Keyword Issues That Can Be Deadly to Your Business

Keyword Issues That Can Be Deadly to Online Businesses

What is Importance of Keywords In Relation to Search Engines Optimization and Searchers/Users?

Basic definition of a keyword is a search phrase/query an online user use to search for something they need and want using search engines like Google, Yahoo and Bing. Search engines have a data base which algorithmic index website’s content in to their database to be a source of information of their users. So if a users types in a query, all words in their data base that is related to the query will be showcase for the users to select.

So why is this important?…… It’s the signal that Google bot follows in showcasing relevant search results for their users.

In a business stand point keywords are one source of life which may have a bad affect if it’s not done correctly and it could also be the reason for a business to prosper online.

……………………. lol =) In my personal stand point It’s one of the reason why I have a Job.

A factor that I’m able to keep up with the current updates and trends in the online marketing industry………………………

………………….. One of the the SEO Phases that I consider to be my fields of expertise……………………………………………………….

SEO Mistakes Business should Avoid

Keyword Research is an Essential Part of SEO That Can Unknowingly Kill Your Business

Keyword Research is one of the initial SEO efforts you need to do an in-depth analysis to define the right keywords for your on-site and off-site optimization efforts. Targeting the wrong keywords can be very deadly for a business online endeavor so it’s crucial that in doing research and analysis you must reflect a realistic results that meets your business’ objectives. As I was reading about keyword targeting case studies of random experts and also forum threads, I notice that most of the common problems/issues seo and marketers are:

Deadly and Irrelevant Keyword Optimization

Long period of time in optimizing keywords that are not generating sales or converting leads. This is a waste of money and time which will kill your business. To avoid this mistake I recommend:

  • Understand your business’ objectives, goals, mission and vision before conducting your keyword research to be able to define applicable keywords related to your niche.
  • Competitive keyword analysis will be a guide that will possibly give you an overview of what keywords does your competitors are implementing.
  • Collect all data you can find and cross reference it to a couple of keyword research tool. (Use Google Spreadsheet to serve as a data base. Also this is perfect for collaboration with others if your working with a team/group of people)
  • Get all average metrics and do analysis to determine whether those keywords will hit the bull’s eye of your business’ online objectives.
  • Do consistent monthly data/metrics analysis in Google Analytics to define potential impressions which are capable to be the right search terms that triggers sales and lead capture.

Relevant Generic Keywords Metrics Confusion

Generic informative search terms can also harm your business’ if your main objective is online sales generation to increase the business’ revenue.

  • These are queries that users search for to find information, definitions, solutions and guide.
  • These phrases mostly have high search volumes with low probability goal conversion which will possibly decrease the overall revenue/sales of the business.

Here’s my recommended actions you should follow to prevent/fix this issue:

  • I advice you to analyze the searcher’s intent.
  • Define your demographics’ search terms and implement after keyword metrics check
  • Segment relevant queries in Google Webmaster Tools list of impressions.
  • Target low hanging fruit phrases with low competition metrics. (WordTracker is what I use to get keyword search volume and competition metrics)

 

Discourage and Neglects Long Tail Keywords

Long Tail Keyword Targeting

Here are common mistake SEO tend to commit in relation to “keyword targeting”. Some SEO would go after broader terms and neglects long tail keywords value. Here are a couple of related factors why most marketers are discourage to target long tail phrases for their SEO & Marketing Efforts/Campaign:

  • Competitors have been doing online optimization longer than they are getting the impression that they’re far behind from the competition.
  • Targeting broader terms to build up authority and page rank to slowly catch up with the competition. Hesitant to target long tail phrases because of a budget/financial issue. Long tail keywords are optimized by content driven marketing & SEO efforts which could be expensive for a small/start-up business or non profit organization.
    • However, if you really want to know the ROI in investing effort and money on SEO & Online Marketing try to do the math and it will be determine by:
      • Amount of demand for your services and products.
      • Type of business module
      • Current revenue and branding reach.
    • If you’re financial analysis to invest in SEO & Marketing efforts would results as:
      • Invest now, spend less to gain more later. Start building up content around long tail keywords and for sure in just a matter of time you gain a bigger ROI than you expected.
      • It’s like investing in doing product listings and doing PPC the difference with it is the results longer to be realize but stable (if you do it right).
  • Incorrect understanding of search volumes in relation to competition metrics. Newbies tend to think that high search volumes with low competition keywords are applicable to all business objectives and will not affect sales, revenue and conversion rate.
    • If you think the same way, you need to better understand the aspects of an ideal keyword by doing your own case studies and observation to know what I’m talking about.
      • To make it short, you need to target keywords that are specifically describe your brand, product or services that attracts potential customers (users who are searching for niche product, brand or services).

Misconception in Branded, Buying or Information Queries

Keyword ConfusionOne common mistakes that some marketers encounter are having misconceptions between the type of keyword a specific query is in relation to the searcher’s intent. Put yourself into the searcher’s shoes and visualize what specific search term will a user type if they want to buy your product, services or specifically your brand

Branded Keywords – queries specific to your brand and triggers a “direct” traffic data which can be track whether it converts or not. 95 % of searchers that use branded keywords to access your site are current/previous customers. Branded keywords can be consider informational and buying keywords depending on the searcher’s intent and product demand.

Let say we sell Guns online, here are possible variations of query of searchers that I can think of are:

Sample Branded Keywords (Product Specific Terms)

  • Armalite AR-30A1 Single-Shot Rifle C –  ( Armalite Brand Specific )
  • 416 BARRETT SINGLE SHOT BARRELED ACTION – ( BARRETT Brand Specific)
  • Second Hand ArmaLite Single Shot Rifle For Sale – (Buying/Branded Keyword)

Buying Phrase/Keywords triggers a high probability conversion rate that specifically use to search for something we want to buy in other words we’re looking for a specific type of product, brand or services that we in mind to purchase. Most of the buying keywords are long tails and it’s very competitive.

Buying Keywords

Generic & Informational Keywords

Recommendation:

  • Define the top 20 keyword that triggered the highest sale and conversion rate in Google Analytics.
  • Funnel each goal conversion by source/referrer. (Define how many organic goal conversion, direct goal conversion and referral goal conversion)
  • If you have a chunk of random keywords to analyze, don’t look at the numbers in the keyword metrics so you will not be misleaded. It’s better if you categorize each keywords it’s type and segment each one build up a chuck of data (a list of keywords categorized by it’s type) before looking at search volumes and competition metrics.
  • Next step would be to eliminate irrelevant, un-applicable keywords and segment “buying, branded keywords from generic keywords.

 

 

Problem/Issue: If your website is getting a enormous amount of traffic with an average bounce rate and low conversion rate, diagnose your website using a tool to make your diagnosis faster. I’m sure you will realized after your site audit that your keywords are generic/informative and it’s not generating expected results.

Conclusion:

  • Target low search volume keywords that has the potential to generate sales and get rid of high search volume keywords that only brings you high amount of traffic that doesn’t convert. (This theory is applicable if your objective is sales generation)
  • Target buying keywords related to your niche, brand, product or services. These keywords are most likely have low search volumes but high conversion rate queries.
    • Buying Keywords are specific to what searchers are looking for and want.
    • It narrows down the search results to a more relevant sources.
    • In relation to Humming Bird Algorithmic Update that Google released this year buying keywords or commonly called as Long Tail Keywords are now favored by Google’s Algorithm because it gives a more exact results for the users which means a faster access to what the user’s need/want.
  • Bare in mind that Google’s Main objective “To provide the best user experience and accurate data for our users.” as long as your keywords hits the searchers intent you’ll business will surely get good results.

This post is based on my personal case studies and analysis if you have some questions or something to say regarding this post feel free to comment it below! I will get back to you as soon as I can.

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4 responses to “Keyword Issues That Can Be Deadly to Your Business

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