We use smartphones and tablets all the time, searching for restaurants, driving directions or the cheapest gas prices, and while we’re on our desktop we usually search for anything from buying a new closet, to the symptoms of a disease. However, there’s one thing in common between all types of search, which is that when we use a search engine to find items or services, we’re interested in obtaining that item, service or information immediately.
For example, searching for restaurants means we’re hungry and ready to find a place to eat, or ordering some food. For companies that want to be reachable and visible, this is valuable information. Knowing which are the relevant keywords for your business or websites that users are searching for, and having control and insight on those rankings a is powerful advantage over the competition.
A Good Keyword gets you to the Right Website
The fastest way we can find an information about a certain product, service or something else, is to enter the right keyword in the search engine. Smart companies that get lots of hits have become masters of the keywords that lead customers to their business. The right keywords are those that have meaning to the people who use such sites.
The ROI potential of a keyword
There are high differences in how much investment is necessary for different keywords to earn a high ranking. This investment usually depends on 2 factors: search volume of the keyword (which means how many users on average search for that keyword on monthly basis) and estimated profitability of that keyword.
For instance: keyword “Boeing 747 engine price” will probably have much higher profitability than “love haikus”, as it implies for a specific and narrow search which is more likely to result in a purchase than a person who is searching for “love haikus”.
The person who is searching for haikus might buy a book with haikus, but the price of the book is normally much lower than the price of a Boeing 747 engine. However, that doesn’t mean that in practice any keyword would perform better, as you have to take the keyword’s search volume into consideration and do the math yourself.
We can find this info within Google’s Keyword Planner tool and RankTrackr. You can customize a column cell to show you an “average Cost per Click (CPC)” and “Search volume” for global and local levels.
This way you can easily assess what is the average search volume for a specific keyword. CPC tells you how much people normally pay per click for a specific keyword - which is a great indicator of how profitable some keywords are in comparison to others.
Contextual differences between keywords
The keywords we use in a query may be different from others, due to cultural, geographical and contextual preferences. For example, suppose three different people are looking for a special type of soft drink. One might search for the words “soft drink”, other might search for “soda”, and the third person might enter the term “pop” .
In the world of search engine optimization for mobile devices, knowing what keywords and keyword phrases to use is vital. The goal is to help those who use mobile or desktop devices find what they are looking for in a quick way, and that is what we accomplish with the right use of keywords.
Taking everything into consideration
It’s important to know that you might be leaving money on table if you decide to use the wrong keywords. For example, you might choose a keyword which has high search volume and a lot of competition, therefore it’s much more difficult to rank for. There might be another keyword, which has smaller search volume, but is much more relevant to your website or business, and therefore it is much easier to rank for it.
The lesson we learn here is that you should do a thorough keyword research, and it should be open for new keywords showing up - especially if you are running an eCommerce store, where new products are being added on a frequent basis, or if you’re selling a seasonal product or service.
The important thing is to look into local and global keywords (depending on your business), and take the contextual and profitable potential into consideration.
Choose the right keywords wisely, apply the appropriate changes to your site, and repeat the process until you find the keyword goldmine and establish visibility on search engines. The path to a successful business is filled with opportunities to grow.