After you have worked with your team to confirm your key markets and products you can then begin to do your keyword research by group. I highly recommend that you create a document to map your keywords to your deliverable. As an example, a target market might be Visitors under that market you might have Family Friendly, Outdoor Adventure and Fishing as your main products for that market. In your keyword map you should have general Visitor keywords and then keywords for each specific product. For each page of your website you should note what keyword group should be utilized for that page. Knowing that you can always incorporate keywords from up in the hierarchy.
So how do you decide what keywords to use? I prefer to use a keyword research tool such as SEMRush or Hubspot for tracking keywords. But deciding what keywords to use requires looking at several different services to determine what keywords are most important to your product. Here are few items to keep in mind when selecting keywords:
- What is the average monthly search volume? Afterall, ranking first for a term no one searches for isn’t going to do you any good.
- What is competition like? You may find that the keyword is too broad, so while it has 20,000 monthly searches there is too much competition for you to rank at that level. Instead look for long tail keywords that still have a solid search volume but are more targeted to your goals.
- Is the keyword actually relevant to your product? Don’t fall into the trap of optimizing for keywords that have high volume but don’t really have anything to with your product. Remember we want quality visitors over quantity.
- What will your goal be for each keyword? Sometimes your goal will be to gain a higher ranking. Remember that click thru rate and bounce rate are important factors in making sure you are acquiring qualified visitors. In some cases, you may be ranking well for a keyword but not converting. For those words you will want to work with your browser title and description to make it more click friendly.
There are numerous factors that you can consider while you are building goals. Remember to look at what will get you the most for you dollar and time. That means getting more qualified and engaged visitors exploring your site.
In part 3, we will talk about evaluating and reporting on your strategy. Stay tuned!