The Secret to Great SEO Keywords: Site Search
You may find that site search keywords are very different, and often more specific, than the keywords people use to find your site via search engines. For instance, someone may have come to your site through a Google search for the term "medical professionals list." However, using the search box on your site, they refined their search by typing in "anesthesiology professionals San Jose." Those are the kinds of long tail search terms you can build a keyword campaign around.
Here are a few tools for building keyword lists for site search:
- Most site search and analytics platforms supply you with a list of the top keywords and long tail combinations of keywords customers are using when searching your site. You'll often discover search terms that aren't currently on your keyword list—terms that might not turn up in Web search keywords. Use these search terms to adjust your SEO or pay-per-click campaigns and significantly increase conversions. Our customers often use this tactic for their search marketing campaigns and get better results over time.
- It's helpful to use analytics products, like Google Analytics and Coremetrics, to understand how people search for information on your site. These tools help you dig even deeper to find search terms that your customers think of before you do. These terms can be used to optimize your site and drive greater traffic, and they are effective terms to include in paid search campaigns.
- To save time, you can use products that automate keyword list generation. These solutions create product landing pages based on customer search activity that are optimized for Web search engines. These pages would be time-consuming to create manually; especially if you're optimizing a site using hundreds or thousands of site-search terms.
Keyword research is a marketing tool that's been around a long time, but it deserves a fresh view to make sure you aren't missing out on the new ways to develop your keyword lists. Take time to understand and analyze the search activity going on inside your site and incorporate that information into your direct marketing efforts. The keywords you discover can offer unexpected ways to achieve better business results.