Keyword Research and Development:
Any Search Engine Marketing work begins with keyword research. There are numerous keyword research tools available online and some of them are even free. Search Engines also provide their own version of keyword research tools. For example, Google provides a free keyword research tool in AdWords. These tools can provide wealth of information such as search volume, seasonal search data, keyword effectiveness index (KEI) about any keyword or phrase that you may be researching. If you're not familiar with KEI, it is a parameter that is used to determine the competitiveness and feasibility of a keyword or phrase. While most Search Engine Optimization (SEO) experts focus lot of energy on search volume and KEI, there is another factor that must be taken into account before making final decision on a keyword or phrase. I call this keyword life cycle index (KLCI).
I want to spend some time discussing this additional factor in this article. To really understand the relevance of KLCI, you have to understand the business cycle of any product or service that is offered to consumers. Most of the time consumers go through a decision cycle before they purchase the product or service. A typical decision cycle involves three very distinct phases:
- Product awareness and Interest
- Researching product or service and potential alternatives
- Purchasing a product or service
When you start researching keyword or phrases for a client, please take some time to truly understand their business model and products and services that they offer. This is the most critical component of a successful SEM strategy. You have to review each product and service and figure out the phase you would like to target. In my past experience, best return on investment (ROI) is achieved when you only target two phases at a time. Let's take a quick example to clarify this further.
1. Awareness or Interest Phase | Keywords - LCD TV, Flat panel TV
2. Research Phase | Keywords - LCD vs. Plasma, Best LCD TV
3. Purchasing Phase | Keywords - Best Deal on LCD, Buy SONY LCD TV
Obviously there are lot more keywords/phrases available for each phase but we will keep our discussion limited to these keywords/phrases.
As you can see, if you're running a PPC campaign for your client with keywords such as LCD TV, Flat panel TV, you may not generate quality targeted traffic. PPC is probably the worst tool to address the phase one of a purchase cycle because you're unlikely to make a sale. People who are in phase 1 are still trying to understand the product or service so they not likely to purchase at this point.
Phase two is where most of the search queries are generated. Once people are aware of a product or service and have developed some interest, they are likely to turn to internet to research. These people are trying to validate their interest and made a decision about a particular product or service. Some people spend lot more time researching before making a decision while others who tend to be impulsive buyers spend less time and make quick decisions. So technically you can divide all visitors in phase two into two separate categories. Focus your energy and efforts on impulsive buyers or people who make quick purchasing decisions while providing enough content for people who still need to do additional research. In summary, idea is to shorten the time span between phase two and phase three while not losing sight of phase three.
Phase three is usually easiest to work with. For these customers, you either have a product or service at a competitive price or you don't. These visitors tend to spend least amount of time on the web site so you want to make sure that checkout process is simple and easy to understand. Do not ask for unnecessary information at the time of order processing. Remember, you're not trying to build an email subscription list at this point but rather hoping to sell quickly. As an SEO expert, pay close attention to web site user experience and functionality if you're working on phase three. Focus on traffic but do not lose sight of conversion since this is what generates revenue.
When most clients hire an SEO expert, most of them have no clue what is wrong with their online business model so it is your job to develop a detailed plan. Once you have a plan, develop a list of keywords and phrases and refine this list into three separate lists one for each phase. Based on the client feedback and keyword lists, decide the two phases that you want to tackle first. This should make the job lot easier to manage and results that are easy to measure.
