Apr 16 2009
In my last post, I was discussing the importance of selecting the right set of keywords. Today, I will push the topic further.
What is the normal SEO process followed by most of the companies (especially those who outsource the SEO tasks to other companies)?
They identify a set of keywords and optimize content accordingly. Once the content is ready, they start link building for the campaign. After a few months, they change the keyword list and continue the same process.
What is the problem with this process?
Whenever you change the keyword list and shift your link focus, there are all the reasons for your ranking to drop very soon. The process somewhat is exclusionary whereas, it should focus on including more keywords to the existing list. Yes, you sometimes also need to exclude some keywords. But, it should solely depend on the performance of the keyword – the conversion ROI.
As the site starts growing mass and search engines start sending you traffic for different keywords, you stand a better chance to identify the best keywords. Trust me, the analytics report can tell you much more than WordTracker or Google.
All you need to do is to identify the right keywords that can offer you better conversion rate and niche visitors. Focus on these keywords and identify specific page for each set of keywords. (Do not target all your keywords on the home page unless you have a one page website.) Look for long tail keywords that are performing well or got chances to perform well under favorable conditions. And this is where you can actually outgrow your competitors as far as return on investment is concerned.
What if your site is not old enough to offer you enough data on long tail keywords? You may think about using the Search-based Keyword Tool from Google. Avinash Kaushik has written a great post on it.
Analytics report has the key to make a campaign successful.