Before we dive in to unravel the effective keyword selection strategy which will fetch you higher SEO rank and sustain your keyword search traffic, let us understand what is a keyword!
For simplicity, keywords are the search term query by the internet users in the search engines like Google or Yahoo or Bing, etc. to search their desired results. For instance, let me try to break it down from the perspective of both a potential online customer and that of a marketer in the below-mentioned scenario:
- Potential Customer Perspective: Mona types “buy women t-shirt on sale” in Google search bar with the intent to find varieties of women’s t-shirt on sale online so that she can compare the prices and make a purchase.
- Marketer’s Perspective: Let us assume e-commerce giant Amazon is selling women’s t-shirt on sale and the marketer of Amazon wants people to land on the page of the website showcasing an assortment of women’s t-shirt collection with discounts.
How are both the parties benefited? How can the searcher be connected to the relevant search results?
Yes, you got it right! It’s the keyword which bridges the gap. SEO/ PPC campaign’s success heavily relies on the relevance of the keywords selection. This surely demands a thorough keyword research and understanding online customer behavior.
As we are all on the same page now, let me spill the beans of success recipe of robust Keyword Strategy for all your future digital marketing endeavors.
Keyword Selection Strategy
Understand the different varieties of keyword selection options that you have so as to narrow down the one which has cent percent relevance with respect to your page content. Please be careful you are not indulging in an unwanted keyword or unwanted search term else you will draw traffic only to increase your bounce rate which is definitely not recommended if you wish to rank top and convert your visitors into a sale!
Did you ask for an example? Here it is-
Marketer A: The business sells amazing comfortable slippers with so many color options available for almost any size BUT they cater to only infants/ kids in between 0-12 years of age.
Think Tank: Select which one of the following you find will not only be relevant to the business but also fetch huge traffic (assuming CPC and search volume is same for each search term mentioned below)
i. Buy comfortable slippers online
ii. Men’s slipper online
iii. Cheap comfortable slippers online
iv. Kids infants comfortable sandals
v. All kinds of kid’s infant’s comfortable shoes
Now let us see what kind of traffic you may draw if you select either of these.
In the first option, it has clear CTA and with the value being highlighted, but you may end up drawing adults looking for slippers for their own rather than their kids/ infants. Same goes for the second and third option as well.
The fourth and fifth options are tricky. In case you selected either of these, I congratulate you for being so close in your first attempt. Hurray!
Amongst the fourth and fifth options, the fourth option is the correct one for the given scenario. Here is why it is so; the fifth option does clarify the demography of your TG but it is setting a wrong impression that you sell all kinds of kid’s/ infant’s shoe, which is not the case, you are only selling slippers. While in the case of the fourth option, demography as well as offering both is clarified. Sandals and slippers are synonymous words which aren’t a problem for the intelligent Google search engine to understand, with the updated algorithm.
Okay, we now know what kind of keywords to select to have higher relevance and least bounce rate and certainly resulting in more conversion. Now, am sure you must be thinking that how do I do it? Where do I find these keywords? Snehaa Speaks here for the rescue!
We shall now discuss the effective keyword research tools which must be an intrinsic part of your keyword analysis/ keyword search/ keyword generator/ keyword analysis strategy.
This is by far the most effective and robust keyword research tool which also indicates average monthly search volume for that particular keyword along with its competition, suggested bid amount for Google AdWords and even gives keyword ideas and ad group ideas. You can also use the geo-targeting to have niche targeted keywords for that location.
SEMrush has plenty of cool features to address your keyword research requirements as well as to keep you stay ahead of the competition. You can track the keywords your competitors are ranking for.
SEMrush not only suggests you keywords working well in Google but also in Bing. They also aid in international SEO.
The keyword research tool by MOZ not only retrieves keyword volume and difficulty data but also gives you relative CTR of the organic results on SERP, identifying keyword significance to your campaign and helps you in prioritizing.
This is an amazing keyword research tool which finds the hidden long tail keyword, organizes keywords with keyword lists, filter nonperforming/ unprofitable keywords, finds localized keywords, and even find search trends & keyword metrics.
Did you stumble on “long tail keyword”? In case you didn’t, the next tip will be an eye-opener for you, and in case you did, stay tuned!
Last but not the least; decide which keyword will best suit your requirement and have the utmost relevance- long tail keyword, broad match, phrase match, exact match, broad match modifier or should you go for a negative keyword strategy?
All this shall be covered in our next article wherein we shall discuss advanced keyword strategies and how you can rank faster. Yes, you read it right; you can rank faster by deploying those strategies.
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