7 things you should know before starting Keyword Research

Key word Research, 7 important points before you get strted

7 things you should know before starting keyword research.

Keywords are the basic building blocks of SEO. Keywords are what people use to search on search engines, what search engines match with the content on a business site and what businesses should keenly observe and customize their content so as to rank high on search results.

The importance of keywords in SEO can never be overstated and even more is the importance of impeccable research. 7 points to keep in mind before you set forth on this journey.

  1. Business Objective-

Keyword research can get very tricky depending on the business type and the idea being marketed on search engines.

So if an ecommerce of apparels, is  rebranding or e positioning its product to premium quality, or introducing  a new  line of products, the choice of keywords will matter a significantly

  1. Aim to have a better mix of keywords than a long list. By mix I mean diversification. The top 5-10 keywords that your are aiming to optimize your site for should be as assorted as possible.
  • It should include keywords with different levels of competition, varying monthly search volume by web users etc.
  • It should also include keywords broadly related to industry and  specific to the niche value proposition of the individual business.
  • Keywords should also cater to intent of search which could be – navigational(go or land on a  page), transactional (do something) and informational(know something. )

So the purpose of the search behind the words will not just create

  • Location specific to capture local searchers. For example a Therapeutic massage salon will always have customers that are looking for location services
  1. Use Synonyms for an extended set of keyword – The top list of 10 keywords are actually definite ideas or category of keyword you want . The research is not complete without variations  using synonyms .

Google Search engines , uses synonyms to identify, associate and relate the meaning of keywords. So prepare a list of at least 30 keywords , derived from the top 5-10. Make sure to use this in your content for best results.

  1. Keyword research could be disruptive . It could lead you to conceptually redefine your product or service line. This is because when  you are researching keywords, you are not only finding words that people search but  also their intent.

So for eg: the intent of user  searching  for photography  is educational while the  users searching for photographers in a location is perhaps wanting to buy a service. So every time you put yourselves in place of a potential customer- you will discover new ways , terms and uses for your service. So be open to accept or at least critically analyze these ideas during your research.

  1. Keyword research is not one time thing- it siscyclical, progressive and ever evolving ( with time). Certain keywords could be seasonal while others could be too early to optimize your website with.

 So pumpkin flavors is  not that great keyword for cake shops during winter or summer and Google analytics was not a great keyword for web analytics service providers 10 years back when its was just launch and hardly known.

  1. A keyword research should precede content development. Not that content cannot be changed later, but this research is worth nothing without a befitting content.

So its always advisable to complete this exercise before you design your website . As we all know keyword is used not only in the main body of a page, but should also be found  – in H1- headings, page titles, page  descriptions, URI, alt texts and tags of images etc. This gives a unified approach to increasing relevance – which is one of the two ideas behind SEO campaigns.

The other is importance.

  1. The best person to do keyword research for your business is you as no body knows your business better. Even if you entrust another agency, make sure you review keywords carefully . Make sure they are tied to the business objectives .

More coming on DIY guide to SEO  and keyword research, SEO check list and requirement or your expectations from SEO  vendor.

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The role of Google Analytics in website usability research

food_swiss_army_knife_13_1233178-229pxWebsite usability historically has been about actual voice of users. With feedbacks, user polls, surveys researchers try to understand what users want to see on website and how they use an online interface.  A website built on these lines is often assumed to be   highly usable , highly converting and generating great user experience  , however that’s  only partly true. And I know this because I analyze website before and after a usability test and subsequent implementations.

Unlike usability tests  that gather preference data from a  handful few representing target audience,  web analytics is about tracking  anonymous all web traffic – practically all those who visit the website. So even after  leaving out all unnecessary or faulty information , it can give a good overall idea about demography and  how they generally behave  when on the website.  The tool gives a slew  of reports showing various perspectives of user behavior like – time on site, page depth,  user flow, navigation, content analysis etc. It is  this feature  within the tool that makes it so important for UX researchers.

Think of these reports alone with no  other complex setting the tool is dreaded for and it is practically a galore of  useful information helping you point out the issue– the bulls eye to target your full length usability tests. If we  notice areas of major dip in traffic, high exit or high bounce,  questions like ‘why’ can lead researchers to specific tasks for usability test.

Where as coupled with settings like goals  these same  reports can throw light  on the post phase – basically analyzing  how well were the usability tests insights been implemented , how did the majority of the traffic react to it, did something go wrong with data interpretation and what all this means to conversions. Traditionally , conversions and user experience are  considered two disparate things however I work with the principle they are just two different  perspectives of the same. More on this later.

To understand more on Google Analytics and Usability, I invite you to attend my online session happening Monday May 11th 10:30 am EST.

The new role of Data Analytics in Consultancy

What was there?

Consultancy and business data analysis have always been a closely knit. Whether it  was building a  Marketing strategy, supply chain and operations  , Financial analysis , price optimization, it goes without saying 10-80% of the projects had  to crunch numbers.

What is new?

SMALL IMAGE (PNG)Public Domain

Innovations in technology and cheaper editions of data storage, enabled such ease in availability and heights of data quality and security that, data analytics grew to be an indispensable part of consultancy. Yes – we are talking about the two critical C in technology today- Clouds and Censors.

Clouds & Censors

 Today a TV talks to a phone, a phone talks to car dash, A tablet  talks to that home theater there and the music system  talks to the TV – these little loops of connectivity established  between systems on wireless network  has put  our lives  right in the center of internet of things .

SMALL IMAGE (PNG)Public DomainAnd every such interaction anywhere within the internet of things generates a ‘bitly’ data that has a new home – called the cloud. The sheer size of the capacity and increasingly drop in infrastructure cost has made a data rich information and potential in driving actions and decisions making just click away.

What is the impact?

Quiet a heaven for data analysts this new era has brought in the never before scope to make the  most of information. More in business consultancy than in any other field, can data be used to bring out interesting insights, nobody had ever thought of before.Did you know Wes has published

 Google-AnalyticsUsing social media analytics one  could guess the sentiment  generated in audience by  branding efforts, eCommerce product page performance  reports spell out what’s hot in the market and what’s  not, customer segment bring out the differentiated value propositions, while predictive modeling make hidden opportunities seem obvious.

The Take Away…

Thus data analytics of online /offline business has a heavyweight contribution in consultancy and it is difficult to overlook. While every form of management consultant is gradually incorporating and increasing the use of fact based insights, it is about time, consultant, strengthen their in-house analytics strength or collaborate with professional analytics firms.

Why did you bother to have a website?

Why did you bother to have a website?

  

In an ultimate chase to bring about all that should make your business work, you went online. That’s laudable. But know, odd are, it will do more harm than good, if you just have your presence. A website is not just an html page on the World Wide Web, but a well-crafted, representation of your brand- essentially storefront of your business, online.

That is to say, if you put up a rough, unpolished, image of you, people should have no reason to disbelief – it you. But again, that’s not what you want. After those year of building a business brick by brick, pumping in life and blood, through sweat and pain, that’s the last thing you could hope for – a wrong perception.

 

File:This Month In Education Newsletter Pageviews Report Chart 1.png

But as much as I believe, businesses have a role to play to taint their own image, the hands giving shape to their wishes are equally responsible. Why? Because they are supposed to know better what works and what does not. It’s not just a blindfolded execution of “client requirement” but suggestion advices, analytics and key insights. That’s what makes or breaks a deal.

“Know the laws of the land to the survive; know the rules of online territory or perish”

And these rules just do not come by, they needs to be researched – from literature, data analytics, new innovations, theories. There is a reward to stay up to date and if  you think you or you’re your business has  no time for  it, better entrust this responsibility to someone who does – a  good deal of it. Choose your website vendors, cautiously . They could be as  misleading and high priced as a novice.

2 day Course on Google Analytics- Register Free

  1. Introduction to the most important Settings in Google Analytics (Contd.)
    i) Goals Settings – Goal Flow and Funnel setup
    ii) Filters- Generating views
    iii) Adwords linking to Google Analytics
    iv) Display advertising feature enabling for Audience Interest/Demographics
  2. Navigating Google Analytics Reports
    A) Reporting Overview- Discussion of 5 reports
    i) Audience Reports

– Demographic and interest report
– Behavior report
ii) Acquisition Reports
– All traffic Channels report
– Search Engine optimization report
iii) Behavior Reports
– Behavior flow report
3. 5 most insightful tips about GA reports ( if time permits )

The Answer is Analytics

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2 day Course on Google Analytics- Register Free

Event on Jan 8th & 15th , 10 AM to 11 AM in Simsbury Library
Registration Link:
http://www.libraryinsight.com/EventSignUp.asp?t=326453995&jx=scp&lmx=668421

The Answer is Analytics

google-analytics-metrics1

Day 1:

  1. Overview and Background of Web Analytics-
  2. Fundamentals of Web Analytics
    1. Definitions and Significance of Important Parameters
    2. Important KPI for common types of websites
  3. Google Analytics case Studies
  4. Introduction to Google Analytics-
  5. Basics of Google Analytics
  6. What is Google Analytics?
  7. How it works?
  • Key metrics and dimensions definition
  1. Getting Started
  2. Accessing Google Analytics
  3. Creating New Accounts under Google Analytics
  • Using Google Analytics Tracking Code (GATC)
  1. Granting full and selective access to individuals
  2. Quiz
  3. Basics of Settings in Google Analytics
  4. Importance of Setting
  5. Introduction to the Most important ones among them
  6. Goals
  7. Filters
  8. Questions

Day 2:

  1. Introduction to the most important Settings in Google Analytics (Contd.)
  2. Goals
  3. Filters
  • Onsite Search
  1. User Demographics and Interest set up
  2. Setting up webmaster
  3. Other setup
  4. Navigating Google Analytics Reports
  5. Reporting Overview
    1. Audience Reports
    2. Acquisition Reports
  • Behavior Reports
  1. 5 most insightful tips about GA reports
  2. Quiz & Questions

Register: http://www.libraryinsight.com/EventSignUp.asp?t=326453995&jx=scp&lmx=668421

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Automation for Social Media is an OxyMoron

This is  not a post on what  is  social media or  how  it  should be done for  business or some  kind of a start to an obituary for good  old  classic  social media  that  evolved and  gave  away to the new and  automated. No. But sure it is a journey back to the basics.

Automation for Social Media is an Oxymoron

Automation for Social Media is an Oxymoron

If social media is people and relationships at the heart of it then it can never be automated. Can hosting a party be automated and even if it is will it be fun. Can connecting with people, reading their needs and offering business solution to fulfill needs be automated. Well if you ask then Yes to some extent. Obviously we do not expect business owners to spend 5 hours a day, connecting with people- it will defeat the purpose. So automated platforms  can help with a single login for  all your social  accounts, a  basic analytics  platform to view  the  numbers and simpler space  to have a  record of conversations posts in one  single  place. Definitely that is advantageous. But what about initiating conversation, building relationships, networking and business development at the end of the funnel. Can these or  should  these  be  automated? If  so then to what extent  and  what  could  be  the  possible  impact o f  it.

Like  many innovations surpassing  our  assumptions  in the  past , I am  hopeful  this  too will follow due  course .But , talk of  present  day , and  all that we  got under the banner of automated  social media – still represents an oxymoron.