Two Tips for Effective Keyword Selection
To help get your company the best search engine ranking possible, Eli Katz, president and CEO of New York-based watch and jewelry e-tailer Ashford.com, shares the following two tips for effective keyword selection.
1. Think like your customer. Katz says marketers should sit down with a blank piece of paper and write down every search term related to their product. Conducting a brainstorming session with pen and paper in hand helps marketers visualize more search terms then they would when sitting at the computer, he explains. Then, purge the list based on words customers actually use to search, not industry terms. For example, when shopping for building supplies, consumers will search for “sinks,” not the industry term, “lavatories.” “After you have the basics said and done, you need to monitor your site activity. See what is happening and why it is happening. Closely watch what users are clicking on, what is converting, what is not converting, and make changes to your keyword list as necessary,” he says.
2. Avoid broad brand search words. Check to see what companies or product categories may be associated with a particular brand name. If necessary, choose a more specific search term for that particular brand, Katz says. For example, a search for “concord” may bring up a results page that includes a listing for “concord jets” as well as “concord watches.” “It’s most effective if you can optimize your search [by using a very specific message] and ad words, such as using “concord watch” or “concord watches” to create the best search result,” Katz says.