You have finally found a handful of keywords that you know you can get the type of traffic and conversions on your website needs. There is one problem - your client / boss disagrees. While you focus on key words to action, they are stuck in branding fashion. Or as I like to call: blindness professional. You see it is a problem we all run into again and again. The problem is that many of us do not know the best way to go to prove our point. After all, it is difficult not to give your client / boss what they want. They are signing your paycheck after all.
So what is a guy / gal to do? The secret is: test. Ideally, before making recommendations to them. You see, it all goes back to that rule that we all learned the hard way: It is easier to ask forgiveness than permission. The same rule applies to SEO. Your boss / client has their mind on the words exactly what they want in the search results. It's something their boss wants and that is something they feel every day. It is your duty to show them that even if it would be nice to close the [insert broad keywords that have nothing to do with their business], it is simply not practical. Especially as the traffic probably will not convert. This is where testing comes into play.
SEO is a foot race. It takes time to rank well-targeted keywords (most of the time, anyway). PPC, on the other hand, gives you the freedom to start collecting data immediately. It is a secret, what you want. Start a mini-campaign, and want to use keywords and keyword boss / client that you want to achieve. Make sure you are sending them to the same landing page, if you were to target with SEO and you have conversion tracking. The next step is simple: to collect information. Get at least a month, so you will have enough to make a point.
Now is the time to analyze. Check out what traffic is doing on your site. Search more conversions right. Your visitors interact with your content? They were looking around other pages on your site? There are many questions you want to ask, you are ready for use if necessary.
Once you have analyzed the data, it is time to share the results. Your goal is to make a quick one-page report with lots of pretty graphs showing the performance of keywords that you want to target and your boss / client. Include as many numbers as you can finance. If you can tell them, "X keywords we need an additional $ 1,000 per month in sales, while the keywords you are interested send us $ 10" - you are leaving with a win.
It is hard work, but necessary. It is difficult for customers / users to see the big picture. Have a certain belief with the keyword you selected. Is your baby and will do everything possible to defend it. That is why you need to create a simple case to make them understand the amount of money left on the table. If you are going to try this before you risk losing your opportunity to be tested first.
Above all, do not leave without a fight. You can always decide that rather lose an additional $ 990/mo to sleep better at night, but at least helped them make the most informed decision they could.
Target The Right Keywords
So what is a guy / gal to do? The secret is: test. Ideally, before making recommendations to them. You see, it all goes back to that rule that we all learned the hard way: It is easier to ask forgiveness than permission. The same rule applies to SEO. Your boss / client has their mind on the words exactly what they want in the search results. It's something their boss wants and that is something they feel every day. It is your duty to show them that even if it would be nice to close the [insert broad keywords that have nothing to do with their business], it is simply not practical. Especially as the traffic probably will not convert. This is where testing comes into play.
SEO is a foot race. It takes time to rank well-targeted keywords (most of the time, anyway). PPC, on the other hand, gives you the freedom to start collecting data immediately. It is a secret, what you want. Start a mini-campaign, and want to use keywords and keyword boss / client that you want to achieve. Make sure you are sending them to the same landing page, if you were to target with SEO and you have conversion tracking. The next step is simple: to collect information. Get at least a month, so you will have enough to make a point.
Now is the time to analyze. Check out what traffic is doing on your site. Search more conversions right. Your visitors interact with your content? They were looking around other pages on your site? There are many questions you want to ask, you are ready for use if necessary.Once you have analyzed the data, it is time to share the results. Your goal is to make a quick one-page report with lots of pretty graphs showing the performance of keywords that you want to target and your boss / client. Include as many numbers as you can finance. If you can tell them, "X keywords we need an additional $ 1,000 per month in sales, while the keywords you are interested send us $ 10" - you are leaving with a win.
It is hard work, but necessary. It is difficult for customers / users to see the big picture. Have a certain belief with the keyword you selected. Is your baby and will do everything possible to defend it. That is why you need to create a simple case to make them understand the amount of money left on the table. If you are going to try this before you risk losing your opportunity to be tested first.
Above all, do not leave without a fight. You can always decide that rather lose an additional $ 990/mo to sleep better at night, but at least helped them make the most informed decision they could.
Target The Right Keywords
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