When to Delete Keywords

Deleting Keywords (Page 1 of 2)

Your SEO budget is an investment. The money you spend to grow your business and meet marketing goals must be a wise investment. The smart marketer must use tracking, analytics, technology, and manual return on investment (ROI) calculations to maximize profit and eliminate waste.

Power keywords, the ones with high volume, represent the greatest opportunity for search marketers. However, there's often an inverse relationship between keyword popularity and conversion rate (with the exception of brand and store names).

Searchers often use popular keywords when they're early in the buying cycle. As they get closer to the buying decision they use longer, more specific keywords. (Ex: heart rate monitors vs. Polar Heart Rate Monitors).

PPC Considerations - When managing your pay-per-click (PPC) paid-placement campaign, you want to give every keyword listing a chance to perform and meet ROI objectives. This requires testing.

If a keyword misses your financial goals at a top position, it may achieve your financial goals at a lower position rank. PPC campaign management is all about finding and maintaining the balance between cost per click (CPC) and conversion rate.