Your website is an extension of your business and needs to be defined using content and context so that both search users and search engines, like Google, can understand what your business is. This is one of the many segments that make up Search Engine Optimization. I highly recommend creating the persona of your ideal customer for your business; this will help identify keywords that define the type of company you have, objectives of the business, whether you sell products or services, and where you are located etc.
How to identify keywords that define your website
What are users searching for and what is their original intent?
A good website will have content that informs the users that they have landed on the right page because it is what they were searching for. What is the user’s search intention? There are tools, such as Google Keyword Planner, that will help you identify what users are specifically looking for, how competitive those words and phrase are, and how often they are being searched for each month. Through using this keyword data, you can create content that appeals to your user’s search intent.
Use existing content
If you already have a website, scrape the content you already have for keywords that identify your business. Review those keywords, by looking into how you can add more helpful meaning to the terms and phrases, so that it easily identifies your business’ message.
Competitive keywords analysis
Your competitors will be using similar keywords to help rank their website. Research as many competitors and glean from them the keywords they are using to describe the products, services, and/or a business identity.
Measuring you keyword strategy success
Ranking for keywords is fickle now that Google Panda and Hummingbird algorithms are focused on providing search users with quality content. It is not just about driving traffic, but driving the right traffic to your website. Most companies should rank well for any branded terms however, it is a lot harder to rank for keywords and phrases that helps increase visibility in SERPs or convert into sales or leads.
Analyze Your Keywords
By using tools such as Google Webmaster Tools and Google Analytics we are able to identify user behavior and user search patterns. Allowing marketers, like us, to customize our site’s content to meet the user’s needs. Important factors to considers are:
- The length of time a user spent on your site
- How did the user get to your site (was it on a mobile device, organic ranks, mentions etc.)
- How many pages did the visitor view
Engagement is key! The user was searching for something, did your website deliver, did it satisfy their search need?
Using Google Analytics, allows web marketers to create goals that measure conversions. This will identify what keywords are sending quality traffic to your site and understand how well they are converting. A common goal in analytics that you might want to see conversions for is if visitors fill in the contact form (potential leads). This will help you understand what keywords are working well. Other useful goals to measure include:
- URL destination
- Visit duration
- Pages visited
- Signing up to a newsletter
- Purchasing of a product
- Downloading of a brochure
Always Remember and Never Forget
While constructing your keyword strategy to enhance the SEO of your website, always keep the user in mind, so they have a positive and relevant experience on your site. Use your keywords to create sticky, insightful and memorable content that not only drives traffic but encourages sharing and a call-to-action.