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Choosing The Right Keywords For Better ROI

When it comes time for keyword research, it can be very difficult choosing the right ones for your business.

There are plenty of keyword research articles out there but this one will go beyond basic keyword search volume. In this post, we will discus how we help businesses like yours choose the right keywords in order to deliver the best ROI. Were going to start off mid-keyword research phase assuming that most of the general keywords have been chosen and sorted out. If you are completely brand new to this subject; refer to Search Engine Watch’s keyword research guide.

In your initial research phase, gather as many keywords as you can about your product or services and then narrow down the best ones with these list:

1. Cost Per Click Data

Getting Cost Per Click data, aka CPC, is vital for SEO agencies. It pretty much gives us data that’s already been acquired from Google so that we don’t have to wait and test out keyword data. This data tells us which keywords are getting ad spend on them since they have tremendous commercial value.

Finding keywords with higher CPC usually tend to have greater ROI than lower costing ones. Although, they do tend to be a lot more competitive and difficult to rank for.

2. Focus On Current Rankings

Making sure that you are already ranking for certain keywords is another important step that we take into consideration. If you aren’t ranking for any keywords for your products or services, it will just be a long uphill battle from the start. Unfortunately that is just the current state of SEO at the moment, especially after the latest Google Algorithm Updates.

As we explain to all of our clients, taking a keyword from nowhere to ranking on page 1 can take several weeks or even months and even near the end will it start to deliver traffic value. However, moving a keyword that is already on page 2 to page 1 is an easier fight. Organic traffic will start filtering in as that keyword starts crawling to the front page. Most of the time these easier keywords that rank faster are long-tail keywords with buyer intent. Long-tail keywords are searched from people typing in keywords like “what is the best plumber in Harrisburg” in order to solve their problems immediately.

These long-tail keywords aren’t searched quite often as high cost CPC keywords but they usually convert traffic into customers a lot easier. With the right search engine optimizaiton strategy, the effort to rank them is a lot easier.

Long-tail keyword graph

Source: neilpatel.com

3. Go The Easy Route

As with most local SEO campaigns, there will always be another competitor trying to push harder than you. Ranking over major brands and authority websites will be hard….VERY HARD! If you plan on going head-to-head against the big brands in your industry be sure to have a big brand’s budget for SEO and SEM. That is why we keep emphasizing the easy route if you’re looking for faster ROI.

 It is possible to outrank bigger sites with highly topical content that engages readers better but just as a precaution we do research on all of the top ranking sites on the front page for that specific keyword. We look at their referring domains to determine how competitive it will be and how much SEO effort will be required to rank over them. We use tools like Ahref or Majestic Site explorer to do this.

4. Using Seasonal Trends

Most products and services can be classified and seasonal and can only apply to certain times of year. For example, depending on your location, in the winter someone wouldn’t be searching for “air conditioning repair” or ” best tank-tops” so it only makes sense target them according to time of year. Look for the busiest business months in your industry and emphasis on keywords that are based on them.

Plan your on-page SEO and make the necessary technical changes in advance along with including off-page backlinks so when those months arrive you’ll be ranked for those keywords. Using tools like Google Trends can help you plan ahead for these months by searching for upward trends and prioritizing fro them. Trends can also be very useful for finding evergreen keywords in your industry.

Google Trends Screenshot

Source: wordstream.com

5. Focus on Categories

As you start to complete your keyword research, we advised to keep them closely targeted to the right page URL or category. This will pass on the right relevancy to that page and will less likely confuse Google as it follows your links and crawl your pages. Linking or using incorrect keywords on pages that have nothing to do with that keyword will only hurt as you struggle to rank.

We always suggest using a group keywords that are all relevant in relationship to one another. This will help cover a wide variety of of keywords instead of individual keywords and will also help your customers find you easier. Providing in-depth content as an authority will cause you to be a constant source of your product or services and will bring repeat customers. This type of SEO is the best way to stay natural and allow more organic traffic growth as your keywords start to rank on the front page.

Following these simple tips will not only build your organic traffic, it will become the best way to get the best ROI out of your SEO campaign.

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