First, keyword research is the process of finding and analyzing terms to use on your motorcycle website, other online assets, and marketing materials.
The critical keyphrases you need to rank for are those utilized by prospective customers when searching for similar products or services. Keyword research lets you learn how competitive it is to rank for phrases and which convert best into sales.
Another reason keyword research is essential to your online marketing is for search optimization. However, there are items to complete before your motorcycle SEO can start on your website.
They need to understand the basics of promoting websites and how it currently ranks. This can be accomplished by conducting a content audit.
Also, an A/B test of your content to gather data on the keyphrases that convert best and easiest needs to be performed. Importantly, you must know what phrases are and aren’t working. This can be done by looking at your website’s tools and other online assets.
Free Keyword Research Tools
Below are some free web tools to help you know more about keywords and rider demographics:
- Google Analytics
- Google Keyword Planner
- Facebook Insights
- Facebook Ads Manager
All these tools give you the keyword and rider demographic information you need. Furthermore, they explain how your target audience interacts with your website and online assets, like your biker social media pages, ads, etc.
Biker Website Keyword Strategy Example
Next, to illustrate the need for keyword research, let me use an example company. I will call this a small-to-mid-sized company, Kickstart Motorcycle Jackets (Kickstart). They will specialize in old-school-style men’s leather motorcycle jackets.
Now, the phrase “motorcycle gear” is too broad a keyphrase. And it might surprise you that the phrase “motorcycle jackets” might not be the best fit either. Yes, you read that correctly – “motorcycle jackets” might not be a good target phrase.
Notably, “motorcycle jackets” can be too broad, as Kickstart doesn’t carry many types. For instance, they don’t sell these types of jackets: textile, sport bike, armored, denim, women’s, kids, etc.
Instead, better keyphrases to target would be “men’s leather motorcycle jackets,” “old school biker jackets,” etc. Ranking highly for these phrases would drive a lot of the traffic and sales Kickstart needs. This is because this is what they sell and what their target audience uses to search for their jackets.
Also, these longer phrases are less competitive. Larger companies with bigger budgets target the most competitive phrases, such as “motorcycle gear” and “motorcycle jackets.”
With the right online content, Kickstart’s site can rank well and generate solid revenue. In addition, if Kickstart wants to use paid advertising, these more specific phrases are less expensive to target. Now, the following is a rough estimate. Let’s use Google advertising for a motorcycle website as an example.
The cost per conversion of visitors to sales for “motorcycle jackets” would be three to five times higher than for “men’s leather motorcycle jackets” or “old school biker jackets.” Even if it is just three times the amount, that is huge on your company’s bottom line.
Best Keywords for Your Biker Site
Yes, the above might sound confusing at first. Choosing the best keyphrases to target is complex. After keywords are identified, the tools listed above are beneficial.
Finally, on our blog for motorcycle companies, you can learn both basic and advanced marketing. Revolution can do the audit, keyword research, and create optimized website content. With our search & web experts, we will get you the traffic you need.