. Just make sure the keywords are in the content
Advanced Lesson: Google Adwords & Facebook Ads PPC MarketingTo this point, the only real price in accumulating this information comes in the time value: the time it took you to do this X whatever you value your work per hour. Truth told, one of the best ways to test this data is to use Google’s Adwords & Facebook Ads - AKA, "How Google & Facebook make their money.” It’s the ads users see on the sides of their search results, GMail dashboard, Facebook wall.
With Adwords & Facebook Ads, instead of having to take time to build up organic results, site owners can bid on keywords and pay for each time their ad is clicked [NOTE: not seen, but clicked!]. Pending market, the price of a click can be as little as a couple dollars a click or less. This means that the keywords can be tested right away and measured for effectiveness. Many owners will find out which words work better and, from there, tailor their website content and blogging strategies accordingly. Not only that but reorganizing the content based on the data will make those successful keywords even more relevant to your site, providing the opportunity to make those bids even cheaper based on Google Adwords relevancy-&-bid system by which price is determined.
The Adwords / Ads step will involve a little bit of an advertising budget (note: there is no budget minimum), but for the data you can receive, it’s priceless. Also [BEST PRACTICE] with a couple months of testing, you should be able to find an ROI that will help stimulate your business.
For more information visit our Adwords / PPC Marketing page or take a moment to watch this video. And if you have questions, please use the contact form below to give us a hollar'.
Next step: Local SEO