I was recently looking at a number of websites in a particular market. These were all ecommerce sites so their only real goal in life was to drive people into their funnel.
I was looking at possible short comings in terms of how they were structured to convert traffic and get the best from their current traffic. As I said in Traffic Optmisation should be part of your business, it’s not always about getting more traffic. But it is about getting more of the *right* traffic.
What I noticed was a lot of sites were failing to build links and map buying keywords to their sub pages. Usually you can expect the majority of your sales to come from long tail keywords as these are an indication of a more focused user. On or two keywords used in a search is a user researching, above this, 3 to 5 keywords that user is ready to convert.
There are a couple of great methods you can use to determine these buying keywords:
1) PPC Traffic – I think running an initial PPC campaign with a wide range of keywords is always a great idea before choosing what keywords you want to incorporate into your organic campaign. This will give you actual conversion stats for keywords. There are always surprises in stats you get back from this test. Keywords you thought would have strong conversions just don’t connect with your audience. Knowing this information before you spend 12 weeks on organic campaign will save a lot of wasted effort and resources.
2) I really like Microsoft AdCenter Lab and the tools there. For example if you go to Demographic Prediction and type in a keyword like “cheap hotels in london” you get some information on who your target audience is.
Another tool worth using is under Keyword Research – Search Funnels. This allows you to check what keyword users may search for after a certain keyword. This is pretty similar to what Google Insights does (Google Insights does it better, see below) but it still provides a nice little graphic.
3) Google Insights: I touched on Google Insights in a previous post about using Google Trends to predict results on tv shows. It’s a great little tool that allows you to capture trends for a particular keyword and other related keywords. For example looking at “cheap hotels in london” we get:
But some great features that have been added to Google Insights:
a) You can now search for keywords under the following categories Web Search / Image Search / Product Search / News Search. This is a great new feature. It allows you to search across the different Google properties. I am pretty sure they will add video soon.
b) You can save any searches on your iGoogle home page. It will update any changes around these keywords right on your iGoogle page.
Once you map these buying keywords to your sub pages, it’s imperative you build links to these pages. A lot of people concentrate on their home page and forget about their sub pages. But building the PR of your sub pages will have a positive effect on your home page as they will be strongly interlinked with that page (or should be).