If you haven’t considered optimizing your site, you may be missing out on one of the most profitable vehicles in the digital marketing landscape. Last year, Google experienced an average volume of over five billion searches a day. And there were plenty of pages to meet the demand. There are currently over 3.5 billion pages in Google’s index, to be precise. Considering that most people only look at the first few search result listings, it is critical to be strategic about your approach when optimizing your site.
So how do you jump into the ocean, but keep your head above water?
- Identify your different audiences. What key terms would they type in to come across your brand? Segment them into keyword themes based on your audience groups. For example is your audience local? Do they differ by product or offering?
- What is the intent? Are your key terms clear in their intent? “Buy a dozen roses” is clearly a search to purchase a dozen roses as opposed to a search for “Flowers” where the intent is not clear and is broader, not to mention a more competitive term to rank for.
- What is the context? Besides your key terms being clear in intent, do they have context to them closely related to what you’re offering. For example, “Buy a dozen roses online” is not only clear in its intent, but also in the content of wanting to purchase roses via a website. Similarly, “Dozen roses delivery in NYC” is contextually relevant to a florist in New York that provides delivery.
- Is there search volume? What good are your key phrases that have clear intent, context, however no search volume? There are a number of tools that will help you analyze if your terms warrant you selecting them based on search volume. These tools will also give you an indication on competitiveness.
Here are a few…
Integrating your key terms
Google Analytics: Measure your success and performance
Start applying a strategic approach through sound keyword research and marry it with your content. By following this, over time you should notice an increase of relevant traffic. And remember that SEO never ends, you are always optimizing your website for new key phrases based on trends, business needs, and newer content that reinforces your original keyword strategy.
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