Increase Your Online Revenue with Keyword Research
Every day many website owners and managers face a dilemma – which keywords should they use in their website copywriting? The choice is not so much one of style but one of substance: choosing a popular keyword over an unpopular one often means more real hard cash in your pocket.
The popularity of one keyword against another can differ dramatically and therefore the search engine traffic that each keyword can potentially attract also differs.
For example a furniture manufacturer with a new range aimed at the commercial market would probably be ill advised to use the keyword, “office furnishings” instead of “office furniture”. The reason of course is that ‘office furniture’ is used in over 20,000 searches a day, while ‘office furnishings’ in just over 100.
That means that ‘office furniture’ could deliver 200 times more traffic – and sales – than ‘office furnishings’.
What are keywords?
Simply put, they are the words people use when they search. Keywords are a huge factor in Search Engine Optimization (SEO). Use them in your website copy and you increase your chances of appearing towards the top of Google results – and that means more sales for your business.
But ignore them and you simply won’t be found on search engine results – you’ll be missing sales every hour of every day.
Wordtracker is the leading keyword research tool on the web and search engine optimizers, online marketers and online business owners of every kind use the tool to find the most popular keywords for their business website.
Wordtracker collects anonymous information from metacrawler search engines – these are engines that people use when they want to search Google, Yahoo and MSN at the same time. The Wordtracker database contains over 350 million keywords and is used by many successful website on the web.
Keyword research plays an important role in optimizing the company’s existing content and moving it online.
So how do you use keyword research to boost your profits?
Here are the first basic steps you should take:
1. Get the most from your existing content
The first quick win of keyword research is to optimize the content that you’ve already created. If it was written without thinking about keywords it will be massively under-performing. Here’s what to do:
- Start by pulling together a small list of your important keywords, say 20-30 to start with.
- Draw up a list of the most important pages on your site and place their URLs in an Excel spreadsheet. Add columns for the title and description meta tags for each page and copy the words you currently use into the spreadsheet.
- Now review each entry to see how many contain important your keyword phrases.
- Re-write your title and description making sure that you have least one keyword phrase in each and no more than two. Change your html accordingly and re-publish your pages.
2. Create new search engine friendly content
Once you’ve improved your existing copy, it’s time to think about how you create copy in the future. The technique is simple – use keyword research as the inspiration for what you write. For example if you find people are looking for ‘ergonomic chairs’ you may decide to write a piece of content such as ‘Choosing ergonomic chairs for the office’.
When you use keyword research for inspiration for your writing, you’ll know that people are genuinely interested in what you’re going to write and that you can create search engine friendly copy in record time.
Here’s a simple way of planning what you should write:
- Get your list of important keywords again
- Write down a list of major customers needs in your industry
- Match a keyword with a major customer need and draw up a list of article titles
- Get writing and publish your articles.
3. Get keyword rich inbound links
We’ve been talking so far about on-the-page factors – the words that you use on your own web pages. But there is another area where keywords are really important to your website and that’s in off-the-pages factors – links from external website pointing to your site.
To rank well in search engine results you need to score well on both factors. You must get external sites to link to you and wherever possible you’ve got to get those sites to link to you using your important keywords if at all possible.
So while a company like Books.com would be delighted with a link back like “www.books.com” they would be even more delighted with a link like “used books from Books.com” because the linking text contains one of their important keyword phrases, ‘used books’.
There are a number of ways you can get these type of keyword rich links:
- Just ask for them – if someone is willing to link to you, they’ll probably be happy to link to you using the keywords you want.
- Make sure your articles are good quality and include keywords – when people link to an article they often use the title of the article as linking text.
- If you’re buying links you can often specify the linking text. (Note: This is not generally recommended as Google has penalized sites with paid links)
- When you distribute press releases online you can pay a little extra to include specific keywords as the linking text.
Insight into your market
Keyword research gives you real insight into the size of your online market and what your customers are really looking for.
Learning how to use these keyword insights to drive profit should be top of the ‘to do list’ for any aspiring online entrepreneur.
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