Managing Keyword Popularity and Conversion

One of the prerequisites of SEO, is to think holistically and not just measure data points or draw conclusions based on  linear perspective alone.

Managing Keyword Popularity

Managing Keyword Popularity

SEO is multidimensional and keywords are the currency of conversion and intent. Managing your websites keyword popularity is a full time responsibility as rankings vacillate daily in search engines. Despite the algorithmic sway, a solid optimization strategy should produce progressive undertones of  long-term stability, conversion and growth.

A website is like a living, breathing organism; you need keep pages optimal and keyword-centric (for organic rankings) while simultaneously asynchronous while managing conversions.

In other words, each page should be considered as “its own website” with “it’s own links and pecking order”, with a focal point of 4-6 phrase match and exact keyword combinations. Keep in mind that search engine rankings are by the page.

A website that has individual pages with consolidated ranking factor (such as 2000 inbound links or more to a specific landing page) means that  page is a contender. Manage enough of them, and it will be difficult for competition to keep up, with either link velocity or authority.

The long-tail keywords will look after themselves, based on the context of the conversation on your pages. A keyword and modifier bridged across multiple pages is adequate to extract a direct hit when 2 or more ranking factors are present.

A mention in the title, another keyword in the meta tag and somewhere on the page a link contains the relevant shingles (groups of words) that can evoke a search engine result. Meanwhile, the more pages as website contains the more collective ranking power it can consolidate to achieve a preferred ranking.

You have to manage the momentum of producing enough relevant content to surpass the competitive threshold, a consistent post frequency, the proper off page link velocity for acquiring links and ensuring your content is linked internally in an optimal fashion.

A keyword is either on its way up, taking a break while gaining authority or receding as new entrants jockey for top 10 positioning. This is the basis of organic SEO. Organic search implies that there is a process that requires delicate stages to cultivate.

Just like a plant, if a keyword is ignored or neglected, it becomes complacent and withers (fizzles out and plateaus). Managing keywords collectively requires the ability to nurture each semantic cluster holistically while keeping the trajectory of all pages collectively buoyant.

Just like the process of mitosis where cells continually regenerate and multiple, keywords also have this inherent characteristic; they stem and reproduce over time. This is, granted, that each keyword is nourished properly, pruned for relevance and fertilized with the proper array of content (to cross the tipping point) time, internal and external links.

I had this conversation with a client today about how each organic keyword is virtually its own campaign, and how difficult it is to quantify the degree of regard or rate of response search engines reciprocate based on your optimization attempts.

Sometimes, keyword rise straight to the top, other times; they take time, mosey along and then springboard. In many ways, SEO is like a Rubik’s cube, where one wrong change could have either disastrous consequences or amazing results.

The key is to know which changes facilitate a temporal fix or a genuine solution. Just as there are no real remedies for poor site architecture, poor internal linking (if even existent) and lack of content to quell search engine optimization efforts.

SEO’s do not make the rules, yet, we must adhere to the weights search engine algorithms set as a common modality such as (a) having enough content on a topic (b) having enough off page popularity or (c) enough age and trust to surpass other competitors.

It is a constant balancing act of on page refinements, assessment of the market (to manage time/keywords and conversions) as well as having enough vision to bridal the authority and keep a site themed with intent.

Beyond just acquiring traffic, the real technique is to intersect consumers, keywords and landing pages to facilitate post-click marketing and increase the percentage of conversions per impression. One way to expedite that is to pay attention to which keywords genuinely perform and which ones you have to cut loose and allow to recede based on conversion.

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3 Comments

  1. Sourav
    Posted September 18, 2009 at 7:29 am | Permalink

    Well very recently I started thinking that conversion should be the main thing. Whats the use of getting 5 sells out of 50 visits whereas another website can generate 5 sells out of 30 visits. I don’t think whether I’m on the right track or not….Anyway conversion is important.

    Thanks

  2. Melissa
    Posted September 18, 2009 at 2:23 pm | Permalink

    I agree with your analysis on the important of link velocity Jeffrey. We have developed a new web based tool that actually tracks link velocity for a specific site and its competitors. It’s 100% free to use. I would love to get your feedback on it.

  3. Jeffrey Smith
    Posted September 19, 2009 at 7:46 am | Permalink

    Hi Melissa

    I will sign up, use your tool, then provide some feedback in a post.

    Great idea by the way and thanks for visiting

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  3. By What is SEO, Seriously? by SEO Design Solutions™ on October 14, 2009 at 5:17 pm

    [...] and implementing an SEO campaign and ensuring that asynchronous goals are seamlessly integrated and streamlined for conversion by consolidating multiple [...]

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