Choosing Keywords That Bring the Best Results

by Karon Thackston © 2006

As a search engine optimization
copywriter, I’ve seen my share of keywords.
When working with me, clients choose their own keywords (or have someone
else choose them) and then send me the list to include in their copy. I must admit, sometimes I’m just amazed at
the selections I receive.

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.

From working with many search
engine optimization (SEO) experts, 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 his SEO expert explained (and I
agree), 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
wane 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 what the site was about.

Just because a keyphrase gives you
the opportunity to be highly ranked doesn’t mean you should use it if it has
nothing to do with 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.

Most SEO experts I’m associated
with (and this SEO copywriter) 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!

Which words make *your* customers
buy? Let Karon show you. Boost your sales and your search engine positioning by
learning to write strategically created copy that hits a nerve and makes the
sale.

Comments are closed.