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FEATURED ARTICLE — October 16th, 2017

How to Choose Keywords that Really Matter

Unlike PPC ads, organic traffic is the gift that keeps on giving. When you diminish your PPC budget, your traffic goes away. When it comes to SEO and content marketing, though, things are much better.

Sure, a website that’s updated infrequently won’t get you too far. But once you’ve gained a solid domain authority and created an editorial calendar that you stick to, the traffic is yours to have and to hold.

Evergreen content has, of course, the biggest ROI in terms of traffic, says this study. It turn out that only one-third of all the views a good blog post will get are generated in the first day (the publish date). The rest of them will come gradually, even over the course of more than one year.

So yes, we can get traffic with content marketing and SEO. But the most important question is not “how much traffic can we get?” It’s “what does this traffic bring us?”

If you’ve read my previous posts here, on Site Pro News, you already know that I advocate against vanity metrics. Who cares about having millions of page views if none of those visitors converts into a client?

For my agency, as well as for every client we work with on copywriting or strategy, we ignore such metrics and focus on what matters: revenue.

And, in SEO, there is no revenue without proper keyword research.

Let me explain:

One of the examples I’m most fond of is that of a client who contacted me after reading one of my articles here. The client needed SEO copywriting for a local business in a small town and wanted to optimize both content and blog posts for generic keywords (like ‘wedding dresses,’ for instance).

We quickly realized the client had little chance of competing with the big names in the industry (which is,... Read More

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