The Key To Keywords: Best Practices

TeamJEMSU, October 10, 2017

Outside of building backlinks, the bulk of your SEO strategy will be built around your keyword strategy. Here is a simple guide to help you build a keyword strategy that leads to organic traffic success.

Search Volume Doesn’t Matter

One of the primary mistakes people make when conducting keyword research is focusing only on the popularity of a keyword and not the intent. Just because a keyword has a high search volume doesn’t mean it’s the right keyword for you. The typical searcher’s intent behind the keyword determines how valuable that keyword is to your business.

A good keyword strategy means you rank for keywords that catch people throughout all stages of the sales funnel, with a heavy emphasis on those who are looking to buy and those who are looking for information that eventually leads to purchase.

Focus on Buying Keywords

To be successful online, you want to focus on buying keywords. These are the keywords where people are looking to make a purchase, and if they land on your site and you have what they are looking for, will likely lead to a sale. Buying keywords include the words “buy,” “purchase,” “order” and other buying qualifiers in the search phrase. So an example of a buying keyword is “Buy red purses online.” The person searching for that phrase is looking to buy a red purse, and that’s the type of visitor you want to land on your website.

Focus on Warm Keywords

Warm keywords are further down the sales funnel from buying keywords but bring the kind of visitors that are looking to make a sale eventually. If you have the type of information they find useful, they may make a sale right then or they may opt-in to your email list allowing you to sell to them at a later date. Warm keywords are usually seeking information that revolves around making buying decisions. So keywords with the terms “review,” “treatment” or “how to” are indicators they are warm to the idea of purchase if they find information or a product that satisfies their search.

The Money Is in the Long Tail

Gone are the days where one- or two-word keyword phrases were the holy grail of keyword research. Today, long-tail keywords account for 70 percent of all web searches. Longtail keywords are keywords that consist of three or more words and tend to be very detailed in their search intent. So instead of searching for the “Red Widget,” a long-tail keyword search would be “How To Grow Red Widgets.” These long-tail keywords often have lower search volume, less competition and convert exceptionally well, making them the ideal terms to focus on when creating your keyword strategy.

SEO is a complicated marketing strategy and should be handled by the experts. Contact the gurus at JEMSU today to learn more!

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