It all starts with a query, a word or several without syntax, an expression that “asks a question” to the search engine and for which the Internet user hopes for an answer.
On the website owner’s side, the challenge is to
- Appear in the top three on the first page of natural results;
- Be chosen/clicked by the Internet user;
- Present a page that converts the visitor into a customer.
Keyword research, it’s all there.
Keyword research is one of the most important steps in web optimization, and it is also the most profitable investment in the field of outbound marketing (communication is carried out in the direction of the advertiser to the consumer).
A serious keyword study/research carried out by an SEO expert allows you to learn more about customers as a whole and to understand their market with the vision that prospects have of it.
Be visited and convert
While it’s never easy to attract visitors to your site, it’s even easier to generate traffic that attracts the right kind of visitors.
Google considers — within its Adwords advertising network — that a CTR of 2% is a good result! (CTR = ratio of the number of views in the results page and the number of clicks on the ad) … Of these 2% of actual visits, how many visitors call or make a purchase?…
The same goes for organic results.
In concrete terms, 1000 top 3 displays generate 20 visits which in turn generate a conversion or not.
Track keywords that convert
Following the evolution and trends of your key phrases is giving you the chance
- Know demand trends
- respond to changing market conditions, and
- to adapt your content or even your services to what Internet users are actively looking for.
How to judge the value of a keyword
How much is a keyword worth for your website?
If you own an online shoe store, are you making more online sales from visitors looking for “brown shoes” or “black boots”?
Statistics about keywords typed into search engines are available on the web (some are less powerful and precise than others), but while the various keyword research tools allow the discovery of phrases and their sorting by relevance, no tool directly shows the conversion value of these phrases.
Analytics , on the other hand, has this function when it is well configured, but only after the visits.
To understand the value of a keyword, you need to
- review your websites,
- follow the visitor’s path,
- prepare conversion channels (a path that takes them to the conversion page in a few clicks),
- make assumptions,
- Test and apply classic web marketing formulas.
Basic Process for Assessing the Value of a Keyword
Ask yourself these questions:
- Does this keyword match the content of my website?
- Will people find what they’re looking for on the landing page?
- Will my content convince?
- Will the visits to this page bring in sales or the desired goal?
If the answer to all of these questions isn’t always “Yes!”, do the following:
Search for the term/phrase on Google and Bing and scrutinize the results.
The results page itself also indicates the level of difficulty of positioning the given term.
- How many responses does the search engine return?
- Are there many sites that advertise with Adwords ?
As a rule, a large number of ads ( Adwords snippet presences at the bottom of the page, then on page 2 and even on page 3) means that the value of the KeyWord is high and the return on investment is worth it.
Adwords for Gain in Precision
Run a one-month AdWords campaign to retrieve the traffic and search terms actually typed on Google AdWords and/or Bing Adcenter
You’ll get something convincing from 200 clicks on your ad.
Using the data collected, determine the exact value of each keyword.
For example, let’s say your search ad generated 5000 impressions in one day, 100 visitors arrived on your site, and three of them bought your product for a total profit of $300 (we’re talking about profit, not revenue!)
So a single visitor for that keyword represents a value of $3 for your business.
According to the Slingshot SEO study , these 5000 impressions in 24 hours could generate a click-through rate between 18-36% with a position 1 in the organic ranking, which would mean 900-1800 visits per day, at $3 each, or between $1 and $2 million per year.
Search Marketing
No wonder ambitious companies love search marketing ! (All the techniques used to position commercial proposals or websites on the 1st page of search engine responses relating to queries — natural referencing and sponsored/commercial links —).
The best estimates of a keyword’s value don’t “weigh heavily” against the practical process of optimization and calculating ROI.
Remember, even though SEO is typically one of the highest return marketing investments, measuring success [ROI] is still critical to the process.
Understanding the long tail
The long tail refers to queries of 3 words or more that generate fewer or few visits to the expression itself, but which, cumulatively variants, bring a large amount of highly qualified traffic that generates conversions.
However, Internet users are becoming more and more specific in their requests, and voice search, which is frequently used on smartphones, is accentuating the situation.
Every day, 15% of global queries have never been typed on a keyboard! [ref Google] and many expressions are only very rarely.
Working on the long tail
Predicting the long tail is an illusion, as is wanting to highlight it. A page benefits from these lengthy queries if:
- She fully deals with her subject;
- She uses a varied, rich vocabulary;
- The subject is structured;
- It benefits from a solid architecture;
- It answers the questions that Internet users have on the subject.
This explains the lengthening of the size of the texts that we have seen over the past 3 years
Understanding the curve of these searches is essential because these key phrases are not included in any statistics, do not appear in Adwords proposals (but appear in part in Google suggest.
The “long tail ” accounts for the majority of search volume on the global web.
While it is great to position yourself on large generic queries and benefit from a hundred visits per day thanks to it, the “long tail” represents a potential for much more qualified visits, because they are more precise, which lead to conversions.
Closer to conversion
Another lesson learned from search marketing is that long-tail keywords often convert better, because they capture visitors further down the buy/conversion cycle.
The 1stsite on the ” Lawyer ” query may not be competent in the field of law that concerns the problem that the Internet user is trying to solve.
On the other hand, the page that answers to ” sexual assault lawyer ” (the firm Couture et Associés) presents an article that informs the visitor about the different penalties and means of defense on the subject and provides confidence in the competence of the lawyer behind the site.
A person searching for “shoes” is probably browsing for inspiration, and is not ready to buy. On the other hand, the person who types “cheap Air Jordan 12” practically has his credit card on the desk!
The landing page will have to be informative and salesy, rich in vocabulary related to the request and an incentive to take action
A work of copywriter on a beautiful of graphic designer and copywriter
Read also
https://www.drujokweb.fr/blog/technique-de-la-fourmiliere/
Référencement-PME prends en charge les stratégies marketing des entreprises et PME dans la région de Montréal, pour sa plus grande fierté, depuis plus de 15 ans
