Creating a semantic core is one of the fundamental activities that ensure the success of Internet marketing campaigns. Using special tools, marketers compile a list of key phrases relevant to the company's field of activity. They then enter the data into a relevancy map, in which groups of keywords are distributed between the pages of the site. After that, copywriters create content, given the key phrases that the audience uses.
This scheme lacks one important link. Relevance maps contain groups of keywords that need to be considered when creating content for a particular page. But marketers and copywriters need clear criteria for prioritizing the use of certain landing phrases. This article will teach you to choose the most important keywords.
How to prioritize
Even similar keywords play different roles in site marketing. Some landing phrases effectively attract traffic. Others allow you to convert visits to desired actions. Still others bring high profits. For example, the landing phrase "Nokian tires" is suitable for attracting visitors. It is most often used by surfers who want to get general information about the products of the respective manufacturer. But the key "bus Nokian Hakkapeliitta R SUV" most likely uses a person who is ready to buy the selected model. Therefore, this phrase is suitable for generating transactions.
Marketers need criteria to determine the highest-priority keywords in a particular situation. The following factors can be used as such criteria:
- The frequency of the keys.
- Intention of users.
- The level of competition.
- Timing to achieve results.
Below you will find a description of each of these factors.
1. The frequency of keys
Many search marketers begin to evaluate key phrases or groups of phrases by determining the frequency of their use. They reason like this: the higher the frequency of using a key, the more traffic can be attracted with it.
The most popular key phrases can really bring the most visitors to the site. But do not rush to use them without assessing additional factors, which will be discussed below.
Evaluate whether high-frequency traffic is targeted to your site. For example, if you sell used cars, the high-frequency “buy auto” query doesn't exactly match your goals. The lion's share of customers using this query are looking for new machines that you do not trade.
Do not ignore the most unpopular keys. First, they can be specific to your business. Secondly, the more relevant low-frequency queries you use, the more effective the "long tail" of your site.
2. User intention
User intent is one of the key factors in assessing the use of keywords. Understanding what the Internet surfer needs when entering a phrase into the search box, you can determine if the site page meets the needs of the audience.
To evaluate the intent of the customer coming to you with a specific search key, ask yourself the following questions:
- What exactly does a person look for when he enters this phrase into the search box? For example, a user who enters the search phrase "Umberto Eco Name of a Rose", probably wants to download the corresponding work. The surfer, entering the query "Umberto Eco", is interested in the personality of the author and is currently unlikely to plan to get acquainted with his work. But a user who uses the key "The Name of the Rose" may be interested in both the novel of Umberto Eco and his screen adaptation.
- Is the user's intention informational or transactional? For example, the query "tablet computer" with a high degree of probability is informational. The client needs general information about the “tablets”, so the request should lead him to a page with reviews, descriptions and selection guides. The request "Tablet PC Assistant AP-712" is transactional. Probably, the user has already studied the available information and selected a specific model. This request should bring it to the product page.
- At what stage does a user entering a specific search query get into your sales funnel? For example, the authors of general information requests such as “tablet computer” or “winter tires” find themselves at the point of the brand’s first contact with the audience or at the widest point in the funnel. Users with transactional requests are ready to make deals, so they immediately fall into the bottleneck of the funnel.
- Does the site page meet the needs of users who come through a specific request? For example, the author of the request "choose a cell phone" is unlikely to want to get to the product category page. He probably needs information on choosing a phone.
- Does the content match the expectations of the client using this request? When a user enters the phrase "choose winter tires" into the search box, he is unlikely to be pleased with the description in the style "choose winter tires Amtel K158 Seven Hills - the most correct decision." Rather, a person plans to find a guide to choosing a seasonal tire.
- Will the request author use the conversion offer? The author of the phrase “Tablet PC Assistant AP-712” will quickly notice the “Buy” button, and the author of the request “Tablet computers” will most likely sign up for a newsletter about new computer equipment.
The key phrase may have a high potential for traffic generation. But if the user's intention does not coincide with your tasks, such a phrase will not bring you a good result. Therefore, evaluate the frequency of keys in the context of the intentions of potential customers.
3. The level of competition
You probably understand that your competitors are promoting sites on the most popular requests. Competition can lead to ineffective marketing efforts. Therefore, consider this factor when determining the priority of keywords. Ask yourself the following questions:
- Is it difficult to drive traffic on a specific request? For example, a financial blog will have to compete with Sberbank, TCS and other monsters of the banking market for requests such as “deposits” or “deposits in rubles”.
- How authoritative are the websites and brands that you plan to circumvent? If the first places in the issuance of the popular request "to buy a cell phone" are occupied by heavyweights of the caliber of Svyaznoy or Euroset, it will be difficult for the young website to compete with them.
Choose high-frequency queries if your site and brand is more reputable than most competitors. If you are promoting a young site, choose less competitive and more specific requests.
A marketing campaign budget is another factor affecting the prioritization of using keywords. The general pattern looks like this: the more you are willing to spend on the promotion of the project, the more competitive keys you can choose.
If you have a small budget for promotion, focus on low-frequency queries. In this case, the long tail concept mentioned above works well.
5. Terms of achievement
Most entrepreneurs understand that Internet marketing is a marathon, not a sprint race. However, many businessmen still want to get results if not right now, then in a month or two.
If you need to demonstrate the first fruits of a marketing campaign as quickly as possible, rely on low-frequency queries. If you have enough time left, set your priorities more aggressively. Prefer high-frequency queries, but be prepared to wait a long time for the result.
Determining the highest priority key phrases, consult the goals and objectives of the marketing campaign. Ask yourself these questions:
- Would you by all means enter the top issue? You can long occupy the first lines in the SERP on low and medium frequency queries.
- Are you planning to drive traffic to several landing pages, from which the client’s conversion journey begins? In this case, you are suitable transactional medium and high frequency keys. If the entry points of visitors do not have a critical value for you, use a large number of "long tail" requests.
Use popular transactional queries if you measure the effectiveness of a marketing campaign by the number of specific leads and conversions. If you need to expand the reach of your audience, use the widest possible semantic core with an emphasis on low-frequency phrases.
Attendance, number of leads, number of social signals and many other promotion metrics are only indirect criteria for evaluating the effectiveness of Internet marketing. The ultimate goal of the promotion of the project - profit. Consider this by choosing key phrases.
Give preference to keys that lead users to products that bring the business the highest profits. In this case, we are not talking about the most popular or expensive products. For example, a software vendor may at a time receive a large amount by selling a standard annual license to a customer. However, in the long run, it is more profitable for him to sell a subscription to a product with a low monthly payment.
This is another factor that must be considered when choosing keys. Note the queries or groups of queries and the pages with which they are associated. Determine if your relevance map contains requests or groups of transactional requests with high potential for traffic generation and profitability that lead users to the same page or group of pages.
If you find such keys and pages, pay them special attention. By increasing the visibility of a single landing page with several effective keys, you scale up your marketing efforts and increase the effectiveness of your promotion.
For example, the authors of the requests "deposits in rubles" and "deposits in rubles" have the same intentions. Therefore, offer them a general landing page and focus on improving its quality and visibility.
What keys to choose
Do not try by all means to promote the project the most popular key queries. Consider the frequency of the request in the context of user intentions, the level of competition, the cost of promotion and marketing campaign goals.
If you want to increase coverage, rely on low-frequency information requests. In this case, you can quickly achieve results without competing with the market heavyweights. Transactional high-frequency queries increase the number of transactions and business profits. If you are betting on this type of keys, be prepared for competition, high costs and a long wait for the result.