Monitoring Keyword Performance
August 22nd, 2008 by Dan
Of all the statistics available to the SEO, keyword performance is the one
that causes the most heartache and the greatest fascination. A lot of amateur
SEOs get lost in regularly checking their rankings in the major search engines
and not concentrating on traffic levels. With that said, traffic is often a
symptom of a good ranking and active traffic is a symptom of a good ranking
for a targeted keyword. So checking keyword performance for each of your pages
is an important step in search engine optimisation.
Keyword KPIs
Keyword performance is more than simply checking how high up the search rankings
a page appears for that term. This can be a misleading way to monitor SEO results
because it does little to consider the actual performance of that keyword.
Considering whether visitors garnered from a particular keyword make purchases,
the average spend per customer according to the search term they used, and
how long visitors spend on a site when they search for a specific item are
all equally as important.
The Bigger Picture
Consider the bigger picture when looking at keyword performance. If a particular
keyword generates three times as much revenue per visitor and only generates
half the traffic, it is still a better performing keyword. In most cases this
means that the less popular keyword is more highly targeted to the product
or service you sell. It is also a more desirable keyword and can be used to
help identify other keywords that will perform as well. While SEO helps to
generate traffic, not all traffic is created equal.
Bounce Rates On Important Pages
Check bounce rates on your major pages. If visitors arrive and then leave
immediately without looking around this may either mean there’s a technical
problem with the page or that the keywords used are not targeted enough. In
the vast majority of cases, the more targeted a keyword, the more active the
visitors it provides. This is why a lot of marketers concentrate on niche keywords
and love long tail search results.
Niche And Long Tail Search
Niche and long tail search results are those that individually generate very
few visitors but when combined they account for a very good portion of your
traffic. They are also usually highly specific keywords with little in the
way of competition. It’s much easier to rank for these keywords than it is
for generic keywords and the results speak volumes. Targeted traffic that arrives
from specialised keywords will usually be further down the line in their research
and more inclined to take the next step in the purchasing process.
SEO Keyword Performance
Keyword performance does include checking how highly a page ranks in the search
engines but one shouldn’t get too caught up in the regular searching and checking
of terms. More important statistics include how much profit per visitor each
keyword generates and how active the visitors are that each keyword generates.
The goal of good SEO is to generate targeted traffic not to simply generate
any traffic.
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I think monitoring keyword trends is an important step in keyword research. Choosing the right keywords for the site is one of the most important steps in developing a website. They keywords that you choose will be branded to the site for its lifetime. The keywords should be chosen with ranking and search engine marketing in mind.
Competitiveness of keywords makes a big difference. Choosing keywords that are somewhat less popular will not be much competitive and may only produce several thousand results in the search engines. In this scenario, the chances of someone finding your site are much greater.
Once a keyword or keyword phrase has been finalized, the matter of placement arises within the site. Keyword placement is a very delicate issue, where placing the keyword in the wrong area or if used too frequently could get your site banned from a search engine entirely.
Keywords are always related with the theme of the sites. Non-related keywords are no longer helpful for site to get higher position in search engine ranking.
I think there is another way to find the good keywords i.e. “keyword research tools”. These tools will give you information on number of times web searchers have used a particular search term. The most popular keyword research tools are Word tracker and Overture.
Keywords are always related with the theme of the sites. Non-related keywords are no longer helpful for site to get higher position in search engine ranking.
I think monitoring keyword trends is an important step in keyword research. Choosing the right keywords for the site is one of the most important steps in developing a website. They keywords that you choose will be branded to the site for its lifetime. The keywords should be chosen with ranking and search engine marketing in mind.
Competitiveness of keywords makes a big difference. Choosing keywords that are somewhat less popular will not be much competitive and may only produce several thousand results in the search engines. In this scenario, the chances of someone finding your site are much greater.
Once a keyword or keyword phrase has been finalized, the matter of placement arises within the site. Keyword placement is a very delicate issue, where placing the keyword in the wrong area or if used too frequently could get your site banned from a search engine entirely.
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[...] Monitoring Keyword Performance Of all the statistics available to the SEO, keyword performance… [...]