Every SEO marketer has to do keyword research to hunt for keywords that can help pages earn higher ranks. You must know how to find out keywords that help to achieve your goals of earning high ranks. This is perhaps the most challenging part of keyword research. Any keyword research tool will generate a long list of keywords, and you have to evaluate the ranking prospects when choosing it. By looking at the competition data and cost per click data in the keyword list, you have to foresee the potential of keywords in earning high ranks and then start using it on your website or create content around those keywords. This is the SOP of keyword research that marketers have been following for years. However, there is a big downside to this process.
The SEO experts at Kotton Grammer Media will agree that in this method there is no guarantee that you could rank well with the chosen keywords. Even worse is the possibility of these keywords failing to generate any leads, conversions, and sales. The ultimate objective of SEO marketing being revenue generation through sales, the uncertainty of performance of keywords does not help in any way. To overcome the problem, you have to make some changes to the method of keyword research so that you can considerably reduce or even eliminate the element of uncertainty about keyword performance in generating more leads and earning more revenue. Besides giving the opportunity for ranking for thousands of keywords, it would ensure more traffic, more leads and more revenue.
In this post, you will find the ways of using the results of keyword research that provides the right financial returns for your business by ensuring that the high rush of traffic converts into leads, sales, and revenue.
Focus on revenue earning pages
There must be enough clarity about which right keywords are right for you. First, decide whether you want pages to rank well with low abilities in revenue generation or would like to give more emphasis to revenue generation over page ranking. Although you can improve the prospects of revenue generation for high ranking pages by taking measures in conversion rate optimization, it would be a roundabout way. Instead, it is easier to focus on pages that are already generating revenue and take steps to drive more traffic to it. Therefore, to drive your keyword research in the right direction, you must set your marketing goals without any ambiguity.
By using Google Analytics or some similar tools, you can generate a report of web pages with respective conversions obtained from it. This would help to identify the pages to focus on which are usually content pages, service pages, and product pages. Next, look up at the pages in your Google Search Console by picking the URLs.
Gain insight from Google Search Console
The next step is to analyze the traffic that reaches these pages by logging on to Google Search Console by clicking on Search Traffic and then on Search Analysis. You get a list of pages with corresponding traffic volumes. By clicking on the Pages option, you can sort the list to focus on the top pages with high traffic. From the list identify the pages of your website that you are interested in. Select one page and click on Queries that you would find at the top. The result would display all specific terms (keywords) that drive traffic to your website which you can download in CSV format and then convert it into an Excel sheet that shows the data related to clicks, impressions, CTR, and position of each term (keyword). By sorting the data based on impressions, you get a list of keywords with a high rate of impressions that have a higher potential of driving maximum traffic.
Choose a few high traffic keywords and include it selectively in your title tag by ensuring that it fits within the limited space of 60 characters. Similarly, add some keywords in Meta descriptions that accommodate 300 characters. Spread some lower ranking keywords in the content.
In the next step, sort the table based on keyword rankings. Apply filters to obtain a list of keyword ranking on page 1 by excluding the positions 1, 2 and 3 and also numbers 11 and above. Thus, you obtain a list of keywords from position 1 to 10 with the keywords in first three positions having the maximum potential of garnering clicks. For the others, you can work to move it up the ladder.
Target the low hanging fruits
Instead of trying to fight it out in a crowded marketplace, look for some easier options in the less competitive space. Focus on page 2 of search results although the keywords drive less traffic to these pages. Select keywords that rank above 10 say 11 or 12. You will be surprised that you get a set of keywords almost identical to page 1. Just ensure that these keywords link to your pages that drive sales, leads, and revenue and ignore the keywords that do not help in this regard.
Now, create a list of web pages that are ranking above yours. By using the URLs in Ahrefs and clicking on Backlinks, you get a list of websites that link to your competition. Get in touch with the website owners and request for links. This is a great way to increase traffic to your website.
Include related keywords
Besides focusing on target keywords, you should also pay attention to related keywords that should help to expand the scope of keywords and eventually drive more traffic. Look at the bottom of Google’s SERP where you will find several other alternatives to the target keywords that you are focusing upon. The advantage of related keywords is that despite being closely linked to your chosen keyword, the competition is much less and is easier to rank for that eventually leads to more traffic and increased revenue.
Be ready to do some hard work because the easier and traditional methods of keyword research would often frustrate you with the uncertainty of end results in sales and revenue earning.
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