Google Analytics: You can gather a large number of keywords in your spreadsheet simply by going to the reports page of the Google analytics. You can now analyze the data of your website through the keywords by obtaining the traffic results.
Google Webmaster Tools: If you want to analyze even further, you can refer the Google webmaster tool. All the data can be saved in the same spreadsheet. You can have a huge collection of search terms with some data about general ranking.
Internal Site Search: You can collect all the keywords that are used in the web store internally by the visitors through the search tools. After that just add those terms in the spreadsheet.
Google Adwords: This will be helpful for collecting the data of your past PPC campaigns.
Keyword Planner: You can add your URL in the planner to obtain keyword suggestions from Google. You can store all the relevant keywords in your spreadsheet.
All the keywords are to be associated directly or indirectly with the content of your site. Most of the keywords should be chosen in such a way that can bring more traffic in your website.
Step 2: Prioritize
As you are armed with all the keywords, now it is the high time for prioritizing your targets. You can use the following tools.
Google Correlate: This tool can help with effective keyword suggestion by correlating topics and the words in your site.
Keywordtool.io: Sometimes the visitors are more comfortable in using the long tail search queries. So, you have to customize your keywords according to that. This tool can help you by suggesting the long tail keywords.
Merge Words: You can merge words in the front or at the end of the core search term by the help of this tool. For example, you can add the location, color or the price of the products in the keywords.
You can analyze which of the keywords are effective to the target market by these tools:
SEMRush: It can provide data about both paid and non paid ads and the keywords used in them.
Open Site Explorer: You can study the keywords and the backlinks used by your competitors. This will help to select your anchor texts by studying the previous experiences.
Step 3: Action Stage
This is the stage where you can focus several categories like content marketing, retargeting, niche specialization, topic marketing etc. If you have properly done the activities, the results will surely be reflected in the ranking. As your rankings improve, the high volume of traffic will easily be attracted towards your site.
Place Call To Action – It is essential that your content has targeted keyword phrases with effective call to action. It is effective to drive the visitor to lookout for a result from your web page by using this call to action. This could be like requesting a demo or more information, downloading a guide or call a toll free number. You have to make sure that whichever call to action you have put, it must be easy to use for the visitors.
Supporting Internal Link Strategy – It is possible that a single page generate high ranking, but to boost up your content marketing strategy with suitable search engine optimization, internal cross linking with relevant pages is important. In simple terms, you have to make opportunities for cross linking strategic keywords in the anchor text in different posts or pages for improving the chances to generate higher ranking in the search engines.
Track If You are Engaging Visitor with Content – The best way to judge if your content is engaging the visitors or not is by determining the time they are spending on your site. More than 50% of visitors spend less than fifteen seconds on a site. Unfortunately, it takes much longer time to generate a lead. So, you have to track the average time on site by comparing it with varied pages so that you can understand the ways to keep visitors hooked to your site for longer duration. However, if you find that the visitors are spending higher amount of time, but that is not transforming into lead generation, you have to improve your calls to action.
Gather New and Unique Visitors – Your content is of good quality, but no one is viewing or very less number of targeted traffic is viewing it, then it makes no point. Therefore, you have to measure how many unique visitors are turning up to your website and keep tracking this over time. This will help you to know if your marketing campaigns are working properly or you need to implement any change. Similarly, tracking the number of returning visitors is also essential. It shows that your contents are getting noticed and people are visiting your website repeatedly, which is of course a good sign for revenue generation.
Reduce Bounce Rate – When a visitor hits your page and then clicks Back without going through the content, it is termed as Bounce. So, if the bounce rate is high, it shows that people are not interested to engage in your content. If that happens, you have to improve relevancy and quality of content.
With the help of proper keyword research and analysis, you will observe huge traffic and increase in your revenue. To make the optimization activities successful, you are required to be updated with the changing intents of your target market. By analyzing the market trends, search marketers can implement the changes required for obtaining the rewards. Therefore, your key to success depends on the volume of the traffic and the keyword rankings.
Guest Author: Michael Bentos
Michael Bentos is an experienced search engine optimizer. Visit Paradox SEO for your free SEO test or to find out more about our SEO services.