SEO is one of the most important channels in modern day digital marketing. Our luxury marketing agency in London is proud to support businesses and offer luxury SEO services that drive traffic, increase awareness and leverage enquiries and sales. Due to its highly targeted nature, organic search traffic tends to convert at higher rates than other traffic sources. For leads, SEO-driven traffic converts at up to 14.6%, versus just 1.7% for outbound advertising, like social media ads.And while both PPC and SEO can drive targeted traffic, ranking organically has an impression of being more reliable - and since it is not a paid position it can be seen to have greater credibility due to the weight that Google carries.
What are keywords?
Keywords are ideas and topics that define what your content is about and are phrases and words that searchers enter into search engines. Keywords are the search and the job of a digital marketing agency that specialises in SEO is to build webpages and content that respond to the needs and requirements of such searches.
Keywords are vital because they are the connection between what people are looking for and the content a business creates to meet that need. Our goal is to rank (position a website in the SERPs (search engine results pages) to drive traffic organically from the results page to the website. Keywords are a mixture between what your audience searches for and how you show or define such queries on your website. To create content that ranks well organically and drives visitors to your site, one needs to understand the needs of the visitors - what they search for, the language they use and the type of content they speak.
Not all keywords are the same…
When starting your research it is important to understand that there are different types of searches based on where the user is within the sales funnel. We have broken down the main four types of searches that appear time and time again regardless of industry or products offered:
- Informational Keywords: Clients who are on the hunt for information; “how” or “why”
- Navigational Keywords: Clients who are looking for a particular website
- Transactional Keywords: Clients who are willing to convert
- Commercial Keywords: Clients who are willing to purchase; “buy” or “price”
By understanding these different types of searches we can create specific offerings that respond to the differences in searches. Whatsmore, creating content pillars targeted at different users can assist in then being able to direct them to specific parts of a website, for example, product or transactional pages
How To Conduct Keyword Research
Keyword research is a blend of the obvious, the subtle and opportunity. Within keyword research the primary goal is to firstly understand what your business or brand offers and what searchers use to find such services.
What do we do?
Understand your products and services.
What do people search for?
Connect the goods with the searchers
What is their intent?
Transactional? “Buy Banksy paintings” Informational? “Girl with Balloon meaning”
What do my competitors use?
What non-branded searches are used to find your competitors?
What do we want to be found for?
What opportunities are there?What are the gaps in our content that we are missing out on?
Longtail Search Terms
Keywords can be broad and far-reaching (these are usually called "primary keywords'') e.g “buy designer wallet” or they can be made up of more specific, niche phrases e.g “buy men’s designer black wallet”. This longer collection of words is called a long-tail keyword.
Single keywords may seem to be the most important type of keyword to rank for but they usually have greater competition. What’s more, they can also be quite vague and it can be difficult to gauge the intent behind such a search. However, long-tail keywords usually possess a more obvious intent and generally have less competition making them an attractive part of a balanced keyword portfolio.
How to track keywords
It is important to track the performance of keywords to gauge their success, refine them and to measure their impact. We have listed the three main
Tracking Tools
Various tracking tools exist that track your keywords on a weekly basis providing updates as to their position in Google vs competitors. Amongst other useful features, they can assist with website auditing, keyword research and competitor research.
Google Analytics
Google Analytics is the benchmark for visitor tracking. Breaking down visitors by channel, landing page, bounce and much much more it is one of the most if not the most important tool to understand how visitors find you and what they do on your website informing decisions as to UX design and landing page efficacy.
Google Search Console
Finally, if Google Analytics tells you what people do on your website Google Search Console tells you how they found you. Technical in nature, GSC provides information such as site positions, search terms that trigger the site to appear, broken links and indicates penalties. Combined with GA the two tools offer a powerful base to understand the performance of any given SEO campaign.
Using keyword research for content ideas
The old adage “content is king” has never been truer and, with so much content available, it is vital to cut through the noise and offer high-quality content for your audience(s). Keyword research allows for informed decision to be made as to what content to produce and who to produce it for - based on where they are in the sales funnel. We recommend to:
- Identify your topics
- Break your topic down into supporting terms.
- Research variations using suggested tools
- Create plan of action and identify what is needed
- Begin creation
- Share, share, share! Across email, news platforms and other digital spheres where clients congregate.
- Measure
Our luxury digital marketing agency have helped premium brands and businesses to achieve their digital goals. For more information and to discuss your needs, contact our team via hello@theluxurymarketingagency.com or call +44(0)7835 233607.
