Targeting the Right Keywords
Keyword research is arguably one of the most important aspects of an SEO campaign, yet they are no doubt one of the most confusing. You want to make sure you target the right keywords so that you rank for the right search queries, but choosing the wrong keywords can sometimes lead the wrong types of visitors to your site. In general, you want to target around three of four keywords per page, make them relevant to the content, and use broad and long-tail keywords.
As if this wasn’t enough to consider, a company also needs to think like their target audience when choosing keywords. A company needs to ask themselves: If I were searching for our services, what would I type into a search query?
You want to always make sure you are incorporating different variations of the same keyword. For example, if you work for a social media marketing firm, you may want to target keywords like social media, marketing firm, and social media firm. All of these keywords are synonyms for the same thing, and different people are sure to use different keywords when performing a search.
It is also important to try and think like your customers. In many cases, a potential customer is not as attune to the lingo in your industry as you. Although something may mean two different things to you, a consumer could potentially use the two terms interchangeably. For example, you know that social media dashboards are different than social media networks, but those looking to learn more may not.
You obviously cannot target every single possible variation of your keyword, but there are things you can do to help. You can try using the Google Keyword Research Tool that will let you know different variations of the word as well as the search volume for each variation. This will allow you to have a better idea about what people are searching for as opposed to just choosing synonyms out of thin air.
This situation is not nearly as likely to occur, yet it is something to consider when choosing keywords. Some consumers might be searching for something other than your company when they type in a keyword you have targeted. For example, you may think of the word “settlement” as a financial instrument, yet some consumers may search for that word when looking for somewhere to live or go camping.
You also want to make sure that you consider whether or not your keyword is too general. For example, you may think of hair stylist as a place to go to school to become a hair stylist. However, some consumers may type this term into Google looking for a hair salon or supplies for a hair stylist.
You have to make sure that you are thinking like your target audience. This can sometimes be difficult, so consider enlisting the help of an SEO consultant or asking others in your company for opinions. If you’re going to use an acronym, do a little bit of research and see if that acronym is used for any other high volume term.
The most important thing to realize is that you can change your keyword targets at any time. If you think that you might be missing a key phrase or are getting the wrong type of visitors to your site, consider targeting different keywords. You want to make sure you have data to prove that you’re targeting the wrong keywords, but ultimately it will be worth it in the end.