Implement Star Keywords to Increase ROI and Page Ranks
By now, we all know the importance of keywords for search traffic.
However, having keywords on your website does not mean that you will instantly be searched.
Keyword placement and design are specific art forms.
For the purposes of this article, I will explain in detail the importance of having varied keywords and how to use your analytics to filter out the ones that are causing you to lose money.
Optimize Your Brand To optimize your brand related searches, pick a few pages on your website that you want ranked higher.
Products and Services page is a good start.
Tweak the content to allow for both star keywords and user keywords.
A star keyword is a keyword with your brand name attached.
If you sell software and your brand is BZ Programs, then a star keyword could be "BZ content management systems.
" A user keyword is what the general public may find to search for you ie: "content management systems.
" By implementing the keyword "BZ content management systems," you get the best of both worlds.
Outsmart the Search Engine Bots Unfortunately, most search engines do not make connections between brand names and products.
We have to spell it out for them.
Meaning if you sell software and you're your brand name is BZ Programs, than one of your branded, or star, keywords could be "BZ software programs.
" Brand vs.
Non-Brand reach for star keywords Determine how much traffic you receive from brand and non-brand searches as well as the difference in conversion rates for both.
If you don't have one or the other, then it is time that you start looking seriously into search engine optimization (SEO).
To help you get started or to update existing words, you can use WordTracker or Google AdWords to find out which keywords are available to you and which ones work best for your brand.
Sometimes we get so caught up in our work that we don't realize that others might not understand exactly what we do.
This is why we have keywords - to help people find us.
Therefore, it is important to have relevant keywords on your website, detailing exactly who you are and what you do.
Digital Communication Once you begin adding brand related star keywords, you need to set up your analytics page to collect the appropriate data so you can measure the differences between both brand and non-brand related traffic.
I call this building a relationship with your viewers.
By collecting data through analytics, you can watch your user's digital body language and see which pages interest them most and what they look at before purchasing.
According to a study done by the Atlas Institute, the "last click" before a user buys gets 100 percent of the credit for that sale despite the fact that the user may have been influenced by a variety of other pages on your site.
For this reason, it is vital to keep on top of your data, making sure you have the appropriate keywords and that they are working toward sales.
However, having keywords on your website does not mean that you will instantly be searched.
Keyword placement and design are specific art forms.
For the purposes of this article, I will explain in detail the importance of having varied keywords and how to use your analytics to filter out the ones that are causing you to lose money.
Optimize Your Brand To optimize your brand related searches, pick a few pages on your website that you want ranked higher.
Products and Services page is a good start.
Tweak the content to allow for both star keywords and user keywords.
A star keyword is a keyword with your brand name attached.
If you sell software and your brand is BZ Programs, then a star keyword could be "BZ content management systems.
" A user keyword is what the general public may find to search for you ie: "content management systems.
" By implementing the keyword "BZ content management systems," you get the best of both worlds.
Outsmart the Search Engine Bots Unfortunately, most search engines do not make connections between brand names and products.
We have to spell it out for them.
Meaning if you sell software and you're your brand name is BZ Programs, than one of your branded, or star, keywords could be "BZ software programs.
" Brand vs.
Non-Brand reach for star keywords Determine how much traffic you receive from brand and non-brand searches as well as the difference in conversion rates for both.
If you don't have one or the other, then it is time that you start looking seriously into search engine optimization (SEO).
To help you get started or to update existing words, you can use WordTracker or Google AdWords to find out which keywords are available to you and which ones work best for your brand.
Sometimes we get so caught up in our work that we don't realize that others might not understand exactly what we do.
This is why we have keywords - to help people find us.
Therefore, it is important to have relevant keywords on your website, detailing exactly who you are and what you do.
Digital Communication Once you begin adding brand related star keywords, you need to set up your analytics page to collect the appropriate data so you can measure the differences between both brand and non-brand related traffic.
I call this building a relationship with your viewers.
By collecting data through analytics, you can watch your user's digital body language and see which pages interest them most and what they look at before purchasing.
According to a study done by the Atlas Institute, the "last click" before a user buys gets 100 percent of the credit for that sale despite the fact that the user may have been influenced by a variety of other pages on your site.
For this reason, it is vital to keep on top of your data, making sure you have the appropriate keywords and that they are working toward sales.