Keywords you choose are the base of your SEO (Search Engine Optimization) implementation plan, I believe, you don’t have any doubt in that. You spent a lot of time and put efforts finding your most relevant keywords as part of you SEO campaign. Did you ever check, whether they are performing? or are really worth Targeting?
Most of the time, we never look into this part and just continue worrying why the website is not converting/selling with all those hard work. There are several ways to evaluate your keywords, some are simple and some are highly expertized. Here, we are going to learn a moderately simple analysis technique with the help of a given probability chart. You can easily determine the effectiveness of each keywords you target using this way.
Before explaining the method, let me give a brief about the concept, Keywords.
What is a Keyword?
Keywords are those search words people likely to use while searching to find your website.
How do you find the Keywords?
There are tools – wordtracker, google adwords keyword tool etc. – available which provides historical search trends from various search resources. An SEO expert will use such tools to analyze previous searched trends and find out more relevant ones from that. – Not so simple as you may feel now.
What can be an Ideal Keyword?
An ideal keyword must be relevant to your website content theme, which can provide you traffic by getting the page ranked top in search engines with minimum efforts. An SEO expert must study the Relevancy, Popularity and Competition of a keyword before finalizing it.
How to check, you target the right keywords?
There are many ways to evaluate your keywords performance, among, I believe in, analyzing the performing search phrases using an analytics tool. You can use any of the known analytics tools for this purpose. If you are a serious user you can go with paid versions of ClickTracks or Omniture Site Catalyst, otherwise use free tools such as Google Analytics, Statcounter etc.
For this analysis, Google Analytics is more than enough, using the same you can create even more advanced reports. such as checking the Engagements of your Search traffic (page views, exit rate, bounce rate etc) and checking the conversion of your Search Traffic (path analysis, goal conversions) and much more. Here, we are going to see just one method here, a simple one even a novice can understand.
Steps to Follow:
Open your analytics tool and export Google search referrals search phrases along with the traffic details for last 2 months. You can use Google analytics, if you had an account already, otherwise you can use any Log Analyzer – such as webtrends, awstats, analog – tool for this purpose.
Copy all the keywords into the Google Adwords Keyword tool and give search. Remember to uncheck the synonyms select box.
Note: The tool will add some additional keywords related to the searched keywords. We have to eliminate them in the next step.
Export that into an excel sheet. Eliminate the added keywords by the tool and keep only those keywords we have in Table 3. This won’t be a tedious job for those expertized using excel sheets, I think ‘pivot’ option can be used at this stage if you have very large number of keywords.
Now you have the data ready with you. Use the following chart for evaluating each of your keywords based on the detains you have collected already.
|High||High||High||Best Keywords. Continue Targeting|
|High||High||Medium||Good Keywords. Continue Targeting|
|High||High||Low||Bad Keywords. Avoid.|
|High||Medium||High||Best Keywords. Continue Targeting|
|High||Medium||Medium||Good Keywords. Continue Targeting|
|High||Medium||Low||Bad Keywords. Avoid.|
|High||Low||High||Best Keywords, Continue Targeting|
|High||Low||Medium||Good Keywords. Continue Targeting.|
|High||Low||Low||Bad Keywords. Avoid.|
|Medium||High||High||Good, improve ranks|
|Medium||High||Medium||Average, improve ranks.|
|Medium||High||Low||Bad Keywords. Avoid.|
|Medium||Medium||High||Best Keywords, improve ranks|
|Medium||Medium||Medium||Good Keywords, improve ranks|
|Medium||Medium||Low||If highly relevant keyword, put extra effort to improve ranks, else avoid.|
|Medium||Low||High||Best Keywords, improve ranks|
|Medium||Low||Medium||Best Keywords, improve ranks|
|Medium||Low||Low||If highly relevant keyword, put extra effort to improve ranks, else avoid.|
|Low||High||High||Good Keywords, need to improve the ranks|
|Low||High||Medium||Good Keywords, need to improve the ranks|
|Low||High||Low||If highly relevant keyword, put extra effort to improve ranks, else avoid.|
|Low||Medium||High||Rare to see this trend. Good Keywords, improve ranks.|
|Low||Medium||Medium||Rare to see this trend. Good Keywords, improve ranks.|
|Low||Medium||Low||If highly relevant keyword, put extra effort to improve ranks, else avoid.|
|Low||Low||High||Very rare to see this trend. Good Keywords, improve ranks.|
|Low||Low||Medium||Rare to see this trend. Good Keywords, improve ranks.|
|Low||Low||Low||If highly relevant keyword, put extra effort to improve ranks, else avoid.|
A Word from the Author:
As I said earlier itself, this is just one single method for evaluating your keywords effectiveness. There may be easier ways, highly expertized ways of doing this with the help of high end tools. The probability table given above may invite debates from experts, I welcome them, since all I wish is to provide the right information here. So if you feel, you have a better way of doing it, feel free to share here as comments and that will help the readers.