Essential Keyword Selection Strategy for SEO
By Frederrick Abrugart
When we want to search for a product or service on the internet, we type in certain words or phrases in the search engines. These words or phrases are called Keywords.
Most webpages are optimized by assigning those keywords to their pages. It is therefore important to choose the right keywords as the impact could be huge. Keyword selection is fundamental and integral to success when it comes to a website natural or organic ranking on the search engines.
But keywords are not just about SEO. Identification of the most import ant keywords for your company is essential so that you can effectively market your products and services to your target audience. Here is a guide which will provide you with some ideas when you are selecting keywords on which to build your online marketing.
The Importance of Using the Right Phrases in the Picking of SEO Keywords
Keywords are the most important SEO element for every search engine, they are what search strings are matched against. Choosing the right keywords to optimize for is thus the first and most crucial step to a successful SEO campaign. If you fail on this very first step, the road ahead is very bumpy and most likely you will only waste your time and money. There are many ways to determine which keywords to optimize for and usually the final list of them is made after a careful analysis of what the online population is searching for, which keywords have your competitors chosen and above all - which are the keywords that you feel describe your site best.
Keyword generation should start with a simple question of "What products or services do you sell?"
What to Avoid in Picking SEO Keywords
•Targeting keywords that are not used. Far too often companies select keywords that are so common in their corporate lives that they forget that not everyone uses corporate or insider jargon.
•Not paying attention to keyword appropriateness. Keyword popularity should not be confused with keyword appropriateness. Keyword popularity doesn't always mean that it will be popular for your company. For extremely competitive keywords the PPC bid prices will be higher and achieving a top organic rank position will require more work because more competitors are targeting that phrase.
An alternate approach, especially for a small business would be to pursue more focused, more relevant terms that are less popular, but be better choices because they return a higher conversion rate.
•Choosing single word keywords. In most cases, single terms are highly competitive and expensive, giving you a lower return rate than more focused phrases. The broadness of keywords rarely targets the right customers.
•Failing to check on competitors. Many companies select keywords and do not consider how competitors are ranking for those phrases on the web. Put potential keywords into google, yahoo, or what ever search engine and see how competitors' sites are ranking for the keywords or phrases.
•Not reviewing keywords after implementing campaign. Reviewing keyword performance is key to knowing if your campaign is working or not. Keywords that are not performing well might need to be tweaked or dropped. It could indicate they are inappropriate to your campaign and your money would be better spent on different terms.
Keyword Tool
Well Google keyword Tool is a free tool provided by Google to help advertisers determine the search volume and other user behaviors related to keywords.
There are two versions of this tool, one is the Google External Keyword Tool. And the other one is the Internal Google Keyword tool.
Keyword Variation
One concern we hear frequently is whether it is beneficial or harmful to repeat keywords. In other words, should we vary keywords (cat food, kitten food) or repeat keywords (cat food reviews, cat food comparison, and cat food rankings.) The short answer is that the repetition is just fine, as long as the meaning of the phrase as a whole is sufficiently varied. In other words, cat food and cat food online are basically synonymous, and the content that one might expect to find associated with both keywords is the same. However, cat food reviews and cat food comparison indicate somewhat different content and therefore are appropriate to be used in tandem as keywords.
The more important concept to keep in mind is that you want to choose keywords that best relate to the content present on a web page and on a website; if you don't have a cat food comparison matrix, then don't bother including comparison-related keywords; you are misleading your users, and certainly not fooling Google. So in an ideal world, you do have a comparison section, a reviews section, and a rankings section, housed on different pages or sections of your site, with each one tagged with the appropriate keywords. Correspondingly, your SEO and PPC search engine marketing efforts should that content by driving review keywords to the review pages and so on.
It's all about Content
Keywords should guide your overall content strategy. We have referred to this concept several times in the preceding tips, but it is important enough to leave as a final guiding paradigm.
Conventionally, we think linearly about content and keywords; we build a website, and then launch search engine marketing campaigns to drive users to our content.
To be greatly successful, content is key and we have to leverage the existing needs of the users, and use that knowledge to help us create the best possible user experience. That, in turn, will result in higher rankings, greater traffic, and a higher ROI from our marketing efforts.
SearchMarketingSales is a certified SEO company for Google. Based in Australia with a regional office in Singapore, this company has since ranked keyword/s of over 500 million search competition Top 10 in Google. Learn more about their Google SEO Services.
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