Step 3: Delivering Additional SEO Services to Capitalize on Highly Converting Keywords

Once a new non-branded keyword is discovered and reported to the client, discuss the keyword opportunity and the plan for capitalizing on it.

• What was the entry page for that keyword?
• Where in the buying cycle is that keyword likely to be used?
• What kind of content can be created and distributed to further support that keyword and the prospect as they demonstrate their intent to find content?
• Is it worth further investment in SEO?

At this point, there is an opportunity to upsell the client on additional service hours to optimize and create content for the newly discovered and agreed upon keywords. It is also the point where the keyword should be included in the full content marketing strategy and further planning done on the type of content prospects require at this particular stage in the buying cycle.
Perhaps it’s a focused case study, with supporting blog content, video, whitepaper or a combination. Think about the distribution points for the content and the possible backlinks and social signals that can be created for the keyword.
Takeaway: Set aside time each month to discuss newly discovered keywords with the client.

Step 4: Reporting on the Evolution of Highly Converting Keywords & Content

The approach of identifying and focusing on highly converting keywords then incorporating those keywords into the full content marketing strategy requires a different level of reporting compared to the basic monthly SEO reporting of number of backlinks, number of keywords on Page 1, etc.
Including keyword visits and conversions data alongside position data is a great first step to getting the client thinking about the difference between ranking first for any keyword versus ranking for the keywords prospects actually value and associate with your organization.
Once the keyword is incorporated into the full content marketing strategy the reporting requirements should shift to be focused on the performance of the particular piece of content or the content marketing campaign. This is where the disciplines of SEO, social media and content marketing begin to completely collide. (Learn more about this in "Why an Optimized Content Strategy is Crucial for Social & Search")
Takeaway: With the right tracking and metrics technologies the impact of content on a web presence for the purpose of organic search optimization can be reported, including:

• How the position has been affected for a particular cluster of keywords.
• How many backlinks and social signals have been created.
• How many keyword visits and conversions are associated with the content campaign.
• And most importantly, how many sales are attributed to the content.

Conclusion

Google’s algorithm updates have changed the practice of SEO. Search marketing firms have an opportunity to evolve their sales, delivery and reporting practices to differentiate themselves.
Focusing on the discovery of highly converting keywords beginning with the sales and marketing conversations through delivery and reporting will produce stronger SEO results over the long term and happier SEO clients.         ajmalseotipsandtricks.blogspot.com