How to research keywords that serve your goals

The content of our website is developed in correlation with the keywords that we research and that we hope to help us fulfill our goals. Depending on what we need and what we think it’s more important for our website (traffic or conversion) we can approach the problem of keyword research in a few different ways.

Learn how to establish your goals

Every website or blog that represents an online business has to have a purpose and multiple goals that have to be achieved in order to reach your purpose. The purpose has to meet the customers needs and basically should be summarized in one simple statement. Of course that before you can do that you have to try and understand your customer : what he needs, what are his problems and how does he searches for the solutions. All this questions will also help you define your goals. You’ll be able to define some steps that you’ll need to climb. For example you might decide that at first you should obtain traffic no matter what and after that you’ll target more specific keyword phrases to obtain much better conversion. Sometimes it’s easier to define goals like something physical like : “the user has to reach the thank you page” that is only displayed after the customer has bought something or after he sended an e-mail to you. Or to reach a certain page that can only be achieved if the user clicks on a link inside the page – that way you can check if the users reads that content or if the content is interesting enough to make the customer curios to see some more.

Research keywords that meet your priorities

There are different kinds of keyword phrases. There are keywords that generate high volume searches with low quality traffic and in some cases almost impossible to rank well, there are keywords more targeted that usually have lower search volume but the web traffic is much more relevant and the chances to have buyers are increased. There are also niche keyword phrases that you have to research carefully to find the profitable ones. Even thou usually it produces the lowest search volumes it also offers a conversion almost all the time. This is because people who search those keyword phrases that are so specific already know what they want to buy : it’s only a matter of who offers the best aspect of price vs quality. So you have to think of what you need : more traffic no matter what (and in that case you’ll have to be sure that the web server will be able to handle all that traffic) or less traffic but better conversion. Another thing that you have to be careful also are the keyword phrases that are very targeted and also generate high volume searches for a short periods of time (that period of time depends on the market we refer). For example IT gadgets that are replaced very fast with new ones or the events that happened in a certain moment like the elections or a sport event. All the major events that only last for a relative short period of time. It can get you high relevant traffic but you also have to be very careful and to be ready to shift the subject once it reached it’s peak.

Conclusion

We all want the same thing in the end : to make more sales. My advice is to keep it safe and plan ahead. Research the keywords you think they meet your plan, whatever that might be. It’s much better to have a plan, even if it has flaws, rather not to have one. Planing enables you to make decisions on what keywords to research or what content to develop. And if you make a mistake you can correct them because you know what you did by that time. Think of the customer and try to understand how he thinks : and then you’ll be able to target the correct keywords in your content.