How to Find and Target High-Value Keywords for Your Business

How to Find and Target High-Value Keywords for Your Business

Keyword research and competitive analysis are two of most important things for any business to boost their online presence. A wrong keyword strategy in place means losing most of the site’s traffic, leads, and ultimately, the money.

It’s therefore important to understand the entire keyword research process to get right and relevant keywords for the business. It’s also important to prioritize the keyword and put them in use to boost the organic and paid rankings of the website.

Top keyword research tools to try

There are some really helpful keyword research tools to let you be on the right side of keyword research. You can use these tools and boost the presence of your website. They include:

#1 keywordtool.io

keywordtool.io

This tool is important to understand what the audience is looking for. Using this, it becomes easy to know what people are typing into Google Search Box. Using it means you needn’t have Google Keyword Planner.

#2 keyword.io

keyword.io

Use this tool to get highly relevant keyword suggestions. You will easily get actual phrases used these days to find products or information on the internet. You will also in-depth Google Trends information.

#3 keywordspy.com

keywordspy

This tool comes handy when the goal is to find which keywords are fit for paid marketing and which are not. It means, you can use this tool to filter out all those keywords that are neither effective nor affordable for paid efforts.

Steps involved in finding high-value keywords

You have to follow a few steps in finding high-value keywords for your business website. They include:

Step 1: Check whether your website is properly optimized for SEO

You can use a tool –  SEO SiteChekup – to do this step. It helps you get a detailed report of the back-end SEO of your site. It will fetch you information of all aspects including broken links, Meta descriptions, keywords, etc. This way, it become easy to know where the site stands in terms of optimization.

Step 2: Find Keywords Your Site is Already Ranking For

This step is important in knowing all those keywords your site is ranking for and in this endeavor, you can take the help of a tool, called Moz. You have to know the SERP position and its fluctuations, monthly search volume and CPC. You will know your search traffic per month together with the futility and utility of switching to paid campaigns or taking the organic route.

Step 3: Find Keywords for SEO

This step is important for those sites that are yet to rank for any keywords. Before finding keywords, it’s important to understand the target audience, their tastes etc. to approach the job in a superior manner. The focus should be to analyze the content creation ability and strategy and then choosing keywords not fancied by other businesses. The search can be started from Google AdWords Keyword Planner. You have to do all, from compilation to analysis to sorting to prioritizing of the keywords to get the focus point.

Step 4: Find The Right Keywords

Right keywords can found by analyzing the search intent. You have to understand the dynamics of different queries such as navigational, informational, commercial and transactional. You have to analyze the keywords based on the number of their searches. More so, you have to know the CPC value of the keyword. And lastly, you got to understand the value of long tail keywords.

Step 5: Do Competitive Analysis

And lastly, you have to indulge in competitor analysis as all those keywords you want to use will have some fierce competition. You need to see all those keywords the competitor is ranking for and focusing on. You also need to know what pages their keywords rank for.

Conclusion

Finding high-value keywords for the business is not easy and it takes a lot of efforts on a sustained basis. So, be up to the job and rank higher.

Dwell Time vs. Bounce Rate vs. Time on Page: What’s the Difference?

Dwell Time vs. Bounce Rate vs. Time on Page: What’s the Difference?

The most common misconception about dwell time, bounce rate, and time on page, is that they’re all the same thing. While they’re extremely similar in some ways, each one serves a unique purpose in the grand scheme of search engine metrics. If you’ve ever been confused as to why they matter, and how to accurately use each metric, read on to find out.

It’s A Thin Line Between Metrics

Dwell time, bounce rate, and time on page are all about numbers, namely percentages in some form or another. Dwell time is the length of time a user spends looking at a site after they select the link from an SERP, before going back to the SERP. Bounce rate is the percentage of visitors who visit one page and then click to any other page on or off your site. Finally, time on page refers to the time a user spends anywhere on your page before leaving. If it all sounds very similar, it is. The key difference between all three is that dwell time is solely SERP-based, links from other areas aren’t included in metric. Both bounce rate and time on page take all visitors into account, not just those flown in from SERPs.

Why Does It Matter If They’re Different?

Each of these metrics offers information about the quantity and quality of visits to your website, but in its own way. Let’s take a look at each one, why it matters, and what you can do to improve them.

What Is Dwell Time?

Dwell time is an important factor in SEO strategy, because it’s solely SERP-based. Knowing if your links in SERPs are leading users to the best area on your site is important. The first thing you should know about dwell time in regard to metrics is that it fluctuates by business or business intent. For example, if you operate a weather site or a retail business, it may take less than five minutes for people to get what they want from a link. In that event, your dwell time would be naturally low. On the other hand, blogs and videos can expect higher dwell times because it takes a while to read articles or watch videos. Start compiling all the metrics related to dwell time to find the ideal average dwell time for your site. Once you have that information, use the following tips to help you reach dwell time goals.

  • Stop spamming users: Don’t use invasive or disruptive ads like pop-ups or auto-scroll videos–users hate that. One of the surest ways to lose a customer is to force them to watch or click through interstitial ads to get to your content. Make the answer to their search engine inquiry non-intrusive and easy to find.
  • Make Quality Content a Priority: Create useful content that’s actionable, accessible, and entertaining. Only use links if they are reputable and helpful. Make other content relevant to search topics accessible on the page so users don’t need to dig.
  • Speed Matters: Load time is just as important as content. Dwell time will suffer from poor load speeds, so use speed optimization tools like Pingdom’s Website Speed Test to see how your site measures up. Speed in terms of use is just as important as load time speeds. While scrolling pages may be a hassle, done correctly they can also help search engines parse data quicker and make content faster to read.

Another important piece of meeting your dwell time ideal is to focus on conversion optimization. If conversions are poor, it could be the quality of your content, speed issues, or broken links causing people to leave or never gain access to your site.

Bounce Rate

A bounce rate that’s too high can clue you into major issues, like a lack of dynamic content or that dwell times have fallen way below average for your business. Neither one is good. In some cases, a high bounce rate is normal, for instance, a weather forecast site won’t have high dwell times because it doesn’t take that long to check a forecast. The need was met and the user moves one, so in that instance, a fairly high bounce rate is a good thing. For sites that are strictly mobile, the bounce rates you can also expect to experience higher bounce rates. If your site offers online training or deals in retail, a lower bounce rate is better because you expect people to stay a bit longer. Again, as with dwell time, there are no specific good or bad average rates, as they vary by niche, but general criteria are available in the table below.

General Bounce Rate Range Indicators
 Good 26-40%
 Average 41-55%
 Fair 56-70%
 Poor ≥ 71%

If you hit over 90%, something is majorly wrong with your website, because people are leaving immediately. A spike this high can indicate one of the following major issues:

  • Poor load speeds
  • Bad content or lack of engaging content
  • Poor overall design

Bounce rate is an important indicator of what areas of your website design need an upgrade and lets businesses know if analytics software tracking is off. There are a few areas to consider when tracking bounce rate:

  • User intent: Did the page meet user intent, did the page accurately cover user search inquiry?
  • Type of page: Is the page relevant to user search engine inquiry?
  • Quality of page: Is the content actionable, useful, engaging, and informative?
  • Quality of traffic: Is the page attracting the right type of traffic
  • Device type: The device users access from can affect bounce rates. Is the average user accessing from desktop, laptop, or mobile?

Another way to find your ideal bounce rate would be viewing top sites that offer similar services or products as your website. Bounce rates have value because they are easy to measure, linked to business goals, and improving them can help reduce latency issues.

Time Spent On Page

This metric is affected by bounce rate, but isn’t the same thing. TSOP is simply a measure of time that anyone who accesses the site spends on a given page. If the exit percentage is high then the time spent on page average is less reliable. Low exit percentages generally indicate an accurate reflection of TSOP. Exit percentages are the percentage of total exits from a page, after time spent on that page. One of the best ways to get accurate TSOP metrics is to use event tracking methods that determine the following:

  • If the user scrolled
  • If the user interacted with the page (videos, sharing buttons, links, etc.)
  • If the user went on to another page of the site

Without event tracking methods, TSOP won’t account for the people who leave their browser open during supper, or left the browser open on their tablet or phone when they went into the store. Tracking specific actions instead of just time periods will give you actionable information.

If you already have a stellar SEO strategy in place, none of this should present an issue. If you don’t, you may want to consider finding a SEO content powerhouse like eZdia to help you develop one. Our professional SEO strategists and content writers can help you make sense of the ins-and-outs of search engine growing pains.

Author: Kristin Ann Hassel
Email: kristin.ann.hassel@gmail.com
Linkedin: https://www.linkedin.com/in/kristin-hassel-8651a3157

3 Ways to Make the Best Amazon A+ Pages and 6 Mistakes to Avoid

3 Ways to Make the Best Amazon A+ Pages and 6 Mistakes to Avoid

As you know, the Amazon marketplace is hugely competitive, so anything that gives you an advantage over the competition has to be worth a shot. While every seller has access to the regular Amazon detail pages, only brands who sign up for Amazon’s Brand Registry get to create A+ Detail Pages.

 

So, what exactly is an Amazon A+ Detail Page?

 

Well, it’s essentially an enhanced detail or product page with fewer restrictions on formatting, style, and content types than standard pages. If you use an A+ page, you can include images right in the description, comparison tables, line breaks, formatted text, and more. It lets you show the consumer more and helps you to stand out from the crowd.

What Are the Benefits of an Amazon A+ Page?

Well, with over 2 million sellers on Amazon, and more appearing every day, competition is fierce, so you need to give consumers a reason to buy from you. A single paragraph and a few bullets don’t give you much room to be creative or to stand out amongst all of your competitors. With an A+ page, you can really showcase your product and your brand, giving you a significantly higher opportunity to catch a customer’s attention and convert them into buyers. According to Amazon, sellers utilizing A+ pages experience an increase in sales of up to 10%.

A+ Detail Page content can also be made to be easy to skim, so readers can get a sense of all the key product details at a glance. You create this skimmable, user-friendly look by creating bullet lists and breaking up the text into small, manageable chunks interspersed with colorful images. You can also make use of videos and HD photography to show your product at its very best.

How to Create Great Amazon A+ Detail Pages

Once you’re approved on the Brand Registry, you have two options. You can select the self-service module which gives you full creative control, or you can go with the Amazon Builds module. If you go with Amazon Builds, it’ll cost you significantly more and, although Amazon choose the layout and placements, you’re still responsible for providing them with all imagery and content.

1. Combine Text, Color, and Images

Create rich, compelling content that really shows off your product, but don’t confront your readers with huge blocks of text. Instead, make use of the A+ modules and break your copy up into smaller chunks interspersed with color, images, and white space. Add videos, HD photos, and informative text snippets.

2. Highlight Key Features and Benefits

Make sure your product copy expresses all the key features and their associated benefits. Combining benefits with features delivers crucial info about the product and elicits an emotional response from the consumer, encouraging them to buy because they can see how the product fulfills a need or solves a problem for them. Where possible, back up your copy with photos or videos of the features and benefits you’re discussing. Seeing a product used in a real world scenario can clearly illustrate a point for a buyer and can create a stronger level of engagement that’s more likely to lead to a sale.

3. Use Different Elements

Using banners and headers break up content and let customers quickly find the section they’re most interested in. Banners can also help to add a pop of color and provide an extra opportunity to add brand style, font, or logo. Create more interest by including charts and tables and to provide detailed information for your customers.

Mistakes to Avoid When Creating A+ Pages

Whether you go for the self-service or built for you option, Amazon A+ Pages have strict criteria, and a rigorous approval process, so if you don’t meet their quality and requirements guidelines, they won’t approve your page.

  1. Don’t include prohibited elements, including:
    1. Trademark symbols
    2. Links to other websites
    3. Business contact information
    4. Shipping information
    5. Other sellers
  2. Don’t use low-quality images
  3. Don’t use third-party quotes, such as quotes from customer reviews
  4. Don’t use the same image more than once
  5. Don’t use plagiarized content
  6. Don’t submit weak content that contains fluff or errors

Taking full advantage of Amazon A+ Detail Pages lets you showcase your products in a way that many of your competitors can’t. For first-party sellers, A+ pages are powerful selling tools, but you’ve got to optimize them properly for the best results. To find out how we can help you with content creation and creative design for your A+ pages, contact us today for a no-obligation chat or to request a demo.

Important Factors Influencing Purchase in E-commerce

Important Factors Influencing Purchase in E-commerce

In e-commerce, there are certain factors from the customer’s point of view which influence their purchasing decision. Here’s a look at those concerns that leverage customer buying behavior:

1. Good Product Quality

One of the most important factors influencing consumer buying behavior is the quality of the product and the quality of information about that product. These have a significant impact on the visitors to your website and turn them into potential buyers. Your products must reflect different geographic and regional flavors, speak loud the cultural ethos and fit the trend of the season. Product descriptions, specifications, catalogues and images all influence the customer buying decision process. A convincing and well-crafted representation of the products is sure to fetch better results.

2. Free Shipping Experience

Free Shipping is the second most principal factor in influencing an e-commerce consumer’s purchase decision. Free shipping is an attractive element for frequent online buyers as they save on the cross-border shipping cost to quite an extent.

3. Easy Return Policy

A simple, well-defined return policy is the third most influencing factor in urging customers buy a product. A customer-friendly return policy that’s laid down in clear language is convincing to online consumers. A well-structured return policy in case of faulty goods or mismatched sizes is mandatory for every genre of products, from apparel and household accessories to electronic goods and automobile parts. An easy, no-questions-asked return policy grows a sense of trust among customers for your website or brand.

4. Reviews from Customers

Healthy and positive product reviews from existing customers invite new customers. Appreciating existing customers and positive reviewers with award programs, such as free gifts or discounts on the next purchase, strengthens the bond further. Proactive initiative to resolve the problems of not-so-satisfied customers is also a kind gesture. These loyalty-building gestures encourage a growth in your regular buyer database.

5. Easy Navigation

Most e-commerce websites come with well-defined categories of products. That way, a customer can frame a very good idea of the exact location of the products they are looking for. Incorporating the keywords into the search bar also helps in navigating through the pages and finding the desired products or categories quickly. Accurate keywords create better search results. A well-designed visual sitemap, proper product listing and easy to understand controls like previous/next commands all contribute to simple and easy access, which positively influences customer buying behavior.

6. Hassle-free Checkout

Easy checkout logic is yet another deciding factor. Customers don’t appreciate a complicated checkout procedure. Anticipate their needs and make checkout a simple and logical process. Customers wish to complete the payment within one or two steps through debit/credit cards or net banking. They may need items to be shipped to a different address. They may have discount codes, gift cards or coupons to apply. Once these checkout features are taken care of, customers are more likely to continue with their online shopping.

7. Special Purchase

While shopping online, a customer can opt for several special purchases. Unlike many physical stores, e-commerce services make special categories and special custom sizes available in one destination. Not only this, special deals and special sections also create quite a buzz among customers and convert them into potential buyers.

To have customers coming back for more, e-commerce firms must take care of some factors influencing consumer buying behavior:

  • must make sure that their website is stable and easily accessible
  • must invest in building trust and a strong reputation
  • must focus on maintaining appropriate content volume
  • must focus on security and privacy policies to protect customers
  • must promote their website to increase awareness

In an urge to retain existing customers and draw new customers, e-commerce firms are constantly recognizing and implementing customer-friendly actions. All these efforts are made to influence customer buying behavior and take e-commerce to the next level of prosperity.

Setting KPIs for Product Pages and Improving Performance

Setting KPIs for Product Pages and Improving Performance

Before we start talking about things you can do to improve product pages that drive KPIs, it might be helpful to review a few basic concepts. Let’s start by discussing KPIs — what they are, why they’re so important, and how to set them.

KPIs, key performance indicators, provide businesses with concrete data regarding website user experience, consumer preferences, and customer behavior. They give you hard data you can use to meet specific business goals by letting you know what’s working and what’s not. The right KPIs are a must for both growing and established businesses. Not every company needs to measure the same things. KPIs must be appropriate for your business, marketing, and sales goals.

The first step when it comes to getting started with performance measurement is to determine your goals. Figuring out how to measure KPIs comes towards the end of the process. After you’ve articulated your goals, think about what factors lead to success when it comes to your objectives. Select performance benchmarks with those elements in mind. Finally, make sure the measurement tool you choose fits the information you’re looking to gather. You’ll need web analytics software to gather and parse the data. From Google Analytics to paid tools with tons of features, you’ll find several options to help you get a handle on what’s going on with your e-commerce site. A company with web analytic experience can help you make optimal sense of the findings.

When it comes to e-commerce, product pages dominate sales and marketing strategies. They literally drive and create e-commerce success. To increase sales and overall profit, you’ve got to know how your product pages are working. Product page KPIs provide an efficient way to evaluate if you’re doing the right things to grow your e-commerce business. They give you insight into metrics like how long consumers typically stay on your product pages, organic traffic rates, and what items shoppers frequently purchase together. Other types of key performance indicators include how quickly pages on your site load, number of page visits, and even some measures of brand loyalty. Let’s review a few things you can do with product pages to maximize the chances of hitting your performance goals.

How to Improve Product Pages to Boost Organic Traffic

Let’s say you’ve set a goal of increasing your website’s organic traffic as a way to make more sales. Your research team runs the numbers, and now you have absolute proof that your company needs to do something about its lackluster organic traffic numbers. You decide to make some changes to your e-commerce site to fix the situation.

Using long-tail keywords in product descriptions should be one of the first options you explore. Let’s talk for a minute about the two broad keyword categories: short and long-tail. Short-tail keywords are not terribly specific, and they tend to generate large numbers of queries. Since so many sites have text with these frequently occurring terms, including short-tail keywords typically won’t help you improve your search position that much. Long-tail keywords, on the other hand, provide more specificity. If pants is your short-tail keyword, potential long-tail variants might include, blue button-up pants, blue straight leg pants, and blue cargo pants.

Adding long-tail keywords to product pages provides a simple, unobtrusive, and natural way to raise your search visibility. It also has the potential to lift sales. Shoppers tend to search using long-tail keywords when they’re ready to make a purchase. Include long-tail search terms in title tags, meta descriptions and H1 headers to get the most out of this strategy.

Optimize Your Product Pages to Reign in Pesky Bounce Rates

You added a few long-tail keywords to your product pages, and your organic search results started to soar. You decide there might actually be something to this KPI for product pages stuff. You ask around, and your web genius says that you really should look into your site’s bounce rates. Your analytics savant runs the numbers and sends you an email describing the results. Things don’t look so good. It turns out that large numbers of people just go elsewhere after getting to your product pages from search engine results.

People typically bounce in two situations: when the page they end up on doesn’t contain the item they’re really searching for, or when the page itself turns them off for some reason. You ask your web person dig a bit deeper. A few days later, another report appears in your inbox. It turns out that shoppers seem to be getting to the right page from search engine results. But they spend a few seconds there and then leave. Your web analytics master suggests there might be something about your product pages that disappoints or frustrates shoppers.

You see reducing bounces as a promising way to increase sales and resolve to act. Here’s a list of six product page optimizing must-dos that’ll reduce those dreaded bounces.

  • Increase page load speeds
  • Add killer visual content that accurately displays products
  • Get rid of distracting popups and advertisements
  • Create crisp, easy-to-read copy with compelling headers and subheaders
  • Make it simple for customers to initiate a live chat directly from product pages
  • Provide accurate and engaging product descriptions

Make a Few Easy Tweaks to Increase Brand Trust

You optimized your product pages and started working long-tail keywords into your product descriptions and your company’s profits really started to rise. Fewer bounces and high organic search results led to increased sales. Convinced this product page KPI stuff is driving your rising profits, you turn to your web team and ask them if they have a way to provide insight into how much trust customers have in your brand. Your web all stars suggest taking a look at the number of people who come back to make another purchase. The head of your research team sends you an article explaining that repeat customer numbers provide a pretty accurate measure of brand loyalty, which studies suggest grows out of brand trust. Your web department does a bit of investigating. It turns out you’re not getting as many repeat customers as you’d like.

You’d love to increase your customers’ brand loyalty. You paid attention in those marketing classes when professors talked about the link between long-term business sustainability and customer loyalty. Here are five easy-to-implement product page tweaks to get you moving in the right direction.

  • Add customer reviews to your product pages. They help the decision-making process and increase the likelihood that a shopper will follow through and make a purchase.
  • Include an easy-to-interpret product star rating or something similar. It gives shoppers a quick, convenient way to gather information that drives purchasing decisions.
  • Provide useful product descriptions. Put the things most important to your audience front and center in your copy. For bonus points, tailor your descriptions to the interests and needs of your target market.
  • Clean up broken links and create a well-designed 404 page. Nothing says sketchy louder than a site full of broken links, all of which lead to some generic, unprofessional-looking 404 page.
  • Put shipping, return, and warranty information right on the product page. Don’t make your customers search for this sort of crucial information. It’ll do two things: improve brand trust and reduce page bounces.