Definition: Keyword Footprint

A Keyword Footprint can be defined as a list of terms and phrases core to a website. Keyword footprints come in 2 varieties:

Actual Keyword Footprint

The actual keyword footprint is a list of key terms that drive the majority of website traffic through Organic and Paid Search.

Desired / Intended Keyword Footprint

The desired Keyword footprint strongly reflects the services, products or business the website covers and may correspond with conversion goals/targets already in place.

Keyword Footprints provide a useful tool to focus a website content creation plan. The creation of a keyword footprint is often undertaken by a search specialist with inputs from Product owners (Business directors, Online editor, Sales director etc), information architects and analytics specialists.

Working together they outline the existing content categories, the business goals, the type of traffic / audience they wish to gain and the keyword / keyphrases that will potentially drive the greatest numbers of visitors (estimated through keyword research and PPC campaigns).

Keyword footprints are often used in conjunction with regular keyword ranking reports. WebCEO can automate the look up of a keyword position within the Search Engine Result Pages (SERP’s). Regular (monthly) checks can demonstrate areas for improvements which can lead to further content creation or browse page strategies.

The intended keyword footprint and the actual Keyword footprint may differ considerably and its down to the Search specialist to drawn up a strategy to address this.