Below is detailed criteria needed to determine the right Keywords to optimize for the most cost-effective SEO campaign vs bidding on them in a PPC campaign.
Reports & Considerations:
1. KEI – Keyword Effectiveness Index
2. Keyword Competitiveness (see below list of criteria).
3. Keyword Volume: Use the Keyword Generation Tools (Wordtracker, Keyword Discovery, etc) and build a spreadsheet with multiple tabs. Each tab is it’s own Keyword combinations of Search Volume.
4. Keyword Report: If you are running a PPC Campaign, has the term converted in Paid Search?
5. The type of business ( B2C vs B2B).
6. The dollar value of the conversion.
7. How well your site is already optimized for the term.
8. Is your site ranking for any of the terms already?
Measurement of Keyword Competitiveness in Google top 10 results:
1. Keyword Search Volume from KW Tool.
2. Number of search results.
3. Number of results for allintitle search.
4. Number of results for intitle.
5. Number of results for inanchor search.
6. Type of sites resulting from the inanchor search.
7. Average PageRank of top 10 results.
8. Links pointing to full URL.
9. Links pointing to domain.
10. Deep Link Ratio.
11. Age of Domain.
12. Links from a .edu or .gov.
13. Internal Link Percent.
Generate tabs on a spreadsheet for delivery to Client:
1. Keyword Volume
2. Keyword Ranking
3. Keyword Demand Matrix
4. PPC Keyword Report
5. Keyword Recommendations/Next Steps
Choosing the right Target URL:
To begin with, you can see which page in your site is considered the most relevent to the keyword by conducting this Search query in Yahoo:
site:www.mysite.com keyword
Choose the webpage that makes the most sense, and then identify several similar pages. Then, begin writing content on them, and linking to your Target URL. This will increase your Internal Link Percent.
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