At Conversationware, our Keyword Research Service has become a core skill to help companies better understand and focus their digital marketing efforts.
We use Keyword Research to
- Define a user experience
- Plan a website build
- Establish valuable keywords
- Understand visitor intent
- Avoid wasted clicks
- Establish priorities for content
Every search in Google starts with a Keyword, if Search is important, then Keywords are our signposts. Originally developed to support our Google Ad and Search campaigns, we needed a keyword management process for clients.
What we then discovered is that content and website plans also just work better with detailed keyword research.
Why Keywords are so Important
They represent what the market is actually looking for, today, right now. Mapping keyword landscapes (visually) gives an understanding of the entire keyword audience in context. It helps with the following aspects of digital
How we use Keywords
These are some of the uses for keyword research
Define the User Experience
When you know what people are looking for, you build a better customer experience.
One time or another we all have all used a Search Engine, seen a result that matches exactly, and then intelligently presented with the answers we seek. It delights people, it makes customers feel good about you, and themselves, all before picking up the phone.
Delivering this experience has a disproportionately positive effect on results.
Plan a website build
It helps to identify profitable strategies before spending money.
Because the User Experience is so profitable and successful, we now find that keyword discovery affects our thinking. It affects the way we plan our customer’s website pages, the way we construct their site navigation and customer value proposition.
Without a keyword strategy we land more people on pages that don’t work for them.
Establish valuable keywords
All Search is based on Keywords, we need to know which are the most productive.
Having tested keywords to destruction in many scenarios and industries, we see that subtly different keywords produce massively different results. Our experience helps us spot opportunities.
All interesting Keywords can be tested with Adwords.
But the point is, you need to know your converting keywords – those that bring you enquiries. Because some keywords, relatively few, convert at 10%, others convert at .01%. Knowing those which work is crucial.
When you build your messaging around the most successful keywords, you make a valuable connection with your best prospects.
Uncover Visitor Intent
A keyword inherently gives you the Intent of the visitor; this is valuable.
“The intent (or not) of the website visitor can determine whether we think messaging is working ‘on actual buyers’. “
What are we measuring with website analytics exactly? Unless we are testing the response of interested people, we get no insights. If they are mixed with uninterested people, the stats don’t tell you anything.
You see it is hugely different ‘trying’ to convert a visitor who merely wants information than someone who is already interested. The only way to test is to separate these audiences as much as possible – which we do by the keywords they use.
Focus exclusively on people who want to do business.
Avoid wasted clicks
99.5% of keywords either don’t work or are not profitable, it pays to know which.
The Google Adwords system is designed to allow you to bid on as many keywords as possible with the least amount of effort. This appeals to human nature, but can be catastrophic to profitability.
We identify as many commercially interesting keywords before the campaigns starts and separate them. We save money on wasted clicks, to invest in gaining more market share of profitable Searches. We are more likely to succeed.
Ads that don’t attract clicks damage quality score and increase costs.
Decide what to do next
When you see what is working, you know what to do next for best results. We don’t have to guess, it is simple.
- Find out which keywords trigger which pages, work on those
- See what people are clicking on, and what they are not
- Create content to match
- Measure conversion and improve it
We use a portal to extract actionable data and make it visible to track progress.
Our keyword service
We focus on commercially interesting keywords, we track those that convert and work to do better at those.
“Tracking converting keywords is productive. This is how we win.
SEO Keyword Monitoring
As an ongoing service we can monitor those keywords triggering the page, for content ideas.
When you understand the keywords have built the pages, written the content and tested some visitors, the process of refining and improving begins.
Extract the results. Determine the action. Deploy. Repeat.
We keep our research in mindmaps for customer access, and also provide an optional digital marketing intranet to keep a note of converting keywords and project progress.
A single snapshot isn’t enough, we must know where we are to prioritise the work.
Understanding Keywords with Keyword Research
- It helps us understand what the market is looking for
- See what matters to people
- Provide relevant content within the page
- Provide better navigation within subjects
- Improve the visitor experience
- Get more traffic as a result
- It puts your offer in context,
- See what other choices there might be
- Uncover benefits and objections
- Build a compelling offer
- Measure converting keywords to prioritise the work
Knowing the keywords is the first step, testing them is the next, and then taking action on the results makes it a cyclical and successful process.
It beats guessing at some content, throwing it on a page and never looking at it again.
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