Any marketer knows that uncovering the keywords potential buyers use to find a retail site is a critical component of a well thought-out search engine optimization campaign. However, if you’re limiting your keywords to only popular terms most used by people searching the web, you may be missing out. Finding the unique key terms that can help you capture customers even more effectively is like discovering gold.
So what is the secret to finding the right key terms? Turns out they’re right in front of you, if you know where to look: your own site search data.
Many tools exist to help uncover the terms your target audience is using to find your site, as well as which terms provide the best conversions. Using those keywords, the expectation is that you will improve your natural web search rankings and deliver targeted traffic to your site. However, your competitors have access to that same information and are using the same tools to analyze the same Internet search traffic.
The good news is, the keywords customers use to search your website are most likely the same keywords they use when surfing the net. This unique and more customized information can yield ideas for improving your search engine rankings and connecting people to your site content more effectively.
Combinations of search terms are as varied and as unpredictable as the people who create them. The sheer numbers of unique search terms created by Internet users make it difficult to monitor and analyze trends, or effectively determine the words or phrases potential customers would use to get to your site. Industry estimates say that up to 40 percent of all search terms are unique. This means the keywords you have worked so hard to come up with may really be educated guesses as to how you can attract customers to your site.
By analyzing your site search data and comparing it to the search terms people use to find your site, you will likely find that Internet surfers use specific search terms, as much as non-specific terms, to find what they’re looking for. Gathering information from your site’s own search box can provide a more focused picture of the right keyword terms for your campaigns. And, it can dramatically improve your keyword lists with terms your customers actually use, so you don’t have to rely on guesswork. For instance, someone may have found your site through an Internet search for the term “medical professionals list.” However, another may have used the term “anesthesiology professionals San Diego.” Those are the types of long tail search terms you can build a keyword campaign around. Most importantly, you will also find by analyzing your site data, that these long tail terms typically have higher conversion rates.
Here are a few tools for building keyword lists for site search:
- Most site search and analytics platforms supply you with a list of the top keywords and long tail combinations of keywords customers are using when searching your site. You’ll often discover terms that aren’t currently on your keyword list; terms that might not show up in web search keywords. Use these search terms to more finely tune your SEO campaigns and significantly increase conversions. Our customers often use this tactic for their search marketing campaigns and have seen better results over time.
- It’s helpful to use analytics solutions to understand how people search for information on your particular site. These tools help you delve even deeper to find search terms your customers think of before you do. The terms can be used to optimize your site and drive greater traffic, and they are effective to include in paid search campaigns.
- To save time, implement a user-generated SEO strategy. Use tools specifically designed to automate keyword list generation. These solutions automatically create product landing pages based on your customer site search activity that are optimized for web search engines. The pages would be time-consuming to create manually, especially if you’re optimizing a site using hundreds or thousands of site-search terms.
While keyword research is a marketing tactic that has been in use for a long time, it deserves a fresh look to ensure you’re not missing out on ways to develop and hone your keyword lists. Take the time to understand and analyze the search activity going on inside your website and incorporate that information into your direct marketing efforts. The keywords you discover can offer unexpected ways to achieve better business results.