All the marketing studies show us that natural and paid referencing (SEA) in Google are the 2 most important channels to acquire visitors and therefore customers. But you still need to know with certainty the search behavior of your potential customers and the keywords they use.
Many e-traders talk about their difficulties: they often find themselves alone in front of their site not knowing which keywords to choose for their SEO.
They very often have wrong certainties about the choice of search terms used by their market. So they know their job very well, but often miss out on strong growth opportunities, due to a poor knowledge of traffic-carrying keywords: they are thus looking for neglected keywords and / or niche keywords.
Good reflexes to do an SEO market research of your website simply!
How to acquire the right reflexes to quickly obtain a list of winning words in order to develop the business of your site? I will present a simple approach, which is used by many SEO professionals.
It takes place in 3 stages:
- How visible is your website?
- Who are your SEO competitors? What are their keywords?
- What are the leading sites on your theme? What are their keywords?
1 – Where is my site in the scope of the web?
First of all, if your site is old enough to have SEO visibility on Google, you must know precisely the keywords that bring you traffic. You must identify the keywords that position your site on the 1st page of Google.
Once identified, I advise you to group them by themes, by products, or by services offered by your site. This often corresponds to the structuring of your pages or your categories.
Then for each keyword you must know the search volume per month.
So you estimate the ability of the keyword to bring visitors, and therefore potential customers, every month.
At this point, you can look into the consistency of these keywords for your business. So you make sure that the need expressed by the user through the keyword is consistent with the response or offer provided by the page referenced on your site on Google.
It is good at this level to analyze the processing capacity of pages that receive visits. I will not develop this part any further. I just want to draw your attention to the fact that sometimes the keyword strategy is good but that the ability of the page to achieve the objective (ex: sale, filling out a form …) is not sufficient.
2 – Who are my competitors?
Now that you have a clear vision, it’s time to analyze the competitors for your SEO visibility in Google.
As professionals, you know the companies that compete with your products or services, you are often confronted with them during your commercial actions.
But in Google, your SEO can compete with sites you don’t know. It is thus strategic to analyze your SEO competitors in detail in order to know their Keyword strategy.
For this, you must, for each competitor SEO site, know the keywords on which they are present in the 1st page of Google.
I advise you at this stage to group these keywords by themes, or groups of services / products.
So you will be able to identify sites that have a broad thematic presence or specialize by market niche. You will be able to spot the winning keywords of your competitors on which your site is not present.
This competitive benchmark represents a great opportunity for you to find search expressions that you would not have thought of.
3 – Be smart and sharpen your vision by analyzing the leading sites on the theme
You have identified your keywords. You know your visibility on your theme. Your competitors have been carefully analyzed. Things are becoming clearer as to the direction of your strategy and the choice of your keywords, but that’s not all.
Think that the leading sites on your theme have already invested a lot of time and sometimes large budgets to get there.
Their choice is certainly very strategic and thoughtful, think of being inspired by it!
It is clever to be able to identify all the keywords they have chosen!
As in the previous 2 steps, I recommend that you group these words into your different themes and analyze the potential market they represent. You can also, for a more precise analysis, assign a Tag to it, for example “Leaders”.
Keep in mind that you can identify and analyze the pages on which these expressions go up, in order to help you better orient and optimize yours.
Let’s take action:
In the video below i will show you how to do these 3 steps very simply with the tool Yooda Insight.
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Article written in collaboration with Yooda