Almost everything revolves around keywords. The success of search engine optimisation (SEO), conversion rate optimisation (CRO), Pay-Per-Click (PPC) and social media marketing campaigns, as well as content development, depends heavily on the selection of the right and most effective set of keywords. Popular trends or hashtags should never become automatic selections. Weak or wrong keywords will inevitably lead to wrong demographic and geographic targeting and wasted advertisement and marketing budgets.
At Digitalmaidstone.co.uk, we start the process with a brainstorming session involving our multidisciplinary specialists and clients to generate seed keywords using tools like MindMeister, Moz or SEMrush. After researching the volume and cost of each of the seed keywords, we will use them to conduct exhaustive market and competitor analyses. We will cross reference the data to build new draft keywords.
The draft will be used to generate synonym, Latent Semantic Indexing (LSI) and long-tail keywords which will once again be cross referenced with new competitor and market analysis. Our specialists will keep a close eye out for keyword patterns and flow in their evaluation.
The final stage of the process involves removing general, conversational and navigational keywords from the list. For instance, although ‘fruit juicer’ has up to 10,000 monthly searches (cost per click, $1.12), it is a general keyword that is significantly less powerful than ‘best juicer to buy’ (cost per click, $0.54), even though the latter only has between 100 and 1,000 searches monthly. In fact, if you’re household appliance retailer, we’d recommend going with ‘the best juicer to buy’, despite its 10 to 100 monthly search volume. This is almost a sure sale - the customer is on the verge of buying.
The rule of thumb here is, the length and precision of keywords correlates directly to the chances of conversion. If you would like to get a new set of keywords to strengthen your SEO and SEM strategy, give us a call today.