How to Find the Right Keywords for your Website Content

By Adam Kennedy-Ripon

Are you in the process of adding keywords to your website content? Are you considering using more than one language to your website?

Before you even think of writing your content or adding multiple languages to your website you need to read this. I have researched keywords for over 20 languages, let me explain how you can do this too.

Using the right keywords for your website can significantly increase organic traffic and conversion rate. Bottom line: you increase your Return of Investment (ROI).

Ensure that you target your consumers with the right keywords for for each stage of the Buying cycle: Research, Comparison, and Purchase Intent. Let me explain how you can do this and what tool is a good start point.

Google Adwords is the best tool to search for keywords. Not only is it free, but there are some small AdWords hacks that can improve your keyword research. For example, when you're searching on Google AdWords for keywords, it is advised that you include your competitor’s URL. You will notice new keywords that were not previously available. This is, in effect, sort of hacking the system but Google doesn't specifically state that this is prohibited.

In addition, most people researching keywords go directly to the ''Keyword Ideas'' tab in AdWords and ignore the ''Ad Group Ideas'' tab. If you do, you will be missing some very interesting keyword gems.

As a rule of thumb, the more specific the search keyword, the more likely it is that people will buy your product. So search for long-tail high volume keywords with low competition, these are high converting keywords. Most-likely, the person is holding their credit card in one hand and the mouse in the other. They have already done their research and are ready to buy.

More importantly, don't forget to review your Google AdWords pay-per-click campaigns (PPC). A lot of people don't realize that they can actually extract very good keywords there as well as identify the most effective keywords for their purpose. Using keywords with higher conversion rates for your website content will increase the quality of your Google AdWords campaign.

What about a website using multiple languages? For example, if your company is based in Belgium and your primary customers are Belgians, then you should include three languages on your website –French, Dutch and Flemish. Use Google Adwords to research keywords for each language in the Belgian market. You can apply the same technique for Switzerland, researching keywords for French, German, Italian and English languages. This localizes the content, increases traffic and attracts other potential buyers with a different language. Everything should start and end with a keyword, review your analytics and review popular search queries, and ensure they are also used in your PPC campaigns.

Adam T. Kennedy- Ripon, Global Search Manager for Wunderman (WPP Group); Global Social Community and Social Listening Manager Reckitt Benckiser Group (RB); Social Listening Manager for Microsoft EMEA - Cortana ; Search Quality consultant Ford of Europe, Dell, Reckitt Benckiser Group andBlueHive, Microsoft Events specialist.