How SEO Campaigns Can Bring Success to Your Website – Part III

In the final part of this 3 part article series, we round up our discussion of SEO and how to make it best work for your small business or freelance website.

Selecting Keywords by Commercial Intent

Not only should you organize keywords according to relevancy and specifically, you should make the additional effort to research which words lend themselves to commercial intent. Ideally you’ll be looking for words that relate to the end steps of the consumer buying process and indicate those on the edge of conversion.

This is important as such keywords are generally more effective at creating the ideal conditions for success. To do this you’ll want to consider specific categories such as:

• Products: Keywords that may belong to this category can include, ‘brand names,’ ‘affordable,’ ‘best,’ ‘cheapest,’ ‘comparison,’ ‘review’ and ‘premium’ for example.
• By Now: These keywords are used to communicate a certain level of immediacy and may include, ‘buy,’ ‘discount,’ ‘deals,’ ‘coupon’ and ‘free shipping’ amongst others.

By targeting these high commercial intent keywords, your site’s click-through rates can improve dramatically and will allow you to focus more time on what really matters – your conversion rates.

Creating a Plan for Effective Search Campaign Implementation

Once you’ve established a keyword hierarchy within your website you can then put that into action. Ensure that all your headings, article titles, URLs and meta-descriptions (including images) follow the vertical relevancy you’ve set out.

In this way you can ensure that your websites attract significant volumes of traffic and convert potential customers once they arrive. Remember to track this kind of information as you’ll need it when selling your portfolio on online marketplaces such as Flippa or others.

Implementing Pay-Per-Click Keyword Campaigns

Once you’ve created the conditions for the perfect revenue generating portfolio and have a marketing budget available, you’ll be able to take full advantage of what SEO campaigns have to offer.

Understanding that effective keyword grouping strategies are at the crux of your campaigns is essential – the more accurate you are the less will come out of your budget. Creating search campaigns is not an exact science however so don’t be discouraged if your efforts involve a lot of trial and error initially.

Maintaining Your Search Campaign Budget

Obviously everything you do with regards to your pay-per-click search campaigns will impact your bottom line and as such you should be aiming for efficiency above all else.

If your initiatives aren’t working the way you’d envisioned and you know your checkout process is fluid, you will have to go back to the research stage at the beginning of this article. Though hopefully you will have found this information relevant and now have a clearer picture moving forward.