Finding the Keyword Sweet Spot
Keywords determine who will find your website, search engine spiders and human users alike. Your audience uses keywords to search for what your company offers and hopefully your other well-planned SEO efforts (link building, on-site optimization, relevant content and more) are placing your various landing pages accordingly. But when it comes to keywords, the broader the keyword the more competition there is for it.
Let’s say a user searches for “shoes.” That’s going to bring up a huge variety of results. There are a lot companies that manufacture/sell/buy shoes and they all want to use that keyword. With so many websites using “shoes” as a keyword, chances are yours will get lost in the shuffle. This is especially true if you are a relatively young website. A local shoe boutique can’t compete with huge brands like DSW or Payless for such general keywords.
Now let’s say a user searches for “17th century Parisian shoes.” This a much more niche keyword phrase, therefore the number of companies pushing it in their content decreases dramatically. If you are a company that sells imitation, 17th century Parisian shoes, then congratulations! Not only is a highly targeted user being delivered to your site, the overall competition for that search is much less (meaning cheaper PPC ads for you).
The idea is to always shoot for mid-range keywords, ones that aren’t too broad or too niche. “Shoes” is saturated while “17th century Parisian shoes” is highly specific. If a keyword phrase is too precise, you run the risk of no one searching for it. You want your company to have a good mix of broad and niche keywords so that it shows up in a wider variety of searches. You also want to utilize a variety of keywords that the user may consider searching with that still produce your website in the search results. For our Parisian shoe producer, they may consider including “French,” “historical,” “1600s,” “replicas” and other variations of their niche search terms.
Including different search terms keeps your website content fresh and conversational, so as to not bog down the reader with repetition. There are a variety of tools out there, like the Google Keyword Research Tool, to help website owners discover their options when it comes to using relevant keywords
Categorized in: Keyword Research
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