If you’ve been around the internet for more than two days, chances are you’ve heard of keywords, a “key” component of any SEO strategy. So, what is a keyword? It’s simply a search term, word, or phrase someone types into a search engine (such as Google) when looking for a product, service, or information. When choosing keywords for your website, you want those that are relevant and ultimately direct the user to your website. So, if you own a hand-crafted jewelry company named Jillian’s Jewelry, a valuable keyword would be “hand-crafted jewelry” or “hand-made jewelry.” Make sense?
The thing is, there will be many words that are valuable to attracting targeted visitors to your website, some more valuable than others. If you choose the very best keywords and use them in your content, you will attract new leads and customers.
Now let’s get down to the basics: What makes a great keyword?
Competition and difficulty. The more competition you have for a keyword or search phrase, the harder it will be for you to compete and be found in the search engine results pages (SERPs). This is where the Google Adwords Keyword Tool comes in handy. It will give you the competition in terms of low, medium, or high, and even tell you how many people are searching for that keyword or phrase on a monthly basis.
However, even if you have a keyword that’s highly competitive, it doesn’t mean you have to disregard it. Simply go with a few long-tail keywords instead, which are longer phrases that contain the primary keyword. Going back to the jewelry example, if one of your keywords is “jewelry,” which is highly competitive, a good long-tail keyword phrase to use would be “silver hand-crafted jewelry” or whatever materials are used in making your jewelry.
Impressions. When a keyword shows up in the SERPs, it is called an impression. Naturally, keywords that are a single word rather than a phrase will have far higher impressions – but that does not mean you should choose those keywords and in all honesty, you probably shouldn’t. Conversely, you don’t want keywords that have few or no impressions either, so finding a balance somewhere in the middle is preferable.
Value. The Google Adwords Keyword Tool offers a world of data that will help you choose the best keywords for your company website, including factors that help you determine keywords that are valuable. Is the keyword relevant to the content of your website, and if it is found by searchers, will they find what they are in search of on your website? When you type in the keyword in a major search engine, are there ads running along the right-hand side and top of the page? If you can answer “yes” to these two questions, then consider trying a “test” Adwords campaign to see how well the traffic converts. During the campaign, track both the conversion rate and impressions but make sure you review this data over the course of a few hundred clicks for the best measurement.
E.B.B. Interactive is a highly regarded Atlanta SEO firm specializing in search engine optimization, web design and development, and more. We understand that for many who are just bringing their businesses online, finding effective keywords can be your worst nightmare! Let us handle your SEO while you concentrate on other aspects of your business.Google+