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Choosing the relevant keywords for your Business

Keywords act as a base for Search Engine Optimization as it is through keywords a website’s visibility is determined on Search Engines. Since keywords play an important role in SEO, selection of right keywords that match the thought process of a user online is also equally important. To find the right set of keywords, several tools are available online which provide a detailed report on how a keyword is performing and are competitors using the same keyword that gives businesses an idea on which keywords they should target. Moreover, keywords can be classified in various categories based on the product or service and thus the tools available online as well as the categories of keywords must be known not only by SEO experts but also businesses when they hire SEO Services in Mumbai.

The basic fundamental of Search Engine Optimization is to increase visibility of a website by targeting the frequently used keywords on Search Engines for particular products or services. SEO experts identify the probable search terms users may have in mind and determine certain keywords that may or may not be applicable to the business which in turn can harm the online visibility of a website.

Selecting the right keyword forms a base for SEO and therefore to determine the right set of keywords can be a challenging task for many business owners as well as many SEO companies in Mumbai, India and other regions in the subcontinent. A keyword acts as a link between the user and the website which helps in discovering the required business online to generate a sales prospect. Using the right keywords makes it easier for the user to locate the business and there are several tools available that can provide a helping hand in the keyword research process. Further we discuss few of these tools.

Google keyword planner

Google keyword planner is an effective tool to find keywords that are similar to the business profile. When a search query is typed, long tail keywords are provided that give several options to business owners to select an appropriate keyword. Google keyword planner gives a holistic view about trending keywords as well as keywords which are widely used by competitors. As Google keyword planner is free and easy to use, it is a suitable option for keyword research process.


Before selecting a keyword, business owners need to keep a track on keywords which are used by competitors. SpyFu is a tool which gives information about competitor’s campaigns, paid and organic search and a lot more. Results that appear on SpyFu are divided into several categories such as Overview, Competition, Shared Keywords, Top Keywords, AdWords history, Ranking history etc.

Keyword Spy

Similar to SpyFu, Keyword Spy is another tool to find out which keywords will be ideal for a business. Keyword Spy provides real time analysis of keywords which gives an overview on how a website is ranking based on the keyword. Moreover, Keyword Spy serves adequate information on how many searches a keyword receives in a month including the average cost-per-click.


SEMrush is one of the well-known tools for keyword research. Being a popular tool in the market, SEO experts use its features to track keyword performance of competitors. SEMrush helps in finding keywords which are suitable and relevant to the business profile and industry. For any keyword, SEMrush provides information regarding the keyword’s organic search, paid search, CPC distribution, trend etc.

Diverse set of keywords

Monitoring keywords of competitors is one method of providing a better SEO service. However, it is also important to identify different types of keywords that can help marketers select keywords that are relevant to their business. Listed below are different types of keywords that marketers and SEO experts can use to formulate an effective SEO strategy.

Market and customer defining keywords

Phrases and words typed by the user while searching online, when used to formulate keywords are called customer defining keywords. When customers search for a specific product or service, the words used therein fall under market defining keywords and when customers type a search phrase that provides some information about themselves, then those words are known as customer defining keywords. While selecting a keyword, SEO experts must categorise keywords into market and customer defining keywords.

Product and vertical keywords

Keywords used to describe a particular product in a number of different ways are known as Product keywords and keywords surrounding the main product idea are known as vertical keywords. Categorising keywords on the basis of product and vertical keywords help SEO experts to capture different set of audiences depending on the preferred keyword type.

Geotargeted keywords

The main focus of SEO is to target local audiences as a significant number of enquiries come from local audiences. Geotargeted keywords make a website visible to those users who are located within the business area.

Industry keywords

Keywords that are linked to the industry make an important set of keywords as such keywords direct the user to the main company website. Industry keywords searched by other organisations, industry experts or leaders make it important for the SEO experts to identify such keywords and classify them according to industry standards.

Selecting appropriate keywords for a business website can be tricky due to ongoing competition to acquire top ranking keywords. To select keywords, more than selecting top ranking keywords it is essential to connect with the mind of the user and identify the most probable search phrases and incorporate them into keywords. This ensures enhanced website visibility which in turn benefits the company as a whole and optimises the efforts put in by SEO experts.


Significance of Google Analytics

Google Analytics is a well-known tool to analyse visitor behaviour on a website and make required changes to a website to ensure the visitor stays for a longer duration on the website. To apply a Digital Marketing strategy, it is essential find an SEO Agency in Mumbai which helps you understand certain key terms of Google Analytics that help in identifying what is required by a viewer in order to generate conversions. Therefore, by knowing how beneficial Google Analytics can be, marketers before applying a digital marketing strategy should understand the workings of Google Analytics as it becomes easier to help their Digital Marketing partner in applying different strategies in order to increase brand awareness in the online marketing world.

Digital Marketing has enforced businesses to take their product or service online through various digital marketing mediums such as websites, blogs, social media and search engine optimization (SEO). These mediums work when several strategies are applied to target the right set of customers and by analysing consumer behaviour.

When companies create a website, the main focus is to attract visitors and create a need to purchase the product or service offered. This requires a thorough assessment of a website to identify the key areas which need improvement and this is where Google Analytics comes in. Google analytics is one of the most used technique to analyse a website. Research has revealed that 55% of the most well-known websites use Google Analytics to monitor user behaviour.

Identifying key terms in Google Analytics

When business owners decide to advertise their services online, the main question that can arise is how to monitor the success rate of all the Digital Marketing techniques applied. Google Analytics is where business owners get answers to all the queries related to the strategies applied such as the performance of campaigns conducted to the content that has attracted the most number of visitors to the website.

As Google Analytics is a wide domain providing vast information about the performance of the website, it is essential to understand certain key terms involved in it. This will help business owners modify their website marketing strategies and help SEO service providers in Bromsgrove, Redditch, Worcestershire and other service providers in U.K to increase the ranking in Search Results by modifying certain areas of the website. Every marketer who wants to adopt Digital Marketing as a marketing strategy needs to be aware of certain key terms regarding Google Analytics, such as –


When a page is viewed through a Google Analytics tracking code, it is considered as a pageview. Each time the Google tracking code is implemented, a pageview is recorded, which includes clicking on the back button, refreshing a page and opening the page in a new browser.

Session and Page / Session

A page session is the number of pages visited per session. It takes into account the number of pages a visitor views each time they visit the website. It calculates the total time of all the activities conducted by the user on the website. A normal Google time frame to calculate the activities performed by the visitor is 30 minutes however, this time frame can be modified as per convenience. The amount of time spent on the website by the user indicates the quality of the content that keeps them engaged on the website.

Bounce and Bounce Rate

When a visitor views a website and leaves the website only after visiting the landing page, it is considered to be a ‘bounce’. ‘Bounce rate’ is the percentage of the visitors who left the website after viewing just the landing page. A low bounce rate indicates that visitors are viewing more than one page on a website and is staying on the website for a longer period of time.


UMV also known as Unique Monthly Views is the number of individual users visiting the website. It is a parameter for bloggers or advertisers to sell their work to another business as it is an indicator of growth on a month to month basis.


It is essential to monitor the traffic that is directed to the website by analysing those websites which bring in more traffic to the main website. There are three main types of traffic; direct, organic and referral. A website URL which is directly entered on the browser by a visitor to view the website is known as Direct traffic. When a user searches for a website on Google and clicks on the search result and visits the website, it is known as Organic traffic and when a user visits a website through other mediums such as an advertisement, it is known as Referral traffic.

How to optimally utilize Google Analytics

Define specific objectives

In order to make maximum use of Google Analytics it is essential to set pre-defined objectives to measure accurate performance of the website. Setting objectives will help identify the success rate of the applied strategy and derive traffic from various Digital Marketing sources such as online advertising, Social Media etc.

Customized Audience Views

Google Analytics provides an option to apply various inbuilt settings for audience views as per convenience. It is preferable not to change the default view of ‘All website data’. Instead it is better to create new views with the given settings to analyse visitor behaviour on a website.

Micro and Macro Conversions

To generate conversions, content marketing is the key to create brand awareness. Conversions are not just related to sales but it can be broken down into micro and macro conversions. Micro conversion is an ongoing path to transform into a macro conversion (sale). For instance, if a viewer subscribes to a regular blog update, it is considered as a micro conversion in the world of Digital Marketing.

Monitor Bounce Rate

It is important to analyse the amount of time a visitor spends on a website to lower bounce rate. If the bounce rate is high, certain factors of the website such as content, keywords or its design have to be modified so as to keep the visitor engaged on the website. On the contrary, if the bounce rate is low, identify the areas due to which the user is engaged on the website and optimize those key areas to generate more traffic.

Monitor Exit Rate

With bounce rate, it is essential to monitor exit rate as it informs which specific visitor left the website. If a webpage is receiving a high exit rate, it is important to make changes and modify the webpage to facilitate viewer engagement on the website.

Analyse page sessions

There is a probability that because Google Analytics provides percentage data for page sessions, people overlook this data as it may be perceived of being less significant. However, to carefully analyse page sessions it is essential to divide the page session results into categories like traffic source, state, city, country etc. to gather the required information.

Identify the most important keywords

Google Analytics provides Top Keywords report which is considered as the most important tool for website analysis. It gives an overview of which keyword was responsible to bring in visitors to the website.

Google Analytics is that tool which can be used to its maximum potential by monitoring user behaviour that helps in initiating a lead by making certain changes to the website. eTrack Media is an SEO Company in Mumbai, India which helps in identifying certain key areas in Analytics, So marketing a product online will be an easier task as day to day analysis on consumer behaviour will cater to the need of the buyer and in time generate return on investment.