Keyword Research

Ideal Keyword Formula

Formula Rationale

“Choosing the wrong keywords is like shooting yourself in the leg before you start a race.” Keyword research is a vital aspect of successful search campaigns that is often overlooked. Choosing the correct keywords is a fragile balance of attracting the right visitors, bringing them to your most profitable products, all in a niche that is not overcrowded.

Melen works hand-in-hand with its clients to pick out the perfect keywords. Melen has the expertise in the first two variables of the calculation: search volume and keyword competitiveness. Clients have the third variable: expected profit. Expected profit can be broken up into many parts and in most cases, the client does not an exact number. This is okay. We work off our best estimate for the variable and through our later analytics research; we will work to find the value.

Choose Melen for your Keyword Research

Our field expertise and proprietary technology makes us the perfect partner for your Keyword Research. Contact us today!

Snapshot Case Study

Let’s take a look at the top keywords for our link building brand, Backlink Build. Please note: We have simplified the process and skewed the actual data to maintain a competitive edge.

Search Volume View

The search volume view is choosing the keywords solely based on the amount of searches. Simply looking at the search volume, the keyword “Backlink checker” comes out on top. You can see monthly search volume of keywords from the Google Adwords Keyword Tool. Remember to choose [Exact] Match Type when evaluating search volume for organic efforts.

Ease of Competition View

The ease of competition view is choosing the keywords solely based on the ease of the competition. Simply by looking at our competition, we see that the keyword “backlink” is easiest to rank for. There is no exact science to judge the competition. You must look at what sites currently rank and estimate how much work it took them to get there. This can be done by evaluating their on-page SEO and backlinks. We have developed a skillset in this by going through the process hundreds of times, and analyzing the analytics from all our efforts.

One Time Sale View

The one time sale view is choosing the keywords solely based on the profit of the onetime sale. We calculate this by multiplying the conversion percentage by the profit margin.

The one time sale view shows us that “buy backlinks” is the most profitable keyword. We calculate this by measuring the conversion percentage of visitors coming in by that keyword. “Backlink checker” has a low conversion percentage. This is because people searching that term are not necessarily looking to buy a link building product. The terms “link building” and “backlink” would be considered browser keywords. This means that the keywords are relevant and have high search volume, but visitors searching are looking for information and not necessarily purchasing the product.

Lifetime Value View

The lifetime value view takes into account recurring purchases of the initial interaction. There are certain purchasers, and products for that matter, that are only intended for a one time sale. Other products meanwhile call for recurring, or subscription based, payment structure.

For Backlink Build, we noticed that customers purchasing our product that were referred by the keyword “buy backlinks,” were likely to only purchase once. Those referred by “link building” and “link building services,” were much more likely to purchase on a subscription basis. Those customers are much more valuable.

Weighted Average Approach

The weighted average approach produces the best decisions for ideal keyword choice. This approach takes into consideration the search volume, ease of competition, profit margins, conversion percentage, and client retention of the initial interaction. With Backlink Build, we calculated “link building services” to be the target keyword. This was followed by “link building” and “buy backlinks.” We target all three.