Common
Keyword Problems
There are a few common problems with keyword selection:
• Some people use their internal corporate catch phrases
versus focusing on what people actually search for.
• Sometimes words have a more commonly used different
meaning that elevates the estimated traffic and competition level without
actually bringing in any more sales. This especially holds true for shortened
words (examples: pics, cams).
• Some people use really generic words that are not very
relevant and are extremely competitive. Optimizing my site for search engine would be a good example of
this. Lots of competition to attain traffic disinterested in my services.
Keyword
Selection is a Balancing Act
You want the
words to be descriptive enough for you to qualify the person and describe your
product. You also want the search term to be general enough to be something
that is frequently searched for. The definition of “frequently” changes
depending on industry and the value of a lead, but common sense should help
guide you in finding what keywords are the right ones to target. Sales usually
are far more important than just the quantity of traffic you get. The power of
keywords is in their precise targeting.
Sure you can
list well for a really long search term that is present only on your site, but
you want it to be something your prospects are searching for. On the flip side,
it is usually hard to list for a single word such as outsourcing. Selecting keywords is a balancing act. Most good
keywords are two to five words long.
Use your home
page to target a primary keyword and use the other pages to target other
keyword phrases. The keyword phrases targeted on each page should also be terms
that describe the contents of that page and terms that are likely to yield
conversions.
Frequently
Asked Questions
A great way to
find targeted prospects is to find what ideas and concepts are important to
them in the buying cycle. Why do they buy? Why did they choose you? What are
common questions they may have during the buying cycle?
You can create
a page focused around each of the common buying questions to show up in the
search results when people are about to buy and are focused on those ideas.
Answer the questions as best you can and then place your ads or call to action
near the answer.
Ignoring
Keyword Research? When to
For some
pages, like customer support pages, it makes sense to optimize them for the
problems people might have with your products, but you want to make sure that
in the attempts to optimize the pages you do not hurt the readability. Not every page
needs optimized for keywords. Others may be optimized more for client usability
or linkability.
If you
can spread a great idea that other people will link to and reference, then that
is a good thing. Sometimes you can get keywords in great article headlines, but
if making the title keyword rich means that few people will link to it, then I
suggest choosing to go with the story that spreads over the story that ranks.
You could always go back and change the title later after the story spreads
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