There are various ways of estimating the value of a keyword besides the keyword research tools that we normally use like Google Adwords tool. If we can look at the analytics data from the actual visits to a website, it will be an efficient way of finding valuable keywords. Let us look at some ways to estimate a keyword’s value when the conversion data is not available or when we would like to supplement those figures.
1) Visits in Relation to Ranking
One need to look out for phrases when trying to analyze visits by keywords. Despite quite a high number of visits, there are sites which do not do particularly well in the ranking when a search is done of that phrase. As an example, there was a site that ticked 500 visits a month from searches of a particular keyword even though it was in the page 5 of Google’s search results. This definitely signals that the particular keyword has the capacity to have a higher volume of traffic if it appears higher in the SERPs. But it is also equally important to check that the high volume of traffic brought in by a particular keyword is of any worth.
Pages/Visit is an important feature which helps to determine the value of the visits that a particular keyword might bring. If the user visits a lot of pages of that site, it indicates that they were happy with what they have found after clicking the link on their search results. And this could be a potential valuable traffic. It might not be as accurate as actual transactions and conversions but it still will be indicative of the worth of a segment of a particular traffic. In the example mentioned earlier, suppose that particular site has the average pages/visits for a keyword around 6.25; that indicates the users who visited the website after searching for that term were interested in what they have found and were spending time on that site. It means that the site traffic that the keyword is bringing is valuable.
3) Bounce Rate and Time On Site
Bounce Rate and the average Time on Site are two other ways to determine a keyword’s value. A high bounce rate of a keyword means that it is not bringing in valuable traffic. Also if the user visiting the site does not spend much time on site, it means that they are not valuable visitors to that site. Conversely, if the time on site is high, it indicates that the users have been happy visiting the site. Supposing a keyword has a low bounce rate of 29% and a high average time of 3:40; then the keyword is worth a target as per statistics.
This article has been written at iDev Blogs. They are one of India’s largest blogging firm working on a number of blogs, one of which is Android tutorials where they cover Rooting Android phones tutorials