Targeting Keywords that Guarantee Sales
One of the big mistakes amateurs make in link building campaigns is only targeting keywords that they think will bring sales to their website. Don’t get me wrong. We all start out targeting specific keyword phrases that our research tells us are a good combination of high search numbers and low competition. But after a few months, that may need to change.
If you are using a good analytics program on your website, it should break out by the page which search terms people are actually using to find each of your website pages. Rarely does this exactly match the keyword phrases you’ve optimized your website for and are targeting in your link building campaign.
As much as we may like to think we optimized for the perfect keywords right from the start, you can’t argue with the reality of what your stats are telling you.
While you may choose to leave your metatags and copy as-is, it would be foolish not to modify the anchor text keyword phrases you use in your link building campaign by adding the search terms your analytics program says people are actually using to find your pages.
Rigid thinking is anathema to good marketing. Be flexible by adapting to what your market is telling you and watch the guaranteed sales roll in.
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2 Comments
August 30th, 2011 at 9:51 am
Great article and website! Your writing ability puts a fresh spin on some highly sought after topics.
July 9th, 2011 at 11:56 pm
Couldn’t agree more, Bob. Sometimes we have to build new sites with vocabularies simply based on initial keyword research tools or gut instinct. Once search engines pick up on it, you’ll start to learn what keywords they pick up on as you watch your stats. But – more accurately, you’ll see what keywords you can currently compete on. If you’re smart, you’ll tweak your on-page content, or create new posts to better match what site visitors say they want. As you build backlinks, CAST A WIDE NET with anchor text, mix it up, to try to find one’s that ‘stick’. That’s Phase One.
As a site ages, gains backlinks and authority – you’ll see your top 5 or 10 keywords changing – often to more competitive, top traffic and money words you WANT to rank for the long haul. That’s your cue to tweak titles, header and body content slightly to keep refining these top phrases and exact sequences. Adapting to changes is critical in Phase Two.
In Phase Three: your Top 5 power/money keywords should be crystal clear and prove to be fairly consistent. That’s when it’s time to really start building links consistently anchored with these EXACT sequences in greater numbers to cement your ranking and positions.
Sometimes you just can’t see this in the beginning no matter how precise you might think your keyword/competition analysis has been. Ultimately your customers/visitors will tell you more about your business and what they want via keyword sequences than you know. Listen to what they’re saying and modify and adapt accordingly.