So, you have some keywords. Now it’s time to start tracking them and see if they actually work when it comes down to it. This is not just about whether or not your keyword links users to your website, but how effectively it does so. Think about it, if your website appears on the 80th page of a Google site than it is not doing its job as very few people will find it.
If you don’t track your keywords then you won’t know if they are gaining you any traffic or, more importantly, the right kind of traffic. There might be better keywords out there and the industry might change. You might even re-vamp your website. That’s why it’s important to stay aware when it comes to keywords and remember to track them not just once, but frequently.
By buying a sample campaign for the keyword at Google AdWords or Bing Adcenter you can buy test traffic for your website to see if the keyword pulls off and encourages visitors to use your site above others. Track the number of clicks you get and how many people stay on your page. Whether this works or not, you’ll know if you need to change your keywords.
Then, once you are past this stage, there are loads of tracking programs out there, including serps which focusses on Yahoo and Google and RankScanner. These will help to see where your website appears when users search online. If it’s in the longtail, meaning quite far down the list, then the best thing to do is start thinking about what the user is looking for. For instance, if they want to buy chocolate for a present add “chocolate gifts” to your keywords and this will help your website appear closer to the top of the search than if you simply used the term “chocolate”.
Remember, the most important thing is to be specific. Specific searches in the fewest words possible will help to draw in the people who are most likely to be looking to make a purchase straight away.