1. Building a Keyword List
Expand each section to learn how you can build an effective keyword list for your SEO project. Some tools mentioned are only available in our DIY SEO package.
The search terms that convert best to sales are typically very specific key phrases comprised of two to five words (aka long-tail keywords). For example, if you are male and plan to buy a bike jacket it’s not very helpful to search for jackets on Google. You’d narrow down your search to men’s bike jackets to find exactly what you want.
Tip: There are popular keywords with the most searches that have the potential to send a lot of traffic to your sites. However, you’d be better served to use long-tail, more specific keyword terms that will result in the most sales, leads or phone calls. In other words, you are supposed to pinpoint the money keywords that trigger sales and conversions. Your keyword phrase should be powerful enough to draw good visitor traffic, yet specific enough to outplay your competitors and get you to the top on the Search Engines.
For example, if you sell all types of dresses online, you would use this tool and realize that you may want to add the following phrases to your list to be sure to catch all of the potential traffic:
black dress, evening dresses, plus size dresses, cocktail dresses, formal dresses, party dresses, maxi dress, summer dresses, designer dresses, white dresses, mother of the bride dresses, sun dress, strapless dresses, vintage dresses, long dresses, dresses for sale, dresses online.
To easily see what keywords your competition is ranking for just go to our Keyword Tool and enter the URL of any competing site. You’ll then see their keywords and how they rank in the different search engines. This can show you keywords that you haven’t thought of yet.
Use this report to improve your existing content. First, sort the keywords by clicks. When you sort by clicks, you can focus on the most relevant target searchers who perform the search looking for something your site has to offer. Analyze if the queries you expect to be driving traffic to your site are at the top of the list.
Now you can optimize relevant pages for the Search Analytics that have the highest CTR.
For example, if you offer real estate brokering services in Atlanta, you may want to add the name of your city to each of your targeted keywords:
Atlanta real estate agent
Atlanta real estate broker
Atlanta real estate for sale
Atlanta commercial real estate
Use our Keyword Tool to analyze the effectiveness of each keyword so that you can narrow down your list. The following metrics should be taken into account:
- Global Searches: This metrics shows how many times per month people request the keyword. More is better.
- Bid Competition: Shows how many advertisers are bidding for the given keyword. Less is better. Your ideal target may be a keyword with a lot of searches and low competition.
- Search Trends: This metrics shows spikes in popularity of a given keyword over the past 12 months. This helps you pick the right words and avoid seasonal keywords, which will show a drop in popularity in the next few months.
Tip: Be sure to optimize your home page and all pages that are already popular on Google. Use the Top Pages report of the Google Search Analytics tool to find them.
It is recommended that you optimize each page for NO more than 5 keywords or keyword phrases (2-3 major keywords and several complementary ones). Each specific page should be optimized for its own individual set of keywords.
There are numerous places on each Web page where you might place your keywords – and some page locations are much more effective than others. We’ll show you in the next stages how keyword placement can make a big difference in terms of ranking well within the search results.