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Choosing the Right Keywords for Your Website.
Keyword Research
You hear the term "keyword research" often, but what exactly does it mean? Keyword research in SEO means discovering keyword phrases that not only attract the right market, but convert well, and help you attain high search engine rank.
Common mistakes in keyword research are:
- Bypassing research, assuming you already know which keywords to use.
- Using advanced and technical terms. Remember, your customers aren't as familiar with the industry or specifications as you are.
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Mistaking a high number of search engine results as a good keyword.
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Not considering the intent of the searcher (browsing, comparing, buying).
Remember, the keywords selected must be the most fitting keywords for your product, service, industry, and target market. The number one ranking in Google for the wrong keyword can be disaterous leading to poor traffic, high bounce rates, low repeat visits and conversion rates that frustrate.
So what makes a good keyword?
Different types of keywords (or rather, degrees of specificity) will attract different types of visitors to your website: - browsers
- comparison shoppers
- buyers
Let's say you sell water purification systems for the home. Here is how the sectors outlined above may find your site: -
Browsers may search for "water purifiers".
- Comparison shoppers may use "undersink water purification systems"
- Buyers would search something like, "Athena water ionizer under $700"
Browers are just looking for information. Comparison shoppers are researching their options. Buyers know what they want and are looking for the best deal.
So, start general (home page) and get much more specific with interior pages.
How long should a keyword phrase be?
Specific keyword phrases range from two to four words and normally see higher conversion rates. To select the best keywords, use the following list:
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Brainstorm keywords and come up with two and four word combinations.
- Don't focus on keywords with a high search volume. Focus on keyword phrases that will attract your target market.
- Avoid one word keywords.
- Determine which keywords people use to find your competitors or similar sites.
- Think like the buyer...use words they would use to search. While you may consider your product or service to have a specific technical or medical name, a buyer may use a slang term.
- Comparison shoppers often search by the benefit to be gained, rather than the actual product or service name.
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It's a good idea to write your content first, make it conversational, credible, and persuasive, and then go back and work in keywords and phrases.
Click here to read more...
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