Select a Variety of SEO Keywords
Keywords are the foundation of an SEO campaign. People search using keywords or key phrases and the search engines show results that include those keywords and match that query. Of course, it’s not as simple as it sounds. Just throwing a bunch of keywords on a page isn’t going to get your site to rank. It may have worked back in the day but the search algorithm has become much more sophisticated and complex.
One of the first steps of an SEO campaign is keyword research. It’s necessary to have an understanding of how target audience members are searching for the products or services that you provide. Assuming that you know what keywords to target can result in lost opportunities. Once keyword research has been completed, it’s necessary to drill the list down and select the very best group of keywords.
One mistake that website owners make is selecting a very small number of “priority” keywords, maybe 5 or 10, and thinking that is all that should be targeted. This weakens an SEO campaign for a number of reasons.
First, the priority SEO keywords are often much more competitive. If they are priority for you, they are probably priority for the competition as well. Search volume figures are often what website owners look at and those with the higher numbers appear to be the most attractive. However, if you are targeting only the 10 related keywords that have the highest search volume it will take a very very long time to see any traction with your SEO campaign.
When first starting an SEO campaign the real opportunity is usually with the long tail keywords, or keywords that are 3+ words. There may be less search volume for these terms, but that doesn’t mean that people aren’t searching for them. In fact, long tail keywords typically have higher conversion rates. Increased traffic is important, but an SEO campaign should be bringing the right traffic to a site that will convert. People that search using long tail keywords are looking for something more specific, and are typically further along in their buying process.
The last reason to target a variety of keywords is because it keeps things natural from a search engine perspective. Targeting the same keywords over and over, specifically within anchor text, is one way to raise a red flag with the search engines. Websites are supposed to be creating content for target audience users. It should provide a good user experience and “flow”. If content is being stuffed with keywords it’s obviously being created for search engine purposes only. Using a variety of keywords helps to keep content natural.
There is nothing wrong with knowing what your “top” keywords are and carefully monitoring them, but you have to keep in mind that an SEO campaign expands beyond just those keywords. You need to look at all of your keywords and whether an increased number of keywords are delivering traffic in order to accurately measure the success of an SEO campaign.
Categorized in: Keyword Research
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