Continuing in our quest to mastering that perfect keyword list, we will discuss steps in analyzing keyword performance.
Step 1. Maintain the Buzz
In case you have a seasonal business, your keyword list will include a mix of the all year round keywords as well as seasonal keywords. There might be another set of keywords/key phrases that are driven by the changing trends. Keep a check on the global and local search volumes of the entire keyword list.
Some search volumes might be fueled by the trending topics on the web, but that might fade away with the time. Also, the seasonal keywords tend to fluctuate in their search volumes with time. You need to keep an eye out for these fluctuations and change your search engine optimization strategy accordingly.
Focus on the keywords that are trending to cash on the current search trend traffic and do away with them once the fad fades away.
Prioritize your keyword lists accordingly and base your SEO efforts around them.
Step 2. Breathe
Just because you have a website and a keyword list doesn’t mean you need to check on their rankings every single day. Search trends do not work that way. Search engine marketing does not work that way. It takes time for the search engines to register any changes that you made on your websites and SEO efforts and to reward you accordingly.
My suggestion is to wait and watch for at least a month, before you check for your rankings and start panicking.
Also, do not get extra excited on seeing the rankings and start depending on them. Remember the recent changes in the search algorithm for “personalized search“? Search rankings tend to work differently for different users based on their personalized search. Even though checking for your rankings through impersonal tools like Rank Checker might give you an overview of the rankings overall, no one is searching in a vacuum.
So just breathe.
Step 3. Competition Analysis
You need to stay on top of your search engine marketing efforts by keeping a tab on your competitors’ performance for the common keywords. That’s right. Analyze your competitors.
Collect data for your competitors’ rankings for your keywords, prepare a spreadsheet, organize your findings and then compare your performance with theirs.
DO keep in mind that your brick-and-mortar competitors might not be your search competitors as well. Search real estate is in a state of constant change and the competition faced on search results is ever changing. So it is possible that you might be hit by a competition from a bakery that is not even in the same area as you are, is not targeting the audience you are and might not be preparing that special gourmet bakery items that you are promoting online. It might not even be a brick-and-mortar establishment. But it might still be beating you in rankings.
So it is very important to analyze how your competition on the search is faring for the keywords you are targeting.
No harm in taking a leaf out of their books and incorporating their strategy into yours if it works for you.
Step 4. Content Marketing Campaign Analysis
You have checked and analyzed how your website is performing for a set of your targeted keywords. Now is the time toanalyze your content marketing campaign and see how it is faring. Is it attracting visitors? Are those visitors contributing to your business? If not, then where is the problem? Where is the gap in strategy and implementation?
Once you have the answers to these questions, you will have an idea about the steps you can take to improve your content marketing strategy and make your content fare better.
Create more and more content around the best performing keywords. Find out what keywords are not performing and find out if they should even be included in your strategy. Find out how your competitors are including content in their search engine marketing efforts.
Remember, its all about planning, implementing, analyzing and improvising.
Ask Bill to come speak to you or your group about your content marketing strategy.