3 Tips for Choosing the Most Effective SEO Keywords
To the everyday person, a keyword is what is typed in when searching for products, services, and answers in search engines. To businesses, however, keywords can make or break the success of your website.
SEO Keywords are at the very foundation of paid search or PPC campaigns. Their selection is essential to a website’s natural or organic rankings on search engines.
It is also extremely important that you as a business are able to identify the most important keywords for your company so that you are able to effectively market your products and services to your target audience.
Here are some tips to help you select the proper keywords to help build your online marketing.
1. Longtail Keywords
The term “keyword” implies the use of a single, solitary word. If you sell running shoes, the root words running and shoes alone would be terrible keywords, since neither word by themselves would describe what you’re trying to sell.
Using a longtail keyword (or keyphrase) in this instance, running shoes, will best match the kind of product that you are trying to market. You can go even further to narrow down your market by using such keyphrases as fast running shoes or cheap running shoes.
2. Get down to specifics
In most instances, it is more beneficial to focus on using the multitude of more specific keywords that most closely match your product or service, rather than to simply use a root word.
Let’s refer back to the shoes example. Ranking highly for the keyword shoes would probably top your list of goals, but going after this particular keyword may not be as profitable as you would think.
From an organic SEO perspective, you won’t be able to rank highly for a root term like shoes unless you are a huge, well-known verifiable site (or unless you are shoes.com, since Google likes keywords that match website addresses).
Going after more specific keywords like ladies fitness shoes or children’s sneakers would be best, since competition for the terms is less intense and from an SEO and PPC perspective, they will have a higher conversion rate to purchases on your site.
3. Use Google’s Display Planner
Google’s tools for keyword research have evolved drastically over the years. First, there was the Wonder Wheel, which become the Contextual Targeting Tool. This tool has now been merged with other tools into Google AdWord’s Display Planner.
The Display Planner can be found under the Tools section in AdWords. You can search for keywords, concepts, and websites that your customers might visit. Not only will Display Planner give you suggestions about your ad groups, it will also give you related keywords that you might never have thought of.
After your search, clicking on the keywords tab will will display several rows of data. Each row will contain an anchor keyword and five related keywords. You can also click on the anchor keyword within each row to expand information and see the relevance of each keyword.
This is data straight from Google itself. You can also see information about your target audience, including a breakdown of the ages and genders of those who search for your product. This makes Google Display Planner an absolutely indispensable tool for doing SEO keyword research.
Choosing your keywords may seem extremely daunting, but keeping these tips in mind will make the task much more manageable. With the proper research, your website will experience higher rankings, greater traffic, and a higher ROI from your customers.