Keyword Optimisation
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In terms of on page optimization for Key words, should I be trying to optimise the page for all the keywords in my adwords campaign, which is approximately 200… or just the words that generate the most click throughs, etc
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I agree with all of the comments above. Your homepage is going to be a hodgepodge of keywords and phrases that catch people, and from there I tend to agree with the one keyword per page thought. If your website is only 10 pages deep, optimizing for 200 words is going to be a little crazy. If your website has 2,000 pages and hundreds of products, it's a little easier.
We are still writing content for Google & for Customers. I personally think we have to aim at our customers more that at Google.
There are a few things to take into account for keywords, and in my opinion this part of SEO is pretty similar to good old fashioned marketing and in the big picture you are looking at short-tail vs. long-tail marketing. I'll give 2 examples.
So let's say you sell coffee.
The short-tail keywords for this would be the generic keywords that every coffee company on the planet is using.
- Coffee Beans
- Coffee Cup
- Dark Roast
- Light Roast
- Etc.
Long-Tail keywords are obviously more specific.
- French Dark Roast Coffee
- Flux Capacitor Blend #88
- How Much Caffeine Should I Drink to Optimize My Website?
- How Many Cups of Coffee are In The Great Lakes?
The difference being as follows. Short term keywords are generic, all encompassing. You will be competing with everybody and are going to be much more difficult to optimize for. The long tail keywords are much more specific and although not searched for as often, will be easier to optimize for (generally) and if someone is searching for something as specific as "Flux Capacitor Blend #88" I tend to believe they will probably convert into a sale/lead.
Odds are if your writing good solid content for your website the short tail keywords are probably on there anyway! That coupled with Google's Hummingbird update have really changed how I optimize a website. Keywords are still vital for research, but I will ask you this question.
When was the last time you searched for one or 2 words?
So I would personally pick about 30 keywords maybe a mix of short-tail & long tail. As you progress from there you can add to the list as you climb the ranks!
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Hello Hardley111,
First you need to ask yourself this question: 'What are my business objectives and goals for measuring company success?'
Once you answer that question you can then begin to identify the keywords that help accomplish the goals needed to consider your campaigns a success.
For example, an Ecommerce company might have a business objective of, 'increase company revenue' and the goal may be 'drive more sales through organic search.'
In the above scenario you wouldn't want to optimize your site for all your keyword terms, you'd instead want to do an organic and paid search analysis to see which keywords are driving organic sales. Keep in mind that paid and organic usually work together, supporting each other's channels; so, it would be beneficial to analyze both acquisition channels and see how they attributing to organic sales growth.
Once you find those keywords then you can create, or identify, the top landing pages for each term and then perform your on-page optimization.
TL&DR
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Identify your business' objectives
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Identify the metrics that define a successful campaign. (i.e. revenue)
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Identify the keywords that support the metrics above. (i.e. buy PRODUCT NAME)
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Optimize for those keywords. Preferably 1 landing page per keyword/ad group.
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You need to be careful with how this is handled otherwise it won't read right and just end up looking spammy.
When looking at keyword research, look at your main phrases (I choose 4-5 important ones) and then look at synonyms of these.
For example, if I was looking to optimise for the word "glasses", I would try to feature some of the following words in the content too:
- Bifocals
- Rims
- Eyeglasses
- Contact Lenses
- Sunglasses
- Shades
- Specs
- Spectacles
This will give a good spread of meaning to word and show that thought has been put into the copy.
-Andy
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I would say keywords that have most searched per month or last 12 months. You can check in on..
Google AdWords -> Tools -> Keyword Planner
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