Choosing the best keywords for your website SEO is important. Keywords are what we type in when we are searching for products, services, and answers on search engines, an act that people all over the world have done over a billion times. One of the important ways to optimize your website’s pages for search is to assign keywords to those pages. They are important for both organic ranking on the search engines as well as PPC or paid ad campaigns. The implications for a business to select the right keywords therefore are big. Deciding on them is a balancing act between art and statistics.
When choosing keywords, start by thinking about whom your target audience is and the focus of your website. Make a list of words and phrases that will lead to your site when entered into search engines. For example, if you are selling rugs – consider not only the actual word “rugs” but also carpet, floor covering, carpet brands and so on. They should be word specific as well as related to the content. Ask yourself if searchers will find what they are looking on your site when they search using these keywords?
Search for the term/phrase in the major engines. It is important to also see which websites already rank for your keyword. This gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Generally if you see many search ads it signifies a high value keyword. Multiple search ads above the organic results frequently means that it is a highly lucrative and conversion-prone keyword.
Let’s say you own an online pet shop that sells all kinds of animal food and pet equipment. To rank highly for the keyword pet would probably be at the top of your search engine marketing goals. And yet this may not be a profitable keyword that will drive relevant traffic to your site. That is because, from an organic SEO perspective, you are unlikely to rank highly for this term unless you are a huge, highly authoritative site—or lucky enough to be 1-800 Pets.com, knowing that Google rewards keywords that match website addresses.
In this case, you would do well to go after more specific keywords such as dog food, Eukanuba, fish tanks, etc. Not only is the competition for these terms less fierce but, from both an SEO and a PPC perspective, those more specific keywords are going to have a significantly higher conversion rate to purchases on your site. Try to focus on the hundreds or even thousands of more specific keywords that more closely match the services, products, brands, and locations that you sell or serve. Be sure to use these keywords throughout your site copy in your tags and where they make sense.
Not sure how what terms will work and how to choose – Consult with your SEO expert and marketing firm. There are also tools available through Google such Google Ad Keyword Tool and through Google Analytics that can help.
Keywords are an important foundation for an SEO campaign. The right keywords offer an important potential for any campaign to be successful.