A Web site’s keywords can be defined as the key to a code, or be used in a reference work to link to other information. Most companies have identified their Web site’s keywords and use them throughout the Web site. While this is good Internet marketing, a company can see more traffic to their site if they constantly monitor the keywords analytics of their site.
A Web site’s keywords should be organic, in that they could change or be added/deleted at any moment. Studying your Web site’s statistics should not include just hits and page views, but also the words and phrases being used to find your site. Keeping the content dynamic using search engine optimization copywriting is especially important for a company news page (if your company’s site does not have a news page, correct that immediately). The news page is best way to implement new keywords into a Web site, using search engine optimization services.
Last year, a U.S. company that manufactures microwave ovens had a defective model that was potentially a fire hazard. The company wanted to direct their customers to the proper recall information. So, the company studied words that were being searched with regards to the defective model (defective microwave, faulty microwave, microwave fire, etc) and used those terms in the news release they distributed regarding recall information. When users entered these phrases for search, the recall news release came up near the top in the organic search, thanks to search engine optimization copywriting. The company also posted the release on their Web site, an Internet marketing strategy, which in turn drove traffic to their site.
Studying your Web site’s analytics should be a weekly exercise. Your Web site is the centerpiece of your marketing effort, and in order to stay dynamic, it must be treated as such.