At SearchEngineOptimisation.co.uk we all know how important keywords are for getting a high page ranking within SERPs and driving users to your site. With all the search engine optimisation tools available now we can delve even deeper into the world of keywords and really use them to our advantage.
One of the first things which a search engine optimisation company will do is identify the keywords or phrases which produce the highest number of search results or are most popular amongst users. This is an essential part of the search optimisation process as it ensures that your key phrases match those of the searchers as accurately as is possible. Simple things such as the use of plurals can have a significant effect on your ranking within SERPs and also the number of click throughs you achieve, as the way in which people search for specific things is not always obvious.
Now we have the opportunity to take our keywords a whole lot further than this is by identifying the actual purchasing habits of users who type in specific key phrases. The most common reason this is being used is to identify which users are spending the most amount of money, therefore ensuring that your website is getting as high a return on investment as possible. Although all keywords are important, by highlighting the ones which incur the higher spending users can be really good for revenue and profit and is a great tool for getting the most out of your content and links.
Google Analytics is one of the best tools around for helping you ascertain which keywords are used by the highest spenders, and their segmentation applications are the best way to go about finding this out. Google Analytics is no stranger to encouraging ROI by the use of increased visitors to your site, but the advanced sophistication of enabling you to break your target audience down even further is an excellent facility for those websites that rely heavily on online purchases.
This can be done by simply selecting the standard keyword report that you regularly use, most commonly the Google keyword report. Whilst this gives you a good insight into the most effective keywords, the tool allows you to add in a specific audience segment and then monitor the keywords that are used by that particular group. This is good in itself for identifying specific audience trends and by taking it one step further and focusing on their spending habits, you can increase profit and really drive your sales.
The tool enables you to input a specific amount of spend. So, for example, you may want to target real top end spenders so you can put in a higher amount and the system will tell you the most common keywords used for the top spenders. The figure does not only have to be the highest purchases, often companies will focus on mid-range spenders, as increasing the quantity of the highest spend range can be a clever way of increasing your overall profit.
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Posted by Phil.
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