If you are running or own a website, then you probably already know the importance of having quality keywords. Having the wrong keywords can result in lowered rankings, decreased traffic and lost customers.
While understanding the importance of keywords is a good start, you must also have a successful keyword strategy in order to really see an increase in your traffic and conversions. Once you have a better idea of what your customers are looking for, you can select keywords that will bring them to your site.
The most critical element of any keyword strategy is performing keyword research. Many people make the mistake of trying to get their site to rank for searches that only consist of one word.
If you run an online bookstore, ranking for “books” is virtually impossible. Even if by some miracle, you were able to rank for this term, who’s to say that the people searching for “books” would be interested in your site?
When you rank for a term that broad, you end up with a lot of traffic but very few conversions. Having keyword search terms that consist of two or three words are much more successful in getting conversions because they are more specific. Ranking for “used books” or “college textbooks” will yield better results.
The key is being as specific as possible. This will allow you to connect with the people who are the most likely to buy your product, read your blog post or click on your ads. When doing keyword research, you also want to look at the amount of pages that Google returns. If you see more than 30,000 pages it will be very difficult to rank for that search term and you may want to continue in your keyword search.
Once you have decided on the keyword that you want to use, you have to strategically place them on your website. Managing a successful website is a lot like being successful in real estate: it is all about location, location, location!
Stuffing too any keywords on a single page or placing keywords in the wrong area will hurt your conversion rate. At the top of your page, you want to insert a brief paragraph including your keywords. You also want to include your keywords in your title and meta tags. Your goal should be to have at least 350 words of content on all of your web pages.
Search engines give priority to sites with quality content, so make sure you work the keywords in your content in a coherent way.
With a little practice, you will be able to select the best keywords in your sleep. You should quickly see your site jump to the first or second page in the search results, and the traffic and conversions will soon follow.