There are Ego keywords and Money keywords…can you tell the difference?
In the world of SEO or Search Engine Optimization there are “ego keywords” that may well attract lots of browsers and “money keywords” that attract real buyers…identifying and differentiating these is the very first step in maximizing the Return On Investment (ROI) of your web site with the Search Engines.
Traffic Volume VS The Bottom Line
Optimizing for broad SEO keywords will certainly increase traffic to your web site but how many of these visitors are ready to buy or inquire, right here, right now? Frankly, broad keywords are a lottery, chewing up serious bandwidth with a low level of conversion…it’s not just about traffic volumes, it’s about RevPOV (Revenue Per Online Visit). “Money keywords” are the rich fruit of SEO and deliver qualified visitors to specific landing pages, structured with predictive “click mapping” that will move the visitor to buy or make an online inquiry.
Some examples of “broad keywords” vs “money keywords”:
- “Digital camera” vs “Canon 350D Digital SLR Camera”
- “Sydney hotel” vs “Sydney boutique hotel packages”
- “Skin care” vs “buy anti wrinkle cream online”
We have proven through rigorous testing that, although the highest volume of searches is for two and three broad keyword combinations, the highest converting click throughs to web sites are from the results of three, four and five money SEO keyword combinations.
Research, Research And More Research
So, how do we identify both the broad keywords and money keywords for your site?
We subscribe to several online tools such as WordTracker (www.wordtracker.com) and Keyword Discovery (www.keyworddiscovery.com) and others that make the initial task of identifying the broad keywords for your industry relatively straightforward. Google, Bing and Yahoo! also have some SEO keyword tools available which we use to cross reference our research. We also brain storm with focus groups, seeking keyword signals that assist with expanding our research into the “money” keywords.
Then we look in depth at the top 30 Search Engine Result web sites for each set of broad keywords and drill down to each web site’s specific landing pages (pages created to capture and convert visitors), looking for extensions to the two and three keyword sets…the “money” keywords…piggy-backing on the work your competitors have already completed.
Add in some extensive dictionary and thesaurus study and we end up with a Keyword Library of terms, somewhere between 50 and 5000 depending on the scale of the project. This keyword library then forms the foundation for our web site analysis, content development and inbound link building strategies.
Depending on your industry, product or service range and the competition, we will typically initially focus on 10, 15 or 20 “core” keyword groupings. Using this as a foundation we then research and identify the 20 best keyword phrases for each grouping, balancing volume and conversion analysis, resulting in a keyword library that will become the platform for your content development for your organic SEO or the framework for your Pay Per Click campaigns.