As most internet marketers will know, doing keyword research before building or adding to a website is vital. Without doing keyword research you are likely to generate less traffic because your content will not be focused around a specific ‘keyword phrase’.
The first port of call for most marketers is to use Googles external keyword tool or a third party keyword tool such as Keyword Elite or Market Samurai. To be honest, they are all good choices to begin your research BUT if you already have an established website (to some degree) and are wanting to increase the traffic then the first place you should look for keywords is your ‘existing keywords’ within your analytics.
It’s easy to search for new keywords and start a campaign to ‘eventually’ rank for those but to increase your traffic, all you need to do is find out which keyword phrases you already rank for’ and work on those to increase their rankings.
Here is a screenshot that includes a very small sample of my keyword stats for one of my websites. I have only checked 3 of these to give you a quick example but as you can see some of these keywords are not in the top 3 places of Google YET they are bringing in free organic traffic to my site. This means I have access to potentially hundreds of keywords which DO bring in site visitors and could without doubt bring me MANY more. All I have to do is focus on some of these words and increase their ranking.
Existing keywords bringing in traffic
I would essentially do this by building backlinks using those keywords as anchor text. Also, variations of those keywords. The keyword phrase ‘bridal hair ideas’ brought in 25 visitors in the last month. The current rank for that keyword phrase is 5th place. Now that isn’t necessarily a bad ranking BUT imagine how many more visitors I’d get if I was number 1 for that phrase? or even just number 2? That figure may go from 25 to 35, or maybe even 50! Now imagine replicating this process with a number of these keywords. If my site already brought in 5,000 unique visitors per month, this could easily be taken up to 10,000 – 15,000 over time. All by focusing on the keyword phrases you already rank for rather than finding new phrases.
The thing you need to remember is that ALL of the keywords within your analytics / stats are REAL keywords that people have used to find your site. The results and figures you see are not skewed or inaccurate like you see in so many keyword tools. Secondly, if you’re already ranked on the first page of Google for a keyword, it means that your content is already weighted towards that keyword and Google is treating your content as being relevant. It would be far easier to increase the ranking for this particular keyword rather than ranking for a new keyword.
So, in a nutshell. You may have all the keywords you need right under your nose. Look there before hunting new keywords down!
Please feel free to leave a comment. It would be good to hear your views! 🙂
To your success!