Keyword tracking lets a site owner know what keyword searches result in sales. Search term information is logged in a database and presented to website owners in a meaningful format. This data is used to see which keywords produce the most sales per search and determine where to focus optimization and digital marketing resources.
Which Search Engine or Website?
Knowing what search engine a sale has originated from allows site owners and marketers to understand where their efforts are paying off the most. Good tracking and analysis software will also show what website referred visitors. Knowing what sites send the most visitors allows site owners to give special attention to ensuring this traffic continues and increases. Knowing what referrers are generating the most sales further allows a site owner to hone their marketing efforts toward site referrals that result in the most sales.
What Keyword Was Searched For?
Knowing what keyword searches result in site sales allows the owner to focus more on those words. Perhaps you are marketing your site for two main keywords, “air hook widgets” and “air hooks.” Using keyword tracking that traces keywords down to the sale ensures you will know if searches for “air hook widgets” convert into sales more often than visits resulting from searches for “air hooks.”
Sales Conversion Ratio of Keywords and Return on Investment
Tracking keyword searches through to sales allows site owners to determine the return on investment. If a web master spends $100.00 on the pay-per-click keyword “air hook widgets” and sells $1000 worth of product, their return on investment is likely excellent. If the same website owner spends $100.00 on the keyword “air hooks” and sells $200 worth of product, it is expected that the return on investment was not as great. Of course, if the markup or profit on one product is more significant than on another, this must be considered.
Cost of Keyword
If a web marketer is using pay-per-click engines, knowing exactly what has been spent on a keyword and what the return was, allows money to be put where it will do the most. Keyword searches, unlike many advertising mediums, are targeted by the viewer. For this reason, in addition to the accurate return on investment feedback, keyword marketing can be very worth the cost.
Added Benefit of Branding
Marketing your site by keyword in pay-per-click engines means that you will only be charged if a person clicks through your ad to your site. Pay-per-click ads and organic search listings have the often-overlooked added value of showing the ad or listing many times over in addition to the clicks the ad or listing receives. Only a tiny percentage of people are likely to click on a keyword ad or search result listing. Yet, your ad or listing will be visible repeatedly to people searching for terms you have bid on or marketed, increasing your site branding. Nonetheless, care should be taken to generate a compelling keyword ad or page description since, in most cases, you will want to receive as many clicks as possible.
In conclusion, if you are spending money on search engine marketing, it is often well worth the effort to track your keywords through to sales. You will not know where your efforts are paying off without tracking your keywords. By tracking your keywords, you can put your efforts where they are paying off the most.
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Having a keyword strategy in place is one of the most important aspects of SEO. Without a focus on the right keywords, you can’t expect to rank highly on Google. These keywords will help you to increase your website traffic, improve traffic to your content and improve the quality of the traffic you receive.
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