Small business owners and marketers can choose from a wide range of tools for keyword optimization. The metrics and analytics in these tools vary based on the intended use of keywords for organic search engine optimization or pay-per-click advertising. Each keyword optimization tool is also shaped by its data sources and unique features.
Here are nine of the best ways to use tools to optimize keyword use on a website or in product descriptions to rank higher in organic search queries and choose the most cost-effective keywords for PPC ads.
1. Use a Keyword Optimization Tool To Get Data
Tools for keyword optimization can provide valuable data. Some resources use keywords to optimize a website and raise its rank in organic searches, while other tools provide data about keyword competition and cost-per-click for PPC ads on search engines and sales channels such as Amazon. Different metrics apply to each method of using keywords.
In organic search, the frequency with which a keyword is used on a site, the contexts in which keywords are used and the performance of the pages on which keywords appear are the most useful data. Volume metrics and quoted search result data can indicate how many other sites are trying to rank for an exact term.
Another type of keyword optimization tool identifies keywords that have the highest potential for traffic and the lowest levels of competition. These tools can be useful for PPC ads and on-page optimization.
Check to see which metrics a tool provides to determine whether it is the best resource for a particular keyword strategy.
2. Consider Tools for Competitive Analysis
Tools that allow for competitive keyword analysis can provide different types of data to users. Owners of small businesses and marketers who do not have extensive experience with SEO may prefer to use a keyword optimization tool that only provides essential data about the keywords for which competitors rank.
Gap analysis makes it easier to identify keywords for which competitors rank that are not already in use or prioritized on your site.
Competitive analysis can reveal which keywords are performing the best for rivals in the context of PPC ads or search engine results page rankings.
A tool that provides this information can guide your own search engine marketing or SEO strategies by helping you poach high-performing keywords and raise the ranking of a site or improve your ability to win the most potentially lucrative PPC keyword bids.
A search engine or third-party keyword optimization tool can be useful for analyzing the competition. Some tools make it easier for sites to compete based on uncommon keywords that correspond to the search queries of target users.
For instance, one strategy might involve prioritizing long-tail keywords with three or more words for question-based or voice searches instead of or alongside shorter head terms.
3. Reveal User Intent With a Keyword Optimization Tool
The intent of users is one of the most important considerations when optimizing keywords for organic or paid SEO. Keywords indicating intent to buy may be better choices for PPC ads on Amazon or search engines as these terms or phrases are more likely to lead to conversions.
Keywords associated with learning more about products or services can guide the creation of informative on-site content that can rank high in search results for relevant queries.
A keyword optimization tool may group recommendations based on search intent, such as e-commerce, question-based or video searches.
Amazon advertisements and ads displayed on other search engines and sales channels enable conversions to originate with almost any type of search, but certain keywords express clearer intent to convert than others and should be prioritized in the right contexts.
Most SEO experts recommend selecting a single intent per page rather than trying to satisfy the needs of every site visitor with general landing pages. This is particularly the case with informational website content. Keyword strategies that factor in intent are more likely to lead to conversions.
Tools that account for this aspect of search keywords can help small businesses and marketers get below the surface value of keywords to maximize the effectiveness of PPC ads or on-page optimization.
4. Employ Filters To Find Better Keywords
Tools that have data filtering functionality are among the most effective for keyword optimization. Filter keyword results based on metrics such as search volume, or account for other factors such as competition through the use of the right filters.
Based on the design of a keyword optimization tool, using data filters may be more or less intuitive. If you are not familiar with keyword performance metrics, you may not recognize the best keywords.
Small business owners and marketers can benefit from tools that provide straightforward optimization guidance. These tools designed for non-specialists may use artificial intelligence or automate filtration to recommend keywords that are most likely to perform well.
For the best results, inexperienced users can have the digital marketing professionals at Click Fluency identify and implement high-performing keywords in PPC ads or site content.
The right keyword optimization tool can streamline the process of identifying keywords and taking a data-driven approach to assessing performance. Professional SEO tools often generate extensive keyword lists that skilled users can narrow down by specifying filtration criteria.
Whether you use tools with automated or manual filters, clarifying keywords identifies the best prospects for organic or paid search engine and sales channel marketing.
5. Identify Relevant Long-Tail Keywords
There are two main types of keywords: head terms and long-tail keywords. Head terms are short, generic phrases that are one to three words in length. Competition to rank for these short keywords can be considerable.
Long-tail keywords are phrases of three or more words that can account for the semantic context of voice search or include more information related to brands, products, or locations.
A keyword optimization tool may incorporate both types of keywords. Skilled marketers use filters to identify the search terms and queries that are most likely to attract clicks and lead to conversions.
Longer keyword phrases only receive a small volume of search traffic but tend to be more specific in terms of intent. Using less competitive long-tail keywords effectively can raise click-through and conversion rates.
Long-tail keywords often express intent more clearly than head terms. For this reason, longer keywords can be particularly helpful for specifying a commercial or informational focus for web pages. The best way to optimize keywords strategy is to account for the way users search. This requires a background in and experience with SEO.
While intro-level tools can be useful for small businesses and marketers, digital marketing professionals at Click Fluency excel at identifying the best long-tail and underutilized keywords.
6. Create Content With a Keyword Optimization Tool
Several tools focus on identifying keywords and semantically related secondary keywords that can be used in Amazon product descriptions or other content to raise the ranking of web pages in organic search results.
The recommendations these tools provide include the topics of posts, the placement of keywords, and ways to structure content, among others.
From templates for creating blog posts to tools that rate keyword usage and offer suggestions for more effective placement of them on existing pages, there are many content-driven keyword optimization tools on the market.
The interfaces and foci of these SEO resources may determine which tools are the most effective for optimizing keyword performance. Most tools that prioritize keyword inclusion and placement in content provide scores or recommendations for optimization.
The easiest keyword optimization tool to use is likely to incorporate artificial intelligence. Tools that automatically analyze and score keyword usage can help users without digital marketing experience write better blog posts, product descriptions, or other on-site content.
If you do not want to consistently generate and optimize content for publication, the digital marketing experts at Click Fluency can help you pursue keyword optimization on a site and raise its search engine results page rankings.
7. Research Local Keywords With the Right Tool
Some keyword research tools are designed to prioritize local keywords. These location-based SEO tools can be most useful to small business owners and marketers with brick-and-mortar destinations or geographical service areas.
Use a local keyword optimization tool to check results for a keyword on the country, state, province, or city level.
Look for a local keyword tool that provides relevant data for maximizing conversions, such as a breakdown of the percentage of search traffic on desktop computers or mobile devices.
Other important local SEO data points include bounce rates and organic click rates on search results pages for local searches. Some tools also make it possible to group related keywords by search intent.
One of the main benefits of using a local keyword optimization tool is the ability to determine which keywords are the most and the least likely to lead to location-based clicks and conversions.
This can help businesses and marketers prioritize search terms that are used in the surrounding area. Some tools excel at suggesting long-tail keywords that specify locations, which can be useful for local or voice searches.
8. Try Tools With Different Data Sources
Keyword optimization tools draw on data from a variety of different sources. Most keyword tools draw on Amazon marketplace or Google search data. Other tools include other search engines, sales channels, or popular sites with user-submitted posts and questions.
Small business owners and marketers should check to see where a keyword tool sources data to determine which tools to use for optimization tasks.
The data available to a keyword optimization tool determines which keywords the tool suggests. For this reason, small business owners and marketers can use several keyword tools that draw on different datasets to come up with more keyword ideas.
Some of the same tools for keyword optimization include automated or customizable analytic tools and filtering functions to determine the competition and potential traffic for any keyword.
A keyword optimization tool may focus on selecting terms for PPC ads that correspond to queries that are most likely to lead to conversions. When it comes to raising the ranking of product descriptions on sales channels, tools such as Amazon Advertising can be useful for identifying and selecting the most impactful keywords for optimization.
Several tools draw on search engine and sales channel data to direct content creation by recommending ways to use keywords on a website or in product descriptions.
9. Choose an Organic or PPC Keyword Optimization Tool
Keywords for organic search work differently than keywords for PPC advertising. It is important to select the right tool based on the purpose for which you plan to use keywords.
Organic search optimization tools identify the presence of keywords on your website and can recommend ways to use keywords in the content to get clicks that lead to conversions.
Some marketplaces and search engines provide keyword optimization tools for raising organic search rankings and making PPC ads more cost-effective. Certain tools may be more useful for on-page or product description keyword optimization to raise organic rankings.
These resources provide in-depth keyword data and identify keywords that get the most searches and clicks. The most important data for PPC ads on Amazon or search engines include cost-per-click and competitive analysis.
If you are not sure how to optimize your website to rank higher in organic searches or run cost-effective PPC campaigns with keywords, you should rely on the sales channel and search engine optimization experts at Click Fluency.
These professionals can recommend and carry out keyword optimization strategies that get results in terms of higher Amazon product rankings and more conversions.
These tips can guide your use of any keyword optimization tool. You will get better results from keyword analysis and optimization by using the right tool for each task.
The digital marketing specialists at Click Fluency save small business owners the time and effort involved in comparing and learning to use keyword tools and provide keyword optimization expertise to help you reach your Amazon product ranking and conversion goals.
Sources:
https://searchengineland.com/seo-vs-ppc-pros-cons-integrated-approach-274643
https://blog.hubspot.com/website/10-best-online-tools-spying-competitors-traffic
https://www.searchenginejournal.com/seo-101/how-people-search/
https://www.searchenginejournal.com/google-on-how-to-use-keywords/409658/
https://www.searchenginejournal.com/keyword-research/higher-local-rank/