Target Keywords – Points to Remember
It is surprising how common it is for website owners to target keywords which aren’t effective in attracting visitors to their site. The points to remember when choosing keywords are:
- Choose them from the customers’ perspective. E.g. if a page on an orthopedic surgeon’s site were optimized for scapular fracture instead of broken shoulder blade it may miss out on a lot of web traffic. In order to decide which of several search phrases attracts the most traffic, use the Google Insights for Search tool.
- Ensure that they are not highly competitive with other websites. If there are hundreds of other websites selling similar products or services to your own, then you may have severe difficulty ranking on the first page for words which directly describe your product or service, so it may be necessary to think of variants which have not been targeted by your competitors.
- Do not forget long tail target keywords e.g. as well as limousines, you may want to focus on quality stretched limousine hire and numerous other long tail keyword phrases. Though each keyword phrase may attract relatively small search volumes, by focusing on a large selection of them, you will be casting your net wide, and also pleasing your more discerning customers.
- While the best target keywords will be the ones with relatively low competition, they will also need to attract relatively high search volumes (while maintaining high relevance).
- The commonality of target keywords is another factor to consider, assuming you are choosing them for a commercial website. You can either research how many people will be willing to pay for products or services that match the keywords. Use Google’s traffic estimator tool (to which access is available if you have a Google Adwords account).
- Some keywords are more associated with trends and are therefore more time-dependent. Use tools such as Google Insights for Search, Google Trends and Trendsbuzz, (though there are many more good tools) to investigate trends. You should be able to home in on an article that will influence your own content or help you tap into current trends to drive more visitors to your own site.
- In order to drive out ideal target keywords it is best to get a team of people together (including, if possible, customers) to brainstorm keywords. Encourage participants to freely write down or call out what comes to mind in an uninhibited way, without too much prejudging of suitability. Use these as ‘seed keywords’ to input into some of the tools mentioned in this article in order to derive keywords which have relatively low competition and relatively high search volumes.
Here are a couple more free tools which you can use to help you with your target keyword research:
- Google Wonder Wheel. Use this tool to get keyword ideas related to your current search. You can find the tool by doing a Google search as per normal, and then clicking on the ‘more search tools’ link on the left hand side.
- Google Suggest Keyword Tool
Photo By Stuart Miles – Free Digital Photos Net