Why Keywords Are Vital To A SEO Campaign

Keyword research is an important aspect of SEO because it helps identify the terms that surfers would use to find products or services your site sells

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Article Published / Updated: Thr, 14 Jul 2016 13:30:00

SEO, or search engine optimization, is the optimization of a web page in order that it ranks higher in the SERPs (Search Engine Result Pages) for specific keywords or keyword phrases. The pages that rank higher typically gain the greater amount of search engine traffic compared to pages ranked lower for the same keyword.

The majority of web users click on one of the top 5 results on the first page when they complete a search. As such, the ultimate goal of any Search Engine optimizer is to gain one of these coveted top spots, with the number one ranking being the primary objective.

Targeting Keywords

However, a top position for any keyword won't suffice. In order to increase your ROI, it is vital to ensure that you target the most appropriate keywords for your pages, and for your business. While generic, or very general topic keywords, may have the highest number of searches conducted in a month they are also the most competitive and typically least productive.

Competitive Keywords
The more competitive a keyword the more pages that you need to compete with in order to benefit from a SEO campaign. Many of the pages that appear at the top of the list will also be well optimized and have a powerful link profile, making it difficult to rank highly.

Improved Conversions With Targeted Keywords
General topic based keywords have also proven to have lower conversion rates compared to more specific keywords. Targeted keywords generate targeted visitors, and targeted visitors are much more likely to be active while on the pages of your website.

Keyword Research

Keyword research helps you to identify keywords that are relevant, targeted, and preferably less competitive. By finding the right blend of these factors you can minimize the time it takes to rank well, actually increase the number of visitors, and improve your conversion rates. Targeted keyword research leads to better profit opportunities and improved ROI.

Tailoring Keyword Research To Needs
Every page of a website needs to be treated as an individual project, especially in terms of marketing. Each page will usually attract different visitors in different stages of the purchasing process. Deep product pages will often catch visitors while they are at their most profitable - when they're ready to buy. General pages and even product category pages can be used to attract more general terms, but they should still be properly researched and targeted very precisely to your target market.

Niche Keywords
Niche keywords are often talked about as being the ideal variety of keywords for a page. A niche keyword is a highly targeted, very specific keyword. It is geared towards a corner of the market in which you operate and typically has very few competing pages. Niche keywords don't usually create much in the way of traffic but the traffic that they do create is highly targeted and very active. It attracts excellent conversion rates ensuring that you get a good return on your marketing investment.

Long Tail Keywords
Many web pages will gain visitors from natural keywords within the text. These long tail search terms again produce highly targeted visitors and while each individual term will not produce more than one or possibly two visitors over the space of the month, they do all add up. It is virtually impossible to research long tail keywords because of their infrequency, but by using popular keywords you heighten the chances of seeing more on your website.

Negative Keywords
Yes I know, you don't understand. Negative keywords are never used or are even considered when optimizing a webpage for organic search. But when you are buying expensive AdWords, negative keywords can save you a lot of money by deterring the clicks you don't want. I can tell you right now that more than 80% of you have never heard the term "negative keywords" before, or if you had, you did not understand what it meant.

There is a real science to selecting negative keywords and it is very time consuming. In a nut shell a negative keyword is a keyword or keyword phrase you do not want to be found for.

Assume you are a dog groomer in New York. You have a website and you buy some AdWords. Of course you would make "dog groomer" a primary keyword. Thing is when people in Miami are searching they will find your ad and click on it, then they will realize you are located in New York and they will simply click off. That click cost you money. So how do you prevent those clicks from happening? Create a negative keyword list then, perfect the list. Soon you will see an astronomical increase your ROI.

Summary

Keyword research is an important aspect of SEO because it helps to identify the terms that surfers use to access sites similar to yours. This, in turn, enables you to optimize the pages of your site and your link profile in order to attract those visitors. By doing so, you may also improve the number of long tail searches that lead to your site, and these produce highly targeted visitors for little optimization effort.

Suggestion
Before you start any SEO campaign, before you even think about optimizing your website, I urge everyone to start an SEM campaign. An AdWords campaign will enable you to quickly find out which keywords are being used to find what you are selling as well as which keywords are not worth pursuing. After an AdWords campaign you more than likely will have a primary keyword list and a negative keyword list. This can then make the basis of your SEO campaign.

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Artemis Glikakis is the Managing Director of Position Front Page International Co., Ltd.. His expertise in this field of Internet Marketing and Search Engine Optimization, has lead him to write many articles on the subject and he is always in the forefront when large clients come along.

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