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For many SEOs out there, grabbing a few keywords that seem relevant and then sprinkling them around your website is the extent of their SEO keywrod work. Can that work? It could, Yes. But, as the old saying goes, ‘Even a broken clock is right twice a day’. You must understand, though, that this admittedly easier and less labor intensive road can create a gaping hole in your search engine optimization. If you’re shooting for real returns and growth, that is. Here’s what I mean. By sticking to this vague keyword research and insertion method you’re forgetting that small keyword variations can produce huge differences in the conversion column. Below I’ll outline 3 rules that will make this much more clear. What you should know is that SEO keyword research and revising is done best with a PPC campaign. Why? Because it produces fast feedback and reliable data that you can apply to your organic SEO almost immediately. These 3 rules don’t cover every aspect of keyword research, SEO focus or everything else involved in your internet marketing. However, they’re important guidelines and they’ll get you thinking in the right way for improving your optimization and, more importantly, your bottom line. Let’s begin. #1 Plural & Singular variations can have very different Conversion Rates Why is this? It’s hard to say. However, if you track results as I have, you will find that there is a difference. Why should someone who searches for ‘SEO Consultant’ be a better prospect for me than another searcher using ‘SEO Consultants’? Again, hard to say. What we do know is that many times one variation will bring in more real customers than another. There is a psychology thesis in there somewhere. Does that mean that Singular will beat out Plural in every market? No. It does mean that you should test, though, and find out. #2 Order of keywords in a keyphrase matters This is especially applicable for Local SEO. An example – I’ve found that people who search using ‘Hawaii SEO Company’ are usually the better bet than ‘SEO Company Hawaii’. There’s another mindset somehow that makes their interest more likely or more serious. Now this finding didn’t find that 100% of Conversions comes from one variation. The result is that one variation pulls more often, more reliably. Nothing is 100% when you’re dealing with the human brain. It's just a safer bet and that’s something that, if it existed, you’d put everything down on in Vegas. You should be doing that in your marketing. #3 The more specific the keyphrase the better the Conversion (but the smaller the traffic) As a searcher gets closer to buying a product or service, they get more specific in how they search. For instance, they’ll go from ‘Flat screen tv’ to ‘plasma tv 32 inch screen’ to ‘plasma tv 32 inch screen Honolulu Hawaii’. They drill down through research to a more and more precise definition of exactly what they want. You have to find where you can get specific on your product or service pages so that you are in front of these searches, too. The more general keyphrases still produce, but the Conversion Rate for the specific ones are usually better. You’re drawing from a smaller pool, though, so you need to balance general and specific focuses on your site. Those 3 rules will give you a lot to think about in your search engine optimization and your PPC work as well. Use them right and you can take your ROI to new levels, though it will take time. Gather the data, study it and then implement. It’s the path to profits. Author Jonathan Cook is a Hawaii SEO Expert. Any use of this article must contain the above link and credit.
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