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.  

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

In part 2 of this 3 part article series, we continue to provide actionable tips for freelancers and small business owners to make SEO work for them.

The Anatomy of Effective Content Marketing

Keywords don’t capture everyone’s attention as your market will be comprised of many specific types of customers and they will each navigate to your websites in different ways.

The point of implementing effective keyword strategies is to improve your site traffic and conversion rates so that profitability enters the equation and generates interest among your potential buyers at auction.

With that in mind, you’ll need to be responsive and reactionary to the phrases your customers are searching and be aware of the fact that this is an ongoing process.

Understanding Your Target Audience

This comes down to recognizing the strengths of each of the websites within your portfolio and their function in appealing to your target audience. Identify which segments of your customer base account for the largest percentage of sales.

For example, if 20 percent of your target market is comprised of customers seeking high-end, premium quality products or services that are price and 35 percent simply wanted a mid-range or inexpensive option, which would be the better group of consumers to target?

The correct answer is both.

Keyword grouping strategies allow you to target these groups individually and across multiple campaigns in a co-ordinated way. As such, you will need to adjust your search campaigns either more specifically or generally depending upon who you’re targeting at any given point in time.

Understanding the Terminology of Search Campaigns

If you’re unfamiliar with using Google AdWords or other PPC platforms the process is generally straightforward. Defining the terminology however can be a different matter. Before reading further it is highly recommended that you familiarize yourself with the following:

• Campaign Types: determine which networks your campaigns will officially run across. Fortunately, the settings can be restricted for niche audiences or broadened to provide the widest reach possible if you so choose. 
• Ad groups: relate to the parameters of each of your search campaigns and includes your keyword groups, any accompanying budgets and any details regarding targeting in relation to your objective.
• Quality Scores: are measurements from Google based on the relevancy of your ad’s headline, description, keywords and destination URLs to your intended customers. A high quality score can reduce the cost of certain search campaigns.

Regardless of whether you’re just starting out or have been buying and selling websites for an extended period of time, you’ll need to implement such search campaigns on a case by case basis and create multiple campaigns to run over the same timeframe for consistency. 

The Role of Hierarchy in Keyword Search Terms

When making your keyword lists, make sure there will always be ways you can prioritize the importance of each term or phrase in relation to others within the group to establish a hierarchy.

As different topics gain traction, you can insert yourself into conversations by ‘newsjacking’ a story and piggy-backing off of the search campaigns of other, external sources. Internally, your content marketing efforts should incorporate keywords that link to other landing and product pages to maximize the cohesiveness of your website.

How SEO Campaigns Can Bring Success to Your Website – Part 1

In this 3 part article series, we provide actionable tips for freelancers and small business owners to use the power of SEO to get new clients and improve their website’s performance.

It has long been known the power of the internet lies in the words that helped to shape it. It’s one of the reasons why SEO campaigns can be effective when utilized effectively. And while many translation freelancers and website owners are taking advantage of content marketing, there seems to be a lack of information regarding strategies for the efficient grouping of keywords.

This is especially important to know in the wake of Google’s recent ‘Pigeon’ algorithm update which dramatically altered local search returns and modified the way location cues are interpreted and processed.

Some Options for SEO Models and Research

So what exactly are the most efficient SEO models and what options are available to translation website owners going forward? Well, as Google is the undisputed king of search engine optimization it’s fair to say that your best chance for success lies with the technological giant that is in no way sleeping.

Essentially, there are two platforms which work in unison and can be used to boost your web presence, attract more customers and secure higher conversion rates and sales. They are:

• Google AdWords: This is a pay-per-click (PPC) revenue system through which you can create campaigns that prioritize keywords to improve your score in search engine results and rankings.
• Google Keyword Planner: This is a free AdWords tool that allows you to competitively group search terms, retrieve historical statistics, and predict the behavior and performance of particular keyword lists.

Search Campaigns and Keyword Grouping Strategies

To understand the usefulness of SEO you will first need to understand the role that keywords play. The aim of this article is to introduce readers to the intricacies of grouping strategies and how this is an important step that informs the overall effectiveness of your search campaigns.

The first actionable step is to get to know your target audience and conduct research into the key terms and phrases they’re using to search online (more on that later). So for now, just concern yourself with creating quality content and begin by answering the following:

• How many keywords can you target per page?
• How many product pages or subcategories do you have?
• Are you able to separate key terms into distinct categories?

Your answers to these questions should provide you with the basic information about each website in your inventory and should help you to create a targeted list of keywords that you can then assign to particular groups of consumers within your demographic. 

Part II of Article is coming right after this.