There is no controversy about it; keywords are the basis of any search engine optimization campaign. They will either make or mar it.
If you choose keywords that are highly competitive, getting result will take an extended period of time, and that too, with much struggle. And if you opt for very generic phrases, just be sure of poor conversions. This is just what it is all about. Now, it is clear to you that extensive keyword research and choice of good keywords are very essential.
How can you carry out a through keyword research? Check the tips given below.
- Begin with a thought-provoking session that will lead you into identifying and listing all the likely keywords and terms that web visitors are likely to enter to search for your offering. Also in this brainstorming segment, it is important that you bring yourself to think just as what the potential customer would do.
- Carry out further research to keep on building the keyword list.
- It is also sensible to have idea of the keywords or terms that your competitors are using; so you need to research on your competitors.
- Thoroughly examine your web stats and logs; this can offer you a valuable source of keyphrases and terms that visitors are already entering to look for you on the search tools of the search engines. Get those keywords and improve your rankings on them so that your chances for better traffic can be increased.
- Another place to look within your website is the search tool/feature (if you have one). The logs on this feature will reveal to you what visitors are looking for when they come to your site. This will also give you an idea of what words and phrases to include in your keyword list.
- Next, carry out an analysis on the keyword list you've built to find out the degree of traffic they can generate, and their rate of competition as well.
- Now, it's time to segment your keyword list. Bring out the longer-phrases keywords (low hanging fruit) that are less traffic prone. These keywords can serve as your starting point since they can rank easily, and reasonably swifter.
Then, bring forth the words or terms that are relatively competitive, more traffic-prone and will rank for a fairly longer time – this will be your second segment list. The segmentation process is worth it; while you await the relatively more competitive keywords to start yielding result, the low hanging fruit list must have started generating traffic for you already.
Remember, too generic and less-targeted keywords will take considerably prolonged period of time to rank; also, conversion of traffic is most likely not to happen. Using very specific key phrases would not generate you substantial traffic as well. So what do you do?
Employ a three-level technique;
Broad Based: It consists of single keywords and relatively short phrases, lots of traffic, generic to the industry, and relatively low conversions.
Focused Keywords: Here you will find phrases that are fairly shorter. The phrases are centred on your offering. Higher traffic numbers is also a feature of the ‘focused' level.
The Long Tail Keywords – Laser Focused: This consists of more targeted and longer key phrases, higher conversion rates, and smaller traffic numbers.
Keyword research – The bedrock of a successful SEO campaign