How to Have a great Mix of Keywords in your Keyword Research?

As we know keywords are the building blocks for search engine optimization campaigns. A keyword is by far that essential cornerstone in any SEO puzzle – it lies exactly where an internet user, a business or a search engine meet. Starting with web users who first use a string of words for search, it becomes keywords and gets matched against available content on internet by SEO crawlers. This results to a personalized list of website for an individual that contain those keywords. A list of millions of websites are ranked as per relevancy and importance however only the top 10 on page 1 are visited . The rest are almost as good as not present because hardly 10 % go beyond page 1. All business and website owners interested in high traffic vie for ranks 1-10. And there lies the importance of research for right keywords

So what about keyword mix- what is it to do in keyword research.  Keyword research is listing down top 5-10 (these days an extended list of many more is used) words and phrases that are relevant to a business or its objective. An objective could be to launch a new product, rebrand or remarket or in general popularize products or services. Whatever it is a research is good when keywords or search terms are ones that are frequently used by actual, interested audience. The mix pertains to diversification and inclusion of words from all related quarters.

A good mix contains a combination of high and low competition keyword, all types of search volume (searches per month), locational and language specific, broadly matching an industry and specific to the niche service etc. So how to have a great mix of keywords?

Start with a broad search-

1.       Get broad ideas by typing generic keywords in the Keyword Planner Tool. The result will give search volumes, completion bid etc. Not only for the ones you typed but also related ones.

2.       Ask friends and colleagues-Know how will people knowing about you search for your service

3.       Ask customers and clients- know how people who initially did not know you reached you. Disruption alert- this exercise could help you see what you service mean to others and how customers see it

4.       Check Google Trends for latest and trending topics being searched.

5.       Conduct a rough competitor analysis by typing the competitor URL on Keyword Planner tool and check all keywords that they have been optimized for.

Narrow down the list (some of these could be reputation of steps already used)

1.       Type down broad keywords on Google and Bing and check keywords related list at the bottom of the page. This is search for cat food on Bing:

2.       Use the keyword planner tool again and filer by location and competition (high low medium). Sort by search volume

3.       Type down 2-3 keywords on the planner tool and check out how they compare.

4.       Do the same exercise for Bing and Yahoo and other keyword research tool .

Evaluate keywords

1.       Are these keyword listing your competitors- what are the top 3 websites or pages ranked using these keyword. Visit the pages and check the content

2.       Check out where your page or w website is ranked for those keywords

3.       Do you have  intent of keywords matching any one or more of these- learn, understand, fix, know, visit, buy etc.

4.       Do these keywords have  secondary  keywords that can be derived from them.

5.       What flavor of intent do they relate to- Navigational, Informational or Transactional?

After this exercise, you will hopefully have a list of great keywords which best suits your product or service. Its time now to implement them and check results using analytics or Google analytics SED reports

Analytics and SEO services re  provided by the our brand Hedgehog Insights. Please visit the links.

Google Analytics – 2 Part Fundamentals Course in Middletown CT- Register Free – Fast Filling Seats So hurry

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Can data analysis help get your Business Off the Ground?

Standing at crossroads of  decisions and  determined  to make  no  mistake  an entrepreneur will always look into some business insights, tips, research online and consult experts before the  next  step- That’s precisely what is data analysis.

Analytics and business research is a part and parcel of every business. Many believe these are only for large businesses to benefit from. Truth is, large businesses would have never got any far had they not started analytics as small businesses.

Take the world by a spin- have your business rule!

Take the world by a spin- have your business rule!

Actionable  insights  from time to time  can help you decide what content to put up on your website, what resources to hire, which customer  to value and reward more than others and what products lying at the back of your store is actually high in demand.

But question is how do you get started especially as startups when most of your focus is to set up your business or get it off the ground? How do you know what data to analysis, and how it will help? Here’s a question:

  • What is the one (or two) biggest constraint to your growth? Put on your analyst’s cap and brainstorm on that thing which if resolved can help your business grow faster and easier. It can be your website, social media strategy, location of your retail, financial assistance or customer preference for your product(s)
  • After you have identified the constraints , analyze how you can resolve it. Determine one metric that  you could track and see how far is your constraint resolved. This metrics defines your constraint in the sense that, its increase or decrease should show if your issues are getting fixed or not. This could be sales, cost incurred per customer, No.of customer per lead generated or event as simple as profit%.

For eg. if your constraint is  website and its performance – have a goal set . Measure number of customers per visitor or per session of time spent or bounce rates. These are just examples . Link it up with an analytic tool like – Google Analytics and give it a few weeks to gather some data. Then try to read the basic reports. Understand user behavior, in-page analytics, and conversion rates. Check the user navigation pattern and try to find where most of the traffic drops off or which pages have highest time spent. Your metrics for web performance , will be very easy to track using this tool.

If customer satisfaction poses to be the biggest constraint to your sales and return sales, try to understand the why behind customer behavior. Check out metrics like , retention rate, or no of return per sale, frequency or recency of visits for every visitor that steps into your store or your ecommerce.  A Market research describing the level of acceptability of your products or services  could be a handy document to refer. These could tell why your target group behave the way they do and clues to what you need to do about it.

Inventory management could be a constraint too. That’s when you often end up delaying a delivery or run out of stock  or end up spending most of  your budget on piles .It’s time to analyse it. Understand the seasonality of products , whats in demand, when and how much to stock. Derive trends and patterns. If  not data from your business, then look into others, A number of services, provide reports and syndicated analysis. Reach out to a  low cost report . You could also reach us for one such study.

If a store a perfect location , is  the biggest roadblock to a large number of footprints in your store, then too data will help you resolve. Look into demographics , compare it with your target group and check which location in your locality, will be the best fit. Analyse population and commercial renting rate.Draw a draft picture for your self  on possible areas and know how  to narrow down to one or two that works best.

Analysis of data can really be as varied as the number of constraints and problem you face in business.To say data guarantees success would be overrating, but sure it can increase the chance that you will win the game.. It can be a great support system to your daily decision making and put your business on the path on growth.

About Hedgehog Insights– We are data analytics service provider . We offer analysis of business dat

a. Be it daily operations, cash flows, website data or ones from social media, we analyze all of them together, on one platform, draw, connections, correlations, causes and offer our clients set of easily actionable insights. Tools are really in abundance and we are not selling another expensive one, all that we are sellingis a promise that our analysts will offer modern and conventional analytics , work with you and help you see hidden opportunities from your business data.Schedule a free consultation

Prep up your website for Holiday Sales

Website prep-up tips for Nov sales 2014

With the growing necessity of a formidable web presence for every business these days, little do we doubt that those websites are an important sales channel .Don’t we?  The pages of content are not just beautiful information for mankind but a way to generate leads, attract conversion and grow business.

And why not? If you notice, this season, will need it more than ever. So says the forecasts.

total holiday sales to climb to between $981 and $986 billion, representing a 4 to 4.5 percent increase in November through January holiday sales (excluding motor vehicles and gasoline) over last season…. digital interactions will influence 50 percent, or $345 billion, of retail stores sales this holiday season. This figure reflects the extent to which consumers’ use of desktop and laptop computers, tablets, and smartphones influence brick-and-mortar store sales. Deloitte

Website prep-up tips for Nov sales 2014

Useful Tips to prep up for November Sales

With numerous offer shout outs from every channel and every media, customers will want to dig out the best deal with least struggle and therefore will take to online platforms more wholeheartedly, than ever before. By the way- most of those searches actually convert to sales in physical stores (pickup) or online. Hence it is just too practical to step to it and get your websites all set for the holiday sales.

Get On-Site Optimizations ready- Analytics and research show all online searches during this season are combination of few keywords (plus your product specifications) used specially during this season. Keywords like deals, offers, discounts, best discount are just some of the handful few. You can easily get an exhaustive list and include them in your content, URLs, Meta descriptions and titles.  Use images that are SEO friendly. Pick buzz words related to your current offer description and use them selectively in   ALT text, image file names and title tags.

Build Link- inbound and outbound- If you want to avoid changing the   content completely there is a, actually two way out. Include a small patch/ widget within your product pages with offers and calls to action. 2 – Use blogs. That’s your territory– make use of it. Wright about products or your service offering, profusely hyperlink words and litter keywords wisely.

Make Sure Site Architecture Holds Up. The holidays often result in new products, categories, and gift shops. Are these added to your sitemap ? Do they create duplicate content? How are they linked throughout navigation? This may sound trivial, but it greatly affects rankings and correct page indexing.

Prevent outages – Consult with an IT consultant, if time permits. Based on the traffic you can or want to support check if there are cloud based services to hire. Google has started cost effective cloud based data handling to avoid site crashes. Gear up site security if it involves transactions. If you are into a network Freeze, do try requesting for an emergency change window to avoid downtime.

Test and Review- It goes without saying that if you are doing it do it right or don’t. Having promo codes that do not work, page full of images that do not load, or websites that crash with heavy traffic, will put off even the possibility of sales you had before all this gearing up.  Link it up with web analytics tool. One great is Google Analytics. It will help you track your traffic, test versions of your pages, review changes, analyze the keywords report and know how traffic flows within your website. Get some quick insights using CrazyEgg, Google PageSpeed or Compete. Just punch in your website URL and get quick tips on site speed, online competition, site heat maps etc. Of course we are always there to help you with this. But, whether you hire an analysts or not, do have your website tracked. It’s important you know you are doing it right.

Wrapping your head around these great ideas and then putting up some great, hard work to have a dazzling online business you may be  sure  to attract the most cynical of November-sale-onlookers , but actually you are not  yet done. All this goes down the drain , if you  don’t have  the  right  buzz. Make a noise, shout out. More on this from our Social Media Tips specially tuned to maximize November sales.

About Hedgehog Insights–  We are data analytics service provider . We offer analysis of business data. Be it daily operations,  cash flows, website data or ones from  social media, we put them all together, draw connections and correlations, derive trends and patterns understand causes and offer our clients a set of easily actionable insights. Tools are in abundance and we are not selling another expensive one.All that we are selling is a promise that our analysts will offer modern and  conventional analytics, work with you and help you see hidden opportunities from your business data. Schedule a free consultation .

When is the last time you fed them what they love?

Good newsletter feed-Newsletter analytics

How you know you have fed them well

When is the last time you fed them what they love? Newsletter analytics is a little more than clicks and opens. In case you are getting just that from your e-mailing vendor, you are missing out on a bigger and more important chunk of information. Here is a guide to how you can make the most of newsletters yourself ..

Type newsletter analytics on your search engine. Some 4.5 million records show up in 0.22 seconds. Bravo! Now try checking the links until your hand goes numb and you will see they speak about tracking your newsletter. Your search page is filled with vendors offering tools to track your newsletter. May be you already have one or maybe you will go with one like our clients. It’s trilling to see the count who received your little electronic pack of ‘big –bang-theories’, count who opened to glance through, count who clicked to read more and count who (alas) missed your newsletter.  You will get over this soon and realize it’s all too bogus and often dumb. Like our clients, who almost felt tortured with this recurring dump of counts, matching lumps of recurring expenditure? Why? Because those counts never tell you how much sales you got, cost you could reduce, or social rewards (likes & shares) you’ve earned.  Well I will not repeat ‘How great a king is content’ or ‘how awesome are calls to action’. I will instead draw your attention to 3 steps to compare your current feeds Vs what you should .Just 3 Steps.

    1. Segment topics you have used so far- categorize those to as basic levels as possible. Let’s explain with an example.  Take any story. Say it’s on ‘The Importance of Newsletter Analytics’. At a higher level it’s about marketing. But as you dissect more, you will know it’s about online marketing, direct email communication, analytics etc. It’s like placing it exactly where it belongs, in the right folder.  Now take each issue and repeat this for each of the topics. By the time you are done for all issues you will have a small database with great info in store? Why? Read on ..

   2, Map your counts of opens and clicks. The counts of opens and clicks you’ve had so far will come to  a real use now. You will know what ‘exactly/precisely’ have been accepted, what was dumped and what did not matter to your audience. So it may reveal something you had  been working  hard for long , really  does not  interest them , but a piece of story that’s been  lying  on your desk , was better. Isn’t that a goldmine of information? Sure it is. It indicates popularity of one topic over another, and their trends over months and years.

 You may also be using calls to action, which is obviously different from just feeding in   stories. It requires the reader to take an action and therefore there is a little more than just mapping topics to clicks. Read on this http://bit.ly/1msuzwn

  3.     Check with the market:  You have got a data base . You know how each topic performed now  check with the market. Research. Rummage the internet , dive into books/journals ,get hands on  trends and syndicated  studies that tells what your target  audience  actually prefer. Compare it with what you have  been feeding  and  know  where  you stand. Are you at par with their area of  interest or  falling out.  Customize your newsletter  strategy. Align it  to your business goals . And…all set to start afresh.

With such comparisons over a period , you will have a good  knowledge about  what works and  what does not .Thereby you’ve  have  put  yourself and  your  business in a very advantageous position to make  the most of  your newsletter and  all the  time money and effort you have  invested.

About Hedgehog Insights We are data analytics service provider . We offer analysis of business data. Be it daily operations,  cash flows, website data or ones from  social media, we analyze all of them together, on one platform, draw, connections, correlations, causes and offer our clients  set of easily actionable insights. Tools are really in abundance and we are not selling another expensive one, all that we are selling is a promise that our analysts  will offer modern and  conventional analytics , work with you and help you see hidden opportunities from your business data. Schedule a free consultation .

Data , Data Everywhere Not a drop of Insight

Imagine yourself waking up one morning   in a rocking bed of sorts, with a chill breezing over your body and lots of light dazzling on your eyes. Squinting uneasily from within the lids, you realize you are out in the open, beneath the deep blue, crammed in a small boat that somehow has kept you afloat on an endless mass of scary blue waters. That’s Mr. Pi, you must be exclaiming. A direct lift from his book of ‘Life’.  It may be amusingly shocking to think of yourself as Mr. Pi, but if you were a modern day business manager and woke up to a sea of data with all the pressure to behave like an analyst- it sure would have been a pain.

As modern day business  manager you probably have one or all  of  those  typical traits  that shows you’ve never got a chance to use data .  Your vendors have gotten you to spend big on tools producing great looking, pretty reports. While deep down, you actually felt they are dumb, at times even funny, but never really insightful.  A disproportionately higher portion of your budget is spend on tools and gadgets. But talk about spending on a hire, on great analytical minds, who actually do the analysis- well that’s something you never heard before, right? If these were not enough, here’s one more- “So what?” – A question that’s been clouding your thoughts, whenever you saw those numbers from websites and social media. They never make sense, and worse, they generate confusion.

Relax, you are not alone. These are common traits and like every other danger posing mankind, this too can be won.  There is obviously a method to it and few step to get it right.

Know, there are only 4 areas to look into- Your business, your business goals, your customers and your competitors. Notice how we stretched our perspective from an idea born in mind to a business entity in the market place. That really is the journey of all businesses on the planet. All our business issues pertains to one or some of these areas combined. Tying data insights back to these four areas will keep it relevant but more importantly will help you use them to solve issues. Already overwhelming? Here’s another way to look at it. Try answering these questions.

  1.    What is  the idea, what is  the acceptability, what does the click stream data say about your website and  social media.

  2.     How are your goals met, to what extent? What are your micro conversions?

  3. Why does  this  happen- understanding customer behavior , their reaction to your offering , your messages and advertisement

 4.     What else- how does it relate to your completion where do you stand in the market place against your defending competitors?

And as you look  into each question , you will find  yourself untangling the muddled up  knot and comprehending  each area ,  gleaning  out  insights and using it to know and manage your business better.

Always Know…..

If  data to you is  sea, insights will obviously be salt laden , unusable sea water, but if  you’ve segmented it  successfully , observed them linking back to  areas of  concern , data  will really look like that beautiful  lake with sweet water for  life.

 Now Smile J you are no more in deep sea.

The 20:20:60 rule to make analytics work for your business

2.2.6 rules

 

The moment anyone asks you to use some data analytics  in your business what is it that clouds your mind? Typically – What’s is in it  for me , how will it  affect my business? Yes,  it is not just money or  effort or  time invested , it is  about returns. While we all know that returns have paved path for a business to grow from good to great, we still doubt. Its natural and its precisely the first stumbling block  in using analytics for business. There are two more , this post talks about. You need to work on these and  invest a certain amount of  your resources (effort, time, money)  to make analytics work for  you.This  break up based on all resources used- money and monetized effort and  time spent . So here is the mantra:

Two parts to believing in it 2 parts to buying a tool , 6 parts to a real analysts who’ll not make you fool.

That’s right! It’s the 20:20:60 rule.

 20% of your Efforts  in trusting analytics will help.  It’s about a mentality of the decision makers , and manager of business that insights  from data are a crucial component of choosing the right plan and  strategy for  business .  Within small and midsized businesses , so far, they’ve relied on best guess, experience and gut  feeling .While  there is  nothing wrong about it, its certainly not  the  only path for growth hungry businesses. When up against other competitors   on a  bigger platform, there needs  to be some numerical basis  to that  decision you make or opportunities you pursue to stay ahead of competition.   Almost 60% of  managers across the globe strongly agree analytics is important for  business growth .The  small and midzed businesses obviously share a  much lesser pie. A manager can easily  know if or  not he is making the most with his business data. A lot of this can be won with a shift in culture – the culture of using  insights from analytics in daily decision making.

20%  of  your resources in  Buying a tool: Its  not  just about money but some effort  as well in choosing  the right tool to use. The market offers a long list , varying in  range of features and cost- but few are great. Even fewer offer a complete analytics of  your business data. Some collect  website  data ,others  concentrate on market insights and  competitor analysis. For  small  business, who look for  flexibility with frequently changing  game plan, it is  best to invest less . A shortlist of most recommended analytics tools can be  found  in our  previous post.  Over time , even if you are ready to invest a  pot of money in tools, its  important you act wise. Go through a know-how to choose  the  right tool and  vendors.

Last and least unimportant…

60% of  your resources in the Analyst.  At the end of  the day analytics is  about analysts. Machines and  tools can help you collect data . And, that’s just the  starting point of analytics.  To have insights to act on , you need human  analysts with planet  size  brains , to dig out great informative tips. Choose an analyst, wisely and invest liberally. A tool mostly gives only one approach to gauge your  business performance and  that too with few basic matrices. Please understand- it’s after all a tool.  Google Analytics can only offer  analysis of  website/app  data , while Compete give yours and competitors. Nothings  wrong about  that, in fact it is  good to have a targeted tool. But often questions remain unanswered – the  whys and what s , and  what else keep growing endlessly. And that’s when a analyst comes  to rescue– combines all  different  silos of data and helps make sense of  it  together so that  you can get a complete picture . The importance of an analyst to make analytics work can never be overestimated and  there it makes one inseparable component of   Hedgehog insights  four-fold  value proposition.

Few words before closing – 20:20:60 rule is tested and proved for success. Expert analysts within Hedgehog Insights, researched and  designed it  for the benefit of   all those who care to take our services seriously. Like a great recipe, that is best prepared with  right ingredients in right quantity, data analytics too, demands a combination of analysis , attitudes and investment and  the rule proves it  has all. 

About Hedgehog Insights–  We are data analytics service provider . We offer analysis of business data. Be it daily operations,  cash flows, website data or ones from  social media, we analyze all of them together, on one platform, draw, connections, correlations, causes and offer our clients  set of easily actionable insights. Tools are really in abundance and we are not selling another expensive one, all that we are selling is a promise that our analysts  will offer modern and  conventional analytics , work with you and help you see hidden opportunities from your business data. Schedule a free consultation .

4 ways to make the most of your Website and some awesome FREE tools to use.

4 ways to make the most of your Website and some awesome FREE tools to use..