{"id":8755,"date":"2017-10-25T19:36:30","date_gmt":"2017-10-25T23:36:30","guid":{"rendered":"https:\/\/referencement-pme.ca\/keyword-keyword-phrases-dont-get-behind-follow-them\/"},"modified":"2025-08-05T16:52:52","modified_gmt":"2025-08-05T20:52:52","slug":"keyword-keyword-phrases-dont-get-behind-follow-them","status":"publish","type":"post","link":"https:\/\/referencement-pme.ca\/en\/keyword-keyword-phrases-dont-get-behind-follow-them\/","title":{"rendered":"Keyword, keyword phrases, don&#8217;t get behind, follow them"},"content":{"rendered":"<blockquote class=\"alignleft\"><p>It all starts with a query, a word or several without syntax, an expression that &#8220;asks a question&#8221; to the search engine and for which the Internet user hopes for an answer.<\/p><\/blockquote>\n<p>On the website owner&#8217;s side, the challenge is to<\/p>\n<ul>\n<li>Appear in the <a href=\"https:\/\/referencement-pme.ca\/en\/first-page-of-google-and-top-positions-in-search-results\/\">top three on the first page<\/a> of natural results;<\/li>\n<li>Be chosen\/clicked by the Internet user;<\/li>\n<li>Present a page that converts the visitor into a customer.<\/li>\n<\/ul>\n<h2>Keyword research, it&#8217;s all there.<\/h2>\n<p><strong>Keyword research<\/strong> is one of the most important steps in web optimization, and it is also the most profitable investment in the field of<em> outbound marketing<\/em> (communication is carried out in the direction of the advertiser to the consumer).<\/p>\n<div class=\"twf_jefais icon\">A ranking in the top 3 or conversely on page 2, on the targeted keywords can make or break the raison d&#8217;\u00eatre of a website, its profitability.<\/div>\n<p>A serious keyword study\/research carried out by an <a href=\"https:\/\/referencement-pme.ca\/en\/\">SEO expert<\/a> allows you to learn more about customers as a whole and to understand their market with the vision that prospects have of it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6757 aligncenter\" src=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/mot-cl%C3%A9-de-r%C3%A9f%C3%A9rencement.jpg\" alt=\"Keyword study\" width=\"671\" height=\"405\"\/><\/p>\n<h3>Be visited and convert<\/h3>\n<p>While it&#8217;s never easy to attract visitors to your site, it&#8217;s even easier to generate traffic that attracts the right kind of visitors.<\/p>\n<p>Google considers \u2014 within its <a href=\"https:\/\/referencement-pme.ca\/en\/google-patner-certified-adwords-specialist-internet-advertising\/\"><em>Adwords<\/em> advertising network<\/a> \u2014 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) &#8230; Of these 2% of actual visits, how many visitors call or make a purchase?&#8230; <\/p>\n<p><strong>The same goes for organic results.<\/strong><\/p>\n<p>In concrete terms, 1000 top 3 displays generate 20 visits which in turn generate a conversion or not.<\/p>\n<h2>Track keywords that convert<\/h2>\n<p>Following the evolution and <strong>trends of your key phrases <\/strong>is giving you the chance <\/p>\n<ul>\n<li>Know demand trends<\/li>\n<li>respond to changing market conditions, and<\/li>\n<li>to adapt your content or even your services to what Internet users are actively looking for.<\/li>\n<\/ul>\n<div class=\"twf_jefais icon\">In the history of marketing, there has never been such an easy &#8220;barrier&#8221; to understanding consumer motivations in virtually every business niche.<\/div>\n<h2>How to judge the value of a keyword<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6764\" src=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/valeur-mots-cl%C3%A9s.jpg\" alt=\"\" width=\"638\" height=\"274\"\/><\/p>\n<h3>How much is a keyword worth for your website?<\/h3>\n<p>If you own an online shoe store, are you making more online sales from visitors looking for &#8220;brown shoes&#8221; or &#8220;black boots&#8221;?<\/p>\n<p>Statistics about keywords typed into search engines are available on the web (some are less powerful and precise than others), but while the various <a href=\"https:\/\/moz.com\/explorer\">keyword research<\/a> tools allow the discovery of phrases and their sorting by relevance, no tool directly shows the <strong>conversion value<\/strong> of these phrases.<\/p>\n<p><a href=\"https:\/\/analytics.google.com\/\">Analytics <\/a>, on the other hand, has this function when it is well configured, but only after the visits.<\/p>\n<h3>To understand the value of a keyword, you need to<\/h3>\n<ul>\n<li>review your websites,<\/li>\n<li>follow the visitor&#8217;s path,<\/li>\n<li>prepare conversion channels (a path that takes them to the conversion page in a few clicks),<\/li>\n<li>make assumptions,<\/li>\n<li>Test and apply classic web marketing formulas.<\/li>\n<\/ul>\n<h2>Basic Process for Assessing the Value of a Keyword<\/h2>\n<p>Ask yourself these questions:<\/p>\n<ul>\n<li>Does this keyword match the content of my website?<\/li>\n<li>Will people find what they&#8217;re looking for on the landing page?<\/li>\n<li>Will my content convince?<\/li>\n<li>Will the visits to this page bring in sales or the desired goal?<\/li>\n<\/ul>\n<p>If the answer to all of these questions isn&#8217;t always &#8220;Yes!&#8221;, do the following:<\/p>\n<h2>Search for the term\/phrase on Google and Bing and scrutinize the results.<\/h2>\n<div class=\"twf_jefais icon\">Competitor sites that already rank very well on your keywords give you valuable information.<\/div>\n<p>The results page itself also indicates the level of difficulty of positioning the given term.<\/p>\n<ul>\n<li>How many responses does the search engine return?<\/li>\n<li>Are there many sites that advertise with <em>Adwords<\/em> ?<\/li>\n<\/ul>\n<p>As a rule, a large number of ads ( <em>Adwords snippet<\/em> presences at the bottom of the page, then on page 2 and even on page 3) means that the value of the <em>KeyWord<\/em> is high and the return on investment is worth it.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6759\" src=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/optimisation-mot-cl%C3%A9-1024x373.jpg\" alt=\"Keyword values\" width=\"1024\" height=\"373\"\/><\/p>\n<h3>Adwords for Gain in Precision<\/h3>\n<p>Run a one-month <em>AdWords<\/em> campaign to retrieve the traffic and search terms actually typed on Google AdWords and\/or <em>  Bing Adcenter<\/em><\/p>\n<p>You&#8217;ll get something convincing from 200 clicks on your ad.<\/p>\n<p>Using the data collected, determine the exact value of each keyword.<\/p>\n<p>For example, let&#8217;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&#8217;re talking about profit, not revenue!)<\/p>\n<p>So a single visitor for that keyword represents a value of $3 for your business.<\/p>\n<p><a href=\"https:\/\/moz.com\/blog\/tactical-keyword-research-in-a-rankbrain-world\">According to the Slingshot SEO study<\/a> , 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.<\/p>\n<h3>Search Marketing<\/h3>\n<p>No wonder ambitious companies love <strong>search marketing<\/strong> ! (All the techniques used to position commercial proposals or websites on the 1st page of search engine responses relating to queries \u2014 natural referencing and sponsored\/commercial links \u2014). <\/p>\n<p>The best estimates of a keyword&#8217;s value don&#8217;t &#8220;weigh heavily&#8221; against the practical process of optimization and calculating ROI.<\/p>\n<div class=\"twf_jefais icon\">Search engine optimization involves constant testing, experimentation, and improving conversion.<\/div>\n<p>Remember, even though SEO is typically one of the highest return marketing investments, measuring success [ROI] is still critical to the process.<\/p>\n<h2>Understanding the long tail<\/h2>\n<p>The long<em> tail<\/em> refers to queries of 3 words or more that generate fewer or few visits to the expression itself, but which, <strong>cumulatively variants<\/strong>, bring<strong> a large amount of highly qualified traffic<\/strong> that generates conversions.<\/p>\n<p>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.<\/p>\n<p>Every day, 15% of global queries have never been typed on a keyboard! [r<a href=\"https:\/\/blog.google\/products\/search\/our-latest-quality-improvements-search\/\">ef Google<\/a>] and many expressions are only very rarely. <\/p>\n<h3>Working on the long tail<\/h3>\n<p>Predicting the long tail is an illusion, as is wanting to highlight it. A page benefits from these lengthy queries if: <\/p>\n<ul>\n<li>She fully deals with her subject;<\/li>\n<li>She uses a varied, rich vocabulary;<\/li>\n<li>The subject is structured;<\/li>\n<li>It benefits from a solid architecture;<\/li>\n<li>It answers the questions that Internet users have on the subject.<\/li>\n<\/ul>\n<p>This explains the lengthening of the size of the texts that we have seen over the past 3 years<\/p>\n<p>Understanding the curve of these searches is essential because these key phrases are not included in any statistics, do not appear in <em>Adwords<\/em> proposals (but appear in part in <em>Google suggest.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6762\" src=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/longtail-reso.jpg\" alt=\"Long tail SEO\" width=\"683\" height=\"355\" srcset=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/longtail-reso.jpg 1000w, https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/longtail-reso-300x156.jpg 300w, https:\/\/referencement-pme.ca\/wp-content\/uploads\/2017\/10\/longtail-reso-768x399.jpg 768w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/p>\n<h2>The <em>&#8220;long tail<\/em> &#8221; accounts for the majority of search volume on the global web.<\/h2>\n<p>While it is great to position yourself on large generic queries and benefit from a hundred visits per day thanks to it, the &#8220;long tail&#8221; represents a potential for <strong>much more qualified visits<\/strong>, because they are more precise, which lead to conversions.<\/p>\n<h3>Closer to conversion<\/h3>\n<p>Another lesson learned from search marketing is that<em> long-tail <\/em>keywords often convert better, because they capture visitors further down the buy\/conversion cycle.<\/p>\n<p>The 1st<sup>site on the<\/sup> &#8221; <a href=\"https:\/\/www.google.ca\/search?q=avocat&amp;rlz=1C1CAFA_enCA632CA632&amp;oq=avocat&amp;aqs=chrome..69i57j69i60l5.5844j0j4&amp;sourceid=chrome&amp;ie=UTF-8\">Lawyer<\/a> &#8221; query may not be competent in the field of law that concerns the problem that the Internet user is trying to solve.<\/p>\n<p>On the other hand, the page that answers to &#8221; <a href=\"https:\/\/www.google.ca\/search?newwindow=1&amp;rlz=1C1CAFA_enCA632CA632&amp;q=avocat+agression+sexuelle&amp;oq=avocat+agression+sexuelle&amp;gs_l=psy-ab.3...240996.252499.0.253755.43.19.24.0.0.0.102.1518.18j1.19.0....0...1.1.64.psy-ab..0.22.994...0j0i67k1j0i22i30k1.0.ryMjEnPU2Pk\">sexual assault lawyer<\/a> &#8221; (the firm <a href=\"https:\/\/coutureetassocies.com\/avocat-droit-criminel\/agression-sexuelle\/\">Couture et Associ\u00e9s<\/a>) 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.<\/p>\n<p>A person searching for &#8220;shoes&#8221; is probably browsing for inspiration, and is not ready to buy. On the other hand, the person who types &#8220;cheap Air Jordan 12&#8221; practically has his credit card on the desk! <\/p>\n<p>The landing page will have to be informative and salesy, rich in vocabulary related to the request and an incentive to take action<\/p>\n<p>A work of copywriter on a beautiful of graphic designer and <a href=\"https:\/\/referencement-pme.ca\/en\/web-writing-content-optimized-for-natural-referencing\/the-web-writer-writes-seo-optimized-articles-and-you\/\">copywriter<\/a><\/p>\n<p><strong>Read also  <\/strong><\/p>\n<p><a href=\"https:\/\/www.drujokweb.fr\/blog\/technique-de-la-fourmiliere\/\">https:\/\/www.drujokweb.fr\/blog\/technique-de-la-fourmiliere\/<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It all starts with a query, a word or several without syntax, an expression that &#8220;asks a question&#8221; to the search engine and for which the Internet user hopes for an answer. On the website owner&#8217;s side, the challenge is to Appear in the top three on the first page of natural results; Be chosen\/clicked &#8230;<\/p>\n","protected":false},"author":2,"featured_media":8342,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[8],"tags":[],"class_list":{"0":"post-8755","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-non-categorise","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Keyword, keyword phrases, don&#039;t get behind, follow them - SEO SEO agency, Web copywriting, backlinking<\/title>\n<meta name=\"description\" content=\"On the website owner&#039;s side, the challenge is to Appear in the top three on the first page of natural results; 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