Understanding some of the basics of search engine optimization can definitely bring down the advertising costs and position your company to receive the benefits of targeted traffic. One of the first steps to optimizing an existing website is deciding on the key search phrases your website should rank for to bring in the best traffic for your business.
The person who knows your company the best is you, the owner. Of all people you should be able to pinpoint the ideal clients your business will benefit from which will help you in your first step to optimizing your website. Deciding on the keyword phrases to optimize for will determine the type of traffic your website generates.
Ranking for larger, generic terms not be as advantageous to your business as breaking the keyword down a level or two to get more niche specific. For example, if you are an SEO freelancer that specializes in driving organic traffic, ranking for a term like “digital marketing” may not be as advantageous to your business if you don’t want to offer all of the services that digital marketing encapsulates. The phone would be ringing with people asking about paid traffic and web design-which are both included in the digital marketing universe. However if the heart of your business is providing organic traffic and local listings you may want to optimize for a more specific search term such as “SEO services.”
For every keyword that applies to your business, break it down a level further. Try to get as specific as possible with the services you offer in order to target the clients that apply the most to your business.
In order to get more out of your keyword selection invest in keyword software. There are plenty of platforms that will allow you to purchase a month-which is all you would need to determine the specifics in evaluating your keywords. There are literally dozens of adequate options for keyword analysis that will provide you the essential data you need to make the most educated decision.
Once you have the keyword software of your choice you will run a report based on a “seed keyword.” The report will generate a list of alternative keyword results that will display values that serve as indicators to making the best decision for your company.
Monthly Search Volume
The monthly search volume is the total number of searches made in a month for a specific keyword. This indicates the potential traffic that is available to be directed to your website.
Competition or Keyword Difficulty
“Buyer keywords” will typically be more competitive to rank for which means there are more developed websites fighting for position. This indicator will be measure differently using different software. If you are new to SEO then look for the lowest values since they will be the easiest to achieve a competitive ranking.
The cost per click refers to paid traffic where a company will pay for every click to their website. The higher the value of CPC means the more money is being made from that traffic. A higher CPC is a good indicator for your keyword selection.
Google Ads offers paid traffic programs or pay-per-click (PPC) which you are able to set up a campaign to be placed in advertisements in the assigned positions for a search result. The cost per click refers to the amount it costs for every click made on your advertisement.
A keyword report can assist in making an informed decision about the optimization of your company, but the indicators don’t tell the whole story. Finding the best keywords involves balancing the highest monthly search volume, highest CPC and the lowest keyword difficulty. Comparing these values as well as assigning the relevance of the traffic it will bring to your website gives you a clearer picture to make a more educated decision on your search terms.