A good keyword strategy is an essential step for companies that want to generate online leads through SEO. In this article, we will cover some common keyword strategy mistakes that businesses should fix.
Did you know that Google receives more than 40,000 searches per second every day, according to the Live Stats website ? It is an important source of potential opportunities that you can exploit.
Targeting the right keywords is a very important factor in ensuring the success of your Search strategy.
Although you have a general orientation for your keyword strategy, don’t be surprised by common mistakes that can dilute your efforts. It is important to focus your resources on writing content aimed at keywords that will allow you to attract qualified prospects.
Target too many keywords
A common mistake that companies make when investing in SEO is to target too many keywords. Too many keywords can hurt your targeting and lead to unclear content. You will probably create an authority that is too broad rather than focused on a specific topic.
Unless your website is very well established and is already on the first page of Google for certain highly competitive keywords, it will be difficult to have enough leverage to move the needle on several keywords at a time. You will be more successful by focusing on just a few targets and taking actions to help them position themselves.
It’s best to focus on one or even two content groups at the start. This means focusing on one main keyword for a main page, and on many longer tail variants, often in the form of static pages, blog posts, or subcategories for an e-commerce sites.
Putting too much emphasis on brand keywords
Your brand probably has many terms and jargon that you use to describe your services and products. A very common SEO mistake that we see companies making is mistakenly believing that this jargon is widespread. In fact, almost all of the companies we work with are mistaken in thinking that their branding terms are more commonly used than they actually are.
To be successful in Search Marketing, you often have to reduce your targeting of keywords to simple sentences that are commonly sought and understood by Internet users. So try to find a simple and direct language, even if it is an expression that you have never used before.
As you gather your ideas for target keywords, follow these tips:
- Submit each keyword idea to SEO tools to measure the amount of research and how difficult it will be to be visible.
- Make sure your target keywords are searched at least 100 times a month. Of course, nothing prevents you from targeting keywords with a higher search volume.
- Any keyword with a low monthly search volume is not worth the time and effort it takes, even if it is the buzzword of the moment.
There is however an exception to this rule. Do you want to position yourself in the search engines for your brand? This will probably start to happen automatically if you use good SEO practices on your website. However, it will be absolutely necessary to follow your positioning for the names and expressions related to your company, including the name of your company with a geographical location (if you operate in specific geographic areas), and add your brand to the title tags of your pages. Adding your business to directories will also help you gain authority for your brand name.
Measure bad KPIs
A good keyword strategy means high positioning for the right keywords (those that allow conversions), and not just for a large amount of keywords.
Advice: it is actually quite normal, in a brand new keyword strategy, to see its ranking drop for certain terms, because we re-optimize for better and more relevant terms. Thus, during this period, you can see traffic decrease while the number of prospects increases.
In addition to monitoring the positions of your keywords:
- Watch your organic traffic.
- However, you need to make sure that if you measure traffic, the conversion rate of qualified leads also increases.
- The conversion rate of organic traffic is therefore the measure to watch closely.
The organic conversion rate should increase steadily over time, as you refine your keyword strategy. Only the keywords that drive traffic, convert it, and make sense for your product or business are worth tracking. So be careful with blog articles and pages on your site that bring you qualified leads.
Fight for keywords that are not viable
The keywords that are most relevant to your business have a high search volume and a low Keyword Difficulty (score indicating the difficulty in positioning yourself correctly on a keyword). There are a few exceptions to this rule, but for SEO novices, this is an excellent rule of thumb.
Sometimes companies fight over keywords that don’t meet all of these criteria. They say to themselves “Our competitors rank for this keyword and therefore we should too”, even if the term is not relevant to their business or presents a high level of difficulty. It is better to be more pragmatic in your keyword strategy and find new variants of key phrases than to launch headlong into the same queries for which it will be impossible to be visible.
Particularly when you get into paid research , being in a “bidding war” with your competitors is a good way to quickly exhaust your budget.
First of all, you need to differentiate yourself and build on long tail keywords in order to gain some authority. Differentiation can help you avoid costly bidding wars with overly similar competitors.
Advice: some companies can be competitive on high difficulty keywords, but these companies are already very present in search engines. It’s good to keep a few “high-volume, high-volume” keywords in your pocket as a long-term goal, and something you can point to with your content groups.
Do not keep a blog and do not support the growth of your keywords
Any keyword strategy, whatever your type of business, requires constant attention from the side of content marketing and website optimization. For many businesses, this can mean one blog post per week. For more content-saturated industries, it may be necessary to blog two or more times a week.
Always increase your publication time with optimizations, such as adding internal links to your website, especially for new pages targeting new keywords. Put links in the right direction so that all the articles in your blog point to important pages, such as those that contain a conversion offer and a form.
Do not use a landing page optimized by keyword and conversion
This brings us to our next point: trying to rank for the keywords and making sure that the landing page offers a clear way for the user to convert. A page optimized by keyword is not enough. Add content offers, perform A / B tests on messages and always have a very clear call-to-action to make sure you get the user where you want.
Again, by refining your SEO or landing page over time, you can see the conversion rate gradually increase.
Tip: the pages built for SEO purposes and the landing pages are not very different. Both are trying to convert people into new leads by gathering information using a form. However, SEO pages tend to focus on keywords at the bottom of the funnel that are closely related to your business offering, while landing pages generally promote a content offering, such as sign up for an e-book or a webinar.
Focus only on new content, not old content
“Publish, publish, publish” is undoubtedly the mantra of keyword strategies. You have to quickly create a lot of new SEO content and pages to see improvements. Thus, companies sometimes forget to take advantage of the material they already have and the old pages that have acquired strong authority.
Refreshing old content and re-optimizing it for new keywords are two good tactics to boost your SEO. Just find a better keyword target with clearer search intent or more volume, and optimize your old page while adding some internal links to the new keyword target on your site. Google likes to see fresh content, so don’t be afraid to make minor improvements to your old content, like adding new paragraphs, pictures, and keyword-rich titles!
Do not use Google Ads
Google Ads is a good way to test your organic keyword strategy and quickly expand it to test and see leads arriving earlier in the funnel. Writing ads and landing pages for your Google Ads keywords will require additional work, as well as ongoing CPC research and monitoring to optimize your SEA strategy .
But if you have a certain budget to spend, you should start a Google Ads campaign from the start, alongside your SEO strategy. Fortunately, much of the content you create for organic lead generation can also be used for your Google Ads campaign, so the two go together.
Companies that rely solely on an organic search strategy often ignore that it takes time, if not months, to see real traction. A paid campaign can therefore help you quickly get results and reach your prospects goals while you work on creating SEO-optimized content.
Source website: https://digitalmarketingbachelors.com/