Keywords that Increase and Convert Visitors
These converting factors, maybe other more subtle factors too, are vital for web developers when considering the build of websites, but so too for search engine marketers. People who are interested in SEO and Pay-Per-Click (PPC) must build awareness of these factors into their research and planning.
Keyword Research and Visitor Conversions
Keyword usage plays a very important role in communicating to visitors the purpose of the website. So from the meta title and meta description that is displayed on the search engine results page, to the keyword choice throughout the content, navigation and call to action, it becomes apparent that these are very important to converting the visitor using the right language. This all sounds obvious but is missed quite frequently.
For instance...if the website is a seller of books, and the company specialises in discounting their range of children's books throughout the year, use keywords as such. By this I mean, do not use simply 'books' as a keyword but rather 'buy discounted children's books in the book shop' as a phrase that helps to instil your marketing message to your visitors and also act as a call-to-action. For search engine marketing this is vital for ranking for convertable traffic too...
Keyword Usage and Search Engine Semantics
Search engine marketing relies on keyword research, of which understanding the language of searchers goes far beyond using just keywords, but rather where semantics (meaning) plays a very important role to both the users and also search engine bots too. This is important because search engine bots must collect the information that flows around your website and, via algorithms, calculate the most popular and relevant results by not just matching keywords to search queries but to their meaning.
By placing keywords into sentences that offer contextual meaning then you can help search engines understand the meaning of the keyword in the same way that we understand words – this goes beyond sentences, to how keywords are used in paragraphs, web pages, websites and even external websites that link into the site.
SEO using the right keywords help convert
So, what's the importance here? Well, by using phrases such as 'buy discounted children's books in the book shop' along with other SEO techniques you are generating the most convertible traffic. Simple! And as it's great for getting visitors to your website and converting them through one of the 5 factors above, then who can complain at that?!
Posted By: Ben
14 December 2008