What You Offer Dictates Keywords
Even though it’s important to take a natural approach to SEO today, keywords still play an important role in generating visitors from the search engines. It’s not about stuffing keywords into your content- that will get your site flagged as spam. But the keywords that you want your content to appear for do need to be there, however subtly. This is why keyword research remains one of the first steps in an SEO campaign. The keywords that are researched and then selected are implemented throughout the business website and every other piece of online content that is published.
While it might seem obvious, the primary criteria that needs to be used when selecting keywords is whether or not that keyword is 100% accurate in depicting the products or services that you offer. Sometimes a website owner can pay too much attention to the wrong things when conducting keyword research. They see the keywords that generate a high search volume or have low competition and think that those are the ones that they need to go after, without concern for how accurate they are. The website owner might think, “well these keywords are what people are searching for, so that’s what we’re going to target” (even if the keywords don’t accurately depict what you offer). The website owner might think, “close enough” and just go with it, hoping that the keyword will get visitors to the site and then they will realize that what you offer is in fact what they want.
Well, it doesn’t work that way. Someone that uses a specific keyword when searching knows what he or she wants to find. If they land on your website because it includes those keywords but then start reading your content and realize that it isn’t in fact in line with their needs, they are going to be frustrated. Being deceptive like that just to generate traffic is only going to annoy the visitors to your site and it will always backfire. It might possibly result in increased traffic to your site, but there’s a good chance it won’t improve conversions. That’s because the visitors that are coming to your site want something more or less than what it actually is that you offer. Your product might be in line with it, but it isn’t exactly what they want. If they are looking for something that does x, y and z and your product only does x and y, it’s not the right fit. Even if you do x and y great, it’s not what they want and wasn’t what they wanted to find in their search.
Instead of using keywords that aren’t on target just to try and get traffic that you hope will change their minds once they get there, focus on the potential visitors that you know will want what you have once they land on your site. Use the keywords that they are using. Even if the search volume isn’t as high, there’s a greater likelihood that by targeting the correct keywords you will generate visits from the correct audience and conversions will improve.
Categorized in: Keyword Research
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