Once you start optimizing on-site, of course, it looks like you have a clear vision, what keywords to use, what keywords customers are typing in Google search. Everything looks pretty simple and straitghforward, when in reality it’s not. First, you really don’t know what brings your customers to the page or what their intentions really are. While creating SEO strategy, many marketers make mistake of assusimg they know, what’s behind consumer behaviour, but for good search data and SEO strategy to work wonders and generate conversions, marketers have to let go of all the assumptions. So where to start?
1. Start in Keyword Planner
Google Keyword Planner is the natural place to begin your research. Here, you enter a search phrase you think is relevant and get suggestions for related keywords. You also get a rough figure on the amount of searches that occur for each keyword and month, and how much you would have to pay for a click in search marketing.
2. Analyse your Google Analytics data
In GA, you can see what keywords actually generate conversions, as well what exact search phrases people used and clicked on to arrive at your site, and led to a purchase. These are real-world search queries that may not have been included in your keyword planning.
3. Analyse your on-site search data
On-site search data, unlike GA data, provides great insight into the most relevant search phrases regarding your business. These might be words you didn’t know people use to describe your products, products you may not even carry, and questions you didn’t know customers had. While Google Analytics provides data for keywords you already rank for and/or buy, site-search provides data on what people look for when they have entered your website. It provides a picture of the customers’ perception of your brand.
4. Create keyword clusters
When you have gathered all of the information, you can start playing around with keywords and phrases. Try to group them in relevant clusters and gather search terms that are similar and related to one another. Take into consideration what generates conversions and what people look for on your site.
What you choose is up to your customers. What do people search for the most and how do they navigate the website? The keyword clusters simply decide what option you go for. For any SEO strategy, the key is to create a website that is targeting your customers’ searches. If you look at GA data together with your on-site search data, you will be able to create the most logical site structure. In doing so, you can build a website that can be found and where people can find what they are looking for.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.