Finding New Keywords for Your Business
So you have a web site and you diligently watch your analytics for traffic trends, monitor your keywords, and landing pages as a good business owner should. But have you heard of the long tail keyword phrase?
Targeting Traffic / Leads
Hopefully if you run a web site you spend a little time each week (minimal) looking at your keywords and monitoring your pages that target these keywords. If you don’t, that’s a whole other post :). Are these pages getting better ranking over time, are you tweaking these pages? If not, spend a little time working on these pages every month. Make a spreadsheet and keep track of the keyword you are targeting and the pages rank. Take a low ranking page and try something new like adding more keyword weight to the top of the page, or middle, make notes in your spreadsheet and monitor the pages movement.
Funneling Traffic / Leads
Do you funnel traffic on a path to closing the deal? In other words, if you are a real estate agent and you have a page optimized for a city, then neighborhood, do you funnel that client into a lead?
When your customer lands on the optimized page, in this case, a page talking about a suburb in your city and how wonderful living in this suburb is, do you then funnel them to the next step, maybe housing price ranges in this suburb. This gets them one step closer to a lead, you are moving them closer to the money :). Lastly, close them by then moving them to a page talking about your services and why you are better than other agents in your area. Maybe you live in this suburb and know it better than anyone else. Better yet, split them off at this point and find out if they have children, are married, single, ect. How do you do this? List the benefits of living in this area, activities, exemplary schools, townhomes in the area, condos, ect. All these links would lead to a page specifically designed to close the single parent, married couples, families or single business people. All letting you speak to a specific group and ‘target’ your client. This is much easier than having a page that has to try to talk to everyone.
Your Blog Can Help More Than you Know
Okay back to the topic at hand, keywords. So you have a spreadsheet now with a list of keywords and the landing pages they are targeting. But do you have a blog? If you don’t, start one now.
Blogs can help you more than you know by bringing in traffic on keywords you never thought of. If you really spend time looking over your analytics and you have a blog, you might find some interesting information.
Finding New Keywords
Long tail keywords, these are the keywords that don’t show up on keyword research tools, they simply are too long or too random. But they will sometimes show up on analytics. Take a close look at your analytics for what keywords clients are finding on. You may just see a few keyword combinations that you are not currently targeting, but should be. Usually these will come in on your blog as like this post, your blog has a conversational style and not targeting a product.
Locate these keywords and you will usually see that there is not much competition. Make a landing page optimized for them and generate some good, targeted traffic now. Use the funneling approach above and close that traffic to a lead.