At the base of every effective SEM and SEO strategy we find, first of all, the choice of the right keywords
If this statement is a fact, how to choose the aforementioned keywords – where by right, we mean capable of leading to the highest conversion rate (where by conversion we mean the action we want the visitor to perform such as completing a purchase , request a quote, subscribe to the newsletter, etc.) – often turns out to be a more complicated operation than expected.
With regards to improving your site for web indexes, one of the first and most significant errands you have is to figure out what catchphrases to target and upgrade for. The method involved with investigating the right watchwords is really the establishment for the remainder of your website streamlining technique as it impacts and coordinates any remaining strategies.
So here is a scheme that can serve as a guideline when you have to draw up a list of keywords to plan web marketing activities.
How to read this scheme?
The concept behind this “viewfinder” is that different keywords correspond to different levels of interest and propensity to buy with respect to a product / service.
As you can guess, the center of the crosshair represents the goal – our goal: conversions – while each circle represents categories of keywords, grouped by type and degree of conversion. The closer you get to the center, the more conversions increase in number. So, before choosing keywords from other categories, the advice is to choose keywords from categories closer to the center , as they are more effective guide to high converting keywords.
Let’s see what these categories are:
1. Brand terms-
That is, words closely related to your brand. Let’s say that the product you are trying to sell is Miele X, those who will look for these terms are familiar with your brand X and are probably looking for you precisely because they are strictly interested in buying.
2. Product terms
That is, words that reflect what your product is or what the service you are dealing with is used for. Again referring to the example, potential buyers will look for keywords such as honey. The CPC in this case tends to go up, but the conversion rate of these words remains good.
3. Competitor terms
That is, choose to also go out for searches related to our direct competitors. For example, select Miele Y and Miele Z as keywords : perhaps one of our competitors’ potential customers will choose to try our honey.
4. Substitute product terms
That is, terms that refer to substitutes for our product. It may seem strange, but maybe those who are looking for jams or sweeteners may be interested in your product.
5. Complementary product terms
That is, keywords related to products complementary to yours / that are used together with yours. Returning to our example, in the case of honey complementary products are milk, cheese tastings etc …
6. Audience terms
That is, all the remaining words that could be searched for by our potential customers. Here obviously they could be very numerous; referring to honey, for example, we could range from breakfast products to organic products and so on.
As you can see, the further away you get from the center , the more generic terms become , expensive in terms of CPC and with a lower conversion rate .
So when you go to compile your list of keywords you will need to keep this pattern in mind and aim for the words closest to the center of the crosshairs. To choose among the many options you can help yourself in various ways: from first-person research, observing which keywords are used on the web to search for products like yours, to analyzing the keywords used by your competitors. Very useful in this phase are the free tools for keyword research which also indicate the degree of competitiveness of each single word.Thanks a lot!