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Best Marriage between Content and Keywords?

I would like to know how to find keywords that are being used by my target market on search engines. So, we did some research initially by talking to many from our target market and asked them about the phrases/keywords used by them to find services that are offered by vendors like us and later we looked at the ranking of those keywords. We went with the approach to target our content (on-site and off-site) based on the top 10-20 keywords. We observed traffic increase, however, not a whole lot, conversion is a different topic altogether, my concern is around bringing in traffic. I am not sure if our approach is wrong or the execution has problems.

Also, how to find content creators who can arrange best organic marriage between the keywords and the content on the site and off-site or use some other approach to bring in organic traffic to the site. What is a typical strategy that works well without being resource hog and too expensive?

17 Replies

Eric Rogness
1
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Eric Rogness Entrepreneur
Technical Product Manager
Your SEO efforts' ability to increase traffic to your site will be a function of their ability to move you up the organic rankings for those keywords. I've included CTR on Google by link position. Notice how link #5 receives more clicks than 6-10 combined. And the third page links receive a third of the already miniscule number of clicks attributed to the second page. Point being, is that if despite all your best efforts, SEO isn't sufficiently moving the needle on your Google rankings, it will also have zero effect on traffic.

Tom Maiaroto
0
0
Tom Maiaroto Entrepreneur • Advisor
Full Stack Consultant
SEO is incredibly difficult for products, SaaS, etc. This is because in Google land, content is king and you likely don't have much content on there. Age of your site/domain also plays a role too, so startups are really at a disadvantage. What kind of site do you have? Is there a blog on it?

Without knowing more details, I'd say for mostly any circumstance you could also try expanding beyond search. Hit social. Twitter may also help you discover good keywords.

You can also use the keywords you have currently researched and test those on Twitter. They may or may not be the same there, but I always like to narrowly target ads for signups. You can spend a very small amount and be quite effective with a few good keywords.

Go between social networks. I think you might start to pick up new keywords and even start to narrow down on your keyword set by singling out keywords which tend to be universally used regardless of context.
Tim Kilroy
0
0
Tim Kilroy Entrepreneur • Advisor
Analytics - LTV - Boosting Profits - Digital Marketing
First, generating organic search traffic is about a lot more than content - site structure, internal linking, links to you all play a part, that in aggregate, probably matter just as much as the content.

In general, a content strategy is only as good as it's distribution. You need to make sure your content get seen by folks in market - so twitter, Facebook, etc are all important, but finding somebody to share content with that is targeted to the same audience is a really great strategy (imagine that you have tax software that you are promoting, having a financial advisory firm co-release some findings that you've made can significantly amplify your content distribution, which will help in the discovery of all of your content.

If you want to know what keywords your competitors and peers are targeting for search, using a tool like www.semrush.com is really helpful/
Aki Balogh
1
0
Aki Balogh Entrepreneur • Advisor
Machine Learning
Hi Asad,

This is a step ahead of you, but once you've identified your primary keywords:

I co-founded MarketMuse (marketmuse.com) to help you build authority for the primary keywords that you've identified. MarketMuse analyzes your content and tells you what content gaps you have.

Check out our site and ping me if you have any questions, I'm happy to help.

Aki Akos (Aki) Balogh
Co-Founder, MarketMuse
Asad Shaikh
0
0
Asad Shaikh Entrepreneur
AWS/NoSQL/Big Data Architect at Capital One
Tom,

The domain is old, but the content is new because no work was done on the domain for a while. Also, there is a blog on the site, we wrote blogs for a few months.

How are you employing the social strategy specifically how do you find the relevant keywords and how do you use them in social context?


Tom Maiaroto
0
0
Tom Maiaroto Entrepreneur • Advisor
Full Stack Consultant
Specifically I have used Twitter ads to discover keyword popularity. Their ad tools have blue circles of varying sizes to indicate your potential reach. It's a crude search trends tool and I have found it quite useful in a broad sense.

See which keywords have high conversions on your Twitter ads and see if they work well for SEO (and paid search on Google) as well. You might find some similarities.

Timely events and keywords surrounding them can also be helpful and Twitter again can help you there. It may be a conference for example that is related to your product.

More and more social and search will be bridged. Bing has already made efforts in this direction and I would suspect that the internet will more and more head this direction. I've focused a lot on Twitter here, but I want to clarify that we're not limited to Twitter.
Benji Hyam
0
0
Benji Hyam Entrepreneur
Director of Growth at Everwise - Talent Development. Reinvented.
Asad,

I just wrote about this. Scroll down to the Evergreen content section - the best way i've found to do this is by using the Google Suggested Search hack found below.


Let me know if you have any further questions.
Skip Besthoff
0
0
Skip Besthoff Entrepreneur
Corporate Development Executive
Asad,

Great ... and tough ... question. Lot of good comments here as well. My company was formed to solve this exact problem.

Bottom line: we've found given the greater semantic sophistication that search engines and web platforms now have, a purely keyword-based approach to writing content will not get you where you want to be. The vast majority of content fails to drive healthy traffic and it is very hard to deconstruct why. Your experience is a typical one. We've developed a predictive analytics product that does just this, before you write your content.

Check out a whitepaper we wrote on this topic and some of the resources on our site at www.inboundwriter.com. Happy to further discuss anytime.

Best,
Skip

Aki Balogh
0
0
Aki Balogh Entrepreneur • Advisor
Machine Learning
(Hey Skip! Nice to see you on here.)

Similar to Google Suggest -- for purely keyword research, I would also suggest http://keywordtool.io
Roy Gonzales
2
0
Roy Gonzales Entrepreneur
CEO at Zobily
Asad,

At the end of the day you are looking for new customers and that is the black hole! SEO will help a little but the 800lb Gorillas have huge budgets to acquire consumers. The key for little guys is to first always realize how much it costs to acquire a consumer period! Than you can find publishers that you can negotiate a deal for customers if it makes sense for them and you. If not your grasping at straws like everyone else.
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