Is your campaign going to be purely keyword intensive? How exactly are you going to promote these keywords in your campaign? There’s a lot to think about so make sure you know where your focus is for a more successful campaign.
Find relevant websites, phrases, and categories
Finding suitable keywords relies on gathering your website and others’, and by using relevant phrases and categories related to your campaign to examine and input into various online tools.
Use Google AdWords
The most powerful tool in keyword campaign management with great free tools at your fingertips for faster keyword focusing. It is the king of keyword campaign management tools with additional paid advertisement possibilities.
Keyword Planner Tool
The first tool at your disposal and one you should use most often when determining which keywords to use in your campaign. It will allow you to input the relevant content you have researched and generates keywords for you based on what you input. For example, input the page you are most wanting to promote and keywords around its subject will be generated – useful for anybody wanting to get specific targets set.
Generate and Choose Recommended Keywords
With the Keyword Planner, you will have lists of keywords generated for you. Choose relevant keywords to your campaign and which ones appear to get the most impressions, clicks, and searches per month.
Research Keywords
Think of your own keywords that don’t appear that you would also like to rank for. Take a look at what competitors in your field are using and which keywords they are ranking highly for. A bit of research goes a long way to creating a working campaign.
Create Keyword Spreadsheet
Keyword Planner should export a spreadsheet for you. Order your keywords by relevance of which achieve the most searches per month and which can bring you the most potential traffic and visibility.
Examine CTR Statistics of Potential Keywords
Visibility is great for your keywords but it is important to view which keywords are bringing you the most clicks through to your website. Impressions are a good indication of potential site traffic you could generate, but it pays to give more attention to the keywords that are actually bringing you visible on-site traffic through clicks.
Utilise ProRankTracker
A useful favourite tool for many SEO professionals for managing where your website and/or clients are in current search engine rankings. View daily and monthly positional changes in your targeted keywords and see where your website ranks for them.
Input Targeted Keywords to ProRankTracker
In doing this you are allowing all valuable keywords researched and found to be relative to your campaign. Input your keywords to view where you are currently ranking and see which search engines perform the best. You can continue to add keywords and plan your campaign around the non-moving words and those that are thriving for continued front-page searches.
Research Keywords Regularly
Keywords change popularity and you should keep an eye on which keywords achieve the most impressions across the months your campaign runs. If one of your targeted keywords starts to fall in conversions and traffic, it may be time to try another variation of those words that works better or try something else entirely.
Long Tail Keyword Precision
Although traffic to long-tail keywords is minimal, they convert the best as they are able to be utilised for the specific audience that they bring. For example, ‘dog’ would bring seem more traffic, but ‘buy dog food Fife’ narrows the search parameter down allowing you to target and increase your rankings in local market searches more easily.
Short Tail, Long Term
These keywords generate far more traffic but conversion rates will be much smaller. Targeting short tail keywords can be useful for long-term projects and re-using these words can show movement in search rankings. It is up to you to create stellar content that brings your searches the fruition of clicks.
Plan your Campaign Budget
You can use Google AdWords to buy yourself campaigns to achieve more visibility, traffic, and clicks through to your website. Targeting specific high volume keywords can be costly but the benefits can be great if your campaign is managed properly. Don’t go over your budget and ensure you choose the best keywords to ensure you don’t waste your budget on low-visibility keywords.
Group your Keywords
When using a PPC (pay per click) campaign, it can be valuable for you to group together your keywords to improve your click-through rate and achieve a superior quality score for your website. Group keywords to target multiple terms in one advertisement and lower your costs.
Analyse Website Data
AdWords helpfully provide you with a great method of seeing your website statistics on effective colour graphs and charts, giving up to date information on the progress your website is making in its campaigns. Use the data alongside your keyword ranking data for a full scope of your campaign.
Consistently Update On-Site Content
Improving keyword rankings can come from keeping your website both up to date and consistently updated with content such as blog posts and updates to product information pages. Utilise your keyword research to add ranking keywords to existing pages and meta descriptions. If you have a blogging platform, use it for great quality organic searches with keyword focuses in the content and titles. The better your content, the more chances for those well-deserved clicks.
Enjoy the Benefits of your Keyword Campaign
Sit back, relax, and watch all of your hard work preparing your keywords for your campaign. If you can make use of the steps you will find keyword campaigning to be one of your most successful methods of creating conversions. Keep it up though – search engines are always changing!