Well, it's not about finding the words and phrases that simply drive traffic to your website. Rather, it's about finding the words and phrases that are most likely to lead to a sale (known as conversion optimization). Why is that? Because Google's algorithms notice if your site's visitors leave your site too quickly.
A high bounce rate says you're not providing useful content, and that can damage your site's ranking. Understanding the searchers' intent is fundamental to SEO keyword analysis. It shows you understand your market and helps you offer content that serves searchers and builds your brand.
“Neither keyword research nor SEO are going anywhere. They are evolving and maturing, yes, but certainly not dying.”
Brand Manager at Internet Marketing Ninjas, founder of MyBlogU.com and co-founder of Viral Content Buzz
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Keyword research relies on a good understanding of your product or service and your customers, including their pain points and the topics they’re interested in. That's always my starting point when I do any type of keyword analysis for my clients.
Then it's a case of finding those keywords that will help you build brand awareness, generate leads and convert clicks into sales. Concentrate on body keywords (2-3 word phrases) and long-tail keywords (4+ word phrases). Head keywords (single-word terms) aren’t so useful because they’re too competitive and don’t convert well.
Body keywords usually have the right balance between search volume and competitiveness. In other words, they’re not obscure because enough people are using these search terms, but fewer marketers are using these terms in their ads compared to single-word terms.
Long-tail keywords can be the easiest to rank for because they’re the least competitive, but their search volume is typically much lower than body keywords, so your advertising reach is limited. Having said that, visitors who find your website using long-tail keywords may be more likely to make a purchase. If you're a small business competing against big brands, it's those longer, specific phrases that you should be incorporating into your copy.
Ultimately, the popularity and competitiveness of a keyword will depend on your market and industry. The more competitive it is, the more time and effort you need to put into achieving top rankings. What’s more, keywords alone are not enough to guarantee a good ranking for your website. There are many technical and creative elements to SEO, and these can’t be ignored.
However, keyword research is crucial if you want to drive more traffic to your website and generate more leads.
It gives you a competitive advantage, and supports your overall search marketing efforts. Without it,
your website is invisible.
As an SEO copywriter, I find the keywords and phrases essential to a website's visibility, and then weave them strategically and naturally into the copy I write. Knowing how and where to place keywords on a web page is just as important as knowing which phrases will encourage searchers to click and act.
The analysis that I do is part and parcel of my SEO copywriting service. In other words, I don't offer a separate keyword research service. Instead, I include keyword analysis in my SEO writing projects, unless you can provide a list of suitable query phrases underpinned by search data. This approach gives you the best results because it enables me to:
Tell me your keyword research and SEO copywriting needs by emailing me at firstname.lastname@example.org or calling me on 360-525-8277.
Once I have a clear idea of the size and complexity of your project, I can send you a customized quote.