Selecting a keyword seems easy. In theory, you would select what you think your customers might type into Google to find you. But to do this process well, there are many things to consider. After all, is not about getting traffic, it’s about getting the right traffic.
The right keyword will bring in more potential leads, leading to more conversions. Additionally, the right traffic will stay on your website investing time in what you have to offer. This leads to low bouncerates and increased time on page – both important factors for search engine success.
How do I start?
We recommend asking prospects and current customer how they found your businesses. After a while you may find a trend in the keyword or keyword phrase people are using.
This can get a bit complex if you’re a business who provides many different services. For instance, we have an architecture and engineering client who provides 10 different services. You cannot optimize for all 10 services, but you can begin to question prospects and find some potential trends and keywords that stand out among the others. Additionally, in this situation, you can provide good, informative, keyword-rich content on each unique service page for good page performance.
Once you’ve gathered some ideal keywords, search these keywords in the search engines to find how you currently perform under these keywords verses your competition, and any others you think might be a good fit.
Digging into keyword data
Ideally, you would use data to make final decisions about your keywords. There are many free tools available that can help including Google Analytics, Search Console, Moz and SEM rush. These tools can give you some basic info about bouncerates, time on page, keywords, backlinking and information about your competition.
At the very least:
Check your website’s bouncerate: If your bouncerate is high for organic search, it’s likely that the right users are not finding your website.
Check search console: Search Console should be able to tell you the keywords you’re being found under. Go to search.google.com/search-console then performance. You’ll see a list of queries (keywords), clicks and impressions.
High volume, low competition: Google Ad Words Keyword Planner Tool is a good starting point. Here you can pull data on your potential keywords, along with other related keywords, and find the volume of searches for each. Ideally you want keywords with a decent amount of searches and low competition.
In it to win it
For our Omaha SEO team, the value of a keyword is determined through data and testing. Depending on your industry and the competition, demand may be high for your ideal keywords or phrases. This just means there may be more work to achieve high rankings. So you need to be all-in.
Making a commitment to an SEO strategy is a commitment to invest time, resources and, often, patience. Constantly reanalyzing data, making tweaks, reanalyzing, making more tweaks. Occasionally the data indicates a need for major overhauls. Going the DIY route can be a lot of time spent for mediocre results, but a team of SEO experts can put in the hard work for the desired results.