By Trond Lyngbø
When it comes to keywords, your aim shouldn’t be to target everything. Rather, you should aim to discover where the richest vein of gold lies, and then focus your efforts on extracting it. By correctly identifying areas of growth potential, you can transform a website into a traffic machine with high revenue potential.
With my e-commerce business clients, I begin by analyzing their market (keywords) and implementing a growth plan in selected areas with high traffic potential. I’ve usually found that most of them can boost traffic and sales with a simple optimization system.
The key to success is knowing where your biggest traffic and revenue increases are lying hidden, just waiting for you to uncover them. I call this “the low hanging fruit” of search marketing, where implementing small changes or just making a few small adjustments and fixes can reap rich rewards.
Discovering and capitalizing on this low-hanging fruit involves three steps:
Let’s talk about each in more detail.
1. Gather Relevant Data
First, you want to know what your audience is looking for.
- Which keywords and phrases are users typing into Google to search for your business or your products?
- What is their intent while searching?
- Is it to place an order right away?
- To learn more about the product?
- To compare your product against others?
Next, you should look at what you’re already offering them.
- Are you focusing on the right keywords?
- Are the branch terms, jargon and brand names your prospective buyers use to search the same ones your website is optimized for?
Keyword research and analysis can help answer these questions.
Your initial goal is to come up with the top 40 most popular keywords and phrases that have high search volume and for which pages on your website are generating revenue. Jot down these terms in one column of a spreadsheet.
For big e-commerce stores that sell a wide range …read more