Keywords are an integral part of an SEO strategy aiming to increase the traffic of any website. When they are executed properly they bring the required traffic and even more importantly the necessary conversions. The challenge is to get the right keywords relevant to your industry and link them to captivating content. There are several strategies you can use to get not just more traffic but also convert the same traffic coming to your site.
1. Research the right keywords extensively
Getting the right keywords to work with is the first step. This calls for wide research and can take some time. The idea is to understand what kind of content people are looking for and how they arrive at your site. You can use several resources to identify the right keywords for example you can use the Google Search console to identify the keywords getting people to your site. You can also do an analysis of the keywords used by your competition; the top ranking websites are the ones to look for. A HTML code will show you the Meta keywords. There are also several online keyword analysis tools to find out the keywords sites are ranking on. More than just normal keywords, try to establish and create relevant long tail keywords for more effect.
Another way to research for keywords is looking for patterns in data. This may require you to get a longer time period for research. The kind of patterns to guide your keyword selection includes;
- Brand keywords which will give you an idea of what competitors are using.
- How-to keywords which will be showing you the kind of help people looking for your products or service are looking for,
- Geographical keywords which are from people looking for services in the locality
- Product keywords which indicate the way people are searching for your product and service the words they are using.
Once you have identified the right keywords you have to set up the content on your page around them. For example, if amazon keywords convert well for your business, then much of your content and pages should be on the new how to keywords but relevant to your business.
2. Test the keywords
It is not enough to just establish the keywords to use. Every keyword selected has to be tested and its effectiveness assessed. Do not work with just guts or expect the keywords to perform according to logic. You can carry out an A/B testing on a wide range of the relevant keywords or even work with Adword by running short Adwords tests for your select long tail keywords.
In simple terms, A/B testing is where you test a control version A of keywords and other parts of your Ads and website copy against varied version ‘B’ of the same ad then you test to measure which one delivers the result of what you are looking for. Even the smallest change in the variables could be result in conversion increases of 50% or more. A/B testing largely depends on your business goals, time and resources. Based on this it can either be simple or a bit complex. It is therefore important to plan your A/B testing. You need to have defined goals and a narrowed scope on what you will be testing for.
There are several conversion goals you may target to improve with A/B testing. It could be to increase sales, generate more leads, increase brand awareness, get more click through rates, or increase the social media shares. Have a time period for the goals.
Next you need to find a way to measure your results. The three most important resources you have are Google AdWords stats, Google Analytics and you can also make use of third party tracking systems. You will then have to test on what part of your content and the web page you want to test. Some variables you can test for include, the headline, Your CTA, your offer, display URL, punctuation and use of uppercase letters, how you phrase your unique selling point, landing pages URL, keywords, time of the day and device targeting.
There are virtually hundreds of variables you can test for. Have a clear step of action on what to do after testing. A/B testing is an effective way of determining which keywords to work with and even where to place them. This way you increase their conversion effectiveness as you can also improve the other related aspects of your copy and SEO elements which add to the keyword effectiveness.
3. Find out the non-performing keywords
Keyword performance is more than just driving traffic to the website. Some keywords could be having high traffic but when customers arrive at the site they find out what is not what they were looking for this makes them leave the site causing high bounce rate. Find out how long visitors are staying on each page and divide that with specific keywords. This way you can tailor content to suit them. It is important to ensure the people getting to your page are being deposited to the relevant content and product.
4. Check the number of keywords and the quality of content
Work the keywords naturally into the text in your content. The content should also serve to answer the search queries by the visitors. You should also provide solutions to those problems and have the text reading as human speech. This can be achieved through varying sentence structure.
5. Work on the SEO basics of the content
The on page content SEO has to be well executed. This includes the use of Keywords in the titles and Meta descriptions. The keyword should be in both the H1 and H2 subheadings. It is also important to check on the characters length of the titles. Ideally the count should be 55 characters to avoid being penalized by Google. The Meta descriptions offer a glimpse of what the page is about. The length is also important for the Meta description and it is advisable to keep the characters under the 155 count.
In the end the key to keyword conversion is in getting the right ones through research and testing and using them in coherence with other optimized aspect of your site.