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Engage with your customer.

Accommodate the wants and needs of your customer when they’re
asking questions about the product or service you offer.
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Achieve higher sales.

Make your sales funnel larger by increasing the amount of people
who visit and buy from your website.
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Ignite positive word-of-mouth.

Help convert your prospects into customers with positive online
reviews and social word-of-mouth.
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Get found more often.

Grab the attention of your customer when they’re
looking to buy what you’re selling.
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Paid Search Marketing

Paid search marketing offers precise targeting and measurability, as well as tremendous reach. This online advertising medium makes it possible to achieve a high return on investment on a large scale.

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SEO

Search engine optimization - or SEO - involves building new websites, or changing existing websites, so that they rank higher in a search engine’s natural listings when users search keywords that relate to its content.

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Reputation Management

Customers are using online reviews, social word of mouth, and other online content to form an opinion about your company. We encourage your customers to leave positive reviews while addressing the negative.

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Monday
Jun182012

Keyword Value in Website Optimization

Keys and LockMore often than not, people use search engines to find information and buy products online. Google was one of the first search engines to greet people with a powerful white box rather than offering them a typical browse feature. The search box has evolved into a complicated machine that takes something very serious - the keyword.

A keyword is a phrase consisting of one or more words that possesses a ranking factor in search engines. Your business’ website content should consider relevant keywords when trying to improve its ranking on search engines like Google. Keyword research is one of the most important, valuable, and high return activities in search marketing. Ranking for the “right” keywords may break or make your website.

Getting visitors to your website is important, but it’s more important to get the right kind of visitors. Keyword research will allow you to predict shifts in consumer demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. This powerful research tool can allow you to understand the motivations of consumers in an infinite amount of niches. Below is a basic process for assessing a keyword’s value:

First, you want to ask yourself whether or not the keyword is relevant to your website’s content. Will searchers find what they are looking for when searching for these keywords? Will they want to see what they find? Will the content answer their questions? You want to answer “Yes!” to all of these questions. Next, search for the keywords using major search engines. Noggin prefers using Google and Microsoft’s Bing. Let’s say you’re a lawyer who specializes in civil defense. Take a look at your competition:

You’ll notice some paid placements (yellow and side conditions) and natural search results. Spend some time understanding these websites and what kind of keywords they use in their content. There’s a reason to why they’re ranking high on SERPs (search engine results pages,) and it’s up to you to figure it out. Typically, many search ads means a high valued keyword, and multiple ads above the organic results often means a conversation-prone keyword. You can “test” traffic of a keyword using tools in Google AdWords. Track impressions and conversion rates over the course of 200-300 clicks. Using the data, you can determine the value of each keyword while establishing the importance of CTR’s (click-through rates.)

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