Beyond Keyword Research: What is a Keyword Worth?
Valuing the keywords that people use on search engines is profitable. Truth is, most keyword visits are worthless and only very few are worth investing money, time, and effort in.
Search Marketing is more effective if you understand what it is that you are going to buy.
Is this not Keyword Research?
Keyword research gives you an overview of what people are looking for. But that’s it. It only tells you what people are looking for. There is still the need to know what is profitable and what is not.
This is where the need for keyword consultancy comes to play. To define your keyword audience, you need to think differently.
You are in competition for clicks. Whoever converts most, wins. Each individual keyword deserves consideration when compared to what the competition is ‘doing’
What is Keyword Consultancy?
Investing in keywords is riskier than investing in stocks and shares. Some keywords are worth nothing at all. At least with stocks and shares, you can sell at a loss and preserve some capital. In keywords, it’s either you win or you lose.
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.
That combination of keyword intent, landing page, and competitive offer makes every business different. When these stars align, it compounds the visitors’ interest and can catapult results.
Why Choose Conversationware?
We have done this so often and tested the results that we notice patterns that can be applied across markets, products and service offerings. This framework is extended and modified according to the type of channels that work in different industries.
Modelling Commercially Valuable Keywords
Not all keywords produce the same output. At Conversationware, we label each keyword in the following categories:
Even for companies that market in primarily different ways, people will still search for you online before deciding to contact your business. The research process plays a rather crucial part in influencing or locking in the buying decision of customers.
When people search for the brand on search engines, the majority will land on the homepage. The question is: what should you say to those visitors?
If people are looking for help or information on something 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. And most of the time, websites don’t have all these profitable variations in their content.
People who search for specific products and services already know what they are looking for or at least have a vivid idea on what they are. 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 are selling (but rarer than what you might think).
Solution or Category Searches
Solution search keywords are phrases used by users who are trying to find answers to their problems. In the Professional Services and Technical Markets, this is equivalent to Category Searches in E-commerce.
These types of Keywords indicate an intent that is to ‘sort something’, but in a deliberately non-specific way. People who are using these keywords are looking at how to choose.
This is often where real value can be achieved and where competitive advantage can be built and sustained. Depending on the breadth of the offer, the range, and the depth of pricing options – choice in other words – you may want to attract searchers using these terms.
Through these keywords, there are high chances 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.
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. You need to 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, 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.
Our keyword consultation services focus on profitable strategies that take things one step further and helps show where we need to start. If we can’t produce from the very few visits that should work, we stop. Know which keywords you shouldn’t work on. We make sure it works before spending more money on less likely targets.