Search engines are integral to the successes of businesses in myriad ways. For instance, if a search engine ranks a web page as the first entry on the search engine results page (SERP), the chances that visitors will click the page is about 28.5%. The second position has a 15% chance, while the third and tenth positions have an 11% and 2.5% chance, respectively. Similarly, product ranking on e-commerce sites, which is also based on keywords, is important for businesses that sell their products online.
These statistics point to the importance of search engine optimization (SEO), a practice focused on increasing a website’s visibility on search engines. It also relates to increasing the visibility of products posted on e-commerce sites, which also feature search attributes. The most popular SEO marker/factor that has survived multiple changes to the ranking algorithm is the use of keywords. And in this article, we’ll discuss 5 ways tracking keywords can boost your business’s sales.
What is a Keyword?
In SEO, a keyword refers to a search term that people type into search engines whenever they are looking for information about an item or topic. Usually, keywords are uncovered through a process known as keyword research. At its core, keyword research finds and analyzes the search terms in order to use the resultant data for general marketing or SEO. But keyword research should not be confused with keyword tracking.
Keyword tracking refers to the practice of monitoring how search engines have ranked your website (or products sold on e-commerce sites) for specific keywords. Additionally, it also offers information on how your competitors’ websites/products have been ranked for certain keywords. This means you can use keyword tracking to monitor any URL or listed product. Keyword tracking can help boost your sales. How so? Let’s find out.
5 Ways Tracking Keywords Can Boost Your Sales
Keyword tracking can boost your business’s sales in the following ways:
- Provision of ranking data
- Traffic growth
- Inventory management
- Customer acquisition
- Keyword analysis
- Provision of Ranking Data
Keyword tracking offers crucial insight into your website’s or product’s ranking on search engines or e-commerce sites, respectively. With this data, you can identify any increases, steady declines, or abrupt declines in your ranking.
If the ranking increases, this is an indicator that your SEO strategy is working. This means you can collect the information on what you initially did to prompt the rise in order to improve on it or use it for your other products/websites, consequently increasing sales.
A steady decline provides an opportunity to identify what you may have done wrong. The factors could vary from price increases to poor reviews or few reviews. The rapid, instantaneous decline may show that there is a problem with the listing, or there may be no inventory.
- Traffic Growth
As stated, SEO is directly linked to traffic growth, which, in turn, leads to increased sales. It is noteworthy that you can improve a product’s ranking by ensuring you write an elaborate product description. You can also encourage buyers to write reviews. Moreover, you can engage in online and offline marketing to enhance your product’s organic ranking through sales.
- Inventory Management
Keyword tracking enables you to identify products that have a high ranking. And given that ranking directly correlates with sales, you could use this data to inform your inventory management. You could increase the inventory of products with high ranking.
- Customer Acquisition
Keyword tracking can help you identify the terms competing products use to rank high on e-commerce sites and search engines. You can then integrate the keywords into your product description(s) and listings to increase your ranking. You could even improve on the findings to gain a competitive advantage. In doing so, you could acquire new customers once your products’ ranking increases.
- Keyword Analysis
Keyword tracking offers information on the quality of different search terms. This enables you to categorize the keywords according to importance and quality. The resultant analysis enables you to identify low-hanging fruits, i.e., highly relevant keywords that are not widely used but could increase your product’s ranking from, say, position 15 to 5. Integrating such words into your products’ descriptions or web content could increase their ranking and, by extension, sales.
Web Scraping and Web Crawling in Keyword Tracking
It is noteworthy that successful keyword tracking is dependent on high-quality tools such as web scrapers and web crawlers. So, what is a web crawler? And, what is a web scraper?
A web crawler is a bot that follows links to discover listings or web pages. It then collects the data therein, including the URLs, and archives it in databases. If you’re interested to see what a web crawler is, check out this article. On the other hand, web scrapers are programs that automatically extract specific data, such as keywords, from websites and subsequently organize it in a structured format for download.
Keyword tracking greatly boosts sales. It promotes customer acquisition, increases traffic, informs inventory management, and more. But keyword tracking may not be possible without sophisticated tools such as web crawlers and web scrapers.