importance of Keywords
Importance of Keywords and How to Find the Right Ones

The “best residential cleaning services in XXX area” – this is a potential customer looking for you. Whether they will find you or your competitor depends heavily on how much importance you gave the keyword “best residential cleaning services in XXX area” while writing the content for your website, press releases, blog posts, digital ads, and other marketing assets.  Google processes 3.5 billion searches per day and 600 million users visit the business pages on Facebook every day.

In short, keywords are not to be taken lightly. If you still don’t agree read on and if you do, feel free to skip to the section about conducting keyword research for your residential cleaning company. Let’s get started.

How Important Can a Keyword Be?

Make or Break Businesses

When a customer puts in a text string to search for what they need, they set the search engine “spiders” in motion. They scan millions of pages in milliseconds to bring back the most relevant results. Essentially, they are searching the millions of sites on the internet for the same text string as keyed in by the user aka keywords. So, not researching and adding keywords to those assets means knowingly pushing your cleaning business into the internet abyss.

Help Understand Customer Needs

Keywords also work as hints for you to understand what your customers prioritize when they choose a residential cleaning service. For instance, if a keyword like “reliable house cleaning services” means that your consumers are concerned about the trustworthiness of the service, are new to the area, possibly looking for experienced or well-reviewed service, and so on. These are hints that you can use to create better ads, blogs, and website content.

Backed By Data

Good keyword research is vital. It will not only provide you all the keywords that are relevant to your business, but also provide you a metric to the efficacy of each. For instance, head terms refer to keywords that every business in your industry would want to rank high for, it means it will be costlier to rank. Then there are long-tail keywords that offer lesser competition, and hence easier to rank for.

Streamline Marketing Efforts

Keywords provide direction to your marketing efforts. From your ad copy to your website content, they allow marketers to get clues to the best strategy to help your business become more visible on Google, create buzz on Facebook, and engage more on your company website.

How to Do Keyword Research for Google?

There is mind-boggling information about KW research for ranking better on Google. So, without overwhelming you here is how you can find keywords for your cleaning business.

Think Like the Customer

If you were the customer, what would you put in the Google search bar to find a residential cleaning service? Yes, common sense is an integral part of keyword research. It will help you cover the most obvious keywords. Make sure that you have a good mix of short or head keywords and long-tail keywords. The importance of Keywords cannot be underestimated.

Refer to Google

When you search for anything on Google, there are related searches that pop up on the bottom of the page. These are the keywords that Google associates with your search and are therefore, important. Conduct searches using these newfound keywords to create a more extensive list.

Use Tools

You can use the tools like the Google AdWords Keyword Planner, SEMrush, Ubersuggest, and other such tools to find out more keywords. These tools will provide you the volume, the CPC, and other important data to help you prioritize the keywords you want to use.

How to Do Keyword Research for Facebook?

Facebook means hyper-targeting. It offers marketers a large number of criteria to help them reach the audience they want to. However, search marketers know that Facebook does not offer targeting based on keywords. It does not have any in-built tool to target keywords either. So, you have to use non-traditional methods to find them.

From Audience Insights | Importance of Keywords

From your Facebook, go to ‘Ads Manager’ to ‘All Tools’ and then to ‘Audience Insights’. Now Facebook will give you an option to look at the insights for ‘Everyone on Facebook’, ‘People Connected to Your Page’, and ‘A Custom Audience’. For research, you will want to use the first option.

  1. Use the most potent filter – ‘Interests’. Now, let’s say you know that people interested in your residential cleaning service will be interested in another competitor or pages related to house cleaning. With this feature, you can see the number of interested users and their demographics. These interests will give you clues to more keywords.
  2. Go to Page Likes, and find out the other pages that the audiences like. This is additional information you should pay close attention to. Now, entering those liked Pages in ‘Additional Entries’, you will get more information about your audience. You can rank them by affinity and continue the process.
  3. If you know your audience well, you can filter out using multiple variables and narrow down the number of keywords.

From Facebook Ad Audience

Under ‘Interests’ for your ‘Facebook Ad Audience’ in Detailed Targeting, start typing a keyword and Facebook will suggest you multiple related keywords to your search terms.

Don’t Reinvent the Wheel

Find a competing residential cleaning service that is doing well on Facebook and sieve out the keywords they are using on their Facebook ads and posts. They are doing something right and you can follow suit.

Use Tools to determine the Importance of Keywords

Tools like BigSpy allows you to put a particular keyword and see other ads in that space. You can learn two things from this – first, you get to know more pages you are competing with and secondly, you also get to see the level of competition you will be facing with that keyword.

Keywords Are Key

Keywords are an incredibly important part of any businesses’ marketing campaigns. They have to be carefully formulated and then shortlisted to create a list that helps your business become more visible to your customers. The more visible you are, the higher your brand value, which makes it easier to get new leads.

That is the end goal.

Related Links related to: The Importance of Keywords

Landing Pages to Track Conversion
How to Use Landing Pages to Track Conversion Rates of Different Marketing Sources

As the world goes increasingly digital, the line separating the digital world from the physical one continues to blur. The advent of technologies like augmented reality has practically pulverized that line. Once those technologies become mainstream, humanity will be living in the digital world fulltime.

Coming back to the present, the seismic effects of digitization can be felt even today in the field of marketing. Large-scale data collection, big data, analytics, targeted ads, and other digital technologies have empowered modern marketing teams in unprecedented ways. 

Marketers can reach their target segments in myriad ways using digital technologies – emails, social media, websites, ads, online business directories, blogs, and more. Naturally, identifying the most promising or best-performing channel/s is crucial for optimizing the marketing budget allocation and extracting maximum ROI out of it.

The challenge becomes particularly dreadful when a business also employs offline marketing campaigns. How do you know which offline marketing campaigns are working best? In which areas are you getting the best results? Which marketing messages are hitting the target? 

Simply put, how do you analyze the performance of each offline and online marketing campaign?

The answer – landing pages integrated with analytics tools.

Wait! 

Landing pages? For measuring offline marketing campaigns? Are you crazy?

Yes, yes, and no – in that order!

Landing pages are powerful tools for creating a unified marketing strategy across both digital and offline worlds. In fact, 52% of businesses use landing pages to test the performance of their various marketing campaigns. 

When combined with robust analytics tools, landing pages can be a goldmine of insights that can help marketers make smarter decisions. To be more specific, analytics helps marketers identify and understand the conversion rate of various marketing campaigns. 

What is Conversion Rate?

The conversion rate is the percentage of your website visitors that do what you want. The desired action is usually something that is aligned with your marketing goal. Some of the common types of conversions include:

  • Purchases
  • Form submissions
  • Callback requests
  • Calls
  • Live chat messages
  • Signups of subscriptions
  • Registrations on the site
  • A simple page visit
  • Upsell
  • Downloading gated content

Why are Conversion Rates Important?

The world average for conversion rate is a mere 2.35%. The top 25% of the landing pages convert at a rate of 5.31% or higher.

To put this into perspective, suppose you are a house cleaning service. For every 100 people that arrive on your website, less than 3 (on average) of them actually hire you. Now, consider the fact that this is the average rate. Some marketing campaigns produce lesser conversion rates and others producer a higher conversion rate.

As a marketer, wouldn’t you want to know which campaigns or which sources of traffic produce the best conversion rate? 

Landing page analytics enable you to allocate your marketing budgets towards the best-performing campaigns, so that you can realize more conversions for every marketing dollar you spend.

But how do you find the best marketing sources?

There are several ways of doing it. Let’s take a look at some of them.

1. Set Up Website Analytics

Powerful analytics tools like Google Analytics, LuckyOrange, Open Web Analytics, Crazy Egg, and others allow you to deep dive into the conversion rate for each marketing source – search engines, social platforms, and so on. You can even determine whether the traffic (and conversion rate) is organic or inorganic.

In fact, website analytics tools allow you to under the conversion rate at a granular level. You can find out the conversion rate by various categories – by device type, OS, location, age, search engines they used, and even direct traffic (customers who typed your URL directly in the address bar).

2. Set Up Optimization Tools

Optimization tools like Google Content Experiments and Optimizely help you understand which parts and versions (A/B testing) of your landing pages are working, and how effective they are. By combining them with your marketing campaigns, you can figure out which combinations are producing the best results.

3. Discount Coupons

Suppose that you are a residential cleaning service that wants to know which marketing messages resonate strongly with your offline audience. So, you create 4-5 versions of a pamphlet advert, with each version having a different message, which you distribute among your audiences. How do you know which of those versions are working the best?

You insert a discount coupon inside each pamphlet and allow all the audiences to redeem the coupon on the same landing page. Based on which coupon is redeemed the highest number of times, you will know which marketing message resonated with them the most.

The same trick can be used in different contexts – to determine conversion rates across different geographies, across platforms, across email lists, and so on.

4. Custom URLs and Redirects

Create a single landing page and generate several vanity URLs, with all of them redirecting to the same landing page. Each custom URL can be inserted into a different marketing campaign or source. This way, although the traffic arrives on the same page, the URL redirects allow you to determine the traffic received by each vanity URL. You’ll know the performance of each marketing source.

The same result can be achieved with shortened URLs by using link shortening services like Bitly. Tools like Bitly even allow you to track the traffic.

For better results on how to get your landing pages to track conversion rates, you can combine custom URLs or shortened URLs with QR codes too.

5. Or, Keep It Simple: Just Ask

Often times, we dive so deep into a problem that we forget the simple answer.

You want to know how your customers found you. So just ask them. A simple popup box, with a question and multiple clickable answers asking them to indicate where they found you, is all it takes to get a response from your visitors. Sure, not many may respond, but it will still give you useful sample data. 

6. The Worst One Yet: Multiple Landing Pages

To be fair, having a dedicated landing page for each marketing campaign or source is not a bad strategy. It’s just labor-intensive and expensive. But, if your business has the budget, then dedicated landing pages for each marketing source is a powerful way to get insights into the source’s performance. In fact, dedicated landing pages allow you to experiment with different marketing messages and continuously optimize each landing page to make it supremely effective for the specific traffic arriving from that source.

Conclusion

As mentioned before, there are several ways of determining the conversion rate of each marketing source. Your choice of strategy must depend on the marketing sources, budget, team size, your audiences, and marketing goals.

Related Links for Landing Pages to Track Conversion

Should I Run A Groupon Promotion?

Email Marketing Your Cleaning Business: How to Do It Well

The 8 Most Important Conversion Metrics You Should Be Tracking