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Ongoing keyword evaluation

From: SEO Fundamentals

Video: Ongoing keyword evaluation

Ongoing keyword evaluation is critical to the long-term success of your SEO efforts, and it's really the last step of the keyword research cycle. With all of the great keyword data that we can look at, the one data point that we can't find out about those keywords is how they'll actually perform for us. Once we start ranking for the keywords that we've targeted, and we start to get traffic coming to our pages as a result of those search engine rankings, we'll need to see if those keywords are actually driving conversion actions and business objectives. Remember that blue 2010 toyota camry keyword that we thought would be so perfect for us? Well it might turn out that everyone typing that keyword into a search engine is looking for a place to take their car to get fixed for free as a result of some product recall.

Ongoing keyword evaluation

Ongoing keyword evaluation is critical to the long-term success of your SEO efforts, and it's really the last step of the keyword research cycle. With all of the great keyword data that we can look at, the one data point that we can't find out about those keywords is how they'll actually perform for us. Once we start ranking for the keywords that we've targeted, and we start to get traffic coming to our pages as a result of those search engine rankings, we'll need to see if those keywords are actually driving conversion actions and business objectives. Remember that blue 2010 toyota camry keyword that we thought would be so perfect for us? Well it might turn out that everyone typing that keyword into a search engine is looking for a place to take their car to get fixed for free as a result of some product recall.

All of our research told us that this would be a good keyword. But it might turn out in the end that it's not driving any car sales. The point is, we'll need to be able to adapt. You'll find that some keywords just aren't producing results for you. And don't be afraid to swap in new keywords in place of those that aren't working. And you'll only know this once you've already got traffic coming to your site from those keywords. A quick way to do some testing is through Paid Search. Using Google AdWords or Microsoft's adCenter, you can buy the keywords that you want to evaluate for a short period of time, and collect the data that will help you understand whether or not these keywords are going to provide business value for you.

While Paid Search clicks do tend to behave a little differently than clicks on organic search results. This can be a good proxy, and potentially save you months of work and lost opportunity. And don't forget that SEO isn't just a one-time, set-it-and-forget-it project. It's a continuous process that has to be maintained over the long term. This industry is constantly changing, and the way people use search engines is evolving, too. The keyword research that you did a year ago might not be valid anymore. So make sure that you're revisiting this exploration a few times a year to find new opportunities that may have come up.

By staying abreast of changes with fresh research and focusing on how your target keywords contribute to your website's organic traffic and business objectives, you'll be developing a better understanding of your visitors, their search patterns, and how you can serve them better with the pages of your site month after month and year after year.

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This video is part of

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SEO Fundamentals

64 video lessons · 48041 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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