Have you ever found yourself lost and floating in the sea of web analytics? June Li from Click Insight provides you with with a lighthouse to guide you while navigating the web in her newest article.
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2 CommentsThe Internet Marketer's Secret Weapon
Have you ever found yourself lost and floating in the sea of web analytics? June Li from Click Insight provides you with with a lighthouse to guide you while navigating the web in her newest article.
Click to read more…
2 CommentsIn the “first part of this post”:http://www.onedegree.ca/2006/10/10/keyword-strategy-seos-most-critical-element-part-1, I outlined several places that you can find good keywords for your website. In this post I will provide some keyword selection tips and outline how to group your keywords and position them on your site.
*Keyword Selection Tips*
When selecting keywords for your site, it is best to look for phrases that describe your products/services in the most clear and logical way possible. Below, I have outlined a number of selection tips for you to consider.
*_Evaluate the market for your keywords_*
In order to select the best keywords for your site, you have to be able to evaluate how competitive the market is for each term and determine whether you have sufficient resources to compete.
You can gauge the level of competition and projected traffic for your keywords/keyword phrases by using some of the keyword suggestion tools that I outlined in my previous post. However, I highly recommend that you try out the “Keyword Difficulty Tool”:http://www.seomoz.org/tools/kwtool.php developed by SEOmoz. This tool will provide you with detailed information about the top ranking sites for a search phrase and give you good idea about what you will have to do with your site in order to compete. You can use this tool to compare terms that you are interested in and determine which ones are the most suitable for your keyword efforts.
*_Keywords vs. keyword phrases_*
It is often said that shorter keyword searches represent shoppers and longer keyword searches represent buyers. Single keywords (or short phrases) are not highly targeted and are much more difficult to rank well for. Longer, more targeted keyword phrases can generally be associated with greater purchase intent and will typically yield much higher conversion rates.
The goal of your keyword strategy is to drive qualified traffic to your website. Avoid using too many overly generic terms. Try to select *2 to 5 word phrases* that are specific to the contents of the page that you are optimizing.
At the “Emetrics Summit”:http://www.emetrics.org/ in Washington DC last Wednesday, Brett Crosby of Google announced the launch of “Google Website Optimizer”:http://services.google.com/websiteoptimizer/, beta. A multivariate testing platform free to those with a “Google Adwords”:https://adwords.google.com/select/Login account, Optimizer allows you to test landing pages or conversion events for not only search engine marketing, but also email, ads or an offline drive-to-web campaign. Sure, this will help Google increase Adwords revenue but it’s a definite win-win for Adwords customers as well. Way to go Google!
I had been in Washington for the Summit since the Saturday before, and after 4 days of very long days and jam-packed sessions, some of our heads were filled to brim. However, we were awake enough to suspect something was up when Brett walked to the podium wearing a suit with his presentation on a flash drive and not preloaded.
Use of the Optimizer is by invitation only. Google will be screening sites before they allow access to the Optimizer. Brett said that they definitely have criteria for admission and I hope that this includes a screening of the readiness of the applicant to do a robust test. There’s nothing more dangerous than an invalid test. Because people tend to have more confidence in test results, they tend to risk more. Taking action on invalid test results can be deadly.