Strategic Guide to find the right keywords.
How to maximize traffic to your website by selecting the appropriate keywords and themes.
– 3 types of keywords
- Lucrative keywords
- Lucrative keywords on your website
- Informative Keywords
- Keywords Informative on Your Website
- The Keywords Pivots
– Site Structure
In the search keywords, the majority of the time and the focus is on research and evaluation of keywords that could bring more profit, as directly as possible. We seek to answer questions such as:
- What is the business purpose of the people doing this research?
- What is the importance of the niche / market? How buyers can I achieve?
- How much traffic do I get from a good ranking for this keyword?
- What will be the challenge that I will face to achieve a good ranking for this keyword?
The goal is usually to create an optimized page for a keyword that will attract a good number of visitors, who then make a purchase, or from one of our own products, or a product for which we are affiliated. Obviously, there is nothing wrong with this approach and the “keywords for profit” are certainly the most important keywords for your site. However, these are not the only interesting keywords and it will not be forgotten. In most cases, you can not and you should not build a website entirely on these lucrative keywords and nothing else. There are many opportunities to “expand” a website with additional content based on keywords that are not particularly profitable in themselves. This guide explains exactly how to go from a strategic and effective manner.
3 types of keywords
For the purposes of this guide, we will define three types of keywords for a specific use in the creation of a site and its contents. These three types are:
- Lucrative keywords
- Informative Keywords
- Keywords pivots
Knowing these three types of keywords, search for and create content tailored to each of them will help you create a site much more convincing and also more profitable end.
As mentioned in the introduction, a profit keyword is a keyword that will lead directly to a conversion. Here are some features lucrative keywords:
- Tags containing product names and research including product serial numbers (more is detailed, the better).
- Keywords with brand names.
- Keywords negotiation – anything containing the words “where to buy”, “cheap”, “discount”, “coupon”, “best price”, etc.
- Keywords comparison and criticism (eg. “Critical product X” and “against product A product B”).
- Very specific searches (specificity is a very good indicator of commercial interest).
- A large number of paid advertisements and advertisers bidding on the keyword.
- An estimated cost per click rather high.
In SECockpit , you can filter for specific keywords by activating the column “Words”
You can then apply a filter to show only keywords with a number of words and more:
It’s interesting to find more specific keywords and to find long tail keywords.
You can also gauge the commercial intent keywords by activating the columns of CPC and Adwords competition. The CPC indicates the estimated cost per click advertisers pay, while the column indicates combines Adwords advertisers actively bid on the keyword (plus orange = bar is there more to advertisers).
Any Keyword meet one or more of these criteria and lying have a fairly low competition with a high search volume, is a very good opportunity.
Lucrative keywords on your website
Lucrative keywords that you find will dictate the basic content of your site. Create well-optimized pages and rich content for each of these keywords and run SEO campaigns to get good rankings for those keywords (also see our guide on optimized content for more information on creating and optimization of content).
The home page of your site should be directly linked to a lucrative keywords and pages related to profit keywords should be easily accessible from any page, through your site navigation (AC may also be a contributing factor in the ranking of your pages, since Google is interested in internal links when determining the importance of pages on a site).
Lucrative pages should always include strong calls to action in passing. Make the action resulting in a sale / conversion is as easy as possible for your visitors.
Informative keywords are the majority of Internet searches. An informative keyword indicates that the person who initiates a search on the Internet simply seeking an answer to a question or additional information about a topic, with no intention of buying anything. It goes without saying that the informative keywords are less profitable than the keywords for profit.
Here are some features informative keywords:
- Tutorial type of keywords including the words “how to”, “tips”, “tutorial”, “learn”, etc.
- Creative keywords like “ideas,” “plans,” “examples”, etc.
- Terms such as “resources”, “news” and any reference to news reports.
- Research formulated as questions.
Sometimes informative keywords indicate an interest in information and nothing behind. However, in other cases, the informative keywords can indicate that a person is in the early stages of the buying cycle, which would give something like this:
These are the common phases we go through before making a purchase. All phases are not always included in the process and completion of the cycle can sometimes take days or weeks, and sometimes only a few seconds. It is important to keep in mind that the search for information by a person today can turn into buying tomorrow. And this is something on which we can capitalize. In terms of indicators, which is the largest in the informational tags is the search volume.
The volume of research shows just how many people are seeking an answer to a specific question or seek a tutorial in particular. You must create information on the topics
Popular and all subjects “underserved” (for example, a question that is often sought, but did not really appropriate response in the top 10 of the current results).
Keywords Informative on Your Website
A simple approach is to find informative keywords that are related to your niche, product, service or site, and use them to base the additional content. Create a FAQ page, create a series of video answering the most common questions, create pages with general information base as new to the niche may seek.
Then just watch your analytics and over time you will see that some informative keywords led to a decent amount of conversions you can start throwing SEO campaigns for specific pages. You can use the words- informative key as “traffic sensors” to attract new visitors to your site. However, there are many other advantages to using informative keywords.
First, there are benefits in terms of SEO: Google tends to prefer the big websites to small and any links you get to your information pages will go a small way to the general authority of your site.
Then there are the social media content related to informative keywords is generally easier “shareable” as keywords for profit. Your articles concerning the “Top 10 myth [Your Niche]” is more likely to be distributed in social networks a critical product for example.
Finally, and this is perhaps the most important thing, the informative content related to keywords can present great opportunities for creating brand recognition and building the authority of the site. People are more likely to buy something from a friendly person who produced these tutorial videos to any other random decision shop. Someone who was stuck in the early stages of the buying cycle may return to your site to finally make a purchase, simply because he already felt comfortable on your site and that he had favorited.
This type of branding takes time and effort, of course, but it can be the trigger for the success of a business. Even in the short term, a good amount of information content may help contribute to the authority and to brand your site strategy. A very good example of the use of informative keywords is available on the online store of dietary supplements related to fitness Myprotein:
In addition to their lists of traditional products, they also offer pages with information on different fitness goals and several sports, including recommendations of dietary supplements for each case, of course. You can imagine that these information pages serve as “traffic sensors” and help strengthen the credibility and authority of the long-term site. But it is also likely that for those who actually read the content of the information, there is also someone who simply looks Navigation Menu thinking “great, they really know what they are talking” and proceeds then purchase.
The Keywords Pivots
A pivot keyword is a keyword that can attract traffic to your site, you can then easily redirect to one of your pages with keywords for profit. For example, consider a hypothetical product review website in the niche “widget” (also hypothetical). Here are some related keywords:
It is clear that “blue widget review” is a powerful profit keyword since it has a large volume of research, a relatively low competition and the fact whether it is more a product name + keyword critic says it is also cost effective. So one of our main pages should be optimized for “blue widget review”.
Now there is a second keyword criticism, this time about the “red widgets”. In case “red widgets” are on an equal footing with the “blue widgets”, we can just treat them as another profit keyword and make him another page. However, perhaps the “red widgets” are not as good as what the “blue widgets”, or maybe there are other reasons why you do not want to recommend them. In this case, it becomes keyword pivot: you create and optimize even when a page for the keyword “red widget review” but the purpose of this page is to inform visitors that the “blue widgets” are actually a better choice direct them to the review page “blue widget review”.
“Blue widget coupon code” could also be a keyword pivot potential, if there is no coupon or if there were, but they have now expired. In this case, rather than ignoring the keyword, create a page about it, explain that the coupons have expired and direct the visitors to your main page product reviews. In most cases, you can pivot between keywords price comparison and promotion.
Objections have also often pivot opportunities. If you find keywords stating objections to the purchase such as complaints about high prices, the quality of the product or service, or safety, it is more advantageous to treat these topics on your site then direct your visitors to your pages profit, rather than ignoring these objections.
Looking again the examples above keywords, we see that there are other keywords like “yellow widget review” with a very low search volume. This could be used as a pivot to redirect visitors to “blue widgets” or simply be added to complete your pages. A larger amount of products enhances the credibility of a product review website.
And, of course, “tutorial widget” is a perfect example of an informative keyword should be used because of its high search volume.
When planning the creation of a new website or expansion of a site, you can create 4 groups of keywords:
- Lucrative keywords
- Informative Keywords
- Keywords pivots
- Keywords uninteresting
The keywords are irrelevant all those for whom you are not going to create specific content or optimize your pages.
Each page type contributes to your site in its own way. Lucrative keywords attract traffic that converts quickly pivots pages (there should not be many) attract additional traffic which also benefits your profit and informative pages, and contributes to the overall authority of your site and helps to create a brand identity, and sharing on social networks.
Your investment in terms of time and expense, must always focus on your pages lucrative. This is where you need to make the biggest SEO efforts and this is where you test and optimization efforts should be concentrated.
Keyword pivots are not very common. If you see, use them – most people do not and that’s a way to take advantage.
The information part of the site is the ideal party to continue building quietly. Add information and regularly update the content on a site results in benefits in terms of SEO, making it one more reason to use the informative keywords. Although the information pages are not as important as the lucrative pages, do not make the mistake of not using them. It’s better not to have information content as having poor quality informative content, for “garnish” the site. It is a strategy that worked rather well before the updates to Google Panda, but today more harm than good.
Search Keyword is more important than just show us where are the opportunities to make money . Basically, the desired keyword allows us to obtain information on the expectations and thoughts of people in our target market. Thus, we can use what we have learned from the desired keywords to influence many aspects of our site, beyond our lucrative pages and SEO campaigns.
I hope this guide has given you new ideas on how to use the information related to keyword research.
We do hope that success with your online business!