Marketing Profs

I've been under pressure lately to come up with more advice on organic search engine optimization. Specifically, readers want to know more about how an effective keyword strategy can improve Web site conversion rates.

Well, here is my take on it—based on the Web analytics evidence of our own keyword strategy.

Use the Correct Lingo… Comprende?

Have you ever been in a room where people are talking but you don't understand a thing about the topic, or perhaps even the language?

Take it from one who knows, it can be quite frustrating. I live in Finland and speak only a little Finnish. Daily I'm subjected to conversations and have only a slight idea about what is being said.

I'm a curious (some would say nosy!) soul, so this infuriates me. Especially if I'm on a bus and see grannies cracking up with laughter at a private joke I'm too ignorant to be in on.

It's similar online. You have to start communicating on your Web site using the terminology that your visitors use.

If you use the right terminology and phrases, not only do they find you… but (to use my analogy) you also let them in on the joke! If you're using the wrong terminology, then you're leaving your visitor a bit confused, a bit foggy, feeling a bit left out of it all.

How do you avoid this on your Web site? When selecting your keywords, follow three simple guidelines:

• Gauge the traffic potential of the keywords in terms of quantity.
  
  
• Gauge the visitor's intent when using those phrases in their search query.
  
  
• Measure traffic potential from those keywords in terms of conversion.

1. The Traffic Potential of Your Keywords