Valuing the Keywords that people use to search for suppliers, is profitable.
The brutal truth is that most ‘keyword visits’ are worthless, whilst very few are worth a lot of money. Investing in Search Marketing, with money, time and effort, is more effective when understanding what it is that you are buying.
What is a keyword worth?
Is this not Keyword Research?
Hone in on what people are looking for with Keyword Research – but that only tells you what people are looking for.
If you need to know what might be profitable, then you might need some keyword consultancy. How you define the Keyword Audience is to think differently. We are in competition for clicks, whoever converts most, wins. Each individual keyword deserves consideration when compared to what the competition is ‘doing’
Investing in keywords is riskier than investing in stocks and shares because some keywords are worth nothing at all. At least with shares, you can sell at a loss and preserve some capital.
Saving time, money and effort before you waste it means understanding the keyword markets you are investing in. Indeed, if we don’t know ahead of time, then we’re guessing, some might even say, gambling with the capital.
In our role as Keyword Consultants, we consider the intrinsic meaning of the word, what the Searcher intends. This tells us what they expect from the landing page and whether it matches what you have to offer, the business proposition.
That combination of keyword intent, landing page and competitive offer makes every business different, and opportunities are everywhere. When these stars align, it compounds the visitors’ interest and can catapult results.
More importantly, what else could they want, what is their task. What is it they are looking for that you haven’t said?
We have done this so often and tested the results that we notice patterns that can be applied across markets, across product and service offerings. This framework is extended and modified according to the type of channels that work in different industries, but the essential model is described below.
Modelling Commercially Valuable Keywords
Even for companies that market in primarily different ways, a lot of people will still check you out on the web prior to a decision to contact you. They are a mixture of new business and existing contacts and suppliers.
When people are looking for the brand, the vast majority will land on the home page. What should you say to those visitors?
If people are looking for help, some support in an area they know nothing about, they’ll often search for a provider. This is a particular subset of keywords that can be highly productive, converting and profitable.
The variations are endless. We would expect that you don’t have all these profitable variations on your website.
People who search for specific products, or productised services, they know what they are looking for. They are close to buying. These Searches can be quick revenue wins but can be quite competitive, because it’s ‘relatively easy’ to identify what you sell (but rarer than you might think)
Solution or Category Searches
When people have admitted their problem but are not sure how to solve it, they might well be using Solution Search Keywords. In the Professional Services and Technical Markets, this is equivalent to Category Searches in E-commerce.
These types of Keywords indicate a desire, and intent, to ‘sort something’, but in a deliberately non-specific way. They are looking at how to choose.
This is often where real value can be achieved, where competitive advantage can be built and sustained. Depending on the breadth of offer, the range, and the depth of pricing options – choice in other words – you may want to be attracting searchers from these terms.
There is often a chance to influence the ongoing conversation and add value.
Problem or Process Searches
Helping people understand what options they might have in solving their issues can be a great use of time. It can breed trust and loyalty to the brand. It may not be traffic that you can pay for.
Where there is no intent incumbent in these types of Keyword Search Phrase. In which case, there is often little chance of a return on investment through advertising against them.
These searches will be easier to attract, but with very little short-term business attached – the onward journey towards taking action has so many variables.
Long-term traffic is difficult to track, if not impossible. Keyword information for Organic (free) traffic from Search Engines was withdrawn in 2013 by Google.
The Visitor Journey
The order of these types of keywords is important, the visitor journey starts with information, and develops through problems and solutions. towards ‘new business’.
If the bottom of the funnel isn’t working, then no amount of traffic will help. Test the proposition on Keyword Visitors that you know are very interested before wasting money at the top of the funnel
Negative Keyword Strategy
Given that most keywords don’t produce, then the negative keyword strategy is the key to avoiding waste and massively improving results.
The framework we have developed can deliver a shortcut to the most profitable activity – reducing waste instantly.
Our Keyword Consultancy Service
Keyword Research just tells you what is available, it doesn’t tell you whether it is commercially viable, or not.
Divining profitable strategies takes this one step further, and helps show where we need to start. If we can’t produce from the very few visits that should work – then stop, make it work before spending more money on less likely targets.
The key, if you like, is to know which keywords not to work on. It’s important to know the 98% of keywords that would waste your time and money.
The keyword framework is a good start, we welcome the chance to apply what we know to make your particular scenario productive and profitable.
We will focus on whether we can 'add value', or not. We like to explore markets, locations, products and services to see if there is a 'fit' and whether we can help clients be successful.
Unless we make a significant difference, adding to your marketing efforts, lead generation and profitability, then we figure that we have no place being there.
We've done it before, we won't waste your time.