Specialist Keyword Research Services
There are Ego keywords and Money keywords…can you tell the difference?
In the world of Search Engine Optimisation, or SEO there are what we call “ego keywords” that may well attract lots of browsers but there are also “money keywords” that attract buyers. The first step in achieving the best Return On Investment (ROI) with your websites is to correctly identify the best keywords to focus on.
Traffic Volume VS the Bottom Line
While optimising for broad SEO keywords can increase the traffic to your website, we need to really assess the value of these sessions. How many of these visitors were ready to buy or make an enquiry? Broad keywords are like playing the lottery, chewing up serious bandwidth with a low level of conversions. What we need to focus on is Revenue Per Online Visit, or RevPOV. “Money keywords” are the rich fruit of SEO and deliver qualified visitors to specific landing pages, structured with predictive “click mapping” that will move the visitor to buy or make an online enquiry.
Some examples of “broad keywords” vs “money keywords”:
- “Digital camera” vs “Canon EOS 700DSLR Camera”
- “Sydney hotel” vs “Sydney boutique hotel packages”
- “Skin care” vs “buy anti wrinkle cream online”
Through our extensive experience and testing we have identified that the highest volume of searches are for two and three broad keyword combinations. However the keywords that produce the higher conversions are from the results of three, four and five money SEO keyword combinations.
Research, Research and More Research
So, how do we identify both the broad keywords and money keywords for your site?
We subscribe to several online tools such as Advanced Web Ranking (https://www.advancedwebranking.com/) which we cross reference with the data from Google Bing and Yahoo. This makes identifying the broad keywords for your industry relatively straightforward.
Our team then expands on this research, identifying the “money” keywords that would be the most lucrative for your particular web site.
Then we look in depth at the top Search Engine Result web sites for each set of broad keywords and drill down to each web site’s specific landing pages. This is where we further identify extensions to the two and three keyword sets…the “money” keywords…piggy-backing on the work your competitors have already completed.
Add in some extensive dictionary and thesaurus study and we end up with a Keyword Library of terms, somewhere between 50 and 5000 depending on the scale of the project. This keyword library then forms the foundation for our web site analysis, content development and inbound link building strategies.
Depending on your industry, product or service range and the level of competition, we will typically initially focus on 10, 15 or 20 “core” keyword groupings. Using this as a foundation we then research and identify the 10 best keyword phrases for each grouping. We balance volume and conversion analysis, resulting in a keyword library that will become the platform for your content development for your organic SEO or the framework for your Pay Per Click campaigns.
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