Choosing the right keywords can mean the difference between a successful and a not so successful search engine optimisation campaign. The keywords form the basis of your strategy and it could be argued that they are one of the most important parts of a good SEO campaign.
When you choose your keywords, there are four things you should keep in mind to ensure they will support your campaign and bring the results you are looking for.
There are two types of competition to think about. First, use a keyword tool to find out how competitive keywords are. This number can help you get an idea of how hard it will be to rank for them.
Secondly, look at what your competitors are ranking for and consider if you want to use similar phrases or very different phrases. You can do some searches to see if your competitors appear at the top of search results or you can use a variety of SEO tools available to find out what keywords certain sites are ranking for.
Relevance to your Business
Search engines are increasingly prioritising relevance, and are favouring businesses and websites that use keywords that are directly related to their industry. So, as you choose keywords make sure they are relevant to your industry, content and business.
This won’t just help your rankings, it will also help you make sure your content is high quality, since trying to force unrelated keywords into content decreases its quality.
Alignment with your Goals
Consider what pages you want to drive traffic to so you can choose keywords that are relevant and will help you achieve those goals. For example, the keywords you choose for your home page and for a specific product page may be different. However, there will likely be some situations where you want to rank multiple pages for the same keywords.
Also think about your overall marketing and business goals so you can use your SEO efforts to help you meet them. Increasing sales, gaining more blog followers and raising brand awareness are just a few marketing goals SEO can help you achieve.
What your Market Searches For
Finally, think about what your market would search for. What words or phrase would someone who is looking for your business, products or solutions use? Ranking for the words your target market is actually using can make all the difference and can make your search rankings even more valuable.
Consider words, phrases, your company’s name, product names, locations and terms that describe the solutions you provide. These are all keywords people are likely to search for, so ranking for them will help you bring the right audience to your website.
Taking all of these into account, along with your specific SEO needs, you will be able to choose keywords that are more likely to help your campaign bring higher rankings. With those higher rankings you can achieve all kinds of other marketing and branding goals, improving your online presence.