BrightEdge reports that organic search contributes to 53.3% of website traffic. So, to increase your site’s organic traffic, you should know the keywords it ranks for. This will tell you what users are looking for.
You can use tools like Google Search Console, Google Analytics, and others to find your website’s organic keywords that it ranks for. Alternatively, you should also be aware of the keywords for which your competitors rank. Why?
Well, learning about your site’s organic keywords can help you:
- Understand traffic drops
- Find missed opportunities
- Monitor your competitors
- Target relevant keywords
- Get data for reports
- Identify keywords that are easy to target
- Develop promotional strategies
Discover Organic Keywords For Your Website
How do you start your site’s organic keyword research? Well, don’t indulge in guessing but use reliable keyword solutions to find them.
Leading keyword research tools are simple to use. You simply need to enter a website’s URL or a topic to view the relevant keywords for that site or subject, and the number of people who search for those keywords every month appears. The tool can email those keywords to you to utilize them in your organic ranking and content marketing campaigns.
What is Google Keyword Planner?
Google Keyword Planner is a tool that helps marketers find crucial keywords as well as data such as ad pricing, competition, and search numbers for specific keywords. If you are planning your Google Ads campaign, Keyword Planner is an excellent tool to start with.
With Google Keyword Planner, you can research keywords that you can use in Search Network marketing campaigns. The tool is free to use and enables you to find relevant keywords for your business, the monthly searches they get, and the price needed to target them.
In a nutshell, you can use the Keyword Planner to:
- Discover relevant search keywords for your site
- View the average monthly searches for the keywords
- Find out the costs and implement new campaigns for search ads
Identify Your Users’ Intent
It is essential to learn about user intent to improve your search marketing and SEO efforts. If you don’t nail it, you might miss a lot of potential traffic. On the other hand, if you help visitors find their searched content or product and deliver relevant and quality web content, you’ll find more people accepting your offers.
But, how will you comprehend your users’ intent?
Suppose you wish to buy a new mobile phone. First, you’ll look for general information about the device. Then, you’ll shortlist some models, view their features, and compare them. Finally, you’ll settle on the one that meets your requirements and look for good deals.
At each phase in this process, you will enter different search phrases and keywords and convey your user intent. The user intent is generally classified into three – transactional, informational, and navigational. To find information on smartphones and their features, you use informational keywords. To search for a particular website, you use navigational keywords, whereas to find deals, you use transactional keywords.
All these search queries help you determine your users’ intent. You can leverage it to boost conversions. Now let’s assess each in detail so you can effectively utilize them.
Understanding Navigational Search Intent to Improve Conversions
You can use Google Analytics or Google Search Console to find navigational keywords about your company or brand. To gain conversions from navigational queries, you need to ensure that users easily find you and view the correct pages after landing on your website. Check this by entering the same search words to view the results.
Ideally, you should get links to your website and social media profiles or a detailed result displaying many of your site pages. If the site links include your main conversion magnets, it’s even better.
Using Informational Keywords to Cater to User Needs
To meet users’ needs who enter informational searches, you can craft a page that offers the needed information and build a call to action to meet the user’s desire to buy the product. Even if users don’t wish to purchase immediately, you can give them the required information to build trust so they’ll consider your product later when they make the buying decision.
Offer the Buy Button to Transactional Query Searchers
Transactional phrases mean the user is ready to purchase. They’ll use specific terms about models, makes, and details and include words like “buy,” “purchase,” and “price.” When visitors are ready to purchase, help them easily find their desired product or service.
To understand your conversion prospects, check if users can find the right content when they enter transactional search terms and whether they go on and convert.
Everybody Hates Spam (Even Google Bots)
Ideally, your search and content marketing strategies should not use spamming as Google and other search engines frown upon them. Therefore, avoid black hat SEO techniques, keyword stuffing, and other spammy methods.
Spam content is not meant to serve your audience’s needs. Effective content marketing involves creating and sharing relevant and valuable content. Content marketing’s main objective is to gain and retain a target audience, and this cannot be achieved by merely posting spammy content as a marketing strategy.
To stop spamming, you should re-examine your SEO and content marketing strategies and ethics and adopt only white hat practices recommended by Google and SEO experts.
When you are looking at your computer trying to create content for your website, think about how it can be valuable and serve your audience. When your content marketing strategy is about you, then it’s probably spam. Your content marketing and SEO efforts will only succeed when your content caters to user needs and demands.