It is often said that 98% of the visitors to your website don’t convert and do business with you.
For many companies, it is much less than that. The best way to improve our chances is to work with the things that people are looking for. They are telling us what they want, we just need to try and better understand their intent. Visitors need help.
A good keyword strategy will help develop a plan to build a website; without it, companies resort to building their sites upside down and inside out.
The information architecture you get from Keyword Analysis is incredibly valuable.
Better the business we know..
We look to fuse our knowledge of keywords using our discovery process to get involved with your business. It is the best way to communicate and educate us on your offer (the product proposition).
In return, we hope that our keyword framework gives an appreciation and a confidence in what we’re doing for you.
The Benefits of Keyword Research
- Identify the most likely phrases to succeed
- Segment keywords into highly similar groups so that we can measure outcomes
- Make sure that we have content to match the profitable searches
- To exclude the 98% of keywords that won’t work
- To communicate around the sheer variety of keyword phrases we need to handle
- Deliver a plan for content creation
The analysis can help get to the heart of your subject.
We categorise searches by ‘intent’, which largely describes how much commercial value inherent in the search keywords
The search phrases people use, well they change over time, as they get closer to doing business. The value of keywords can be vastly different, depending on where they are.
Informational searches – highly dilute, unlikely to give returns
Problem searches – the start of a buyers journey, there is no intent inherently in the phrase
Solution searches – the keyword phrase indicates a desire to ‘act’, but is unspecific
Product searches – this is highly specific, and can indicate a readiness to do business
Provider searches – these phrases often indicate a desire to connect, but are unspecific
We use these descriptions to give us a common language to discuss keyword potential in combination with the client competitive positioning.
Google gives us tools to separate keywords into groups. We take this to a very granular level, in order to test the results of keywords individually.
It is surprisingly tricky to do.
Keywords and Groups can compete with each other, something that hides a mixture of complications that we’ve worked hard to solve. It makes our campaigns quite different, and competitive.
Content to Match the Search Phrase
If we identify keywords that should provide good value, then we would seek to ensure that the content on the website matches the intent of the Searcher.
Content that addresses the ‘type of search’ will be more effective, it often has a different purpose.
Excluding Unprofitable Phrases
The vast majority of phrases will start by being unprofitable. But delving into the nature of keywords can provide more targets, and can inform the product strategy.
Understanding the phrases we don’t want, is as important as knowing those that we do.
Keyword Research Process
We’ll provide keywords around which to have a discussion, so we can appreciate the significance and potential.
Volumes are less significant than the specificity of the keywords to the company proposition.