Your Existing Keywords and Market Share
The SEO Battlefield: How Do You Really Stack Up?
From time to time, new clients are pleasantly surprised when I show them profitable keyword phrases that they had no clue their website was ranking for in the search engines. This isn’t magic, folks. Too often, businesses have published great SEO content without ever realizing what they have done. Some of their content is unintentionally driving traffic that they could be monetizing further. But because of their inability to gather enough analytical data to gain interpretable insight, those revenue-driving keywords unfortunately remain as nothing more than hidden gems begging for supportive SEO efforts.
Using a surgical analytical approach to identify these existing natural yet under-monetized keywords and optimizing for them is vital to any successful SEO strategy. The way to this is to dive into your web analytical data.
“To know and not to do is not to know.”
I’m assuming that you already have a way to track the keywords searchers use to find your website (also known as referring keywords) in the search engines. If for some reason you don’t, now is the perfect time to put something in place to accomplish that. As the Chinese philosopher Wang Yangming said, “To know and not to do is not to know.” Folks, in business, ignorance isn’t bliss.
List of On-Site Web Analytics Software
- Google Analytics, formerly Urchin (Free)
- Omniture Site Catalyst
- Yahoo! Web Analytics (Free)
- Woopra (Free)
- Clicktale (Free)
How to Figure Out Your Keyword Market Share
Once you’ve installed the tracking code snippet that you received from your web analytics provider and gathered enough traffic data for a month or so, you can begin to notice which referring keyword phrases are driving traffic to your website.
To get an idea of what your market share is for a specific keyword, you can use the tool created by Mike Mindel. Enter the exact keyword or phrase into Wordtracker’s free keyword suggestion tool to get the total number of monthly searches for that keyword. Divide that number by the total number of monthly visits to your website driven by the keyword, and multiply by 100 to get your keyword market share percentage.
Your market shares for specific keywords serve as indicators of your level of domination of the SERPs for those keywords. A higher ranking, of course, increases your keyword market share. But another factor that increases your market share is the effectiveness of your page title. Your page title is what is displayed in the organic search engine results. So it is important to always write relevant titles for your pages and make them easy-to-read to increase click-throughs.
So you know your current keyword market shares. Now, expand your lists with keyword variations.