“Because Words Matter.” That was one of my ideas for what to
call this blog. It lost out to “Style AND Substance,” because design is
important, too. Your website needs to have the right combination of
aesthetically pleasing qualities, easy navigation, and meaningful content. No one will
ever see that meaningful content, however if you don’t choose your words
carefully. Keyword research is an important step of the process.
The right keywords must be targeted and in the right order. In
addition to checking search volume, find the keyphrases that will get you the
most traffic and highest return on your investment. Look for keywords that have
low competition for faster gains. More competitive phrases will have a slower
return.
Assuming that your site is well-developed and your content
is good, the next step is research. Initial research should take you to Google’s
AdWords Keyword Tool. You’ll want to search for each exact phrase (product
type, brand name, etc). Also search any common abbreviations. When you have a
list of keyphrases you’ve researched, evaluate them for value. What brand and
product keyphrases have the highest ROI potential? Which items have the highest
profit per sale? Which are most likely to lead to additional purchases?
Grouping and Prioritizing
Look for phrases that include words like “buy” or “online.”
Very specific phrases including a color or model number indicate someone who
already knows what they are looking for (and is therefore close to buying). Look
for words with the right combination of search volume and profit margin. Put the
keywords and their search volume, profit margin, and any other info you’ve
gathered into a spreadsheet. Then look at competition levels of each of your
phrases. That should give you a good indication of which keyphrases you’d like
to target first.
Stay tuned for Part II.
You may also wish to read, Improving
your Online Visibility.
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