Choosing Keywords That Bring the Best Results

As a search engine optimization (SEO) copywriter, I’ve seen my share of keywords and how they work in different types of copy.  Sometimes I research the terms myself; other times clients choose their own keywords (or have someone else choose them) and send me the list to include in their copy.

It’s absolutely imperative that you make wise choices in the area of keywords.  Many people simply look at statistics.  Others go strictly on the most highly searched keywords from one particular search engine.  Still others do no research at all and just guess.  While the first two can work in combination with one another, they still don’t offer a complete solution.

Over the years, I have gathered a few tips on how to choose effective keywords that bring results.  I’d like to share that information with you so you can improve both your copy and your search engine positioning.

Narrow Focus

Choose keywords that have a narrow focus.  The most common mistake I’ve seen when selecting keywords is choosing those that are too broad.  For example, one client sold cleaner for granite countertops.  One keyphrase that was originally under consideration was “granite countertops.”  However, as I explained, people could be hoping to find information on almost any aspect of granite countertops… installation, price, service, dealers, etc.  This keyphrase was too broad and eventually was discarded.

The same applies to geographic locations.  A real estate agent wanted to use the keyphrase “Richmond County.”  However, upon searching the ‘Net for this phrase, his SEO expert discovered that there are at least three states that have a Richmond County.  Instead, the SEO expert chose phrases such as “Richmond County, Georgia real estate” to narrow the focus and ensure qualified traffic.

Applicable to the Page

Another common area where people stray is in being determined to use keyphrases that simply don’t apply to the page.  In one case I was asked by a client to use the keyphrase “payment portal” on a page that had nothing to do with that topic.  At the time, that was an excellent phrase to target, but it would have been quite a stretch as it had little to do with the main focus of the site.

Just because a keyphrase gives you the opportunity to be highly ranked doesn’t mean you should use it if it doesn’t apply to your site.

More Traffic or Better Traffic?

I see the battle between lots of traffic vs. more targeted traffic just about every day.  Clients are generally programmed by Web hype to believe you need as much traffic as you can get regardless of where it comes from.

I, on the other hand, believe you need traffic that will actually stick around once they reach your site.

Why have tons of people coming to your site if they will just leave after three seconds because they didn’t find what they were looking for?  It’s better to have fewer people – more targeted prospects – who are more likely to buy.

By targeting your keyphrases so they are as accurate and focused as possible, you will gain the attention of customers who are specifically searching for what you have to offer. While your unique visitor or page view count may go down, your bank account balance will likely go up!

Baffled by keyword research?  Been doing it for years but still have questions? Check out Keyword Research 2.0 from my OnlineCopywriting101.com website. Clear the fog, make more confident choices, get more traffic.

(c) 2011, Karon Thackston

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