There seems to be an awful lot of myth and confusion surrounding keywords. Google doesn't really help matters by introducing its own keyword tool, which whilst useful when looking at the very broad picture, is hopelessly inaccurate when looking at the actual traffic generated by a single keyword. Back to making a start.
At Benedict we have registered the traffic we receive from having a #1 in Google for a keyword over four years. We then compare it to traffic Google enlightens us we should be receiving. Whilst we appreciate Google has a vested interest in inflating the numbers, the rule of thumb we adopt, is to divide any traffic estimates by 10.
We also undertook a survey of over 30 SEO companies, to see what the competition was doing. One of the saddest aspects we discovered was the way a number of SEO companies limit the number of keywords they will attempt to secure a first page position for.
What is also disheartening is when a client tells us that an SEO company succeeded in a first position for a keyword, that keyword generated no traffic and did not convert.
We do not limit any client to any number of keywords, or coding languages, or platforms (Google / Facebook) or stores (Amazon, Ebay, Magento), in fact at Benedict the only limitation is your imagination.
Every client who has ever answered the telephone to a client or a potential client knows their keywords. How people speak on the telephone and to each other is how they search. They use the same language style to communicate verbally and through searching Google.
They do not often use industry specific jargon, neither do they use obscure words or phrases. If your current SEO company is suggesting a number of keywords which you feel uncomfortable with, or do not think will convert, then as you know your business far better than any Google keyword tool will ever and you are probably right.
Although there is little mystery to keyword research there is science. Keywords that attract traffic do not necessarily attract sales. In 2011 we took a client Harrington Builders to #3 for 'builders'. We were very pleased and patted ourselves on the back.
However when we studied the analytics and compared conversion rates we could see (goals / emailed sales leads etc.) we discovered that although 'builders' had huge traffic appeal, it was actually 'house extension London' that make all of the money. Lesson learnt.
[reproduced with permission]
Benedict approaches keyword research and keyword selection in partnership with the client. We cannot do it in isolation. One of the advantages of working with Benedict is that our ethic is very much "no idea is wrong and no idea is too outlandish" until it is proven not to convert.
Once we have partnered with a client and selected a number of keywords, we will then look to our own statistical knowledge and, tools more advanced than Google keywords can begin to try and predict the amount of traffic, the conversion rate and the possible revenue generated from first base position for a keyword.
This process is repeated and refined. As we begin to implement client strategy and have access to data on actual searches result in a click to a client site, we can begin to narrow down exactly which keywords convert and which don't.
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