Keyword Research + Purchase Process = SEO Win - John Schulenburg-RBM

Itamp8217s one of the most basics tasks of a Search Engine Optimizer Discovering your clientsamp8217 amp8220top keywordsamp8221 seems so straight forward right In the old days we would dig around using some keyword tools find high to mid search volume keywords put them on paper as our top keywords to go after do some link building write some articles track performance and then start over 6 months later Then the race got so competitive that companies started looking for different ways to gain organic traffic with the understanding that some keywords just didnamp8217t make sense financially and a better ROI came from more lowtraffic yet higher converting phrases aka longtail phrasesFrom my personal experience thereamp8217s always been this wide spectrum of keyword opportunity Another name for this spectrum is the amp8220purchase processamp8221 of a searcher The purchase process doesnamp8217t have to be an actual purchase but simply a conversion of brand visibility email signup delivery of thought leadership planting a seed with a prospect acquiring a lead or actually selling something to a new customer Breaking down the purchase process is critical to the success of any global keyword strategyWhen you take this approach you literally open the floodgates of types of keywords you can come up with for your clients Not just high yield traffic terms not just long or mid tail terms but terms that reflect the behavior of the searcher that are a degree of each level of search volume This allows you to create customized and tailored pages that are specific to the exact needs of the searcher which ultimately leads to more sales signups and conversionsAs an example Rand Fishkin did an excellent post albeit a little old from 2009 but still is totally relevant on looking at the SEO purchase path and even demonstrated this through the following infographicAs you can see this is a great example of taking a clientamp8217s products and services and marrying them with actual search behavior This can open the door to an incredible amount of keywords that your clientamp8217s should be targeting Each step that Rand demonstrates here is crucial and if youamp8217re not doing these steps for your client you are doing them a huge disservice Keyword research doesn39t have to be complicated and in fact once broken down is quite simple We as search marketers have an obligation to deliver the best product possible to our clients and making sure we pay attention to the methodology and process is crucial to keeping and sustaining long term business relationshipsExit question What is your keyword methodology Are you looking at the purchase path or simply shooting in the wind at keywords you quotthinkquot will deliver the best ROIJohn Schulenburg is Director of SEO at RBM He can be reached at jschulenburgredbricksmediacomRead all John39s MediaBizBloggers commentaries at The BrickwireCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Keyword Research + Purchase Process = SEO Win - John Schulenburg-RBM

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Keyword Research + Purchase Process = SEO Win - John Schulenburg-RBM

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