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Popular keywords and high-volume key phrases seem pretty straightforward, from a search perspective.
You target the terms in organic search optimization and through your pay-per-click campaigns, and acquire as much of that Web traffic as possible. Then move on to the much more complex task of managing the long tail of search, right?
Well, maximizing the potential of high-traffic keywords is actually more complex than it looks. There are a number of best practices and a handful of potential issues which arise when incorporating high-traffic keyword terms into your search campaigns:
- HIGH COST AND HIGH COMPETITION - If you know that a term gets searched on a lot, chances are a lot of other people do too. The market is flooded with free to cheap keyword research services which offer anyone with Internet access the same list of competitive keywords you're targeting.
- BROAD PHRASES HAVE QUESTIONABLE INTENT - For a phrase to get a lot of search volume, it typically has to be a short key phrase. In fact, it's often the case that the most searched keywords on Google have multiple meanings. It's difficult to target a term (particularly as you pay for each click) when a fair number of searchers are after something slightly to wholly different than what you're offering. All of a sudden your 'high-volume keyword' offers slightly less relevant traffic for your business.
- A SHORT LIST OF KEYWORDS IS A STAGNANT LIST OF KEYWORDS - While the long tail is extremely fluid and unpredictable, the most popular keywords are far more stable. These keywords' search volumes rarely change, and focusing a search campaign around acquiring this traffic can quickly lead to traffic plateaus.
But, for all the buzz surrounding long-tail keywords, there's still a lot of traffic in the high-traffic, most searched words (go figure).
So the question becomes how to attack high-volume keywords within your search marketing campaign. That's precisely what we'll deal with here.
Paying Less for Popular Keyword Searches
Popular keywords are often the most expensive keywords. This is because, as we mentioned, the traffic-driving keywords aren't a secret. Your competitors know about them, and are likely bidding them up.
For this reason, if you want your AdWords ad to rank for a popular keyword, you'll need to improve Quality Score in order to lower the amount you're bidding on it within your pay-per-click campaign.
The Quality Score algorithm is based on a few core elements, and they all revolve around relevance. To improve the relevance (and lower the cost) of your keywords, it’s important to:
- RAISE YOUR CLICK-THROUGH RATE – Your ad’s click-through rate (CTR) is one of if not the most important factors in your Quality Score and therefore has a huge effect on your cost per click (CPC). Some proven ways to improve CTR include writing keyword-focused ad copy that appeals to searchers on an emotional level, and making use of all the ad extensions you can, such as sitelink extensions.
- DO REGULAR LANDING PAGE OPTIMIZATION – Your landing pages should be focused and highly relevant to your keyword and ad. If an ad is relevant to a query, a searcher is more likely to click, and if a landing page offers similar messaging to the ad they just clicked on, a searcher is more likely to convert.
Grouping Your Most Popular Search Keywords
Let's imagine we're running a website that sells electronic gadgets. We sell items such as cell phones, laptops, and LCD monitors. We take a look at our log files, and note that organic search is driving the most traffic for the keyword terms:
- Cell phones
- Laptops
- LCD monitors
Some free keyword research confirms that these are high-traffic keywords. So, what do we do with them?
The problem is, these words aren't closely related. If we attempt to cram these three words into a single Ad Group in AdWords, we'll get slammed on Quality Score and will have to pay a lot every time someone clicks on our ad. A better idea is to give each term its own group.
Better yet: while we're creating a keyword group for each of these terms, why not surround it with keywords that search engines will view as closely related? We'll also want to make sure that these keywords are all linguistically similar: that way, we can easily write ad text variations that speak to the entire Ad Group.
You can use the Free Keyword Tool to find other keyword terms that are closely related, starting with the most popular keywords.
You can then download the full list of keywords in a CSV format that you can upload right into AdWords!
Going Beyond the Most Popular Searches
Remember: While it seems counterintuitive, focusing only on popular keywords isn’t enough. As an SEO strategy, it’s extremely difficult to drive traffic through popular keywords alone, because the competition is so high. The same goes for paid search. And either way, for healthy growth you’ll need to target mid- and long-tail searches.
Getting beyond broad keywords means that you can:
- GROW YOUR AUDIENCE - It's important to overcome the stagnancy of the traffic metrics associated with a handful of the most popular keywords in your vertical.
- DON'T WASTE MONEY ON UNQUALIFIED TRAFFIC - It's equally important that you don’t waste all your advertising budget by bidding on irrelevant, costly keywords that don’t have high intent and don’t convert.
Learn more about how you can grow your audience without over-expanding into irrelevant, unreceptive realms by reading more about:
Online casinos and gambling niches have a unique feature when it comes to SEO. The gambling market has many restrictions geographically, as some countries forbid casinos and betting games. Using a well-reputed SEO agency or with the right approach towards SEO optimization can increase the user traffic on your website.
Grinnell Place has been improving online gaming establishments for a long time. You can affiliate your casino website as a partnership and have amazing services. In this article, we have shared some important tips to help your casino business to reach new heights in this vast and competition-rich industry.
- Content Optimization
Many experts in SEO management are of the view that it is more beneficial to keep updating the old articles while keeping them relevant than spending time to create and upload new content every day. Online gambling and casino websites are changing constantly. So, Casino games are refreshed and revised with the changing trends in the industry.
Therefore, it is always a better idea to boost your ranking in the search engine results for more traffic on your website. You can add hyperlinks in your previous articles to take your customers to the freshly updated content. Always ensure that your content is displayed in a user-friendly way. If you want your customers to stick to your content and web pages, then your content must be easy to navigate.
- Keyword Research
Keywords are very important for every business niche and online casinos are no exception. The keywords should be well-researched and organized to target the audience. There are some digital tools like Google Analytics, SEMRush, and AhRefs that can be your best partners to help you find keywords that can improve the ranking of your casino website.
There is a tactic that instead of overcrowded market sectors, you can focus on long keywords, tailored to attract the determined target audience. Integrating keywords through marketing guidelines will increase the traffic on your website because these guidelines are based on website trends.
- Content Consistency
Along with the optimization of your website content on a daily basis, you should keep an organized plan for your content uploading. This refers to the idea that you know how often you need to post new blogs to maintain a sense of continuous communication with your regular customers.
If you don’t possess enough resources to upload articles and blogs daily, it is no big issue. Just ensure that your users are satisfied that your casino website is relevant and alive.
Always remember that quality is more important than quantity. Search engine results are inclined towards original, informative, and unique content. If you go straight to the point and express the answer to the proposed questions, you will have more and consistent user traffic.
- Focus On Reviews
The importance of user reviews is such that it creates the difference between an average and successful online casino website. Reviews are the factor that alter the decision of customers when they have to choose between two brands with similar ranking and reputations. Reviews also let you know the suggestions and criticism from the audience so that they can be immediately corrected.
Research proves that most of the customers read reviews of the respective website before making a decision. Similar to restaurants and hotels, you can’t resist the positive image of a brand if you hear someone talking great about it. You should leave the reviews visible on your homepage to testify the quality of your brand and its services.
- Answering Query Questions
You should always try to answer the questions in the queries section quickly. As there are three forms of keywords known as navigational, informational, and transactional. Search engines have the functionality to identify the most searched query questions. You can easily benefit from this information.
For example, you can go to the Google homepage and search for a query question about casinos, you can directly know what are the common queries of people on that particular issue. Tired of all the SEO optimization, take a break to meet Hannah Holmes friends & family.
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You should create an F.A.Q page on your website to gather the most searched questions related to some service or product of your website.
Final Thoughts
Often online casino operators think that it is a piece of cake to achieve a higher ranking among Google search engine results. Even after following all the above-mentioned tips, you still have to be persistent with the website’s trends to improve your online casino traffic.
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You can also rely on SEO agencies if you don’t want to do the legwork and keyword research yourself. These agencies give guidelines, quality service, and research information for keywords on your website.