Keyword selection plays a significant part in all digital marketing campaigns. In the beginning, you may target keywords based on relevance, estimated search volume, competition and estimated cost per click.
However, as the campaign progresses, keyword traffic and conversion data can provide highly actionable information that can be used to better target messaging, increase keyword traffic quality and improve lead conversions.
Identify Quality Keywords
• Traffic source information (i.e. search engines, keywords)
• Visitor website activity (i.e. pages/visit, bounce rate, time on site, pageviews)
• Online conversions (i.e. online form completions)
• Offline conversions (i.e. phone calls)
Using this information, attempt to answer the following keyword-related questions to determine quality:
• What keywords drive traffic?
• What keywords continue to drive more traffic? — This may signify an improvement in rankings.
• How are targeted keywords used in long-tail searches?
o Is the way audiences use these terms relevant to you?
• What keywords drive site interaction, indicating relevancy to visitors?
o Look for a low bounce rate, and high time on site, pages per visit and pageviews.
• What keywords drive visitors that complete online forms?
• What keywords drive visitors that call?
The answers to these questions will help narrow down the best keywords to target with your marketing activities.
It is important to note, prior to making any campaign keyword adjustments; make sure you have enough data to arrive at an accurate conclusion.
Where to Use Targeted Keywords
Brand Messaging and Content
Look at what keywords seem to resonate with online visitors and integrate them into your brand messaging and website content. Feature these keywords in taglines, marketing messages, headlines, page copy and website navigation options to show visitors that you speak their language.
Search Engine Optimization Efforts
Reevaluate the terms you’re targeting with your optimization efforts. Focus on keywords that strike a good balance between strong traffic volume and good conversion rate. Next, integrate these terms in specific locations throughout your web pages, including page titles, URLs, meta descriptions, headlines, body content, image alt text and link anchor text.
The following link is a great beginners guide to SEO from SEOmoz.com, with more details on keyword integration.
Effective use of a PPC campaign budget is predicated on selecting and bidding on the keywords that will drive highly qualified traffic.
Make sure your campaigns are targeting keywords that have proven to convert into leads. You may also consider increasing the amount you’re willing to bid for these terms because you know they are more likely to convert.
Website Calls to Action
Make sure to integrate quality keywords into your call to action text, for example, “Call Today To Learn More About [KEYWORD].” Similar to brand messaging, your calls to action need to resonate with audiences before they will take action.
Also, remember that leads don’t just convert via online forms. Make sure to offer both a lead form and tracking phone number to give them the option.
How are you using keyword analytic data to improve your marketing campaigns?