Search engine optimization (SEO) is a fundamental part of setting up and maintaining a website. While the overall idea of SEO is simple – use specific keywords and keyword phrases to attract traffic to your web pages – it can quickly spin out of control as you stack more and more keywords on each other.
Without carefully keeping track of the SEO you’ve used and how it’s performed, you can easily get overwhelmed. Here’s how to handle SEO correctly from the start.
First Things First: Understand Your Pages
Before you can decide which keywords to include on your pages, you need a clear idea of what those pages offer. Understand the main topic and the sub-topics of each page before you even begin your SEO research.
You want to make sure that you use SEO that’s highly relevant to the page so that users find what they’re looking for. If you use misleading SEO, users won’t trust your website and you’ll quickly lose traffic.
Consider the Conversion Funnel
Knowing where the user is in their process will help you decide which SEO to use on each page. On pages that have general information about a topic or product, or that are used primarily to increase brand awareness, you’ll use different SEO than on pages with specific product information.
The more specific the page topic, the more specific the SEO should be. You want to make sure that the SEO you use is not just relevant to what the page offers, but to where the user is in their online research or buying process.
Don’t Ignore Low Search Volume
Initially, you may assume that higher search volume means better SEO for your web pages. Higher search volume doesn’t automatically equal higher conversions, though. If 10,000 people search for the same keyword every month but that keyword is broad, you could see fewer conversions than if 100 people search for a more specific keyword every month.
When you’re just getting used to SEO research, consider the total search volume for a group of keywords instead of worrying about single words or phrases.
Pay Attention to CPC
When you’re trying to determine whether or not a medium or low search volume keyword is worth the effort, take a look at the cost per click (CPC) field. A high CPC means that the SEO company can bring in a lot of traffic.
Even if the search volume is low, a high CPC could lead to a higher number of conversions. Keep Track of What You’re Doing
SEO keyword research can quickly spin out of control if you don’t keep track of the words you’ve used and their stats. From the beginning, create a spreadsheet that has all of the SEO data, including the pages you’ve used it on and the results it’s brought you. By starting out organized, you’ll be able to stay on top of your SEO and update it along the way.