If you're like the 61 percent of global consumers that consult the Internet before making a purchase, you've probably used a search engine or two to research a product or service. Those keywords that you type into the search engine query provide very powerful information to marketers. For business owners, conducting keyword research is one of the most critical components of creating high quality content to drive more qualified traffic to their webpages. You probably noted that qualified is in italics, and this is because the name of the game is not just attracting traffic to your webpage, but getting the right kind of visitors. By optimizing your website with keywords that your target audience is typing into search queries, you will be more successful with converting online visitors to customers.
Keywords can indicate shifts in consumer demand, and having knowledge of what these keywords are can allow business owners to proactively respond to changing market conditions when necessary in order to provide the products and services that their consumers are searching for. According to MOZ, keyword research has significantly lowered the barrier to understanding what motivates consumers in purchasing decisions, and never has there been a time like this in the history of marketing before.
So how do you determine the value of a keyword to your business? How does the keyword relate to the content on your website? Would consumers be happy if they came across your website if they typed that keyword into a search engine query? Would that keyword attract the right traffic to your website, resulting in more closed business? If so, you probably have a profitable keyword on your hands and can continue to run it through the keyword value test. Below are three additional steps that you should take to ensure the quality of a keyword:
- Type the keyword into major search engines such as Google, Bing, and Yahoo to see which websites pop up. Not only will this give you an indication of how hard it would be to rank for that keyword, but if a lot of advertisements are running along the top and right hand side of the search results, you probably have a high value keyword on your hands.
- If you found that your website did not rank for the keyword, you can test out its impact by purchasing the keyword from Google Adwords for a temporary period of time. This will allow you to track impressions and the conversion rate over a short period of time to better determine the value of the keyword.
- Based on the research that you've completed, you should be able to determine an accurate value for each keyword. For example, if during your test period the keyword attracted 200 visitors to your site and 2 converted to customers with a total profit of $200, you can determine that they keyword is worth $2 to your business.
Another piece of the keyword research puzzle to introduce is long tail keywords. According to MOZ, 70 percent of all searches involved long tail keywords, which generally result in a higher conversion rate as you are catching consumers further through their research process. For example, not only are they searching for a bathing suit, but a two-piece blue bikini. The long tail keywords are more descriptive, resulting in a higher chance that the consumer will be directed to a website with the exact product that she is looking for.
All in all, keyword research is an extremely powerful tool for business owners to stay in tune with market demand and is essential for inbound marketing success.
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