Join David Booth for an in-depth discussion in this video Ongoing keyword evaluation, part of SEO Foundations.
- 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 the great keyword data that we could 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 we've targeted and we start to get traffic coming to our pages as a result of those rankings we'll need to see if those keywords are actually driving conversion actions and business objectives. Remember that 2013 used Toyota Camry keyword that we thought would be so perfect for us? Well, it might turn out that everyone typing in that keyword is looking for a place to take their car to get fixed for free as a result of a 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 and effective way to do some testing is through page search. Using platforms like Google AdWords or Bing Ads you could buy the keywords you want to evaluate for short periods of time, and then 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 very 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 you're revisiting this exploration a few times per year to find new opportunities that may have come up.
By staying abreast of the 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, both today and for years to come.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is SEO?
- Understanding how search engines index content
- Researching keywords
- Using SEO tools
- Optimizing pages for keywords
- Optimizing code and site structure
- Building links to your content
- Optimizing nontext components of a webpage
- Analyzing content quality
- Defining your audience, topics, angle, and style
- Promoting your content via social media
- Measuring SEO effectiveness
- Setting up Google+ Local
- Optimizing ecommerce sites for search
- Configuring sites for mobile