Q: What is a useful metric for determining valuable keywords over ones that simply provide a large amount of volume?
As I teach in my SEO training classes, I think about keyword discovery in the following way. First, I brainstorm keywords that potential customers might use and I utilize various free SEO tools to drill down and get the keyword universe, namely ALL potential keywords. Second, I use tools like the Google Keyword Planner and look for the volumes. We want high volume keywords. Third, I look at the Keyword Planner estimated cost-per-click or suggested cost-per-click data to get clues as to the ‘value’ of keywords. Generally, transactional or late-stage keywords are more valuable. In conjunction with this, I discuss with the sales team which keywords are the MOST VALUABLE to us. We are looking for high-volume, high-value keywords!
Finally, and this is very much to your question, I architect the structural patterns / keyword groups by which people search for our produccts or services. This is VERY IMPORTANT as it is really a structural game: you need to know the 3-5 structural ways that people search for your products, and then you create a site architeccture / home page / landing pages that mirror back this keyword architecture.
So it’s not just volume, its value (value to YOU / connection points between YOU and YOUR CUSTOMERS) and it’s structural keyword patterns. All of this gets summed up in a KEYWORD WOKKSHEET, again as I teach in our classes.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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