How to define conversion keywords?

It all starts with a keyword, a sentence, or a typed question in a search engine, like the popular Google. Search Engine Optimization (SEO) or natural referencing of your website is crucial for it to obtain the best visibility on the web. The aim is not to attract every Internet user to your website, but to attract your specific audience or targeted clientele. Keywords search has become an important step, especially for e-commerce sites because not only will you discover the most researched words or phrases by Internet users in your category, you’ll learn even more about your clients or prospects.

What special tools do you need to choose your keywords?

Google offers numerous tools to determine your keywords. In Google Ads, you will find the Keywords Generator which will help you find new variations on keywords and the search trends for each of these words. Go to Google Trends to learn about the general public interests and get content ideas connected with those interests. You will notice however that the majority of expressions are in English, which is not always pertinent for the French market. As well, Google Webmaster Tools will show you the most frequent requests related to your company and those which directed Internet users to check out your website. We suggest you also consult statistics related to your website on Google Analytics, these will allow you to know which keywords have been searched by Internet users and directed them to your website. To measure the quality of a keyword and to know if it converts, you will only have to compare time spent on the page and rebound rate. Even Bing, which is not the number 1 search engine, offers Bing Ads Intelligence, a free tool for keywords search which allows you to establish your own list of keywords on Excel.

A few tips to help you select your keywords:

• Use words that are related i.e. synonyms
• Think about a specific vocabulary for the experts of your field and another more general one for curious beginners of your content
• Vary keywords, don’t overdo it with only one keyword i.e. the number of times it shows in a page.

How do you judge keyword pertinence?

Even if Google Analytics tell us which keyword our website visitors have used, it is sometimes difficult to know exactly the conversion return from each keyword. To know more, you need to understand how your website works. In web marketing, we work from a hypothesis, which we test and measure until we find the winning formula. For starters, competitive intelligence should be established to verify which keywords are referenced by your main competitors, but also, to identify all their ads, such as Sponsored Search Ads and Display Ads. This will indicate that these keywords have strong dollar value. A keyword can help to determine market trends, what are the most requested products or services, and content that is of interest to your clientele at this moment. It is important to understand the Long Tail Principle, which corresponds to infrequently searched keywords, which, when regrouped, create a large volume of visitors to your website. In other words, the more specific a keyword i.e. created from a group of words (more than 3 words), the more chances you have that your product or service will be exactly what the user is looking for and they become a customer.

In conclusion, even if Search Engine Optimization (SEO) is constantly evolving and developing more refined search engine algorithms, you shouldn’t start creating content just for search engines. In fact, your website should answer your users’ needs and generate your prospects’ interests first and foremost. Your web marketing specialist should make sure it is referenced the best possible way on search engines. You should avoid integrating too many pointless keywords into the content, in particular if they do not make sense in the context of the web page. Even if misspelled keywords are used in Google Ads campaigns, it is better to prioritize qualitative and pertinent keywords and content which will be logical for the users. Do not forget that referencing is not just about optimization and strategic use of keywords in your web pages, but the overall user experience on your website.

With its Search Engine Optimization (SEO) Department, Amauta Marketing can position your website in the top search engines results with the right keywords to convert your prospects into clients.