Your Keyword Search & Analysis
To optimize web content for better search engine results, you need to know how customers/clients are searching the internet for information. Are there certain terms or phrases that describe what your company does and would lead prospects to find you more easily? Those terms and phrases are called keywords and are critical to “getting found.”
iMedia Buzz, Inc. employs a proven page structure for web content, placing keyword phrases where they make the most impact on search results. We also create the title and description tags that urge searchers to click through to a site and learn more about what’s offered.
The process of discovering relevant keywords:
Brainstorming – Thinking of what the customers/potential visitors would be likely to type into search engines in an attempt to find the information/services your client’s site offers (including alternate spellings, specific wordings, synonyms, etc).
Surveying Customers– Surveying past or potential customers is a great way to expand the keyword list to include as many terms and phrases as possible. It can also provide a good idea of what’s likely to be the biggest traffic drivers and produce the highest conversion rates.
Applying Data Research Tools – Several tools online offer information about the number of times users perform specific searches. Using these tools can offer concrete data about trends in the keyword search and selection.
Term Selection – The next step is to determine which keywords and phrases will likely return the best results for the business based on the business’s, past customers and analysis.
Performance Testing and Analytics – After keyword selection, analytics programs that measure web traffic, activity, and conversions can be used to further refine keyword selection. You will continue to refine and tweak your keyword choices over time by watching the results and making changes as products, services and markets evolve.
Web content should be well-written with the audience in mind. It’s critical to include the information visitors are looking for in an easy-to-read and navigate format. Web visitors rarely read text word-for-word: instead, they quickly skim the page to find exactly what they’re looking for. Using color, style and structure makes a big difference in whether the visitor stays to read more or decides to click away.
Linkbuilding – After keywords and content, link-building is the next piece of the “get found” puzzle. Each time someone links to a site, the search engine considers it a “vote” for that site, which means a higher ranking in the search results — and more people seeing the content as a trusted source. This is where social networking comes in…
Know what phrases people are using to search for your client’s product or service. Using those keyword search results allows us to target those phrases in the web content (and any other online marketing pieces) to ensure that they’ll be found. When we use those keywords in the appropriate page structure, that site will be considered “relevant” for those inquiries and come up in the search results.
Once keyword selections have been refined, you’ll use them for all communications on the internet: blogging, article writing, social media, case studies and press releases. Keywords are a fundamental building blocks for web content to be found by visitors searching for your product or service.