Sometimes, when it comes to SEO, the best thing to do to make sure that you are on the right track is to go back to the basics. This is basically keyword research and content creation done with 2 goals prioritized: your customers and the conversion rate of your website. If your SEO strategy has not been working that well for you lately, clearly you are doing something wrong. This post can help you figure out exactly what that something is.
About efficient keyword research and good content creation
1. Broad keywords are useful but they should not be the only keywords you focus on
For search engine optimization, while you want to invest in improving your website’s ranking in the search results for the broad keywords, often almost all your competitors use these same keywords. The competition can get fierce and unproductive. In addition to that, broad keywords only contribute so much to your business profitability since very few people directed to your website through these keywords actually convert into buying customers.
All in all, what should be your take-away from the above is this: in addition to broad keywords, it is important for online businesses to focus on optimization for more specific keywords too. It is mostly traffic generated by optimization for the specific keywords that bring in the majority of buying customers.
Ideally, if you offer different categories of products and services, you should conduct a keyword research to generate specific keywords for each of the product categories. Track your conversion by testing out the different keywords in turn to determine which specific keywords work best for you.
2. Optimization for specific keywords should be done for each product category as well as the individual products
We already covered the importance of focusing on keyword research for the different categories of products you offer. This is a lot easier said than done. Most businesses use Google AdWords for this purpose. Google AdWords is in fact a good tool to evaluate the weightage of different keywords, whether broad or specific. It gives website owners a pretty good idea of what people type in the search bar to look for things online. Note that since keyword research is a lengthy process, if you offer a selection of many products and services, focus on the keyword research for your most popular products first.
3. Content on your category pages helps
Once you’ve done your keyword research and you have your keywords home and right, using this knowledge, you can create a piece of content or an overview for the different categories of products you offer. This should be done tactfully because while content on your category pages can help boost the ranking of your website in the search results, at the same time, you don’t want push the products you are actually selling too far out of sight. Getting the amount of content right is important.
Note that in addition to helping your websites rank better, content on your product category pages also gives you an opportunity to connect with your customers. Sometimes, people don’t land on your homepage first and then they navigate to the products you offer. They can land on the other web pages too. This makes it important for you to have some kind of sales message on each of your web pages.
So in summary, some content on your category pages that includes one or two relevant keyword phrases can go a long way in improving your ranking in the search results and improving your conversion rate.
4. Content on your product pages
Equally important for the purpose of improving your ranking in the Google search results is to add content to your product pages. This may be a simple product description, a few product reviews put together in one place or if you want to go the extra mile, a video message.
Also note at this point that even if you forget about ranking well in the search results for a while, any content you create pertaining to a particular product will serve to help you establish a connection with your potential customers. It is a means for you to get to your readers and sell your products. To increase your chances of getting found online, throw in some specific keywords pertaining to the product in the content you create but always make sure that the keywords don’t appear too cumbersome or conspicuous.