The right keyword selection is of fundamental importance for the success of any Search Engine Optimisation (SEO) or the Pay Per Click (PPC) campaigns which results in high return on investment (ROI). If you select the right keywords, get top rankings and higher Click Through Rate (CTR) with well optimized landing pages along with an after sale conversion optimization strategy, your website can go a long way in increasing the sales and, thus, generating revenue for your business. If you do it wrong, it may well break your online business by generating low quality traffic to your site and lower conversion rates.
While selecting keywords, many businesses just go by the search volume which can be misleading in some cases. There are many other important factors regarding searches which need to take into consideration before selecting the keywords. Such factors include:
- Is the search volume permanent or temporary?
- Is it seasonal?
- Which region are these searches coming from?
- Do those searches contain the words which covert better?
- Are those search about the product or just information searches?
- How relevant are those searches to your product?
In short, it is important to bring the right visitors to your website, rather than just any visitor! Tools like Wordtracker and Google Keyword planner along with competitor research and brainstorming are frequently used for keyword selection by the leading SEO consultants.
The Essential Formula for Keyword Selection
While selecting keywords, the following general formula must be kept in mind to get the most out of your keyword selection efforts.
- 1-word keywords: Do not target 1-word keywords – they are obsolete
- 2-3-word keywords generate higher traffic
- 4-7-word keywords generate higher CTR and revenue
- > 7-word keywords have lower traffic and conversion
Target the main keywords from your Home page as it is of top priority for search engines and users. Long tail keywords (4-7 words long), can be targeted from inner pages or blog posts.
First page rankings are great to have; but ranking above the fold can considerably increase your CTR. The CTR percentages associated with the different levels of Google organic rankings are as follows:
- Organic Keyword Ranking 1 33%
- Organic Keyword Ranking 2 16%
- Organic Keyword Ranking 3 13%
- Organic Keyword Ranking 4 08%
- Organic Keyword Ranking 5 06%
- Organic Keyword Ranking 6 05%
- Organic Keyword Ranking 7 04%
- Organic Keyword Ranking 8 03%
- Organic Keyword Ranking 9 02%
- Organic Keyword Ranking 10 1%
- Organic Keyword Rankings >10 10%
Other than these rankings, factors such as proper title tags, meta description, URL structure and brand recognition also influence the CTR in the organic rankings and a high CTR may easily have a positive impact on the overall SEO efforts.
It Does Not End There
After getting the top rankings and Click-Through to your website, it is crucial to also have a website landing page which converts those visitors into sales. Targeting relevant keywords from respective pages, page content, web design, user experience and navigation etc. all play their role in higher conversions. Even after converting those visitors into sales, the process of keyword research and optimization should continue after the sales in order to modify and improve your website.