Keyword Research
Keyword research is the backbone of any Search engine optimization
effort. Without knowing what queries people use to find a particular
type of site in search engines it is futile to attempt any seo. But
as with all aspects of SEO, keyword research also has it's share of
myths.
People who start of with a search engine optimization program expect
their sites to rank for Hyper competetive keywords which have millions
and billions of results. These are often a single or double word
queries. The truth of the matter is that people searching for any
particular topic try and do as specific search as possible because
generic queries give generic results. And people searching online
do not have much patience to wade through general topics. Hence
optimizing for specific queries might prove to be better in terms
of revenue generation.
A Real Example :- We got a client who wanted to get his
site on top for the name of a state in which he was living. Needless
to say it was a Travel related site and the one word keyword was
very generic. We advised the client that people who are searching
for this topic may not necessarily be interested in buying something. Still the client wanted to Brand the site across the
engines and so we went ahead with the campaign. The site was ranking
for the keyword within 45 days. There were visitors also coming
to the site. But there were no conversions. Luckily we anticipated
this and had simultaneously begun our SEO campaign for a 4 word
specific query. The traffc was much less compared to the generic
query but the conversion were much much higher. It’s because
the people coming through that keyword were already in a mentality
of buying. Hence just by targetting the right audience you can make
a difference in your conversions. Thus for any keyword research
it is important to note what the possible Return on investment for
that keyword might be.
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