Tuesday, December 2, 2014
If you are selling Dynamics NAV on Microsoft Azure, you might already have considered optimizing your website for relevant keywords.
I took a short look at the most searched terms related with the topic “Dynamics NAV on Microsoft Azure”, and not surprisingly, I found that there is some volume of related searches. Taking a look at the competition level for these keywords, it’s obvious that some businesses already use these search term in their Search Engine Optimization (SEO) practices.
To build this example, I used Google’s free Keyword Planner tool to generate keywords and identify average monthly Dynamics NAV on Azure searched terms in a European country (I will not reveal the country here as goal of this article is not to focus on search terms in specific country, but remind you about some important elements when creating campaigns using SEO).
A few search terms ideas related with Dynamics NAV on Microsoft Azure topic:
Do you think that these keywords are not searched that often so it would be worth to include them in your SEO strategy? Don’t underestimate the value these keywords hold. You don’t need 100 visitors a month to connect with good prospects. These keywords still can be good match in your SEO strategy. Low competition number also doesn’t show that this keyword is not worth market attention. It can be that a keyword ranks low as nobody gave this keyword boost with serious SEO. Also, don’t be afraid to include high competition keywords and risk to be in the 2nd or 3rd position. Even ranking not in the first position can bring a number of visitors to your page.
Most marketers would argue that as in the physical world the same with online world, our shops should be there where the traffic is, so they recommend focusing only on keywords that can bring more traffic though the competition can be high here. And that is true. What I am saying is that an effective SEO strategy should consist of a mix – smartly executed paid search advertising focused on top search terms where is hard to compete with natural SEO (just make sure your paid campaigns are managed by professionals as without being expert in this area you can easily burn your marketing budget), and organic SEO that combines popular and not so popular search term that can also bring some good results. To conclude, the only way to see which search terms work or don’t work in your particular business is by experimenting. :)
Here are some basic tips to refresh your knowledge before starting your SEO:
- Focus on search phrases, not single keywords. The key to successful SEO is concentrating on long-tail keywords. Although these keywords get less traffic than more generic terms, they are associated with more qualified traffic and visitors that are most likely to buy. Relevance is the key factor to consider when choosing the right keywords for SEO. Remember, the more specific you are, the better.
- Location-based searches: Put your location in your text (for example, “Dynamics partner in Denmark” not “Dynamics partner”) to help you get found by local searchers.
- Keywords without the right SEO strategy is like one leg stool: Without the right content, website usability, internal and external linkage support and many other critical SEO elements you will not achieve high return of your SEO investments. You need to create a unique experience (a specialized funnel) for each of your keywords groups with specialized landing page, customer-centric content and navigation, call-to-action, etc. to be able to convert visitors to leads.
Free Keywords Research Tools
To conclude, here are few free keywords research tools for your experiments:
- Google Keyword Planner: You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together.
- Google Analytics: It is a good tool to identify which organic search terms are already driving traffic to your website. It will provide a good baseline of core keywords that already drive traffic to your site so knowing them you can increase that traffic through optimization.
- Rank Checker: (shows search volume comparison between Google, Bing+Yahoo): http://tools.seobook.com/firefox/rank-checker/
- Übersuggest: You can get keyword suggestions either from regular Web search or from search verticals like Shopping, News or Video. http://ubersuggest.org/
- Keyword Spy (free trial): http://www.keywordspy.com/
- Use Your Own Creativity: Imagine, if you were searching for your own business, how would you search? The ideas you generate is a good place to start. It may trigger keywords that lead down the path of more search terms.
Good luck in your experiments!