Find Your Target
Any successful search engine marketing campaign must start with proper keyword targeting. This is something NetBiz does on various campaigns in order to improve the quality of search traffic for clients’ websites. In order to convert sales and properly brand your business online, you need to be attracting a relevant target market. For example, it doesn’t make sense to attract Poodle buyers to your site when you’re a German Shepherd breeder.
In the initial phase of your online marketing campaign, it is essential to identify a target market based on your products and geographic sales area. These factors will play a huge role in finding the right Web visitors. Buyer behavior can actually be tracked by the keywords they’ve used when searching on Google and other major search engines. To illustrate this, let’s take a look at 3 different search phrases and identify the searcher’s intent.
1) “German Shepherds” – This searcher is clearly looking at German Shepherds, and this phrase may get very high search volume. Since the search is on a broader spectrum, it may encompass a variety of consumers. Some may be serious buyers while others may be simply browsing the Web for future purchasing decisions.
2) “German Shepherds for sale” – This searcher has included “for sale” in the search, which indicates purchasing intent. While this phrase may get less search volume than its shortened counterpart, it may be more targeted for sales conversion.
3) “German Shepherd puppies for sale” – This searcher is conveying a need for a specific German Shepherd. The phrase could indicate that this consumer is deeper in the buying cycle. In addition, this searcher will not be appeased by browsing sites about adult German Shepherds.
In summary, different keyword variations speak volumes to buyer intent. Different niche markets are defined by different keywords. When conducting keyword research, identify the targeted niche. With this information, it is time to evaluate some other factors such as search volume and competition. Below are some important points to consider when formulating keyword targets.
Look At Search Volume
One of the first things you should look at when choosing keywords is search volume. It is imperative that targeted keywords have sufficient search volume to ultimately produce business conversion. In theory, higher searched keywords will equate to more traffic and conversions for those ranking high in the SERPs. Make sure that there is enough search volume to produce targeted buyers.
Look At Keyword Relevancy
While search volume is an important factor, it is vital that targeted keywords are relevant. It is ideal to have a mass of visitors who have your product in mind. Once again, look at keywords and phrases to distinguish buyer intent. One phrase may produce a vastly different visitor than another similar phrase.
Look At The SERP
S.E.R.P – Search Engine Results Page
It is beneficial to get a feel for the different competitors that show up on the search page for your desired keywords. This concept is much like using history to predict the future. Take a look at competitor sites. If competitors are continually ranking or advertising under a specific keyword, it may mean that they’ve found a successful target. Use this information for your own success.