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Why Keyword Benchmarking Must Be Part of Your SEO Strategy

by Steven Finkelstein
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An SEO strategy is continually changing, as certain elements go out of style and others move to the forefront of the industry. For instance, at one point keyword stuffing was thought to be perfectly acceptable, while now it is frowned upon and use of it is cause to be penalized by Google.

However, keyword usage is still vital for businesses if you want your website to rank. Usually, the traffic that is shared on the first page of Google for specific keywords accounts for approximately 91.5% of all traffic for those words, and you need to grab your share of those searchers. With that in mind, let’s talk about some keyword strategies that it behooves you to start using if you are not doing so already.

Establishment of Long-Tail Keywords

For those who are unfamiliar, long-tail keywords are phrases containing keywords that people looking for products or services within a particular niche are likely to use. A long-tail keyword is probably not going to provide you with explosive growth if you’re looking at it in the context of website views. However, you can expect the use of long-tail keywords to benefit your company over time.

Through keyword benchmarking you can be sure that you’re correctly identifying and using long-tail keywords that people who are looking for various aspects of your niche are likely to type into search engines. Your best move is to create organic content for your site in the form of blogs, articles, or product pages that have those long-tail keywords and phrases embedded within them in a natural-sounding way. That is a likely formula for getting you more page views, and eventually, more sales.

Concept Viability

You might have an idea for a product or service, but you’re not entirely sure how interested your niche is going to be. The use of a “coming soon” page which implements popular keywords is a way for you to tell how viable your idea is.

With those keywords in place, you can keep track of the number of searches via Google and Bing that are bringing people to your “coming soon” page. You can keep track of the terms that they’re using to get an idea of what most interests them, and that research will come in handy in the context of your further product development. You can gain some notion of how well the product is going to perform at launch as well.

By using keyword benchmarking statistics, you can assess whether some elements of the product or service are more or less essential to consumers. You can use Google Analytics to work up a detailed analysis of what buzzwords related to your niche you should be using in your website content going forward.  

The more you learn about keyword usage, the more you’ll understand how vital it is for SEO. While some aspects of optimization seem to gain prominence and then fade into obscurity just as quickly, it seems unlikely that measured, intent-driven keyword usage will ever completely go out of style. As long as people are going to keep searching for specific words or phrases as it relates to your niche, it is always going to be beneficial for you to feature them naturally within your content.

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