Here’s a mantra we repeat to ourselves again and again when creating keyword plans for our clients:
It’s about quality, not quantity.
Quality in the type of visitors to a site, not numbers (one million visitors to your site looking for a lawyer will do you no good if you’re a plumber). The goal is targeted visitors: people are searching for your offerings.
Read below for some tips on how to create a great keyword plan for your site.
- Make sure you know who you’re targeting. Be as specific as possible when it comes to your target market. Let’s say you’re a law firm and one of your specialties is DUI defense. Do you specialize in first-time DUIs or will you take on folks who have been cited numerous times for driving under the influence? If you don’t, you’d want to steer clear of keywords that would attract repeat offenders. Deciding in detail and clarity who your preferred customer is will help you find the correct keywords to use.
- Brainstorm. Write down all the keywords you think this perfect customer would use when searching for your products/services. Write down all of them; you’ll cull latter.
- Take a look at your log file analyzer or another keywords/visitor analytics tool and see what keywords actual site visitors have used to get to your site. Note when they came (day of week, time of day), what pages they visited, etc.
- Head on over to Google, Bing, etc. and place your keywords in the search engines and see which sites pop up at the top. Check out these sites’ tags (page, description, title) and make note of them. Do they have keywords within them that you hadn’t thought of? Place them in your list.
- Head on over to the Google AdWords Tool and place your site’s URL in the “website content option” box. This will show you what keywords the tool believes are relevant to your site. Add these new keywords to your list.
- Now start sorting/cutting. Look for keywords that are popular (but not too popular) and are relevant to your site (the quality over quantity mantra). You also want to choose those keywords that you know convert or you believe have a high likelihood of conversion.
Be very careful to remove keywords that don’t apply exactly to your product or service and the type of prospect you want. This can seem like a “no brainer” step, but these “similar” but not “exact” keywords can easily be overlooked in a list. Again, being strict in your keywords will allow you to keep the prospects you don’t want from finding your site.
Need help in finding the keywords used by your targeted prospects for your site’s keyword plan? Then contact the SEO and PPC experts at Webmarketing123.com. We look forward to hearing how we can help your company rank higher in the search engines.