A Formula for Success
Five years ago, extra doughnuts and rich coffee were bestowed on anyone who could provide the top 10 keywords that brought visitors to the company Web site. Two years ago, it was hip to show which keywords generated the most revenue—and the worthy marketer might earn some bran muffins and a chai. Today, bragging rights go to marketers who can assess keyword value based on visitor volume, revenue, conversion and perhaps the most important Web marketing metric: time on site.
Here’s a look at the criteria and limitations of some of these most common metrics to measure keyword success, and a look at one selection strategy I’ve found to be particularly effective.
Volume Isn’t Enough
Revenue Isn’t Enough
I’ll admit it: My first attempt at generating a keyword list was an effort that was bran muffin-worthy: I based all my keyword suggestions solely on revenue. After all, revenue is the ultimate measurement of any campaign, right? Well, not really. Let’s take a look at why that is.