Keywords analytics give search marketers the perception needed to create and maintain thriving pay-per-click and organic search marketing campaigns. Choosing the right keywords is critical. After all, it would be foolhardy to pat yourself on the back for being number one on the Google rankings for a keyword that nobody actually uses.
It is just as bad to want to be seen for a phrase that rarely converts into a sale. Increased traffic is important but a balanced keyword portfolio results in generating the right kind of traffic – traffic which will convert into sales.
Initially, our team will review any keyword analysis that exists, but the likelihood is that you will have undertaken the research years ago or, possibly, not at all.
When undertaking keyword analysis, we will take the following factors into consideration:
- Keyword search frequencies and competition
- Brand, generic and niche terms as well as geographic variances
- Phrases being targeted by competitors
When agreeing on a keyword portfolio, it is important to think about how potential customers change their search patterns as they move along their purchase journey. Initially, they will search for broad phrases or a single word phrase; but as they get nearer to a sale they will refine their search to using three, four, or five-word phrases. The latter will have lower search volumes but are much more likely to convert into a sale.