3 Rules You Must Know To Find Profitable & Effective SEO Keywords
Why Small Keyphrase Differences Have a Huge Impact On Your Profits From SEO
For most websites, grabbing a bunch of keywords that seem to get traffic and then spreading them around the pages is the extent of their SEO work. Can that work?
In some cases, Yes. But, as the saying goes, ‘Even a broken clock is right twice a day’. 2 out of 24 is not a good hit rate, especially for business. If you want real returns and growth, here’s what you need to do.
By clinging to the cut-and-paste ‘keyword research and insertion method’ you’re forgetting that small keyword variations can bring big, big differences in the conversion column.
Below I’ll outline 3 rules that illustrate this more clearly. What you should know first is that the best, most reliable SEO keyword research is done with a PPC (Pay Per Click) campaign, like Google Ads. Why?
Because it gives you the fastest feedback and the most fail-safe data possible – the kind you can apply to your organic SEO immediately.
These 3 rules do not cover every aspect of keyword research, SEO focus or anything else involved in your internet marketing.
However, they are important ones and they will get you thinking in the right way for improving your optimization and, more importantly, your bottom line. Let’s begin.
#1 Plural & Singular variations can have very different Conversion Rates
Why is this? It’s hard to say. However, if you track results as I have, you’ll find there is a difference. At the very least enough of one that it will pay off to know which is pulling in more customers. Why should someone who searches for ‘SEO Consultant’ be a better prospect for me than another searcher using ‘SEO Consultants’?
Again, hard to say. For now, my interest isn’t in the Psychology of it. What you and I want to know is which one to put our money on because that’s where it’s paying off. It’s that simple.
If our data says the Singular version is the winner, does that mean that Singular keywords will beat out Plural in every market? No. It does mean that you need to test, though, and find out what the winner is in your case. Because it’s worth more money to you.
#2 Order of keywords in a keyphrase matters
This is especially applicable for Local SEO. An example I’ve found that people who search using ‘Hawaii SEO Company’ are usually the better bet than ‘SEO Company Hawaii’.
There’s another mindset expressed in one that indicates they’re more interested or more serious about hiring an SEO.
Now this data didn’t find that 100% of Conversions comes from one variation or another. The result is just that one pulls in new clients more often, more reliably. Nothing is 100% when you’re dealing with the human brain. But some things give you a winning percentage that pays off better than anything you’ll get in Vegas.
#3 The more specific the keyphrase the better the Conversion Rate (though also the smaller the traffic)
As a searcher gets closer to buying a product or service, they get more specific in how they search. For instance, they’ll go from ‘Flat screen tv’ to ‘plasma tv 32 inch screen’ to ‘plasma tv 32 inch screen Honolulu Hawaii’.
They drill down during and after researching to a more and more precise definition of exactly what they want. You have to find where you can get specific on your product or service pages so that you’re in front of these searches, too.
The more general keyphrases still produce, but the Conversion Rate for the specific ones are usually better. You’re drawing from a smaller pool, though, so you need to balance general and specific focuses on your site.
Those 3 rules will give you a lot to think about in your search engine optimization and your PPC work as well. Use them right and you can take your ROI to new levels, though it will take time. Gather the data, study it and then implement. It’s the path to profits.
Contact us today to start your business growing through smarter SEO & Internet Marketing. Or find out more about our Hawaii SEO Services for businesses like yours.
