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How to Find High-Value Keywords That Drive Traffic

author image Written by: Content Team           Categories - SEO Tips

DeathtoStock_Medium6 If you’re researching keywords, then you chances are you already know something about SEO marketing and the value of identifying search terms that will drive traffic to your website. Creating and maintaining a list of good keywords requires creativity and research. It’s a matter of identifying the selling features of your product or service, analyzing what your competitors are doing, considering your target audience and of course, knowing your budget. If you’ve done these things then you’re in a great place to determine the best keywords that will help convert advertising dollars into sales. Now to get started, we recommend first creating a “seed list” of brainstormed terms that make sense for your brand, product and audience.

Research and Testing

A good SEO company will do a thorough keyword and competitive analysis to find the search terms that are already working for you, and for your competitors. A keyword research tool, such as Google AdWords Keyword Planner, will help determine which keywords on your list are searched for most often. This will give you an idea of the volume of traffic that can be expected from each term. For more accurate results, just be sure to select the exact match under “match types”. Google Webmaster tools can also be used to see what search terms people are using to find you. Along with the free tools, there are also many paid tools available for doing competitive keyword research. These are helpful when trying to determine the best keyword variations.

Consider Both Short-tail and Long-tail Keywords

While building a keyword list, keep in mind that various keywords represent different levels of interest or intent. Long-tail keywords are obviously longer, multi-word search terms that people use when they are looking for something more specific. If you are a shoe store specializing in men’s leather shoes, using a broad term such as “men’s shoes” will make it next to impossible to get into the top search results in the short term, but if you already have a large audience or have the patience to create one, it could also be a good strategy to have short-tail, high traffic keywords as your long term goal. However, a long-tail term such as “men’s handcrafted leather shoes” will reach people looking for something more specific. These people have already done some looking around and are more likely to know what they want. Taking it one step further–those who type in “price compare + “keyword” are obviously closer to making a purchase.

Optimize Your Results

Using advanced options and filters you can narrow down the results to show only those that relate most to your audience. So, if you’re targeting an English-speaking audience in Toronto, using those filters will help you hone in on what that specific market is searching for. Also, while you may theoretically have a large target audience because you ship your products globally, it is a good idea to check where most of your conversions/sales come from and focus on optimizing your content for the keywords used by that geographic region. A reputable SEO company with Google Analytics certified employees will help you find this data or set up an account to start collecting it. A good strategy to get started is to select your list of 25 keywords and immediately run a pay-per-click (PPC) campaign for at least a month to see whether the traffic brings conversions. Then, based on those test runs, narrow the list down to ten keywords and developed optimized website content around those terms. Don’t forget to closely and frequently monitor the results, and tweak when necessary!

Content Team

Is Google Going After Fluff Content?

01/18/2022

Ah, fluff. Wouldn’t it be nice to open a recipe post that just goes straight to the point? We don’t need to hear your life story before you decided to come up with this recipe Susan, that’s what Youtube is for. Still, Susan’s recipe with around 600 words of fluff before getting to the point still ranks high enough for me to click on it. Not for long, it seems.

Google’s John Mueller warned the community about fluff content just the other day on Twitter, saying duplicate content is something we should worry less about and instead work on creating solid content, not filled with fluff. He said that it’s harder for search engines to figure out what that content is trying to say. So, how come Google keeps rewarding fluff, then? Content length doesn’t mean the content is good – John himself said that a few years ago.

Barry Schwartz from Search Engine Roundtable wrote about this and mentioned last week’s interview with Google’s John Mueller. He was once again talking about fluff words and how that shouldn’t be a go-to method for adding more words to your content.

To be more specific, he mentioned copying Wikipedia articles and how most websites sound the same when it comes to product categories. John suggested focusing on creating something valuable to the user and offering additional information about the product, for example. “Just filling extra text on a page, I would not do that.” – he said.

When talking about duplicate content, however, some say it is less of an issue than we thought. Google won’t demote your content or penalize the website, it just wouldn’t be sure which page to show when a user asks a question and the answer for it is in more places at once:

As Barry noticed, it could be that Google is finally catching on and is warning us about overdoing it with fluff. That would mean the pages that are currently ranking well might suffer a fall if they are filled with irrelevant information for the user.

 

Disclaimer:

*all Susans in this article are fictional

*no Susans were harmed during the writing of this article

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Google’s Updates You Need To Understand

12/21/2021

We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.

MUM

Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.

Vicinity

This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.

 

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