Creating a suitable keyword or keyphrase is as simple as describing your business plainly, however, keyword research is absolutely necessary to determine whether it is the most effective in generating an ideal stream of traffic. Keyword research is one of the main SEO services that benefit a company and is used to identify search intent, which is a crucial aspect of optimizing the content of your site.
Creating keyword options
When deciding on the best keyword to use for optimizing your website a list of variations of your keyword is created to find the best option for your business. We identify multiple possibilities of what your ideal client will be typing into a search engine and choose phrases that will bring your company the most visitors that convert into clients. The benefits of keyword research impact the volume of traffic your site receives and the number of conversions you make from visitors on-site.
One of the first things to confirm is that your selected keyword generates an adequate volume of traffic on a monthly basis to make an impact on your business. A keyword report is used to generate a list of keyword variations along with the values that indicate the effectiveness of each phrase. The selection process involves finding a balance between the most accurate description of your service or product that drives the most traffic with the least amount of competition.
Filter traffic with qualifying terms
Keywords can be used to filter the traffic your site receives by adding descriptive, qualifying terms. Broad general terms will drive traffic you want but will also drive traffic that has no interest in what your company is offering. Long-tail keywords are more specific and will draw visitors that are closer matches to your product.
Location is a prime example of filtering traffic to a specific city or location which qualifies visitors using location modifiers as a better match to your business. So rather than optimizing for just [your keyword], optimize for [your keyword] + [your city]. The more terms within a search phrase, the more targeted your audience becomes.
Qualifying the search result page
We research the results of a keyword search to determine whether the keyword is a good match to drive traffic that needs what your business is offering. We take into consideration the organic click-through rate of a potential keyword as an indicating factor for selection since there are many reasons that a search with a high volume of traffic may produce poor results.
Some keywords may produce search results with featured snippets, local listings or video carousels that may inadvertently absorb a major portion of the clicks. The appearance of any of these Google products would require a different kind of optimization in order to compete for those positions.
Enhancing optimization with keyword synonyms
Keyword research uncovers relevant topics, subtopics and LSI keywords that will satisfy the search intent of a user. When your site is optimized for a specific keyword it will often mean optimizing for an entire keyword topic. In order to rank competitively, your site is required to provide answers to the potential questions associated with a search query. We identify the content needed to satisfy search intent based on our keyword research.
When you select a keyword to optimize your site we research the effectiveness of your keywords and will come up with options and alternatives that provide you with the traffic you need to convert visitors to clients.
Assessing keyword indicators
The technical assessment of a keyword is based on the monthly volume of traffic, keyword difficulty, cost per click and the organic click-through rate. The goal is to maximize the number of visitors with buyer intent, so it’s important to assess the technical values in conjunction with each other to paint a clearer picture of the search intent associated with traffic from a keyword.
Monthly volume of searches
The monthly volume of traffic can look enticing at high values but it can be misleading in certain situations. A first-page position doesn’t necessarily mean your site will even see a decent percentage of the clicks because if the search query can be answered in a featured snippet there is no need for a user to look any further on the page. Identifying search intent requires further investigation of the organic click-through rate (explained below) as well as the commercial value of a search term to indicate the buyer intent.
The cost per click is an indication of whether money is being made from the traffic of that keyword. The value indicates what people are paying in a PPC (pay per click) campaign, so it serves as a reference to indicate commercial value. If the cost per click is zero, it indicates that the keyword does not make any money. A higher value for the cost per click is indicative of higher valued keywords.
Organic click-through rate
The organic click-through rate is the number of clicks that are made on the organic results. There are searches that could benefit your website with high volumes and are relevant to your business, but if search intent is satisfied within a featured snippet then the click-through rate will be low for the organic results making the term ineffective in your strategy.
Level of competition/keyword difficulty
The keyword difficulty indicates how realistic a first-page position is for a particular search term. The most obvious terms are often the most competitive so if your website is competing against major authority websites such as Wikipedia or the Mayo Clinic, it’s probably a keyword you want to pass on.
By using technical values as indicators, a key phrase can be filtered to find the terms that maximize the monthly traffic of visitors who will convert to clients. In other words, we look for high commercial value keywords and phrases that have the highest volume, the lowest competition that will provide the biggest impact on sales.
Determining search intent
An accurate assessment of the intent of a search indicates the potential success of converting traffic. Four types of categories for the intent that keywords fall under are informational, investigational, comparative and transactional.
The use of key phrases that touch on either of the forms of intention can translate to a sale if the key phrase is framed the correct way. For example, the comparison of two products can lead to a purchase, so reviews make good examples of content that converts visitors with this specific intent.
Informational intent can also lead to a new client if the information they seek can be satisfied with your product. For example, imagine you provide a product that analyzes forehands online. If a query is made on “how to improve my forehand” the searcher may also click on “online stroke analysis” because it provides a solution to the query. Therefore we would produce content on how to improve a forehand to generate more leads for a product that analyzes forehands.
Using keywords to generate leads
Content is developed and optimized for low competition key phrases that address the desires, demands and needs of your potential clients. In order to become a resource and authority in your niche, a visitor on your website should feel like they are gaining insight on solutions to problems they have encountered. A website that can provide answers to commonly asked questions will build the trust and confidence of buyers, which leads to their loyalty as customers.
The effect of optimizing for a specific product will improve conversion rates, increase dwell time, and improve your ranking for that specific search. Search engines measure how well a website provides a solution in response to a search through dwell time and the click-through rate. By making your site relevant to the searches you’re optimized for, you solidify a ranking by earning authority, which generates more traffic and ultimately new clients.