If you make this marketing mistake when creating content for your website, could be losing 10’s of thousands of dollars; if you avoid this mistake you can continually attract qualified leads to your business website. So what is this big mistake?
Not Conducting Proper Keyword Research
In this article I will explain what is keyword research, why keyword research is important, and how you can form a marketing strategy around keywords to generate more leads.
What the Experts Say.
“Keyword research is one of the most important, valuable, and high return activities in the search-marketing field. Ranking for the right keywords can make or break your website.” – Moz.com (top search engine blog and tools)
What is keyword research?
Keyword research is the process of discovering what your customers are entering into the search engines to find your products and services. Through keyword research you can discover search volume, increasing trends, or decrease in popularity, popular phrases, and buying intent.
Why is keyword research important?
90% of online users make use of search engines to look for information. By researching the keywords that your customers are typing in search, you learn about your customers and which terms to target with SEO.
How to lose a $270,000 opportunity
I know I just through a lot of jargon at you, so let me give you an example. Let say you are a home remodeling contractor that renovates bathrooms in the Dallas area, and one of the services that you provide and market on your website is “bathroom renovation,” so of course you have a product page that describes all the benefits of “bathroom renovation”. Your craftsmanship is great and your site is beautiful, but you have a problem of searchers not finding your business through the search engines.
So you decide to do a little keyword research. During your research you discover that your target customers in Dallas are searching for “bathroom renovations” about 100 times per month (1,200/year) and searching for “bathroom remodeling” about 1,000 times per month (12,000/year). That is a search volume difference of 1,000%. If for the past year you were marketing your service as “bathroom renovations” instead of “bathroom remodeling”, you potentially lost 10,800 visitors to your website over the past 12 months. Let’s say, if 5% of those site visitors become leads, you potentially lost 540 leads for your business. If 10% of those leads became your customers, for services averaging $5,000, you just lost the opportunity to earn $270,000 in revenue during the year. Because of not properly researching they keywords that your customers are using to find your services your business just lost the opportunity to earn an extra $270,000 in revenue.
|Lead @5%||Customers @10%||Rev @ $5k|
How not to lose a $270,000 opportunity
So where can you get all this keyword knowledge? One of best place to start is to use the free Google’s Keyword Planner inside the Google AdWords tool. This will give you historic search trends, number of monthly searches and keyword competitiveness. Another free option is to just start typing your product and service in the search engine bar to see what words auto-populate, the search engines will display the most popular results.
It is important to keep a record or spreadsheet of the keywords that you find interesting or keywords that are trending. This is so that you have a resource to reference when you create content, optimize social media accounts, and manage paid AdWords campaigns.