One of the things that make it so difficult to choose the best keywords for your site is that the popularity of various search terms is always changing. So, it’s not simply a matter of doing a bit of search analysis and then magically settling on the right keyword or phrase. It takes a bit of trial and error and even keyword testing to find the right keywords and phrases to use when you optimise your site and individual pages.
Keeping the following 5 tips in mind as you work out your keywords can help you to maximise your results.
Conduct keyword research more than once. The way that your target audience searches for the products and services that you sell will change over time. So, even if you get lucky and hit upon the right combination of words and phrases your first go around, you need to frequently update your site with tweaks developed after additional keyword research.
Spend some time actively looking for how your audience looks for you, and compile a list of related keywords to use in your SEO efforts. Work on expanding your list of keywords and phrases to broaden the appeal of your site, as well as sharpen the focus on your target audience. Tools such as one of the various online free Keyword Finders or the Google AdWords Keyword Planner can all help you find more keywords for your list.
Avoid targeting highly competitive keywords. Some keywords are highly competitive, especially in certain fields and industries. Using these keywords alone can eat up your advertising budget if you are using a client like Ad Words to pay to target your audience with specific keywords. This is especially true if your site is relatively new to Google and other search engines!
If you are paying for ads, you will get more for your money by targeting less popular keywords that are still relevant to the meaning you wish to convey in the content on your site. You can also try adding additional words to create what are known as “Long-tail” keywords or keyword phrases so that you only pay for traffic that is aimed at a specific local audience or that is more likely to be searching for only a very specific set of keywords.
Take advantage of Google tools such as Google Trends to learn more about search volumes. While you want to avoid keywords that are highly competitive, you will still want to use terms that have a decent search volume. If you don’t have an active Ad Words account, you can still discover which terms are trending in searches by using Google Trends. Try to include keywords that still have a decent search volume, that remain competitive in pricing.
Don’t forget to Google search your keywords for relevance and rank. Another technique to take into consideration as you finalise your initial keyword list is to actually use Google to search each keyword that you are considering. As you Google these words, take a look at the results page. Are the businesses and sites that are coming up in the search similar to yours, or are they completely off the mark? Remember, Google looks at the meaning and relevance of words that are used in your site content when assigning rank, while you want to stand out, you still want the keywords that you choose to be relevant to your site.
Test and refine your keyword list. Once you’ve started to optimise your site and individual pages for certain keywords and phrases, don’t forget to test your results. A few slight tweaks in the keywords that you use the most frequently and that you target with SEO can have dramatic results, especially as search patterns evolve and change over time!
Working out your keywords can be a difficult and time consuming chore, but these tips on how to conduct keyword research and best use Google tools can help make the process less painful and more profitable!