What do you see? Or let’s examine it further.
https://www.marketingsherpa.com/article/search-is-generating-bulk-b2b
Firstly, the success of a marketing program shouldn’t be judged merely by the quantity, which is often the case, but also the quality of leads produced. And secondly, Search Engine Optimization (SEO) plays an increasingly important role in balancing lead flows because, in many cases, the spigot can be opened or closed to control volume. With regard to the lead quality, marketers should adopt a much more strategic approach to optimizing web pages, carefully aligning the context of keywords with your pages.
So how to select the keywords? Below is an example of a company called Hello Traveler, which sells travel journals and scrapbooks. However, the competition for general keywords like “travel journey” is stiff– Hello Traveler could hardly get on page 2.
Why not looking into niche keywords?
Step 1: look at inventory and site organization
To begin with, you should start with an examination of your company and try to segment products. In Hello Traveler’s case, they dug into their inventory and made a list of product categories that met the following criteria:
- Products they sold or could easily sell
- Products with less competition
- Products that consumers were searching for
And then they came up with a list of categories, such as “beach picture frame” and “cruise photo album”
Step 2: Research the categories
Firstly, check search results and see how many results the words receive in search sites like Google. Obviously, avoid keywords with higher numbers. Apart from the numbers, check the frequency as well. Make sure the keywords are searched for often enough to merit attention. Lots of free search keyword tools are available.
Google Adwords: Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
WordTracker – free keyword suggestion tool:
http://freekeywords.wordtracker.com/
Step 3: select winners and start grouping
Choose the keywords, or sub-categories that have limited competition but are being searched for regular enough. Then, organize your products based on these categories
As we mentioned in the class about monitoring, you may find new business opportunities in this process. For example, after seeing that people were searching for food and wine travel journals, Hello Traveler decided to “flesh this out into an actual category. We looked around and found enough in the way of food and wine journals, and some other wine ‘gifty’ stuff, to create an actual category.”
Step 4: Create category pages
Then create webpages for each of the new product category. One thing worth mentioning is that
each product page should have at least three sentences of SEO text at the top that describes the category. Also, make sure you include short text descriptions for each product. When the page is spidered by a search engine, you want sufficient content relevant to the keyword.
For example, Hello Traveler’s ‘kid travel activity’ section reads as follows under its primary navigation bar: “The unique perspective of children is always worth chronicling. Because of that, we offer a nice selection of kid’s travel journals, travel games and activity books. You’ll also sometimes find a travel picture frame or vacation photo album designed for the younger set.”
Step 5: Place links on your homepage
The last step is to create links to the category from your homepage. An sample from Hello Traveler is provided blow.
Resources:
1. Traditional Media Not A Good Source of Leads, Say B2B Marketers
Retrieved from http://www.marketingcharts.com/wp/television/traditional-media-delivers-low-quantity-but-highest-quality-leads-say-b2b-marketers-25109/
2. New Chart: Search is Generating the Bulk of B2B Leads – But How Good are They?
Retrieved from
https://www.marketingsherpa.com/article/search-is-generating-bulk-b2b
3. How to Use Niche Keywords to Boost Search Traffic: 5 Steps to a 20% Lift
Retrieved from
http://www.marketingsherpa.com/article/how-to/5-steps-to-20-lift#