By Eric Olsen, Fasturtle
Profitability is what the majority of today’s companies strive for. So let’s talk about your business’s digital ability to direct profitability.
It all starts with keyword analysis, or the act of reviewing the keyword phrases you believe your company and website should rank for on search engines such as Google, Yahoo and Bing. Analysis involves reviewing keyword phrases in your website’s traffic report as well as examining what people are actually typing in when they search for your type of service or product.
Reviewing Your Keywords
Sit down and make a comprehensive list of the services and products you offer. Ask your employees, customers and vendors what they search or key descriptors that come to mind when they think of your company.
The Keyword List: This is the starting point for your research and analysis. This should be a document you will reference over time.
Profitability Note: Prioritize the list based on your most profitable services or products.
Review Your Traffic
Using Google Analytics or another program provided by your hosting company you can begin to see how people are finding your website. Is it just your name? Is it a very specific product or service that Google has ranked you for? How many words are people using to find your website?
Some websites we manage see traffic from fewer than 50 keywords per month, while others see traffic from 500 keywords and more. These numbers reflect the size of the website as well as the vast number of products or services your website may offer.
In the traffic report you should identify the keyword phrases that are already generating traffic for you.
The Traffic Report: Based on the nature of your business, this is a report you should look at daily, weekly or monthly. At Fasturtle, we have some large e-commerce clients who are reviewing traffic daily and then breaking down traffic patterns hourly. We also have some law offices and service-related firms that review traffic on a monthly basis to see how people are coming to the website and where they visit.
Profitability Note: Identify the most profitable keyword phrases you are ranked for and continue your efforts in promoting that website content. Limit your time, effort and resources for less profitable keywords or remove the related content from the website.
Review What Is Searched
Here we are! We have our list from colleagues, vendors and customers. We reviewed our traffic and the keywords used to find us.
How many people are searching for our product or service? Where are they searching? How often?
One of the biggest issues in search marketing and setting customer expectations is to align what we feel we should be ranked for and what Google and the other search engines tell us people are searching for.
For example, we have a client that is a home-care agency and wants to be ranked for such. Do more people search for “Phoenix homecare service” or “Phoenix home care service”? With or without a space? How about if it is plural?
Without researching this information in Google and other tools, we might be spending time, effort and resources on keywords that the majority of our customers don’t use.
The Search Report: This report shows you what keywords are being used in searches on a daily, weekly and monthly level.
Profitability Note: Identify the most profitable searched terms relative to your service and product. Focus your search engine optimization and content marketing efforts on those keyword phrases.
Tools to identify the searched keywords:
Moz Keyword Analysis (paid): Moz’s tool allows you to enter up to 20 keywords to see their difficulty, average monthly search volume, and the top-10 websites ranking for them. This tool is a part of Moz’s premium membership that starts at $99 per month with a free 30-day trial.
SpyFu (paid): SpyFu is a keyword research tool that exposes the search-marketing formula of your competitors. Search for any domain and see every place they’ve shown up on Google: every keyword they’ve bought on Adwords; every organic rank, and every ad variation in the last six years. Pricing starts at $79 per month, and you can try it for free. (This is an Airpark company: www.spyfu.com.)
Keyword Spy (paid): Keyword Spy is a keyword research tool that helps you research your competition’s organic, paid search, and affiliate keywords. Pricing starts at $89.95 per month.
Keyword Discovery (free & paid): Keyword Discovery is a tool that will give thousands of keyword ideas based on the search term you enter. You can use it for free for up to 50 searches to get keyword ideas, or sign up for the premium plans starting at $69.95 per month for additional keyword analysis features.
SEO Book Keyword Tool (free): SEO Book’s Keyword Tool offers suggested daily search volumes, price estimates from Google AdWords, links to other keyword tools (Google Trends, Suggest, Synonyms, etc.), links to vertical databases, and is powered by Wordtracker’s keyword tool.
Google Keyword Planner (free): Keyword Planner allows you to search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together.
WordStream (free): WordStream’s Free Keyword Tool has over a trillion keywords in their database and helps you identify the most profitable long-tail keywords for your business.
Once you have identified what you feel your business should be ranked for, what your website is already ranked for and what people are searching for, cross reference all three lists and create your most profitable keyword list today. This approach will allow you to have increased clarity in your digital efforts as well as see the maximum results on your digital marketing efforts.
Eric Olsen founded Fasturtle in 2000 providing business owners with strategic digital marketing solutions. He has started, acquired or partnered with multiple marketing firms in the digital marketing space in the Scottsdale Airpark and across the country. Contact: 480-348-0467; www.facebook.com/Fasturtle; Twitter @fasturtle; firstname.lastname@example.org.