When It’s Time for Keyword Cleanup

Written by Nick Stamoulis

One of the most important, if not the most important, parts of an SEO campaign is the keywords that are chosen. After all, they lay the foundation for all of the work that follows. Selected keywords are used in the meta tags, anchor text links, and throughout the content that is published on your own website and blog and on any other website that you submit content to. They need to be spot on, or else you may find that you are attracting the wrong audience, or maybe you aren’t even attracting an audience at all. Keyword research isn’t a onetime only sort of thing. At least, it shouldn’t be. Target audience search behaviors are continually changing. If you haven’t done keyword research in a few years and have been targeting the same keywords over and over again, it’s likely that there are some important words or phrases that need to be added to the mix.

Here are a few ways to know that your keywords are stale:

They Haven’t Resulted in Traffic
It’s very important to pay careful attention to your analytics. It will provide you with lots of helpful insights, including a list of keywords that led to visitors on each page. Do they match the keywords that you are targeting? If not, that’s a problem. What keywords are attracting visitors? Do they make sense? If so, use them when conducting the next round of keyword research to uncover similar words.

The Industry Has Changed
If you are part of an industry that is rapidly changing, that means that there are always new terms and new industry jargon being introduced that people may be using to search for your products or services. Even if they are very new and don’t have high search volume (yet) that doesn’t mean that they shouldn’t be included in your content. You don’t want to seem outdated.

Your Company Has Changed
If you have launched any new products or upgraded the services that you provide since the last time that you did keyword research, those keywords need to be updated. It doesn’t mean that the old ones are no longer effective; it just means that you need to add to them. For example, you probably have new pages of your website dedicated to the new service or product. Your old keywords might not be relevant on those pages, which means that it’s time for another round of keyword research.

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